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研究生:張原豪
研究生(外文):CHANG,YUAN-HAO
論文名稱:品牌形象、品牌忠誠度、企業社會責任與再購意願之影響-統一企業為例
論文名稱(外文):The Effects of Brand Image, Brand Loyalty and Corporate Social Responsibility on Consumer Repurchase Intension: A Case Study of Uni-President Enterprises Corporation
指導教授:謝存瑞謝存瑞引用關係
指導教授(外文):HSIEH,TSUN-JUI
口試委員:謝存瑞陳俞如許文忠
口試委員(外文):HSIEH,TSUN-JUICHEN, YU-JUHSU, WEN-CHUNG
口試日期:2020-07-22
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:2020
畢業學年度:109
語文別:中文
論文頁數:53
中文關鍵詞:品牌形象品牌忠誠度企業社會責任再購意願
外文關鍵詞:brand imagebrand loyaltycorporate social responsibilityconsumer repurchase intension
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近年來,學術界方面有愈來愈多學者探討品牌特性、企業社會責任與再購意願的相關議題,消費者在購買產品時亦相當注重品牌形象與企業是否有善盡企業社會責任。對企業而言,也相當重視品牌價值,將品牌形象與品牌忠誠度視為公司重要的資產之一,並且積極推動企業社會責任。而本研究旨在探討消費者是否對於企業的品牌形象、品牌忠誠度、企業社會責任對再購意願具有影響性。
本研究採取便利抽樣法,以紙本問卷方式於台中市地區發放問卷,以了解消費者對統一企業該品牌形象、品牌忠誠度、企業社會責任對再購意願之影響。總共發放240份問卷,扣除無效問卷32份,共計有效問卷為208份,有效問卷回收率占86.6%,並運用SPSS軟體進行資料分析,透過敘述性統計、因素分析、信度分析、相關分析與迴歸分析等統計方法進行問卷資料分析。
本研究結果顯示品牌形象、品牌忠誠度與企業社會責任對再購意願皆有正向影響。根據此結果顯示消費者於選購產品時,通常會選擇購買品牌形象較佳的品牌,且若消費者對該品牌具有較高忠誠度則有較高機率會再次購買該品牌的產品,企業若有善盡企業社會責任則消費者會再次購買該品牌或產品的意願亦會提升。因此,企業若欲永續經營,不僅僅需加強良好的品牌形象以及增加消費者對品牌的忠誠度,除此之外,更應該需要積極推動企業社會責任,此乃為企業永續經營之道。
In recent years, many researchers in the academia have explored issues related to brand identity, corporate social responsibility and repurchase intentions. Consumers attach great importance to brand image and corporate social responsibility when purchasing products. For enterprises, they also attach great importance to brand value, treating brand image and brand loyalty as one of the company's important assets and actively promoting corporate social responsibility. The purpose of this study is to examine whether consumers' perception of a company's brand image, brand loyalty, and corporate social responsibility have an impact on their willingness to repurchase.
The study used the convenient sampling in Taichung city area, with the paper questionnaires. It was to understand the relationship among consumers the effects of brand image, brand loyalty and corporate social responsibility on consumer repurchase intension. A total of 240 questionnaires were provided, and 32 invalid questionnaires were excluded, with 86.6% of valid questionnaires were returned. And the SPSS software is used to analyze the questionnaire data through descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis.
This study shows that brand image, brand loyalty and corporate social responsibility all have a positive impact on the willingness to repurchase. The results show that consumers are more likely to buy products with a good brand image, and that consumers with higher loyalty to a brand are more likely to repurchase that brand, and that companies with good corporate social responsibility are more likely to repurchase that brand or product. Therefore, if a company wants to run a sustainable business, it not only needs to strengthen a good brand image and increase consumer loyalty to the brand, but also needs to actively promote corporate social responsibility, which is the way to sustainable business.
摘 要 Ⅰ
Abstract Ⅱ
謝 誌 Ⅲ
目 錄 Ⅳ
表目錄 Ⅴ
圖目錄 Ⅵ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討與研究假說 5
第一節 再購意願 5
第二節 品牌形象 6
第三節 品牌忠誠度 8
第四節 企業社會責任 10
第五節 控制變數 12
第六節 統一企業 13
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假說 16
第三節 研究變數定義與衡量 17
第四節 研究母體與抽樣設計 23
第五節 資料分析與方法 24
第四章 研究結果 25
第一節 資料樣本結構描述 25
第二節 因素分析與信度分析 27
第三節 相關分析 34
第四節 迴歸分析 35
第五章 研究結論與建議 37
第一節 研究結論 37
第二節 管理意涵與建議 38
第三節 研究限制和未來研究方向 39
參考文獻 40
附錄一 問卷 47
附錄二 台灣國際品牌價值 50
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