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研究生:古其浩
研究生(外文):KU,CHI-HAO
論文名稱:探討消費者再購買相同品牌汽車意願之影響因素
論文名稱(外文):The Study of Influence Factors on Consumer’s Repurchase same Brand Car
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:劉宗哲周宇貞林陽助
口試委員(外文):LIU,CHUNG-TZERCHOU,YU-JENLIN,YANG-CHU
口試日期:2016-07-05
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:2016
畢業學年度:104
語文別:中文
論文頁數:63
中文關鍵詞:產品創新服務品質品牌形象再購買意願安全意識
外文關鍵詞:product innovationservice qualitybrand imagerepurchase intentionsafety consciousness
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摘要
現今全球各大車廠的經營策略,將把創新產品的科技數位化,全面改寫汽車產業的開發流程甚至商業模式。而過去,汽車廠商最重視就是產品為導向的模式,隨著近年來逐漸轉為以服務為導向的商業模式,創造購買者獨特的尊榮感,不僅能有效的區隔競爭對手的差異,更可以提高原有消費者的再購買意願,進而增加車廠的收益。
因本身對於汽車方面有著濃厚的興趣,且研究車廠各方面的競爭優勢及其他相關最新資訊,因此興起了研究車廠如何應用及創造優勢來面對所有的消費客群。本研究以已有過汽車經驗具備經濟基礎能力為抽樣對象。其研究結果顯示:
(一)產品創新正向影響消費者的品牌形象
(二)服務品質正向影響消費者的品牌形象
(三)品牌形象正向影響消費者對於產品的再購買意願
(四)安全意識的加入下,品牌形象對於再購買意願並無正向干擾作用
在管理意涵與建議方面,首先,本研究建議車廠必須強化自身的產品創新與服務品質,打造出良好的品牌形象,並藉此提升消費者對於原有品牌的再購買意願,不僅能鞏固舊有客群,更可以開發潛在的客群,以建立雙方長遠及穩定的顧客關係管理。第二,車廠與政府之間的關係,政府必須加強民眾的安全意識,並嚴格的設立相關法規之外,且車廠必須去遵守的遊戲規則,以達到雙贏的局面。


關鍵字:產品創新、服務品質、品牌形象、再購買意願、安全意識

Abstract
Today, car dealer’s business strategy in the world is to digitize the innovative technology products, rewrite the development processes of automobile industry and even business models. In the past, car dealer concentrated on car manufacturers and products. But in recent years gradually turn to a service-oriented business model to make customers feel special and honor , not only can effectively make competitive strength, but also can improve the existing consumer to have willingness to buy, and increase revenue .
For this reason that I’m interested in cars, Therefore, I started to study how car dealers to apply and create advantages to face all consumers. In this study’s sample is based on who already had cars and have economy. Research results show:
(1) Product Innovation will positively effect on consumer’s brand image.
(2) Service quality will positively effect on consumer’s brand image.
(3) Brand image will positively effect on consumer’s repurchase intention.
(4) Add the safety consciousness, doesn’t have a positive interference effect moderator.
In practical suggestions, first, car dealers must strengthen its product innovation and service quality, create a good brand image, and to upgrade consumer intention of repurchase original brand. Not only to consolidate old consumer group, but develop the potential consumer, to establish long-term and stable relationship between customer and car dealer. Second, the relationship between the car dealer and the government, the government must strengthen the safety consiousness to the people, and set up the strict statute, and the car dealer have to obey the rules, in order to achieve a win-win situation.

Key Words:product innovation, service quality, brand image, repurchase intention, safety consciousness

目錄
第一章 緒論 1
1.1 背景動機 1
1.2 研究動機與目的 3
第二章 文獻探討 8
2.1 服務品質 8
2.2 產品創新 9
2.2.1 創新的內涵 9
2.2.2 產品創新的定義 10
2.3品牌形象 11
2.4 再購買意願 14
2.4.1 再購買意願之影響因素 15
2.4.2 再購買意願之衡量 15
2.5 安全意識 15
2.5.1 車道偏離警示系統 16
2.5.2 胎壓偵測系統 17
第三章 研究方法 18
3.1 研究架構 18
3.2 研究假說 19
3.2.1 服務品質與品牌形象之間的關係 19
3.2.2 產品創新與品牌形象之間的關係 19
3.2.3 品牌形象與再購買意願之間的關係 20
3.2.4 以安全意識為干擾變數 22
3.3研究範圍與對象 23
3.4研究變數與操作型定義與問卷設計 24
3.4.2 服務品質 25
3.4.3 產品創新 26
3.4.4 品牌形象 27
3.4.5 安全意識 28
3.4.6再購買意願 29
3.5 資料收集 30
3.6 資料分析方法 30
3.6.1 敘述性統計分析 30
3.6.2信度分析 30
3.6.3相關分析 30
3.6.4驗證性因素分析 31
3.6.5結構方程式 31
3.6.6迴歸分析 31
第四章 研究結果與分析 32
4.1敘述統計分析 32
4.1.1樣本結構之次數分配 32
4.1.2衡量變數之敘述性統計分析 34
4.2驗證性因素分析 34
4.2.1信度分析 35
4.2.2效度分析 35
4.3結構方程模式分析 39
4.3.1整體模式說明 40
4.3.2分析結果 40
4.4干擾效果分析 43
第五章 結論與建議 45
5.1研究結論 45
5.2 管理意涵 46
5.2.1 強化車廠服務品質與產品創新雙管齊下之策略 46
5.2.2 維持良好的車廠品牌形象,並做出對消費者與社會大眾的承諾 48
5.2.3 政府須加強民眾的汽車安全意識,車廠也需強化自身產品的安全配備 49
5.3 研究限制 50
5.4 未來研究建議 51
參考文獻 52

表目錄
表【3-1】受訪者基本資料之問項 24
表【3-2】服務品質之定義與衡量 25
表【3-3】產品創新之定義與衡量 26
表【3-4】品牌形象之定義與衡量 27
表【3-5】安全意識之定義與衡量 28
表【3-6】再購買意願之定義與衡量 29
表【4-1】樣本次數分佈情形 33
表【4-2】各變數之敘述性統計 34
表【4-3】量表信度分析 35
表【4-4】量表驗證性因素分析 37
表【4-7】理論結構模式之路徑係數與假說驗證 43
表【4-8】安全意識對再購意願之調節迴歸分析表 44


圖目錄
圖【1-1】2015年台灣車市概況 1
圖【1-2】近年全球車市規模 2
圖【1-3】研究流程圖 7
圖【2-1】消費者購買行為 14
圖【2-3】Volvo-XC60 搭載車道偏離警示系統 16
圖【2-4】胎壓偵測系統 17
圖【3-1】研究架構圖 18
圖【4-5】區別效度分析結果 38
圖【4-1】理論結構模式之路徑係數圖 43



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13. 地區行銷認知、服務品質認知與品牌形象認知對民眾滿意度影響之研究-以台南縣仁德鄉為例
14. 品牌形象、價格知覺與服務品質對購買意願整合模式影響之研究
15. 以自行車產業為例探討品牌形象、知覺品質與網路口碑對於再購買意願之關係
 
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