臺灣博碩士論文加值系統

台灣從1987 年開放洋菸進口，目前在台灣菸品市場約有超過26個品牌的170種以上之菸品在市場上銷售，近年來在多種因素與菸品眾多品牌影響下，消費者對於菸品品牌忠誠度有逐漸下降的趨勢，因此，本研究探討品牌形象、知覺價值、知覺風險之相關性及其對品牌忠誠度之影響。
本研究以台灣吸菸民眾為調查對象，共發放400份問卷，回收有效問卷86%，並以敘述性統計、信度分析及迴歸分析驗證本研究之假說。研究結果顯示，品牌形象對知覺價值有正向的影響，且對知覺風險有負向的影響；品牌形象及知覺價值對品牌忠誠度均有正向的影響，但知覺風險不會影響品牌忠誠度。

Foreign cigarettes have been imported into Taiwan since 1987, and there are more than 170 cigarette items in 26 different brand names marketing in Taiwan at this present time. Under the influence of the various factors and numerous available brands, consumers’ brand loyalty tends to decrease gradually during recent years. This research, therefore, studies on the relevant subjects on brand image, perceived value, perceived risk and their influences on brand loyalty.
The object of this research is cigar smokers in Taiwan area. A total of 400 questionnaires were issued, 86% effective questionnaires. This research hypothesis is verified by descriptive statistics, reliability analysis and regression analysis.The research conclusions show brand image has positive influence on perceived value but negative influence on perceived risk. Meanwhile, brand image and perceived value have positive influence on brand loyalty, but perceived risk does not influence brand loyalty.

中文摘要i
Abstractii
謝辭iii
目錄iv
表目錄vi
圖目錄vii
第一章 緒論1
第一節　研究背景與動機1
第二節　研究目的7
第三節　研究流程8
第二章　文獻探討9
第一節　品牌形象9
第二節　知覺價值17
第三節　知覺風險24
第四節 品牌忠誠度35
第三章　研究方法45
第一節 研究架構45
第二節 研究假說48
第三節 研究構面之衡量51
第四節 研究對象與問卷結構53
第五節 研究步驟與資料分析方法54
第四章 資料分析55
第一節 樣本回收與基本特徵分析55
第二節 信度分析63
第三節 迴歸分析64
第四節 研究假說檢定68
第五章 結論與建議69
第一節 研究結論69
第二節 研究建議72
參考文獻73
附錄85
表目錄
表1-1-1 國產及進口紙菸類總量表5
表2-1-1 學者對於品牌形象之定義14
表2-2-1 學者對知覺價值之定義20
表2-2-2 學者對知覺價值之衡量構面22
表2-3-1 學者對於知覺風險之定義27
表2-3-2 學者對知覺風險的構面34
表2-4-1 學者對於品牌忠誠度之定義38
表2-4-2 學者對忠誠度之衡量構面43
表3-3-1 本研究各構面問項一覽51
表4-1-1 樣本結構分析表57
表4-1-2 各品牌的佔比59
表4-1-3 品牌忠誠度平均數排序60
表4-1-4 知覺價值平均數排序61
表4-1-5 品牌形象平均數排序61
表4-1-6 知覺風險平均數排序62
表4-2-1 信度分析63
表4-3-1 品牌形象對知覺價值迴歸分析表64
表4-3-2 品牌形象對知覺風險迴歸分析表65
表4-3-3 品牌形象、知覺價值、知覺風險對於品牌忠誠度迴歸分析表66
表4-4-1 研究假說檢定68
圖目錄
圖1-1-1 各國菸價比較4
圖1-3-1 研究流程圖8
圖2-1-1 品牌知識的概念圖11
圖2-1-2 品牌形象分類12
圖2-2-1 知覺價值形成模式17
圖2-4-1 忠誠成因架構圖37
圖2-4-2 品牌忠誠相對態度與購買行為41
圖3-1-1 研究架構圖47
圖4-1-1 抽菸者選擇菸品品牌的原因60
圖4-3-1 迴歸分析路徑圖67

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