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研究生:陳宛廷
研究生(外文):CHEN, WAN-TING
論文名稱:智慧型手機之品牌滿意度、品牌信任、品牌認同、品牌依附、品牌愛慕及品牌忠誠度關係之研究
論文名稱(外文):A Study of the Relationships among Brand Satisfaction, Trust, Identification, Attachment, Love, and Loyalty
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:林呈昱張國雄
口試委員(外文):LIN, CHEN-YUCHANG, KUO-HSIUNG
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:英文
論文頁數:50
中文關鍵詞:智慧型手機品牌滿意度品牌信任品牌認同品牌依附品牌愛慕品牌忠誠度
外文關鍵詞:smartphonebrand satisfactionbrand trustbrand identificationbrand attachmentbrand lovebrand loyalty
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智慧型手機時代的崛起,改變了原有的手機市場型態。雖然目前全球智慧型手機市場已不如以往快速地成長並且逐漸有了停滯的現象,但整體的出貨量仍舊是非常地驚人。本研究將透過過去之實證研究,以釐清品牌滿意度、品牌信任、品牌認同、品牌依附、品牌愛慕與品牌忠誠度之間的互動關係,並探討消費者的品牌滿意度、品牌信任與品牌認同是否會對品牌依附與品牌愛慕產生影響,進而影響到品牌忠誠度。
本研究透過製作Google表單的方式,於網路上刊登問卷以供受訪者連結進入作答。本研究藉此方式,蒐集到有效問卷共259份。研究結果發現: 1. 品牌滿意度與品牌信任會正向影響品牌依附。2. 品牌信任會正向影響品牌愛慕。3. 品牌認同對品牌愛慕無正向的影響。4. 品牌依附會正向影響品牌愛慕。5. 品牌依附對品牌忠誠度無正向的影響。6. 品牌愛慕會正向影響品牌忠誠度。
本研究結果顯示,品牌滿意度與品牌信任都會正向影響品牌依附。學者Hazan與Shaver (1990)提及,愛是一種依附的過程。而本研究的結果也顯示,消費者會透過對品牌的依附而形成對品牌的熱愛。此外,本研究結果也表明,品牌信任能夠正向影響品牌愛慕,進而影響品牌忠誠度。
The rise of smartphone era has changed the type of the original mobile phone market. Even though the current global smartphone market growth is not as fast as before and gradually stagnant, but the overall shipments are still very spectacular. This study wants to clarify the interaction among brand satisfaction, brand trust, brand identification, brand attachment, brand love and brand loyalty through the empirical results of past researches. And explore whether the customer’s brand satisfaction, brand trust, and brand identification will affect brand attachment and brand love, and thus affect brand loyalty.
This study uses Google Forms to create questionnaires for respondents to connect and answer. And has collected a total of 259 questionnaires via Google Forms. The results showed that 1. brand satisfaction and brand trust has positively impact on brand attachment; 2. brand trust has positively impact on brand love;3. brand identification has not positive impact on brand love;4. brand attachment has positively impact on brand love;5. brand attachment has not positive impact on brand loyalty;6. brand love has positively impact on brand loyalty.
Based on the result of the analysis, showing that both brand satisfaction and brand trust has positively impact on brand attachment. Hazan and Shaver (1990) noted that love is a kind of an attachment process, the results show that customers could form a love of brand via attachment to the brand. In addition, the results also illustrate that brand trust has positively impact on brand love, and thus affect brand loyalty.
