臺灣博碩士論文加值系統

本研究主要目的是探討品牌形象、品牌信任對品牌忠誠度的影響，以智慧型手機為例，選擇持有智慧型手機的民眾做為研究對象，並透過問卷調查法進行探討。本研究採用判斷抽樣法來蒐集研究樣本，總共回收470份問卷，剔除填答不完整27份無效問卷，共得443份有效問卷，問卷回收率為94.26％。
本研究以SPSS統計分析軟體做為資料分析工具，採取的統計分析方法包括敘述性統計、信度分析、效度分析、獨立樣本t檢定、單因子變異數分析以及迴歸分析。
歸納本研究各項統計分析結果，主要研究結果如下所示：
(1)品牌形象對品牌信任有顯著正向影響。
(2)品牌形象對品牌忠誠度有顯著正向影響。
(3)品牌信任對品牌忠誠度有顯著正向影響。
(4)不同人口統計變數在品牌形象無顯著差異。
(5)不同人口統計變數在品牌信任無顯著差異。
(6)不同人口統計變數在品牌忠誠度有顯著差異。

The purpose of this study is to explore the relationship among the brand image, brand trust and loyalty. We used judgment sampling on the customer of hold a smartphone to obtain the research subject. Five hundred and questionnaires were distributed and 470 questionnaires were returned, but twenty seven questionnaires were incomplete. Therefore, 443 questionnaires were valid and rate was 94%.

This study applies SPSS to analysis research data. The descriptive statistics, reliability analysis, validity analysis, independent-samples t-test, one way analysis of variance（ANOVA）analysis and regression analysis were analyzed. The main result were described ：
1.Brand image had a significantly positive influence on trust.
2.Brand image had a significantly positive influence on loyalty.
3.Brand trust had a significantly positive influence on loyalty.
4.There were no significant among brand image on background characteristics.
5.There were no significant among brand trust on background characteristics.
6.There were significant among brand loyalty on background characteristics

中文摘要...i
英文摘要...ii
誌謝...iv
目錄...v
表目錄...vii
圖目錄...ix
第一章 緒論...1
1.1 研究背景與動機...1
1.2 研究目的...4
1.3 研究範圍...4
1.4 研究流程...5
第二章 文獻探討...7
2.1 品牌...7
2.2 品牌形象...10
2.3 品牌信任...12
2.4 品牌忠誠度...13
2.5 人口統計變數...15
第三章 研究方法...17
3.1 研究架構...17
3.2 研究假設...18
3.3 各構面操作型定義與衡量...18
3.4 問卷設計與研究對象...22
3.5 資料分析方法...22
第四章 資料統計與分析...25
4.1 敘述性統計分析...25
4.2 因素分析...30
4.3 信度檢定...33
4.4 效度檢定...35
4.5 迴歸分析...37
4.6 差異性分析...40
第五章 研究結論與建議...43
5.1 研究結論...43
5.2 未來研究建議...46
參考文獻...47
中文文獻...47
英文文獻...48
網路資料來源...51
附錄ㄧ 問卷...52
Extended Abstract...56
簡歷...63

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網路資料來源
(1)IDC (2017)。台灣智慧型手機市場2016年首見衰退。EET TAIWAN。2017年3月17日，取自：http://www.eettaiwan.com/news/article/20170317NT21-smart-phone-shipment-2016-Taiwan
(2)TechNews (2017)。Gartner：2016 年第四季手機銷售成長 7%，iPhone 市佔反超三星。科技新報。2017年2月16日，取自：http://technews.tw/2017/02/16/worldwide-sales-of-smartphones-grew-7-percent-in-2016q4/
(3)戴廷芳(2016)。IDC：2016年智慧型手機市場逐漸萎縮，但大螢幕Phablet出貨量持續增加。iThome。2016年9月6日，取自： http://www.ithome.com.tw/news/108283