臺灣博碩士論文加值系統

近年來，由於消費者生活型態不斷改變，造成消費者日常生活需求的重大轉變。以汽車而言，過去消費者將它當做代步工具，但現在汽車在使用方式及功能方面有不同以往的需求，因此，各種附加配備及功能的創新發明因孕而生，均顯示汽車市場的多樣性及多變性的需求改變。尤其是當前能源危機，油價高漲，以及全球環保意識日漸抬頭情況下，使得環保車(油電複合動力Hybrid)已成為汽車市場最熱門的話題。
本研究即針對台灣地區Toyota汽車消費者，進行問卷調查，並以簡單相關分析、逐步迴歸分析等統計方法，以探討消費者對品牌形象之看法，及汽車產品屬性重視程度為何?汽車產品屬性是否會強化或弱化品牌形象、品牌態度與品牌忠誠度，尤其是綠色汽車屬性。期望透過本研究，確立豐田汽車之環保價值主張為二十一世紀汽車革命思想主流，以做為汽車行銷策略之基調，同時也能夠對學術界提出心得與建議。
經資料分析整合後，得到以下結論:
一、 消費者特性不同對汽車產品屬性、品牌形象的評價有顯示部份差異。
二、 消費者之汽車產品屬性重視程度對品牌形象有部份顯著影響。
三、 消費者之汽車產品屬性重視程度對品牌態度有部份顯著影響。
四、 品牌形象與品牌態度有正向關聯。
五、 品牌態度與品牌忠誠度有正向關聯。
六、 消費者之汽車產品屬性重視程度對品牌忠誠度有部份顯著影響。

In recent years, owing to the ever-changing living style of the consumers, a remarkable transition in the daily life demands of consumers has emerged. As for automobile, consumers regarded it as merely transportation vehicles the past, but the demand for automobiles in utility and function is different from that in the past. Therefore, there come the various inventions of accessories and consumers’ functional innovations to meet the diversity of automobile market and changing demand. The current energy crisis, the sky-rocketing oil prices, and the growing global environment consciousness make the environment-friendly cars (such as using hybrid power combining gasoline and electricity) the hottest issue in the automobile market.
The data of this research is based on questionnaire investigation toward Toyota automobile consumers in Taiwan, to probe into consumers’ view on the image of the brand, their esteeming extent on the automobile product attribute by statistical method of simple, relative analyzing, and by progressive analyzing. Whether the products attribute of the automobile will strengthen or weaken the brand image, the attitude of the brand and brand loyalty, especially the green automobile attribute. Through this research, I am expecting to establish the environment-protection value of Toyota Motor as the mainstream thought of the automobile revolution in the 21st century, and, with such thought in mind, set the fundamental key for the automobile sales strategy, and meanwhile, hope to put up what I had learned and my suggestion to the academia.
After analysis and integration of the data, the following conclusion was obtained:
1. The different characteristics of consumers resulted in certain difference
in the evaluation of products attribute of the automobile, and brand image.
2. How much the consumers care about the automobile products attribute has
partially but apparent influence on brand image.
3. How much the consumers value about the products attribute has partially but
apparent influence on brand attitude.
4. There is positive relationship between brand image and brand attitude.
5. There is positive relationship between brand attitude and brand loyalty.
6. How much the consumers esteem the automobile products attribute has
partitial but apparent influence on brand loyalty.

