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研究生:張瀞方
研究生(外文):CHANG, CHING-FANG
論文名稱:品牌形象、知覺價值與品牌忠誠度關係之研究– 以共享電動機車為例
論文名稱(外文):A Study of the Relationship among Brand Image, Perceived Value and Brand Loyalty: Taking Electric Scooter Sharing as an Example
指導教授:陳靜怡陳靜怡引用關係
指導教授(外文):CHEN, CHING-I
口試委員:許秋萍張寶蓉
口試委員(外文):HSU, CHIU-PINGCHANG, BAU-JUNG
口試日期:2024-03-16
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:國際企業學系
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:2024
畢業學年度:112
語文別:中文
論文頁數:65
中文關鍵詞:共享電動機車品牌忠誠度知覺價值品牌形象人格特質
外文關鍵詞:shared mobility scooterbrand loyaltyperceptual valuebrand imagepersonality traits
DOI:10.6837/ncnu202400079
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隨著物聯網的崛起、共享經濟、共享腳踏車及共享汽車在共享租賃市場逐漸出現,其中共享機車在近年尤其盛行,各品牌陸續推出,但使用率不普遍,業者紛紛想要搶佔共享機車市場。共享電動機車陸續成為新的交通趨勢,消費者透過共享APP即可隨租隨還,然而眾多品牌供消費者做選擇,究竟哪個品牌才能成為消費者心目中的理想品牌。本研究使用迴歸分析探討消費者在騎乘共享電動機車後所帶來的知覺感受為何,對於品牌所聯想的認知與生俱來的人格特質,如何影響不同共享電動機車品牌的品牌忠誠度。
為探討消費者對於知覺價值、品牌形象與人格特質是否影響其品牌忠誠度,以臺灣三家共享電動機車為例,分別為Wemo、iRent以及Goshare。透過問卷調查了解消費者對於臺灣三家共享電動機車在未騎乘過的品牌形象,及消費者在騎乘後的使用態度感受,以了解消費者租賃共享電動機車與再次租賃的品牌忠誠度關鍵因素。
本研究實證結果顯示,知覺價值、品牌形象與開放性人格特質對於品牌忠誠度有正向影響成立。建議三家共享電動機車品牌在臺灣地區競爭激烈下,透過提升操作舒適與代言地位之品牌形象並增強知覺價值,以利使消費者對於特定品牌產生長久且穩定的忠誠度,並於結論提出適當的建議,期望給予共享電動機車業者作為未來產品設計與行銷策略的考量依據。
With the rise of the Internet of Things, the sharing economy, shared bikes and shared cars are gradually appearing in the shared rental market, with shared motorcycles being particularly popular in recent years. However, there are many brands for consumers to choose from, so which one is the ideal brand for them. This study uses regression analysis to examine how consumers' innate personality traits and perceptions of brand associations, and the perceptions they experience after riding a shared e-scooter, affect brand loyalty among different shared e-scooter brands.
In the past, most of the studies related to shared locomotives took a brand as the research object, and rarely explored the differences between different brands, and explored the relationship between personality traits, brand image and perceived value and brand loyalty. At present, there are three major brands in the shared electric vehicle market, namely WeMo, iRent and GoShare, and each brand is fiercely competing with each other, and they all want to seize this market and become the leader. At first, consumers did not use it frequently, but now shared products or services are flooding our lives, and more and more consumers can accept such shared goods. Therefore, this study focuses on the most commonly used shared electric vehicle brands by consumers, explores the factors that consumers consider and value before purchasing the brand and after the riding experience, and then affects their brand loyalty, and compares the differences between brands, which is rarely mentioned in the literature on shared electric vehicles.
In order to investigate whether consumers' perceptions of personality traits, brand image, and perceived value affect their brand loyalty, we used the example of three shared e-scooters in Taiwan, Wemo, iRent, and Goshare, and used questionnaires to understand consumers' perceptions of the three shared e-scooters in Taiwan in terms of their brand image before riding them and their attitudes after riding them. The survey was conducted to understand the key factors of brand loyalty among consumers who rented and re-rented the electric scooters.
The empirical results of this study showed that open personality traits, brand image, and perceived value had a positive effect on brand loyalty. It is suggested that the three shared e-scooter brands should enhance their brand image and perceived value by improving their operating comfort and endorsement status in order to generate long-term and stable brand loyalty among consumers in the highly competitive Taiwan region, and the study concludes with appropriate recommendations for shared e-scooter operators to consider in their future product design and marketing strategies.
With the rapid development of shared electric scooters, how to improve the function of the goods or services themselves to satisfy consumers, thus helping to increase the number of users and make differentiation among brands is the primary task of the three major brands, as well as the goal of consumers' concerns and expectations. If there is enough manpower and time, qualitative research methods such as in-depth interviews or observations can be used to gain a deeper understanding of how consumers actually use and think and feel about different shared scooter brands, which can provide a more concrete reference for the industry, and it is hoped that future research can continue to provide relevant contributions.
目次
致謝辭 i
摘要 ii
Abstract iii
目次 v
表目次 vii
圖目次 viii
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 文獻回顧 5
第一節 共享經濟 5
第二節 共享電動機車業者 6
第三節 品牌忠誠度 9
第四節 知覺價值 11
第五節 品牌形象 13
第六節 五大人格特質 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假說 20
第三節 問卷設計 22
第四節 統計方法 25
第四章 實證分析 26
第一節 樣本結構分析 26
第二節 因素分析 32
第三節 迴歸分析 37
第四節 平均數分析 39
第五章 結論 40
第一節 研究結論 40
第二節 研究貢獻及管理意涵 42
第三節 研究限制及研究建議 44
參考文獻 45
一、 中文部分 45
二、 英文部分 48
附錄 56
附錄一 前測問卷 56
附錄二 正式問卷 61


表目次
表 2.2-1 依不同面向比較三家共享電動機車之業者 8
表 2.6-1五大人格特質之典型特徵 17
表 3.3-1品牌形象衡量題項 22
表 3.3-2知覺價值衡量題項 23
表 3.3.3品牌忠誠度衡量題項 24
表 3.3-4人格特質衡量題項 24
表 4.1-1人口特性分析 27
表 4.1-2最常使用的共享電動機車品牌 28
表 4.1-3使用目的 28
表 4.1-4使用時段 28
表 4.1-5騎乘原因 29
表4.1-6每月騎乘頻率 29
表 4.1-7每次使用時間 30
表4.1-8 各品牌與居住地之交叉分析 31
表 4.2-1人格特質因素分析 32
表 4.2-2品牌形象因素分析 33
表4.2-3知覺價值因素分析 34
表 4.2-4品牌忠誠度因素分析 35
表 4.2-5 共享電動機車品牌的差異分析 35
表 4.3-1迴歸分析結果 37
表 4.3-2 各品牌對品牌忠誠度之迴歸分析比較 38 
表 4.4-1各品牌各題項之平均數分析比較 39

圖目次
圖 1.3-1 研究流程 4
圖 2.4-1 知覺價值形成模式 11
圖 2.5-1 品牌形象架構 15
圖 3.1-1 研究架構 19

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