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研究生(外文):Chen, YiChen
論文名稱(外文):The Relationship between Brand Awareness and Post-Purchase Regret
指導教授(外文):Chou, Chien-Heng
口試委員(外文):Lin, TingLingLo, WuChang
外文關鍵詞:brand awarenesspost-purchase regret
  • 被引用被引用:1
  • 點閱點閱:482
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  • 下載下載:40
  • 收藏至我的研究室書目清單書目收藏:1

The purpose of this study is The relationship between brand awareness and post-purchase regret. Literature review found that brand awareness level tends to affect evaluation of consumer products. In the previous research, that was few study to Re-search regret to the relationship subject to externally stimuli, Through the literature re-view found possible link between brand awareness and post-purchase regret.
Based on past studies have found that consumers are more familiar with their own brand will produce the higher purchase intention. This we can know brand awareness, can induces consumers to make known product category priority basis. Therefore the target industry of this study is smartphone industry.
By the research literature that brand awareness will affect the Brand Performance, Brand Image and Purchasing Intention. In the previous research, there were no explore the impact of regret. That is why the purpose of this study is The relationship between brand awareness and post-purchase regret, and substitute with Status Quo, Reversibility and valence of the chosen outcome for the control variables. Through the understanding of The relationship between brand awareness and post-purchase regret.
The expected results of this study, the decisions made by brand awareness, it will lead to more regret mood. By multiple regression analysis, analysis results support the hypothesis. Finally, based on the results of this study, bring up recommendations for further studies.

中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景及動機............ 1
  第二節  研究目的............... 3
  第三節  研究架構............... 5
  第四節  研究限制............... 5
第二章  文獻探討................. 7
  第一節  購後後悔............... 7
  第二節  品牌知名度.............. 21
  第三節  研究假說............... 28
第三章  研究方法................. 31
  第一節  資料來源與資料蒐集方法........ 31
  第二節  變數操作性定義與問卷設計....... 33
  第三節  樣本結構分析............. 41
  第四節  資料分析方法與架構.......... 44
第四章  資料分析................. 47
  第一節  研究變數之信度分析.......... 47
  第二節  操弄檢定............... 52
  第三節  假說檢定............... 58
第五章  結論與建議................ 62
  第一節  研究結論............... 62
  第二節  管理意涵............... 63
  第三節  研究限制與未來建議.......... 65
參考文獻 ..................... 67
附錄  研究問卷.................. 81

彭建彰,呂坤旺(2005) ,品牌行銷與管理,台北:華泰。



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