臺灣博碩士論文加值系統

本研究主要探討影響台灣消費者對於3C國際連鎖賣場品牌忠誠度之因素，根據國內外影響品牌忠誠度相關文獻再加上觀察台灣地區消費者對於電子產品的消費習慣，提出6個關鍵因素來做為結構方程模型(Structural Equation Model, SEM)研究之準則，希望藉由結構方程模型的研究方法來探討這些因素對於3C國際連鎖賣場品牌忠誠度相互影響關係以及程度差異，找出可以給未來3C產品販售或是行銷人員一個有價值的參考依據。
本次研究實證結果發現，資訊揭露、轉換成本、顧客滿意度及顧客信任對品牌忠誠度有直接正向影響；服務品質則透過顧客滿意度中介變數對品牌忠誠度產生間接正向影響，而資訊揭露也會透過顧客信任中介變數對品牌忠誠度產生間接正向影響。
此外根據實證結果得知，資訊揭露是對品牌忠誠度影響最大的一個變數，所以得到證明資訊揭露對於品牌忠誠度有著極大的影響。因此，本研究對3C國際連鎖賣場提出建議：各3C國際連鎖賣場應該找出消費者真正需要的資訊，並且合理安排資訊的表達方式讓消費者可以快速且無負擔的瞭解，這是讓3C連鎖國際賣場擁有較高品牌忠誠度的一個重要發展方向。

This study investigates the factors that effect Taiwan consumers' brand loyalty to international 3C chain stores. By literature reviews and observation of Taiwan consumers using habits of electronic products, six key factors are listed to be the guidelines for the structural equation model (Structural Equation Model, SEM) in order to make reference for future 3C products selling or marketing.
The empirical results of the study finds that information disclosure, conversion costs, customer satisfaction and customer trust has a direct positive impact on brand loyalty; service quality through customer satisfaction as a mediator has indirect positive effect on brand loyalty; information disclosure through customer trust as a mediator posts indirect positive effect on brand loyalty. Above all, information disclosure is one of the most influential variable of brand loyalty.
This study suggests that to build brand loyalty, each 3C international chain stores should identify the information that consumers really need, and make reasonable arrangements for consumers to understand it easily and quickly.

摘 要 I
Abstract II
目錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 4
第四節 研究流程 4
第二章 台灣3C國際連鎖賣場概況與分類探討 5
第一節 台灣目前3C國際連鎖賣場之產業概況 5
第二節 台灣目前3C國際連鎖賣場之分類概要 6
第三章 文獻回顧與研究假說 8
第一節 服務品質對與顧客滿意度及品牌忠誠度之影響 8
第二節 資訊揭露對品牌信任、品牌忠誠度之影響 9
第三節 轉換成本對品牌忠誠度之影響 9
第四節 品牌信任對認顧客滿意度與品牌忠誠度之影響 10
第五節 顧客滿意度對品牌忠誠度之影響 11
第四章 研究方法與研究設計 12
第一節 研究方法 12
第二節 研究架構 15
第三節 研究變數之操作型定義 16
第四節 問卷設計 18
第五章 樣本資料分析 24
第一節 樣本統計量分析 24
第二節 信度與效度檢驗 26
第六章 實證分析 28
第一節 理論模型驗證之基本適配指標 28
第二節 模式內在結構適配度 28
第三節 整體模式適配度 28
第四節 理論模式結構方程模型之實證分析 29
第七章 結論與建議 32
第一節 結論 32
第二節 建議 33
參考文獻 34
附錄：3C國際連鎖賣場之品牌忠誠度研究－消費者調查問卷 40

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