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研究生:張淑閔
研究生(外文):Chang, Shu-Min
論文名稱:影響消費者品牌認同的前因與後果之研究
論文名稱(外文):A Study on Effect of Antecedents and Consequences of Consumer-Brand Identification
指導教授:賴明政賴明政引用關係
指導教授(外文):Lai, Ming-Cheng
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
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:94
中文關鍵詞:消費者品牌認同品牌忠誠度品牌宣傳
外文關鍵詞:Consumer-Brand IdentificationBrand LoyaltyBrand Advocacy
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隨著現今產品多樣化及經濟與社會的發展,消費者的教育程度與知識水準已不斷的提升,消費文化亦趨成熟,消費者對於產品的要求越來越高,而品牌已成為消費者在消費時所會納入考量的重要因素。因此,越來越多的公司試圖要和消費者建立長期且深厚的關係。但是現今消費者的忠誠度易產生動搖,故維繫消費者最好的方法就是建立高度的消費者轉移障礙,讓消費者對品牌產生認同,使該品牌獲得消費者的支持或擁護,以及讓消費者向他人推薦該品牌。然而,隨著某種類的產品逐漸受到消費者的喜愛,其品牌也會越來越受到消費者喜愛。而品牌以不僅僅代表一個產品的符號標誌,也代表了企業,甚至代表消費者自我本身。
本研究將探討消費者對品牌認同的前因與後果之影響因素。本研究採用Stokburger-Sauer, Ratneshwar & Sen (2012)所提出之消費者的品牌認同之架構,該研究提出消費者的品牌認同有六項驅動因素及兩項影響效果,進而探討台灣地區消費者對於品牌認同之關係。根據現有文獻的整理建立研究架構與假說以進一步探究,並藉由發放問卷進行調查資料的蒐集,且透過統計驗證各項假說。本研究發現消費者對於智慧型手機與現煮咖啡的品牌認同會受到不同的品牌認同之驅動因素所影響,進而影響品牌忠誠度與品牌宣傳,本研究豐碩的研究除可精煉理論外更具實務運用與後續研究的參考。

Nowadays, the higher education and knowledge of consumers make them pay more attention on the quality of the diversity of products. People will choose famous brand as their standard of products, so brand and trademark become one of the main reasons for them when they are shopping.Therefore, more and more companies attempt to build long term and deep relationship with consumers. Because of so many choice for consumers, it turns out it’s hard to maintain the brand loyalty with them. The best way for the long term relationship between consumers and companies is to build higher consumer-brand identification. Once consumers trust and support the brand or companies, the more consumers they will get. When consumers think of specific kind of thing and a clear brand or company pops up into their mind, it means the success of the brand. At the mean while, the brand or company is not longer an independent individual, but also presents the employees of the enterprise even the consumers.
This research is to study the drivers of the Consumer-Brand Identification. We have adopted the framework of the Consumer-Brand Identification from Stokburger-Sauer, Ratneshwar & Sen (2012). Stokburger-Sauer et al. is about the 6 drivers and 2 consequences for Consumer-Brand Identification, and this study to understand more what influence for Taiwan consumers. Base on the reference existing for building the framework, we have collected information by questionnaire. We use the questionnaire to verify a lot of hypothesis.
This research finds out consumers will choose the smart phone and coffee by difference drivers for Consumer-Brand Identification; what’s more, the Consumer-Brand Identification effects the brand loyalty, and it even makes some consumers be willing to introduce or recommend their favorite brands with others. This research is certainly practical and useful as a reference for further study.

摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表目錄 vi
圖目錄 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 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 消費者的品牌認同 4
第二節 品牌忠誠度 13
第三節 品牌宣傳 18
第三章 研究設計與研究方法 19
第一節 研究架構 19
第二節 研究假說 19
第三節 變數定義與衡量 23
第四節 預試問卷 27
第五節 正式問卷 28
第六節 資料分析方法 29
第四章 實證研究與資料分析 32
第一節 樣本結構 32
第二節 信度分析 38
第三節 效度分析 39
第四節 鑑別分析 43
第五節 相關分析 43
第六節 整體模式衡量分析 46
第七節 修飾模式分析 53
第八節 差異性分析 57
第九節 重要性分析 75
第五章 研究結論與建議 77
第一節 結論與討論 77
第二節 研究貢獻與實務建議 79
第三節 研究限制與未來研究建議 82
參考文獻 83
附錄一 產品預試問卷調查表 89
附錄二 智慧型手機問卷 91
附錄三 平價現煮咖啡問卷 93

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