目錄...............................................Ⅰ
圖目錄.............................................Ⅳ
表目錄.............................................Ⅴ
第一章 緒論.........................................1
1.1 究背景與動機....................................1
1.2 研究目的........................................2
1.3 研究步驟與流程..................................2
1.3.1 研究流程......................................3
1.3.2 研究步驟......................................4
1.4 本文結構....................................4
第二章 文獻回顧.....................................5
2.1 產業現況分析....................................5
2.1.1 全球汽車銷售狀況..............................5
2.1.2 台灣汽車銷售狀況..............................6
2.1.3 低污染車輛發展狀況..........................7
2.1.4 豐田油電複合動力(Toyota Hybrid)概述.........8
2.2 汽車產品屬性相關文獻............................9
2.2.1 產品的定義與分類..............................9
2.2.2 產品屬性的定義與分類.........................10
2.2.3 綠色產品屬性.................................16
2.2.4 汽車產品屬性.................................22
2.3品牌形象相關文獻................................24
2.3.1品牌形象之重要性..............................24
2.3.2品牌形象的定義................................24
2.3.3品牌形象的構面................................26
2.4 品牌態度之相關文獻.............................30
2.4.1 品牌態度之重要性.............................30
2.4.2 態度的定義...................................31
2.4.3 品牌態度的構面...............................32
2.4.4 態度的結構模式...............................36
2.4.5 態度的衡量尺度...............................40
2.5品牌忠誠度之相關文獻............................40
2.5.1 品牌忠誠度之重要性...........................40
2.5.2 品牌忠誠度之定義.............................41
2.5.3 品牌忠誠度之相關理論.........................41
2.5.4 品牌忠誠度衡量之理論.........................43
2.6消費者特性之相關文獻............................48
2.6.1 人口統計變數.................................48
2.6.2 動機.........................................49
2.6.3 過去購車經驗.................................49
2.6.4 車輛使用經驗 .................................49
第三章 研究方法....................................50
3.1 研究架構.......................................50
3.2 研究假說,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,51
3.2.1 汽車產品屬性與品牌形象之關係.................51
3.2.2 汽車產品屬性與品牌態度之關係.................52
3.2.3 品牌形象與品牌態度之關係.....................53
3.2.4 品牌態度與品牌忠誠度之關係...................54
3.2.5 汽車產品屬性與品牌忠誠度之關係...............55
3.3 問券設計.......................................56
3.3.1 汽車產品屬性之評估準則.......................57
3.3.2 品牌形象之變數衡量...........................58
3.3.3 品牌態度之變數衡量...........................58
3.3.4 品牌忠誠度之變數衡量.........................59
3.3.5 消費者特性之變數衡量.........................60
3.4 研究對象與抽樣方法.............................61
3.4.1 研究對象.....................................61
3.4.2 抽樣方法.....................................61
3.5 資料分析法.....................................61
第四章 研究結果與分析..............................65
4.1 樣本結構分析...................................65
