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研究生:葛祐成
研究生(外文):KO, YU-CHENG
論文名稱:蘋果手機品牌共鳴影響因素之研究
論文名稱(外文):A Study of the Factors Influencing Brand Resonance for iPhone
指導教授:吳立偉吳立偉引用關係
指導教授(外文):WU, LI-WEI
口試委員:張國雄林呈昱
口試委員(外文):CHANG, KUO-HSIUNGLIN, CHENG-YU
口試日期:2017-06-14
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:55
中文關鍵詞:品牌信任品牌認同品牌績效品牌愛戀品牌判斷品牌共鳴
外文關鍵詞:Brand TrustBrand IdentityBrand PerformanceBrand LoveBrand JudgmentBrand Resonance
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現今手機產業迅速蓬勃發展,各家技術與功能百家爭鳴,周邊相關電子商品與附屬物件推陳出新,這般盛況完全與蘋果公司息息相關,若無當年第一代iPhone此一劃時代指標性產品,也許就不會邁入有更新穎的科技更強大的功能產生的爆炸時代,蘋果公司靠著不斷的創新技術,抓住最多全世界消費者的目光。在形成品牌共鳴過程中,需透過品牌信任與品牌愛戀的中介才能形成。為了要實證上述中介模型,本研究以臺灣使用iPhone手機的消費者做為研究對象,藉由問卷調查法,蒐集300位消費者的樣本資料,進行結構方程模型的分析。研究結果發現,iPhone手機使用者的對手機品牌產生的共鳴,需藉由品牌愛慕及品牌判斷的中介,才會形成品牌的態度忠誠及行為忠誠。也就是,品牌信任、品牌認同與品牌績效會先影響品牌愛慕與品牌判斷,再由品牌愛慕與品牌判斷最終影響到消費者對iPhone的品牌共鳴。

Today the mobile phone industry is booming and developing rapidly, each technologies and functions show the most powerful side at the same time, while the relevant electronic goods and ancillary items innovate constantly. All we know is that event is completely related to Apple, without the first generation of the iPhone this era of indicators of the product, it might not enter a more innovative technology and more powerful function of the explosion era. Apple relies on constant innovation Technology, and seizes the eyes of the world's most consumers.In the formation of brand resonance process, it needs intermediary of the brand trust and brand love to form. In order to prove the above intermediary model , this study uses iPhone consumers in Taiwan as research.With the questionnaire survey, this study collects 300 samples of consumers to run the structural equation model analysis. The results implied that iPhone users build brand resonance, which relies on brand admiration and brand judgment intermediary, and it will also form a brand attitude of loyalty. It is called brand trust, brand identity and brand performance, which first affect the brand love and brand judgment, and finally the brand love and brand judgments ultimately affect the consumer's iPhone brand resonance.

第一章、 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 2
第三節、研究範圍與對象 2
第四節、研究流程 2
第二章、文獻探討 4
第一節、品牌信任 4
第二節、品牌認同 5
第三節、品牌績效 6
第四節、品牌愛慕 8
第五節、品牌判斷 8
第六節、品牌共鳴 9
第三章、研究方法 12
第一節、研究假設 12
第二節、問卷設計與測量 13
第三節、問卷設計與抽樣調查 14
第四節、資料分析法 16
第四章、實證結果 18
第一節、基本資料分析 18
第二節、信度與校度分析 24
第三節、相關係數與共同方法變異分析 27
第四節 整體配適度 28
第五節、研究假設驗證分析 31
第五章、結論與建議 33
第一節、結論 33
第二節、管理意涵 36
第三節、研究限制與未來發展建議 37
參考文獻 39
一、中文文獻 39
二、英文文獻 40
附錄一 46

圖目錄
圖 1、研究流程圖 3
圖 2、Brand Equity Model 10
圖 3、研究架構圖 12
圖 4、假設模型路徑分析 32
表目錄
表1、各變數問項及來源 13
表2、修改後各變數問項及來源 14
表3、基本資料次數表 20
表4、各問項代號 21
表5、敘述性統計 23
表6、信效度分析表 26
表7、區別效度分析表 27
表8、相關係數 28
表9、整體配適度 30
表10、研究假設檢定結果 32


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