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研究生:張琛卉
研究生(外文):Zhi-Huei Chong
論文名稱:消費者品牌轉換行為之研究 ─以美妝產品為例
論文名稱(外文):The Analysis of Brand Switching Behavior ─ Case of Beauty Care Products
指導教授:陳益壯陳益壯引用關係
指導教授(外文):Yih-Chaung Chen
口試委員:郭元慶林孟璋
口試委員(外文):Yuan-Ching KuoMemg-Jang Lin
口試日期:2015-05-06
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系
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:2015
畢業學年度:103
語文別:中文
論文頁數:52
中文關鍵詞:品牌轉換轉換意圖轉換成本結構方程式
外文關鍵詞:Brand SwitchingBrand loyaltySwitching CostPurchase Intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:280
  • 評分評分:
  • 下載下載:27
  • 收藏至我的研究室書目清單書目收藏:2
美妝產品已成為現今女性族群的生活必需品,而在市面上美妝產品的品牌種類多不勝數且逐漸上升。消費者在選購美妝品牌時往往有其心得與經驗,而在使用過程中,對於產品品牌不滿意時,將會產生品牌轉換之意圖,從而產生品牌轉換的行為。此外,美妝產品消費族群對於品牌的忠誠度,以及轉換成本的高低,也會影響是否進行品牌之轉換。於是,本研究以女性美妝消費族群作為研究對象,透過實體問卷蒐集,利用結構方程模式法,分析美妝消費族群之美妝品牌轉換行為,研究結果顯示:轉換意圖、轉換成本,以及對使用品牌之忠誠度,對其購買意願產生明顯的影響,此等訊息對於美妝業者在維繫既有客群與市佔率,有重要之行銷策略意涵
Nowadays, beauty products already become life’s necessities of female population, while the number of brands in beauty product’s market is gradually increasing. With a lot of brands, consumers have their own ideas and experiences on purchase beauty products. When the current product’s brand is not satisfied, consumers will have the brand switching intention as well, beside that, the brand loyalty of consumer will affect their decision whether start the brand switching or not. Thus, though the female beauty product’s consumer, surveyed via a questionnaire, depth to know to about the brand switching, switching costs and brand loyalty affect their purchase intention of the beauty products.
第壹章 緒論---------------------------------------------------------------------1
第一節、 研究動機與目的---------------------------------------------------------2
第二節、 研究範圍界定-----------------------------------------------------------2
第三節、 研究流程-----------------------------------------------------------------3
第貳章 文獻探討-----------------------------------------------------------------4
第一節、 影響消費者品牌決策的因素----------------------------------------------4
第二節、 品牌轉換的意涵----------------------------------------------------------5
第三節、 消費者品牌轉換-----------------------------------------------------------6
第四節、 品牌轉換成本--------------------------------------------------------------8
第五節、 品牌忠誠度----------------------------------------------------------------9
第六節、 價值觀與生活形態---------------------------------------------------------10
第七節、 購買意願------------------------------------------------------------------11
第參章 研究方法與設計------------------------------------------------------------15
第一節、 研究架構-------------------------------------------------------------------15
第二節、 研究假設-------------------------------------------------------------------16
第三節、 資料分析與研究方法-------------------------------------------------------21
第肆章 實證資料分析--------------------------------------------------------------23
第一節、 樣本結構分析--------------------------------------------------------------23
第二節、 信度分析-------------------------------------------------------------------26
第三節、 因素分析-------------------------------------------------------------------26
第四節、 線性結構方程模式---------------------------------------------------------30
第伍章 研究結論與建議---------------------------------------------------------- 36
第一節、 研究結果-------------------------------------------------------------------36
第二節、 研究建議-------------------------------------------------------------------37
參考文獻-------------------------------------------------------------------------------39
附錄:問卷----------------------------------------------------------------------------44
表3-1轉換意圖衡量構面----------------------------------------------------16
表3-2 轉換成本衡量構面---------------------------------------------------17
表3-3 品牌忠誠衡量構面---------------------------------------------------18
表3-4 購買意願衡量構面---------------------------------------------------19
表4-1 年齡分佈表-----------------------------------------------------------22
表4-2教育程度分佈表-------------------------------------------------------23
表4-3職業分佈表------------------------------------------------------------23
表4-4每月可支配所得分佈表------------------------------------------------24
表4-5每月平均花費購買美妝品金額分佈表---------------------------------24
表4-6使用保養品期間分佈表-----------------------------------------------25
表4-7信度分析表-----------------------------------------------------------25
表4-8轉換意圖之因素分析內容--------------------------------------------26
表4-9轉換成本之因素分析內容--------------------------------------------27
表4-10品牌忠誠之因素分析內容------------------------------------------28
表4-11估計值內容---------------------------------------------------------33
表4-12 標準化係數估計----------------------------------------------------34
表4-13模式配適度----------------------------------------------------------35
圖1-1 研究流程--------------------------------------------------------------3
圖2-1消費者品牌決策影響因素模型------------------------------------------4
圖2-2消費者品牌決策--------------------------------------------------------7
圖2-3 VALS模式-------------------------------------------------------------11
圖2-4 EKB 模式---------------------------------------------------------------13
圖2-5消費者購買決策模式-----------------------------------------------------14
圖3-1研究架構-----------------------------------------------------------------15
圖3-2轉換意圖(η1)路徑圖--------------------------------------------------29
圖3-3 轉換成本(η2)路徑圖-------------------------------------------------30
圖3-4品牌忠誠(η3)路徑圖--------------------------------------------------31
圖3-5購買意願(η4)路徑圖--------------------------------------------------31
圖3-6 分析模型----------------------------------------------------------------32
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