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研究生:羅長庚
研究生(外文):LO CHANG GENG
論文名稱:透過品牌導向以加強品牌對關係價值的研究—以台灣航空業為例
論文名稱(外文):Exploring Analysis of the Impact of Brand Value in Strengthening the Relationship Value: The Study of Airline Industry in Taiwan
指導教授:陳澤義陳澤義引用關係
指導教授(外文):CHEN, TSER-YIETH
口試委員:陳绣里陳建榮陳澤義劉祥熹
口試委員(外文):Chen, Hsiu-LiChen, Jin-LongCHEN, TSER-YIETHLiu, Hsiang-Hsi
口試日期:2016-05-20
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:國際企業研究所
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:英文
論文頁數:87
中文關鍵詞:關係價值知覺價值功能性價值情感性價值品牌口碑
外文關鍵詞:relationship valueperceived valuefunctional valueemotional valuebrand
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隨著越來越多公司走向品牌經營,關係行銷已經成為了一種趨勢。本研究旨在探討品牌導向會不會透過知覺價值影響關係價值,在本研究中,知覺價值區分為功能性價值與情感性價值作為中介變數,利用不同的知覺價值去探討對關係價值之影響。此外,本研究亦探討品牌導向行為是否會影響消費者的信任。研究樣本是依據民航局所提供的母體比例抽樣,共收集431份的有效問卷,利用SPSS以及AMOS 來驗證變數之間的效果以及因果關係。
The purpose of this paper is to understand the relationship of the relationship value towards the perceived customer brand value. As the relationship marketing has become a trend, while the aviation industry in Taiwan competes for better relationship quality between airliners and customers, given the recent trend of increasing number of companies using brand oriented marketing strategy. In this study, customer perceived brand value is divided into two intermediate variables for our research framework: functional value and emotional value. We use different perceived value to discuss relationship value (relationship benefit, and relationship sacrifice). In addition, we discuss whether global brand attitude, word of mouth, and brand heuristic increase the perceived customer brand value.
In our research, we collected 431 valid samples in accordance with the proportion of demographic statistics offered by the Civil Aeronautics Administration. We used AMOS to examine the cause and effect relationships among all variables.

Chapter 1 Introduction 7
1.1 Research motivations 7
1.1.1 Management dilemma 7
1.1.2 Management issue 9
1.2 Research purposes and contributions 10
1.2.1 Research purposes 10
1.2.2 The expecting finding of the thesis 11
1.3 Research process 12
Chapter 2 Literature review 14
2.1 Global brand attitude 14
2.1.1 Definition of Global brand attitude 14
2.1.2 Function of Global brand attitude 14
2.1.3 Constructs of Global brand attitude 14
2.2 Word of mouth (WOM) 15
2.2.1 Definition of Word of Mouth 15
2.2.2 Function of Word of Mouth 16
2.2.3 Constructs of Word of Mouth 16
2.3 Brand heuristic 17
2.3.1 Definition of brand heuristic 17
2.3.2 Function of brand heuristic 17
2.3.3 Construct of brand heuristic 17
2.4 Functional and emotional value 18
2.4.1 Definition of functional value 18
2.4.2 Construct of functional value 18
2.4.3 Emotional value 19
2.4.4 Construct of emotional value 19
2.5 Relationship benefit and relationship sacrifice 20
2.5.1 Definition of relationship benefit 20
2.5.2 Construct of relationship benefit 21
2.5.3 Definition of relationship sacrifice 21
2.5.4 Construct of relationship sacrifice 22
Chapter 3 Research Methodology 23
3.1 Research Framework 23
3.2 Research Hypothesis 24
3.2.1 Relationship between global brand attitude, functional value and emotional value 24
3.2.2 Relationship between word of mouth, functional value and emotional value 25
3.2.3 Relationship between brand heuristic, functional value, and emotional value 26
3.2.4 Relationship between functional value, emotional value and relationship benefit 27
3.2.5 Relationship between functional value, emotional value, and relationship sacrifice 29
3.3 Measurement and Scale 29
3.3.1 Global brand attitude 30
3.3.2 Word of mouth 31
3.3.3 Brand Heuristic 32
3.3.4 Functional value 33
3.3.5 Emotional value 34
3.3.6 Relationship benefit 35
3.3.7 Relationship sacrifice 37
3.4 Data Collection and Sampling Design 38
3.4.1 Survey Pre-test 38
3.4.2 Survey Method and Questionnaire Design 38
3.5 The method of statistical analysis 40
3.5.1 The Linear Structure Relationship Model in our Study 40
3.5.2 Linear Structural Relationship Equation 41
3.5.3 Reliability Analysis And Validity Analysis 44
3.6 Basic Statistical Analysis of Pre-Test 46
3.6.1 Descriptive Statistic Analysis 46
3.6.2 ONE-WAY ANOVA Analysis 47
3.6.3 Reliability Analysis 47
3.6.4 Validity Test 49
Chapter 4 Empirical Results 52
4.1 Descriptive Statistic and Demographic Data 52
4.1.1 Sample collection and Descriptive Statistic Analysis 52
4.1.2 One Way ANOVA 53
4.1.3 Reliability Test 54
4.1.4 Validity analysis 56
4.2 Results of AMOS Analysis 59
4.3 The Results of the Structure Model 60
4.4 Empirical analysis of direct and indirect effect 63
4.5 Empirical Analysis of Rival Model 67
Chapter 5 Conclusions and Limitations 69
5.1 Research Conclusion 69
5.2 Managerial Implication 70
5.3 Research limitation 71
Reference 73
Appendix: Survey Questionnaires 77
Appendix: Cronbach Alpha of each item 85

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