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研究生:林玉羣
研究生(外文):LIN, YU-CHING
論文名稱:善因行銷、顧客知覺價值、品牌形象與再購意願關係之研究-以喜鵲兒之屋烘焙坊為例
論文名稱(外文):The Relationships between Cause-Related Marketing, Customer Perceived Value, Brand Image, and Repurchase Intention-A case study of Magpie House Bakery
指導教授:賴春美賴春美引用關係
指導教授(外文):LAI, CHUN-MEI
口試委員:陳正哲康鶴耀
口試委員(外文):CHEN, CHENG-CHEKANG, HE-YAO
口試日期:2021-05-14
學位類別:碩士
校院名稱:遠東科技大學
系所名稱:行銷與流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:69
中文關鍵詞:善因行銷顧客知覺價值品牌形象再購意願
外文關鍵詞:Cause-Related MarketingCustomer Perceived ValueBrand ImageRepurchase Intention
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  目前台灣已經有愈來愈多非營利組織從接受補助與捐款為主的經營型態,轉變為尋求經費自立自足的社會企業。財團法人鴻佳啟能庇護中心秉持著「給他們魚吃,不如教他們如何釣魚」的精神,成立「喜鵲兒之屋烘焙坊」並導入善因行銷的策略,藉此建立良好的品牌形象,提升消費者的知覺價值,並影響到消費者的再購意願。本文以喜鵲兒之屋烘焙坊為研究標的,探討善因行銷、顧客知覺價值、品牌形象與再購意願的關係。本研究針對喜鵲兒之屋烘焙坊的消費者為研究對象,採用問卷調查法進行問卷施作,以SPSS軟體進行資料統計與分析,包括様本基本資料分析、敘述性統計分析、信度分析與因素分析、效度分析、相關係數分析、迴歸分析、獨立樣本t檢定、單因子變異數分析等統計方法。研究結果顯示1:善因行銷對品牌形象有顯著正向影響。2:顧客知覺價值對品牌形象有顯著正向影響。3:品牌形象對再購意願有顯著正向影響。4:品牌形象在善因行銷與再購意願具中介效果。5:品牌形象在顧客知覺價值與再購意願具中介效果。期能以研究結果建議喜鵲兒之屋烘焙坊如何以善因行銷與顧客知覺價值及品牌形象提升顧客再購意願,也提供後續研究者參考之建議。
At present, more and more non-profit organizations in Taiwan have changed from accepting subsidies and donations into social enterprises seeking self-reliance. In keeping with the spirit of " it is better to teach them how to fish than give them fish", the Hun Chia sanctuary for the handicapped, set up a " Magpie House Bakery" and introduced a good marketing strategy to establish a good brand image, to enhance the perceived value of consumers, and to affect the willingness of consumers’ re-purchase. Based on the study of Magpie House Bakery, this paper explores the relationship between cause related marketing, customer perceived value, brand image and re-purchase intention. In this study, the consumers of magpie’s Bakery were recruited as the subjects, The questionnaire was applied, and SPSS software was used to carry out data statistics and analysis, including sample basic data analysis, narrative statistical analysis, reliability analysis and factor analysis, validity analysis, correlation coefficient analysis, regression analysis, independent sample t-checking, single-factor variation analysis and other statistical methods. The expected result are:
1: CRM has a significant positive impact on brand image.
2: Customer perceived value has a significant positive impact on brand image.
3: Brand image has a significant positive impact on the willingness to re-purchase.
4: Brand image has an intermediary effect between CRM and re-purchase intention
5: Brand image has an intermediary effect between the perceived value of customers and re-purchase intention.
