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研究生:江榮富
研究生(外文):Chiang, Jung-Fu
論文名稱:善因行銷對品牌聯想及消費者幸福感的影響:以台灣建設公司之住戶為例
論文名稱(外文):The Influence of Cause-Related Marketing on Brand Association and Consumers’ Well-being: Evidence from Residents of A Taiwanese Construction Company
指導教授:佘日新佘日新引用關係吳淑玲吳淑玲引用關係
指導教授(外文):Peter J. SherWu, Shu-Ling
口試委員:楊詠凱許秋萍佘日新吳淑玲
口試委員(外文): Peter J. Sher Wu, Shu-Ling
口試日期:2014-05-31
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:管理學院經營管理碩士學位學程碩士在職專班
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:75
中文關鍵詞:善因行銷品牌聯想主觀幸福感
外文關鍵詞:Cause-Related MarketingBrand AssociationSubjective Well-Being
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鑑於企業在這個商品價格與品質,辨識度日益趨近的競爭態式下,企業僅僅提供產品或服務是不夠的,如何創造附加價值成為企業的首要之務。由此,結合商業利益與社會責任實踐的「善因行銷」,便悄悄地在各大企業的行銷策略中萌芽、蔓延並得到各界之肯定,然卻未見探討「善因行銷」對消費者的心理情狀之影響的研究。本研究旨於了解企業使用的善因行銷手法與消費者的品牌聯想之間的關係,並進一步了解消費者的品牌聯想對其自身主觀幸福感與知覺價值的影響。
本研究採用SPSS 22.0,以發放問卷的方式, 針對大毅建設公司的158位住戶的回應進行統計分析。本研究結果顯示,善因行銷對品牌聯想;品牌聯想對主觀幸福感;品牌聯想對知覺價值皆有正向顯著的影響。最後,本研究將根據研究結果提出結論與實務建議,提出做為建築業或其他企業未來的管理意涵的建議。

According to highly competitive business environment, how to create added-value for consumers becomes the most imperative issue for fimrs. In doing so, “Cause- Related Marketing” (CRM) which combines business interests and social responsibilities has been incorporated into to business for a decade, especially in marketing field. Although, CRM has been treated as a powerful business strategies and an important research agenda, there is still lack of discussion on the relationship between CRM and consumers’ phycology. This study aims to doscover the relationship between CRM strategies and consumers’ association as well as the relationship between brand association and consumers’ subject welln-Being (SBW).
This research use SPSS 22.0 to examine 158 questionnaires which have been filled up by residents of Da-Yi construction companies. The research results show that CRM has positive effect on brand association; also brand association has positive effect on SWB and perceived value. At last, we propose several managerial advices for firms’ business strategies.

目次
誌謝辭……………………………………………………………………………….….Ⅰ
中文摘要………………………………………………………….………………..II
英文摘要…………………………………………………………………………….III
目次……………………………………………………………………………………….IV
圖目次…………………………………………………………………………………..VI
表目次…………………………………………………………………………………..VI
第壹章 緒論………………………………………………………………………..1
第一節、研究背景…………………………………………………...........................1
第二節、研究動機………………………………………………………………..….2
第三節、研究目的與問題…………………………………………………………….3
第貳章 個案簡介-大毅建設…………………………………………………………5
第叁章 文獻回顧……………………………………………………………………….7
第一節、善因行銷.........................................................................................7
第二節、品牌聯想…………………………………………………………………11
第三節、知覺價值…………………………………………………………………16
第四節、幸福感…………………………………………………………………….19
第肆章 研究方法………………………………………………………………………25
第一節、研究架構…………………………………………………………………25
第二節、研究假說………………………………………………………………….25
第三節、問卷設計………………………………………………………………….27
第四節、研究變數與衡量問項……………………………………………………28
第伍章 資料分析與研究結果……………………………………………………….33
第一節、敘述性統計分析………………………………………………………….33
第二節、信度與效度……………………………………………………………….35
第三節、相關分析…………………………………………………………………41
第四節、迴歸分析………………………………………………………………….42
第陸章 結論與建議…………………………………………………..……………45
第一節、研究發現與討論………………………………………………………….45
第二節、研究貢獻與實務建議……………………………………………………48
第三節、研究限制與未來研究方向……………………………………………….49
參考文獻…………………………………………………………………………………51
英文文獻……………………………………………………………………………..51
中文文獻……………………………………………………………………………..56
附錄………………………………………………………………………………………59
附錄一、大毅建設幸福理念簡介……………………………………………………….59
附錄二、大毅建設善因活動一覽表……………………………………………………..60
附錄三、大毅建設善因活動與幸福品牌理念推廣成效……………………………….69
附錄四、問卷……………………………………………………………………………72

圖目次
圖4-1 觀念性架構……………………………………………………..25

表目次
表1.善因行銷定義表…………………………………………………..10
表2.品牌聯想相關定義、分類表……………………………………..14
表3.知覺價值相關定義、衡量構面…………………………………..18
表4.幸福感相關定義、名詞及測量工具……………………………..22
表5.人口統計次數分配表……………………………………………..33
表6.信度分析表……………………………………………………..35
表7-1.善因行銷效度分析表…………………………………………..36
表7-2.品牌聯想因素分析表…………………………………………..38
表7-3.幸福感因素分析表……………………………………………..39
表7-4.知覺價值因素分析表…………………………………………..40
表8.相關分析表……………………………………………………..41
表9-1.善因行銷與品牌聯想之迴歸分析表…………………………..42
表9-2.品牌聯想對幸福感之迴歸分析表……………………………..43
表9-3.品牌聯想對知覺價值之迴歸分析表…………………………..44

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