Contents
I. Introduction………………………………………………………………………..1
1.1 Research Background………………………………………………………….1
1.2 Research Motivation…………………………………………………………...2
1.3 Research Purpose………………………………………………………………4
1.4 Research Procedure…………………………………………………………….5
II. Literature Review…………………………………………………………………6
2.1 Brand Satisfaction……………………………………………………………...6
2.2 Brand Trust…………………………………………………………………….7
2.2.1 The Definition of Brand Trust…………………………………………......7
2.2.2 The Dimension of Brand Trust…………………………………………….8
2.3 Brand Identification…………………………………………………………....8
2.3.1 The Definition of Brand Identification…………………………………….8
2.3.2 The Dimension of Brand Identification……………………………………9
2.4 Brand Attachment…………………………………………………………………..10
2.4.1 The Definition of Brand Attachment……………………………………..10
2.4.2 The Dimension of Brand Attachment…………………………………….11
2.5. Brand love……………………………………………………………………12
2.5.1 The Definition of Brand Love……………………………………………12
2.5.2 The Dimension of Brand Love…………………………………………...13
2.6. Brand loyalty…………………………………………………………………13
2.6.1 The Definition of Brand Loyalty…………………………………………13
2.6.2 The Dimension of Brand Loyalty………………………………………..15
III. Research Method and Hypotheses……………………………………………..16
3.1 Conceptual Framework……………………………………………………….16
3.2 Hypotheses……………………………………………………………………16
3.2.1 The Relationship between Brand Satisfaction and Brand Attachment…...16
3.2.2 The Relationship between Brand Trust and Brand Attachment………….17
3.2.3 The Relationship between Brand Trust and Brand Love…………………17
3.2.4 The Relationship between Brand Identification and Brand Love………..18
3.2.5 The Relationship between Brand Attachment and Brand Love…………..18
3.2.6 The Relationship between Brand Attachment and Brand Loyalty……….18
3.2.7 The Relationship between Brand Love and Brand Loyalty………………19
3.3 Operational Definitions……………………………………………………….20
3.3.1 Brand Satisfaction………………………………………………………..20
3.3.2 Brand Trust…………………………………………………………........21
3.3.3 Brand Identification……………………………………………………...22
3.3.4 Brand Attachment………………………………………………………..22
3.3.5 Brand Love………………………………………………………………23
3.3.6 Brand Loyalty……………………………………………………………23
3.4 Questionnaire Design and Sampling Method…………………………………24
3.4.1 Questionnaire Design…………………………………………………….24
3.4.2 Sampling Method………………………………………………………...24
3.5 Analysis Method……………………………………………………………...24
3.5.1 Descriptive Statistics…………………………………………………….24
3.5.2 Reliability and Validity…………………………………………………..24
3.5.3 SEM……………………………………………………………………...25
IV. Data Analysis and Empirical Results…………………………………………..26
4.1 Basic Data Analysis…………………………………………………………..26
4.1.1 Gender…………………………………………………………………............26
4.1.2 Age……………………………………………………………………………...26
4.1.3 Education………………………………………………………………...26
4.1.4 Monthly salary…………………………………………………………...26
4.2 Descriptive Statistics………………………………………………………….28
4.3 Reliability and Validity Analysis……………………………………………...30
4.3.1 Cronbach’s α……………………………………………………………..30
4.3.2 Composite Reliability (CR)……………………………………………...30
4.3.3 Average Variance Extracted (AVE)………………………………………30
4.3.4 Factor Loading…………………………………………………………...31
4.4 Discriminant Validity…………………………………………………………33
4.5 Correlation Analysis……………………………………………………………….34
4.6 Hypotheses Test……………………………………………………………………35
4.7 Path Analysis………………………………………………………………………..36
4.8 Summary……………………………………………………………………...36
V. Discussion and Suggestion…………………………………………………….37
5.1 Discussion and Conclusion…………………………………………………...37
5.1.1 The Relationship between Brand Satisfaction and Brand Attachment…..37
5.1.2 The Relationship between Brand Trust and Brand Attachment………….37
5.1.3 The Relationship between Brand Trust and Brand Love…………………37
5.1.4 The Relationship between Brand Identification and Brand Love………..38
5.1.5 The Relationship between Brand Attachment and Brand Love………….38
5.1.6 The Relationship between Brand Attachment and Brand Loyalty……….38
5.1.7 The Relationship between Brand Love and Brand Loyalty………………39
5.2 Theoretical Contributions…………………………………………………….39
5.3 Managerial Implications……………………………………………………...40
5.4 Limitations and Future Research……………………………………………..40
Appendix……………………………………………………………………………..42
References……………………………………………………………………………45

Table Contents
Table 1.1 Top five smartphone 4Q 2016 preliminary data (Units in millions) …….….2
Table 2.1 Four dimensions of brand identification………………………………….....9
Table 2.2 The conceptual properties of brand attachment……………………………11
Table 2.3 Three main measures of brand love………………………………………...13
Table 2.4 Three main measures of customer loyalty………………………………….14
Table 2.5 Two dimensions of brand loyalty…………………………………………...15
Table 3.1 Hypotheses…………………………………………………………………19
Table 3.2 Questions for brand satisfaction…………………………………………....20
Table 3.3 Questions for brand trust…………………………………………………...21
Table 3.4 Questions for brand identification………………………………………….22
Table 3.5 Questions for brand attachment……………………………………………22
Table 3.6 Questions for brand love……………………………………………………23
Table 3.7 Questions for brand loyalty………………………………………………...23
Table 4.1 Demographic profile of respondents……………………………………….27
Table 4.2 Descriptive statistics of items………………………………………………29
Table 4.3 Result for reliability and validity analysis………………………………….32
Table 4.4 Result for discriminant validity…………………………………………….33
Table 4.5 Result of the Pearson correlation coefficient……………………………….34
Table 4.6 Model fitness……………………………………………………………….35
Table 4.7 Amos result…………………………………………………………………36
Table 4.8 Summary of hypotheses test…………………………………………….….36

Figure Contents
Figure 1.2 Research Procedures……………………………………………………….5
Figure 3.1 Conceptual Framework…………………………………………………...16
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