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研究生:金冠甫
研究生(外文):KUAN-FU KING
論文名稱:網站塑成之品牌形象對顧客消費意願之影響-以網站的知覺品質為中介
論文名稱(外文):The Effect of Customer's Purchase Intention by Brand Image Formed by Website – Mediated by Website Perceived Quality
指導教授:朱于祺朱于祺引用關係
指導教授(外文):Yu-Chi Chu
學位類別:碩士
校院名稱:世新大學
系所名稱:觀光學研究所(含碩專班)
學門:民生學門
學類:觀光休閒學類
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:90
中文關鍵詞:網站品牌形象知覺品質消費意願
外文關鍵詞:WebsiteBrand ImagePerceived QualityPurchase Intention
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隨著現代社會中不斷進步的科技發展,網際網路的重要性更為顯著。網路發明前,企業與顧客間僅存在單向的交流,但在網路發明後,便開始了兩者雙向的互動橋梁。不僅如此,網際網路使訊息的流通與交易更加容易、更有效率,伴隨網際網路所帶來的好處,企業開始致力於線上的行銷活動,企業可透過提升網站的品牌形象與知覺品質,進而影響顧客的消費意願。
本研究採網站塑成之品牌形象與網站的知覺品質做為自變項,顧客的消費意願做為依變項,亦使用網站的知覺品質做為中介因子進行探討,利用結構方程式分析三個變項間的因果關係。期望研究結果能在學術理論上有更深入的了解,並能在實務上給予企業相關建議。
研究結果指出,網站塑成之品牌形象會直接、正向且顯著的影響網站的知覺品質,網站的知覺品質亦會直接、正向且顯著的影響顧客的消費意願,但網站塑成之品牌形象對顧客的消費意願之影響並不顯著,亦即網站的知覺品質在本研究架構中產生了完全中介之效應。
With the improvement of technology in this modern society, the internet has becoming more important. The internet makes the connections between enterprise and customers from one-way to two-way link. Moreover, internet makes information delivery and transaction more convenient and efficient. With these benefits from internet, enterprises have focused more marketing activities on the internet. Brand image and perceived quality can also be enhanced online. And these may affect customer’s purchase intention.
This study used brand image formed by website and website perceived quality as the two independent variables, and customer’s purchase intention as the dependent variable. Website perceived quality was used as mediator, too. Structural equitation modeling was applied to study the relationships among the three variables. The results of the study would be helpful in understanding their relationships theoretically and giving some suggestions for business practically.
The study found that the effect of brand image formed by website on website perceived quality is direct, positive, and with significance. The effect of website perceived quality on customer’s purchase intention is direct, positive, and with significance, too. However, the effect of brand image formed by website on customer’s purchase intention is not significant. Therefore, the effect of brand image formed by website on customer’s purchase intention is mediated through the effect of website perceived quality.
第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究步驟與流程
第四節 研究對象與範圍
第二章 文獻回顧
第一節 網際網路
第二節 飯店業與變項的關係
第三節 品牌形象
第四節 知覺品質
第五節 消費意願
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 變項之操作型定義
第四節 研究設計
第五節 統計資料分析
第四章 資料分析與討論
第一節 前測分析
第二節 正式問卷之樣本結構與信度、效度分析
第三節 正式問卷之敘述性統計分析與討論
第四節 品牌形象、知覺品質及消費意願之相關分析
第五節 品牌形象、知覺品質及消費意願之因果模型分析與討論
第五章 結論與建議
第一節 研究結論
第二節 理論的貢獻
第三節 實務的建議
第四節 研究限制與後續研究建議
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3. 品牌知名度、品牌形象、服務品質與滿意度之相關性研究─以主題遊樂園為例
4. 餐飲行業品牌形象對顧客滿意與顧客忠誠影響之研究-以王品餐飲集團為例
5. 服務品質、品牌形象與顧客滿意度對購買意願之影響-以中部地區房仲業為例
6. 國家形象與品牌形象對台灣女性消費者購買意圖影響之研究 - 以韓國化妝品為例
7. 銀行品牌形象推廣對企業金融業務影響之研究-以台北富邦銀行為例
8. 品牌形象對於購買意願及再購意願之影響-以三星品牌為例
9. 品牌形象、品牌權益、廣告效果與購買意願關係之研究-以手機品牌為例
10. 臺北市商圈品牌形象塑造之廣告策略研究-以西門商圈為例
11. 參與動機、涉入程度、知覺品質與知覺價值對護具購買意願影響之研究-以大型重型機車參與者為例
12. 服務品質、品牌形象與顧客忠誠度關係之研究 ─以臺灣菸酒公司高雄營業處為例
13. 網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究-以網路購買服飾商品為例
14. 影響消費意願因素之研究─以寵物產業合作為例
15. 探討網路論壇的知覺價值、品牌形象對消費者忠誠度之影響-以智慧型手機為例
 
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