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研究生:賴力瑜
研究生(外文):Lai,Li-Yu
論文名稱:國際連鎖式便利商店品牌忠誠度之研究
論文名稱(外文):Brand Loyalty to International Chain Convenience Store
指導教授:謝雅惠謝雅惠引用關係李宗耀李宗耀引用關係
指導教授(外文):Ya-Hui XieZon-Yao Lee
口試委員:謝雅梅謝雅惠李宗耀
口試委員(外文):Ya-Mei XieYa-Hui XieZon-Yao Lee
口試日期:2014-06-18
學位類別:碩士
校院名稱:開南大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:58
中文關鍵詞:連鎖式便利商店品牌忠誠度結構方程模式
外文關鍵詞:Chain converse storeBrand loyaltyStructural equation modeling(SEM)
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本研究主要探討影響一般消費者對於連鎖式便利商店品牌忠誠度之因素,根據國內外影響品牌忠誠度相關文獻,提出七個因素來做為研究模型,透過線性結構方程模式(Structural Equation Model; SEM)探討這些因素對於連鎖式便利商店品牌忠誠度的影響。本研究受測對象為曾進入連鎖式便利商店之消費者,以電子問卷及紙本形式進行發放問卷,回收問卷總數為429,有效問卷為418份,有效回收率為97.43%。研究結果顯示:(1)整合行銷傳播對品牌知名度具有正向影響效果;(2)服務品質對顧客滿意度具有正向影響效果;(3)品牌信任對品牌忠誠度具有正向影響效果;(4)品牌知名度對品牌形象具有正向影響效果;(5)品牌形象對顧客滿意度具有正向影響效果;(6)顧客滿意度對品牌忠誠度具有正向影響的效果。
This study focused on the factors that influence consumer brand loyalty international chain of converse store stores, according to the impact of brand loyalty literature, presented five factors to do the research model. Discussion of these factors impact the brand loyalty of the converse store; via structural equation modeling (SEM structural equation model). The object of study subjects had to two (or more) different discount stores carry the main consumer behavior, conduct questionnaires for the people of Taiwan, a total number of 429 questionnaires, 418 valid questionnaires.
The results can be summarized as follows: for enhancing brand loyalty international chain stores, where customer satisfaction is the most important factor, and can through service quality and perceived value to effectively improve customer satisfaction; discount stores can be good service quality to distinguish the difference with other competitors, thereby effectively enhance brand loyalty; good service quality is better than the effect of perceived value for enhancing customer satisfaction; direct impact on the attractiveness of the brand loyalty of negative competitor illustrates the attractiveness of brand loyalty because of the level of competition and affect.
審定書 I
致謝 II
摘要 III
Abstract IV
目錄 V
表次 VII
圖次 VIII
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第二章、國際連鎖式便利商店介紹 6
第一節、連鎖制度定義 6
第二節、連鎖式便利商店之介紹 7
第三章、文獻回顧與研究假說 12
第一節、整合行銷傳播對品牌知名度及品牌形象之影響 12
第二節、服務品質對顧客滿意度及品牌忠誠度之影響 13
第三節、品牌信任對顧客滿意度、品牌忠誠度之影響 13
第四節、品牌知名度對品牌形象、品牌忠誠度之影響 15
第五節、品牌形象對顧客滿意度、品牌忠誠度之影響 15
第六節、顧客滿意度與品牌忠誠度之關係 16
第四章、研究方法 17
第一節、因素分析 17
第二節、路徑分析 19
第三節、相關分析 21
第四節、迴歸分析 22
第五節、結構方程模式 23
第五章、研究設計 30
第一節、研究架構 30
第二節、研究變數之操作性定義 31
第三節、問卷設計 33
第六章、資料分析與結果 39
第一節、樣本統計量分析 39
第二節、信度與效度檢驗 43
第三節、結構方程式模型實證結果分析 45
第四節、理論模式結構方程模型之實證分析 47
第七章、結論與建議 50
第一節、結論 50
第二節、建議 51
參考文獻 52
附件一 58

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1. 李幸勳(2012)。層級分析法探討消費者採購LED照明產品關鍵因子。育達科大學報,33,113-132頁。
2. 李幸勳(2012)。層級分析法探討消費者採購LED照明產品關鍵因子。育達科大學報,33,113-132頁。
3. 林祖嘉、林素菁(2009)。住宅次市場定義合理性之探討:因素分析法之應用。都市與計劃,36(2),133-153頁。
4. 林祖嘉、林素菁(2009)。住宅次市場定義合理性之探討:因素分析法之應用。都市與計劃,36(2),133-153頁。
5. 馬信行(1999)。線性結構模式在教育上的應用及所遭遇之問題。教育與心理研究,22(1),1-14頁。
6. 馬信行(1999)。線性結構模式在教育上的應用及所遭遇之問題。教育與心理研究,22(1),1-14頁。
7. 連經宇(2002)。家戶購屋決策影響因素之初探研究-結合模糊語意的因素分析法之實證比較。臺灣土地研究,4,29-51。
8. 連經宇(2002)。家戶購屋決策影響因素之初探研究-結合模糊語意的因素分析法之實證比較。臺灣土地研究,4,29-51。
9. 陳志堅、唐麗英、王春和(2007)。應用因素分析與VIKOR方法構建多變量管制程序。品質學報,14(1),57-67。
10. 陳志堅、唐麗英、王春和(2007)。應用因素分析與VIKOR方法構建多變量管制程序。品質學報,14(1),57-67。
11. 謝邦昌(1998)。統計教室-多變量分析(二)-因素分析。中國統計通訊,9(8),31-41頁。
12. 謝邦昌(1998)。統計教室-多變量分析(二)-因素分析。中國統計通訊,9(8),31-41頁。
 
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