4.2 汽車產品屬性因素分析...........................68
4.3 信度分析.......................................69
4.4 效度分析.......................................71
4.5 消費者特性與汽車產品屬性、品牌形象之差異分析...72
4.6 汽車產品屬性與品牌形象、品牌忠誠度之關係驗證...80
4.6.1 汽車產品屬性與品牌形象之關係驗證.............80
4.6.2 汽車產品屬性與品牌態度之關係驗證.............82
4.6.3 品牌形象與品牌態之關係驗證...................84
4.6.4 品牌態度與品牌忠誠度之關係驗證...............85
4.6.5 汽車產品屬性與品牌忠誠度之關係驗證...........86
4.7 研究假說驗證之結果.............................89
第五章 結論與建議..................................92
5.1 結論...........................................92
5.2 建議...........................................94
5.2.1管理涵義......................................94
5.2.2未來研究之建議................................99
參考文獻...........................................99
附錄一 問券.......................................107

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二、中文部分
1.王怡民，「消費者對於商店品牌態度與購買行為關聯之研究」，國立高雄第一科技大學行銷與流通管理所碩士論文，民國91年6月。
2.王郁惠，「服務業類別、關係行銷與顧客忠誠度關係之研究」，國立中正大學企業管理研究所碩士論文，民國86年6月。
3.方世榮譯，P. Kotler and G. Armstrong原著，行銷學原理，台北：東華書局，民國86年。
4.江啟明，「模組化行銷偵測系統」，交通大學管理研究所碩士論文，民國78年6月。
5.吉中行，「促銷形式對品牌態度之影響：品牌形象與品牌忠誠度的干擾角色」，元智大學管理研究所碩士碩士論文，民國92年6月。
6.何昭賢，「產品屬性、訊息來源對廣告溝通效果之影響」，東吳大學企業管理研究所碩士碩士論文，民國89年6月。
7.林嘉威，「品牌忠誠者之品牌認同研究－以運動鞋品牌NIKE為例」，國立政治大學廣告學研究所碩士論文，民國89年6月。
8.林佩穎，「女性保養品品牌忠誠度之研究」，東吳大學企業管理研究所碩士論文，民國90年6月。
9.林惠玲、陳正倉，統計方法與應用，台北:雙葉書廊有限公司，民國93年。
10.林憶萍，「女性消費者生活型態之區隔對汽車屬性、汽車銷售廣告訴求之偏好研究」， 國立交通大學管理科學研究所碩士論文，民國86年6月。
11.洪振凱，「國內綠色產品研發之初探」，國立台灣大學商學研究所碩士論文，民國84年6月。
12.李珮琳，「品牌態度與品牌忠誠類型之關連性」，國立臺灣大學心理學研究所碩士論 文，民國90年6月。
13.吳泓哲，「直接經驗與廣告對消費者認知、情感及行為意向的影響—以台灣國產品牌 水果作個案研究」，國立中興大學行銷研究所碩士論文，民國90年12月。
13.陳澤義，服務管理，台北:華泰文化事業股份有限公司，民國93年。
14.陳仕煥，「汽車購買者評估準則及影響因素之研究」，國立成功大學企業管理學系碩士論文，民國86年6月。
15.陳世偉，「國產汽車消費者購買行為之研究」，國立台北大學企業管理學系碩士論文，民國92年6月。
16.陸定邦，綠色新主張-產品的環保設計，產品設計與包裝，台南：成功大學圖書部，民國82年。
17.郭素青譯，Karen Christensen著，綠色家園—實際行動作環保，台北：世茂出版社,民國86年。
18.梁錦琳、陳雅琳譯，Peattie Ken原著，綠色行銷，台北：牛頓出版股份有限公司，民 國82年。
19.莊振東，「選擇驗證機構決定因素與顧客忠誠度關係之研究- 以ISO9000驗證為例」， 國立東華大學企業管理研究所碩士論文，民國91年6月。
20.黃存建，「主要家電產品的家族品牌態度及忠誠度之研究」，國立台灣大學商學研究 所碩士論文，民國75年6月。
21.黃俊英、林震岩，SAS 精析與實例-信度與 效度分析，台北:華泰文化事業股份有限公司，民國91年。
22.黃彥博，「來源國形象與品牌形象對品牌態度及購買意願之影響研究-以台灣及德國手機消費者為例」，實踐大學貿易經營研究所碩士論文，民國92年6月。
23.黃泓傑，「轎車使用者換購休旅車之消費者行為研究」，大葉大學事業經營研究所碩 士論文，民國94年6月。
24.彭雯君，「個人價值觀、產品屬性、綠色態度與綠色消費行為關聯性之研究─以大專 學生為目標」，國立成功大學企業管理學係博士班論文，民國92年6月。
25.葉光榮，「人格特質與品牌態度對品牌忠誠度之影響－女性色彩化�菻~市場之研 究」，文化大學國際企業管理研究所碩士論文，民國83年6月。
26.葉香麟，「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」，銘傳大學管理科學研究所碩士論文，民國92年6月。
27.蔡幼青，「彩妝品品牌忠誠度之研究」，淡江大學管理科學研究所碩士論文，民國91年6月。
28.廖雪雲，「企業綠色行銷評鑑指標建立之研究」，台灣大學商學研究所碩士論文，民國83年6月。
29.潘定平，「台南地區小汽車消費行為與市場區隔之研究」，國立成功大學工業管理研究所碩士論文，民國86年6月。
30.簡詠喜，「產品價值、品牌信任、品牌情感與品牌忠誠度關係之研究」，淡江大學國際貿易研究所碩士論文，民國91年6月。
31.藍美英，「中日產品品牌形象之研究」，國立政治大學國際貿易研究所碩士論文，民國82年6月。
32.蕭夙君，「消費者之社會階層、家庭生命週期與其汽車產品屬性重視類別之關聯性研究─以台北市汽車潛在購買者為例」，國立交通大學經營管理研究所碩士論文，民國90年6月。
33.羅文坤，行銷傳播學，台北：三民書局股份有限公司，民國75年。
三、網路部份
1.台灣區車輛工業同業工會，http://www.ttvma.org.tw/。
2.台灣交通部公路總局，http://www.motc.gov.tw/。