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研究生:謝宗霖
研究生(外文):Hsieh Chung-Lin
論文名稱:品牌形象、品牌熱愛、知覺價值、顧客滿意度、與行為意圖之研究—以智慧型手機使用者為例
論文名稱(外文):The Relationship among Brand Image, Brand Love, Perceived Value, Customer Satisfaction and Behavior Intension-A Case Study of Smart Phone Users
指導教授:劉宗哲劉宗哲引用關係
指導教授(外文):Liu Chung-Tzer
口試委員:周宇貞胡凱傑
口試委員(外文):Chou Yu-ChenHu Kai-Chieh
口試日期:2014-07-24
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:79
中文關鍵詞:智慧型手機品牌形象品牌熱愛知覺價值顧客滿意度行為意圖
外文關鍵詞:Smart PhoneBrand ImageBrand LovePerceived ValueCustomer SatisfactionBehavioral Intention
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面臨到資訊爆炸的年代,科技再進化,智慧型手機的普及化,也因為蘋果手機的問世,改變了人們對手機的看法及運用,各家廠商都想要掠奪這塊手機市場大餅,甚至筆電品牌大廠也想來分一杯羹,不惜資本的想要跨領域到智能手機的市場,其實已經靜悄悄得開啓一番戰爭。
智慧型手機的的基本功能,例如: 提供瀏覽網路、讀取郵件、下載軟體等相關服務,但相關產業之榮景發展,如電子商務的崛起,物聯網的結合運用。手機品牌大廠如何才能有助於提升顧客滿意度及行為意圖。企業的品牌形象一直是各個產業積極想要成功塑造的目標,諸多的文獻研究結果也顯示,消費者購買行為意圖與品牌形象是有息息相關。因此,本研究旨在探討智慧型手機之品牌形象、品牌熱愛、知覺價值,顧客滿意度對消費者行為意圖之影響。
本研究用量化統計方式做為研究方法,問卷內容共有品牌形象、品牌熱愛、知覺價值、顧客滿意度及行為意圖等五個構面,合計發放,正式問卷360份,有效問卷為330份,無效問卷30份,有效回收率為91.7%。
分析結果顯示,品牌形象對品牌熱愛具有顯著正向影響;品牌形象對顧客滿意度具有顯著正向影響;品牌熱愛對顧客滿意度具有顯著正向影響;品牌形象對知覺價值具有顯著正向影響;品牌熱愛對知覺價值具有顯著正向影響;知覺價值對顧客滿意度具有顯著正向影響;顧客滿意度對行為意圖具有顯著正向影響。研究結果顯示,企業應更加著重品牌形象的提升,藉以提升消費者的品牌熱愛、品牌的知覺價值及顧客滿意度,最後促進消費者購買行為意圖。
In the age of Information-explosion, technology evolves as time being, while the
popularity of smart phone changes how people see and use mobile phone thanks to the
introduction of I-phone.
The basic functions of smart phone include the follows: access to internet,
reading emails, and downloading apps. Nonetheless, thanks to the prosperity of
relevant industries, new features such as e-commerce and combination of logistic
service are now available. Hence, in the minds of major mobile phone manufacturers,
is how to improve the customer satisfaction and behavioral intention with these
aforementioned new features. To successfully shape brand image of corporations has
always been the target of each industry. As shown by the results of numerous
literature, the behavioral intention is highly correlated with brand image.
The research method of this paper applies quantitative statistics, releasing survey
which includes the following five aspects: brand image, brand love, perceived value,
customer satisfaction, and behavioral intention. The total number of questionnaires is
360, 330 of which is valid, 30 invalid, whereas effective response rate is 91.7%.
The result shows brand image is significantly positively correlated with brand
love, the brand image is significantly positively correlated with customer satisfaction,
brand love is significantly positively correlated customer satisfaction, brand image is
significantly positively correlated with perceived value, brand love is significantly
positively correlated with perceived value, perceived value is significantly positively
correlated with customer satisfaction, and customer satisfaction is significantly
positively correlated with behavioral intention.
In conclusion, from the result above, corporations should pay more attention to
improve their brand image as to increase consumers’ brand love, perceived value for
the brand and customer satisfaction as to improve consumers’ behavioral intention of
purchasing the goods.
摘要 i
Abstract ii
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究內容與流程 3
第二章文獻探討 5
2.1 智慧型手機發展 5
2.1.1 智慧型手機之定義 5
2.1.2 智慧型手機產業全球市場發展狀況 6
2.1.3 智慧型手機產業市場主要競爭品牌 9
2.2 品牌與品牌形象(Brand Image) 12
2.2.1 品牌定義與相關研究 12
2.2.2 品牌形象定義與相關研究 13
2.2.3 品牌形象衡量構面 16
2.3 品牌熱愛(Brand Love) 18
2.3.1 定義與相關研究 18
2.3.2 品牌形象與品牌熱愛之關係 19
2.4 顧客滿意度(Customer Satisfaction) 20
2.4.1 定義與相關研究 20
2.4.2 品牌形象與顧客滿意度之關係 22
2.4.3 品牌熱愛與顧客滿意度之關係 24
2.5 知覺價值(Perceived Value) 25
2.5.1 定義與相關研究 25
2.5.2 品牌形象與知覺價值之關係 27
2.5.3 品牌熱愛與知覺價值之關係 28
2.5.4 知覺價值與顧客滿意度之關係 28
2.6 行為意圖(Behavioral Intention) 29
2.6.1 定義與相關研究 29
2.6.2 顧客滿意度與行為意圖之關係 29
第三章研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.3 研究對象及資料收集方法 32
3.3.1 研究對象 32
3.3.2 資料收集方法 33
3.4 研究變數之操作性定義與問卷設計 33
3.4.1 品牌形象 34
3.4.2 品牌熱愛 35
3.4.3 顧客滿意度 36
3.4.4 知覺價值 37
3.4.5 行為意圖 38
3.5 資料分析方法 39
第四章研究結果與分析 40
4.1 樣本之敘述統計分析 40
4.1.1 性別 40
4.1.2 年齡 41
4.1.3 教育程度 42
4.1.4 職業 42
4.1.5 每天使用智慧型手機的頻率及更換智慧型手機的頻率 43
4.1.6 現行正在使用的智慧型手機品牌 44
4.1.7 最喜好的的智慧型手機品牌第一名 45
4.2 信度分析 46
4.3 相關分析 47
4.4 驗證性因素分析 48
4.4.1 收斂效度(Convergent Valididty 48
4.4.2 區辨效度 50
4.4.3 整體模型適合度之評鑑指標 51
4.5 路徑分析 53
第五章結論與建議 56
5.1 研究結論 56
5.1.1 敘述統計分析結果 56
5.1.2 各構面之關聯性 57
5.2 管理意涵 58
5.2.1 企業應更重視如何提升顧客滿意度,進而提升業績 58
5.2.2 企業重視品牌形象,提升消費者對品牌知覺價值,提升購買率 58
5.3 研究限制與建議 60
5.3.1 抽樣樣本之限制 60
5.3.2 研究構面涵蓋之限制 60
參考文獻 61
附錄一問卷格式 67
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