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研究生:吳素琴
研究生(外文):WU, SU-CHIN
論文名稱:顧客永續知覺對品牌形象及忠誠度之研究-以手機為例
論文名稱(外文):Research on customer sustainability perception on brand image and loyalty - taking mobile phones as an example
指導教授:杜健忠杜健忠引用關係
指導教授(外文):TU, CHIEN-CHUNG
口試委員:林純雅廖義宏
口試委員(外文):LIN,CHUN-YALIAO,YI-HUNG
口試日期:2024-06-13
學位類別:碩士
校院名稱:環球科技大學
系所名稱:企業管理系中小企業經營策略管理碩士班
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:2024
畢業學年度:112
語文別:中文
論文頁數:48
中文關鍵詞:永續知覺品牌形象品牌認同忠誠度
外文關鍵詞:SustainabilityBrand ImageBrand IdentificationLoyalty
相關次數:
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為了全球持續發展,提高環境可持續性,進而實現人類的共同利益為邁向永續環境的終極目標而努力,其中也包含循環經濟的概念,跨經濟、社會、環境三大面向,本研究智型手機製造商如何影響消費者對其選擇的環境影響。本研究採問卷調查法進行研究,本研究採用隨機抽樣(分台灣北、中、南部)以網路問卷方式進行抽樣,針對社會人士,共收到517份問卷,其中470份為有效問卷,有效問卷比例為82.5%。 研究結果發現不同性別對環境永續知覺、社會永續知覺、及經濟永續知覺之p達顯著,而女性之經濟永續知覺值大於男性,故提高產品之環境永續、經濟永續、及社會永續特性,對於女性之行銷策略效果,會比男性來得高。另外本研究發現(1)環境永續知覺對環境永續知覺有顯著之影響。(2)環境永續知覺對環境永續知覺是正向之影響。環境永續知覺、社會永續知覺、經濟永續知覺對永續品牌形象有正向影響。(3) 除了社會永續知覺外,永續品牌形象及另兩項永續知覺構面對品牌認同具顯著影響效果(4)品牌認同對品牌忠誠度具有顯著之影響。
In order to improve environmental sustainability and thus realize the common interests of humanity to move towards the ultimate goal of a sustainable environment, which includes the concept of circular economy, across the three major economic, social and environmental dimensions, this study examines how smartphone manufacturers influence consumers' environmental impacts in their decision-making. This study was conducted using a questionnaire survey. A random sample (divided into North, Central and South Taiwan) was surveyed via online questionnaire. A total of 517 questionnaires were received, of which 470 were valid, with the proportion of valid questionnaires being 82.5%. The results of this study showed that the p-values for environmental sustainability, social sustainability and economic sustainability were significant for the different genders, with the values for economic sustainability being greater for women than for men. Therefore, the impact of improving the environmental, economic and social sustainability characteristics of the products on the marketing strategy of women would be higher than that of men. In addition, this study found that (1) awareness of environmental sustainability has a significant impact on awareness of environmental sustainability. (2) Awareness of environmental sustainability has a positive effect on awareness of environmental sustainability. Awareness of ecological sustainability, awareness of social sustainability and awareness of economic sustainability have a positive effect on the sustainable brand image. (3) In addition to social sustainability awareness, sustainable brand image and the other two aspects of sustainability awareness also have a significant impact on brand identity. (4) Brand identity has a significant influence on brand loyalty.
目錄
誌謝 i
摘要 ii
Abstract 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 5
第一節 關心環境與永續知覺 5
第二節 品牌形象 11
第三節 品牌識別及品牌認同 15
第四節 忠誠度 20
第三章 研究方法 23
第一節 研究架構 23
第四章 研究分析與結論 24
第一節 基本資料 24
第二節 研究變項信度分析 28
第三節 人口統計變數對各項變數之差異性分析 30
第四節 品牌忠誠度影響因素分析 33
第五章 結論與建議 38
參考文獻 40

表目錄
表 1年齡對性別交叉分析表 24
表 2居住地對性別交叉分析表 25
表 3 工作性質對性別交叉分析表 25
表 4 行業對性別交叉分析表 26
表 5 教育程度對性別交叉分析表 26
表 6 個人年收入對性別交叉分析表 27
表 7 購買手機決策權對性別交叉分析表 27
表 8 下次購買手機首選對性別交叉分析表 28
表 9 研究變項信度分析 28
表 10 不同性別之品牌忠誠度差異性分析 30
表 11 不同性別之品牌認同差異性分析 30
表 12 不同性別之永續品牌形象差異性分析 30
表 13 不同性別之環境永續知覺差異性分析 31
表 14 不同性別之社會永續知覺差異性分析 31
表 15 不同性別之經濟永續知覺差異性分析 32
表 16 不同性別之品牌忠誠度差異性分析 32
表 17 不同年齡層之品牌忠誠度差異性分析 33
表 18 關心環境對環境永續知覺迴歸模型ANOVA表 33
表 19 關心環境對環境永續知覺迴歸模型參數估計表 34
表 20 永續知覺對永續品牌形象影響迴歸模型ANOVA表 34
表 21 永續知覺對永續品牌形象影響迴歸模型參數估計表 35
表 22 永續知覺及永續品牌形象對品牌認同影響迴歸模型ANOVA表 35
表 23 永續知覺及永續品牌形象對品牌認同影響迴歸模型參數估計表 36
表 24 永續品牌形象對品牌忠誠度影響迴歸模型ANOVA表 36
表 25 品牌認同對品牌忠誠度影響迴歸模型參數估計表 37

圖目錄
圖 1研究流程 4
圖 2 研究架構圖 23
圖 3 檢定結果架構圖 37
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