臺灣博碩士論文加值系統

本文欲探討的主題為品牌知名度與購後後悔之關係。經文獻探討後發現品牌知名度的高低往往會影響消費者對於產品的評價。過去後悔的研究中較少提到受外在刺激因素的關係，而由文獻探討中發現，品牌知名度與後悔可能有關係。
根據過去研究發現，消費者對於自身較熟悉的品牌會產生較高的購買意願。由此可得知品牌知名度，可為促使消費者在已知產品類別中做優先考量之依據；故本研究以智慧型手機做為研究的產業。
由本研究文獻得知品牌知名度會影響品牌績效、品牌形象以及購買意願，但過去研究皆無探討對後悔的影響；因此，本研究目的為探討品牌知名度是否與購後後悔有關係，並以現狀維持、購買決策可逆性與購買產品的績效為控制變數，藉此以了解品牌知名度與購後後悔之間的關係。經由文獻探討與迴歸分析資料過後發現，本研究欲探討之品牌知名度與購後後悔呈正向關係，因此本研究推論成立。最後，本研究根據此研究結果提出對後續研究之建議。

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

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