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研究生:鍾佳展
研究生(外文):Chung, Chia-Chan
論文名稱:科技接受與品牌體驗對行動電話之再購意願研究-以品牌形象為共同中介效果個案分析
論文名稱(外文):Technology Acceptance with Brand Experience of Mobile Phone Repurchase - Brand Image is Intermediary Effect in Between
指導教授:陳元和陳元和引用關係
指導教授(外文):Chen, Yuan-Ho
口試委員:陳元和李維鈞郭彥谷
口試委員(外文):Chen, Yuan-HoLee, Wei-ChunKuo, Yen-Ku
口試日期:2016-05-23
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:企業管理系碩士班
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:2016
畢業學年度:104
語文別:中文
論文頁數:39
中文關鍵詞:科技接受品牌形象品牌體驗再購買意願
外文關鍵詞:Technology AcceptanceBrand imageBrand ExperienceRepeated Purchase
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本研究旨在探討科技接受與品牌體驗對行動電話之再購意願研究-以品牌形象為共同中介效果。本研究採用問卷調查法,總共取得284份有效樣本,並歸納出以下幾個結論。(1) 科技接受對再購買意願有正向影響;(2) 科技接受對品牌形象有正向影響;(3) 品牌形象在科技接受對再購買意願間具有中介效果;(4) 品牌體驗對再購買意願有正向影響;(5) 品牌體驗對品牌形象有正向影響;(6) 品牌形象在品牌體驗與再購買意願間具有中介效果。
This study investigates the technology acceptance with brand experience of mobile phone repurchase - Brand image is intermediary effect in between.
This study used questionnaires to investigate, there are 284 effective questionnaires. Result as following conclusions. Technology acceptance has a positive impact to repurchase. Technology acceptance has a positive impact to brand image. Brand image has an intermediary impact between technology acceptance and repeated purchase. Brand Experience has a positive impact to repurchase. Brand experience has a positive impact to brand image. Brand image has an intermediary impact between brand experience and repurchase.


摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究範圍與限制 2
2. 文獻探討 4
2.1 科技接受程度 4
2.1.1 科技接受程度的定義 4
2.1.2 小結 5
2.2 品牌形象 6
2.2.1 品牌形象的定義 6
2.2.2 小結 6
2.3 品牌體驗 7
2.3.1 品牌體驗的定義 7
2.3.2 小結 8
2.4 顧客再購買意願 9
2.4.1 顧客再購買意願的定義 9
2.4.2 小結 10
2.5 其他相關研究 11
2.5.1 科技接受對再購買意願關係之探討 11
2.5.2 科技接受對品牌形象之探討 13
2.5.3 品牌體驗對再購買意願之探討 13
2.5.4 品牌體驗對品牌形象之探討 14
3. 研究設計 15
3.1 研究架構 15
3.2 研究假設 15
3.3 研究對象 15
3.4 研究變項的操作性定義 16
3.5 問卷設計 17
3.6 統計分析方法 18
4. 資料分析 19
4.1 樣本結構之敘述性分析 19
4.2 信效度分析 21
4.3 因素分析 21
4.4 差異分析 22
4.4.1 性別在各構面的差異分析 22
4.4.2 婚姻在各構面的差異分析 22
4.4.3 不同年齡層在各構面的差異分析 23
4.4.4 不同職業在各構面的差異分析 23
4.4.5 不同教育程度在各構面的差異分析 24
4.5 相關分析 25
4.6 迴歸分析 26
4.7 中介效果驗證 26
4.7.1 品牌形象在科技接受對再購買意願之影響 27
4.7.2 品牌形象在品牌體驗對再購買意願之影響 27
4.8 小結與討論 28
5. 結論與建議 29
5.1 研究結論 29
5.2 管理意涵 30
5.3 未來研究方向 31
參考文獻 32
附錄 37
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14. 品牌形象、知覺價值對消費者再購買意願及口碑推薦意願之影響 – 以手機產品為例
15. 智慧型手機使用者品牌體驗、品牌認同與品牌忠誠度之研究
 
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