The results of the study suggest the ways the Magpie House Bakery to enhance the willingness of customers to re-purchase with good-cause marketing and customer perceived value and brand image, and also provide suggestions for follow-up researchers
致謝......................................................................................................................................I
摘要.................................................................................................................................... II
ABSTRACT........................................................................................................................ III
目錄...................................................................................................................................IV
表目錄.................................................................................................................................VI
圖目錄..............................................................................................................................VIII
第壹章緒論.......................................................................................................................1
第一節研究背景與動機................................................................................................1
第二節研究目的............................................................................................................4
第三節研究範圍與對象................................................................................................4
第四節研究流程............................................................................................................5
第貳章 文獻探討...............................................................................................................7
第一節 善因行銷..........................................................................................................7
第二節 顧客知覺價值................................................................................................13
第三節 品牌形象........................................................................................................15
第四節 再購意願........................................................................................................19
第叁章 研究方法.............................................................................................................23
第一節 研究架構........................................................................................................23
第二節 研究假設........................................................................................................23
第三節 研究變項操作型定義....................................................................................25
第四節 問卷設計........................................................................................................28
第五節 資料分析方法................................................................................................29
第肆章 資料分析與結果.................................................................................................34
第一節 様本基本資料分析........................................................................................34
第二節 敘述性統計分析............................................................................................35
第三節 信度與效度分析, ........................................................................................39
第四節 相關係數分析................................................................................................43
第五節 迴歸分析........................................................................................................44
第六節 獨立樣本T 檢定.............................................................................................50
第七節 單因子變異數分析........................................................................................51
第八節 研究假設檢定結果........................................................................................54
第伍章 結論與建議.........................................................................................................55
第一節 管理意涵........................................................................................................55
第二節 研究建議........................................................................................................56
參考文獻.............................................................................................................................57
附錄問卷...........................................................................................................................67
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三、網路資料
衛生福利部社會及家庭署補助計畫申辦資訊網「歷年補助案件」。取自https://sfpweb.sfaa.gov.tw/sfpwPublic/front/history
監察院監察委員新聞稿。取自https://www.cy.gov.tw/News_Content.aspx?n=125&s=14911
NPOST公益交流站(2012)。善因行銷活動,不只是行銷。 取自https://npost.tw/archives/323
行政院衛生福利部,2020國情簡介。取自https://www.ey.gov.tw/state/98B78B731CEF2DDE/93ef1584-77cb-46a6-8f8a-c8a560af1105
張世民(2012)。【聰明管家】善因行銷,取自中信月刊網。取自https://twccm.eoffering.org.tw/publications/twccm_ct?id=943
許惠捷(2013)。品牌本善的好創意,動腦雜誌,10月號。取自https://www.ettoday.net/news/20131021/284397.htm
林良齊(2020)。64.8%非營利組織捐款下降,加速社福團體轉型,中時新聞網。取自https://www.chinatimes.com/realtimenews/20201016004755-260405?chdtv
高翠敏(2020)。臺灣數位文化協會NPOST公益交流站。取自https://npost.tw/archives/58809
全球市場/產業 調查, 分析, 預測 報告書。取自https://www.giichinese.com.tw/report/infi333540-global-bakery-market.html
財團法人台灣省私立鴻佳啟能庇護中心簡介 取自 https://hc.eoffering.org.tw/contents/text?id=12
MBA智庫百科。取自 https://wiki.mbalib.com/zh-tw/%E5%93%81%E7%89%8C
哈佛商業評論:發展新客戶的成本是挽留老客戶的5倍(外貿篇。取自https://kknews.cc/news/28ea3zz.html
審計部公共政策網路參與平台。取自https://cy.join.gov.tw/policies/detail/d1d63163-fb7c-46cd-898b-c9c309a5abc9
法務部全國法規資料庫。取自
https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=D0050066
夏露萍、郭庭禎(2020)。CSR@天下亞洲公益指數出爐台灣蟬聯最慈善國家,我們好在哪裡? 取自 https://csr.cw.com.tw/article/41559
鄭秋霜(民97年03月19日),【行銷公益 教社福團體釣魚】,udn討論區。取自:
http://city.udn.com/55272/2777189



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