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研究生:穆品欣
研究生(外文):Pin-Hsin Mu
論文名稱:品牌依附對顧客態度忠誠與支付價格溢價之研究
論文名稱(外文):A Study of Brand Attachment to Customer Attitudinal Loyalty and Willingness to Pay a Price Premium
指導教授:朱國光朱國光引用關係
指導教授(外文):Kuo-Kuang Chu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:110
中文關鍵詞:心理需求品牌依附態度忠誠願付溢價
外文關鍵詞:attitudinal loyaltybrand attachmentpsychological needswillingness to pay premium prices
相關次數:
  • 被引用被引用:18
  • 點閱點閱:699
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
依附是人和特定對象之間深富情感的連結,依附的產生是因為人希望從此特定對象獲得心理上的滿足。依附行為不只產生在人與人之間,也存在人與動物或無生命物上,因此本研究是以依附的觀點來探討人和品牌之間的關係。管理顧客和品牌之間的關係可以藉由滿足目標顧客的心理需求而吸引他們親近,建立一種無形的情感連結。
本研究目的是檢視品牌是否因為能滿足人對於自主權、關係與能力三項心理需求而產生依附行為,而品牌依附是否有助於顧客態度忠誠的提升以及是否影響顧客支付價格溢價的意願,最後研究是否態度忠誠會在品牌依附和支付溢價意願之間扮演中介角色。
在資料蒐集部分,以最終消費者為對象,採用便利抽樣,總共獲得314份有效樣本。採用回歸分析來驗證假設,並使用t檢定與單因子變異數分析來了解人口統計資料對於三種心理變數、品牌依附、顧客態度忠誠與願付價格溢價的影響。
研究結果發現三種心理需求的滿足的對消費者的品牌依附行為有正向關係,以關係需求影響最大其次是自主權最後是能力。此外品牌依附對態度忠誠與支付價格溢價的意願也有正面影響,而態度忠誠會部分中介品牌依附對支付價格溢價的意願。
Attatchment is a strong emotional bond between one person and the specific target. It will bring attatchment that one man hope he can obtain psychological satisfaction from this specific target. Attatchment behavior exists among not only people but also animals or non-living matters. This paper is to explore the relationship between people and brands from the view point of attachment theory. Managing the relationship between customers and brands can attract them by meeting target customers’ psychological needs so as to build one kind of invisible affective linkage.This study aims to exam whether brands could satisfy people with three psychological needs, autonomy, relatedness, and competence so as to show attachment behavior. In addition, our research will address whether brand attachment could contribute to customer attitudinal loyalty and willingness to pay premium price. Finally we will explore whether attitudinal loyalty could be the mediating role in the relationship between brand attachment and willingnwss to pay premium prices.
On collecting data, the study which aimed at end consumers used convenience sampling and totally received 314 effective samples. We used regression analyze to inspect hypothesis. Also t-test and ANOVA would be done to analyze influences of demographic variables on three psychological needs, brand attachment, customer attitudinal loyalty and willingnwss to pay premium price. The study results indicate satisfaction with three psychological needs has a positive effect on consumers’ brand attachment behaviors. Relatedness affected brand attachment the most, followed by autonomy, and competence had the least influence. Besides, brand attachment is positively associated with customer attitudinal loyalty and willingness to pay premium price. Attitudinal loyalty was a partial mediator between brand attachment and willingness to pay premium prices.
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-------------------------------------------7
  第一節 依附理論---------------------------------------7
第二節 顧客態度忠誠度--------------------------------12
第三節 顧客支付價格溢價的意願------------------------17
第三章 研究方法------------------------------------------22
第一節 研究變數定義----------------------------------22
第二節 研究架構與假設--------------------------------24
第三節 研究設計與統計分析----------------------------28
第四章 資料分析------------------------------------------41
第一節 樣本資料描述----------------------------------41
第二節 正式問卷信度與效度分析------------------------45
第三節 假設驗證與人口統計變數的影響------------------49
第五章 結論----------------------------------------------62
第一節 研究發現與結----------------------------------62
第二節 管理意涵--------------------------------------65
第三節 研究限制與未來建議--------------------------68
參考文獻-------------------------------------------------70
附錄一---------------------------------------------------87
附錄二---------------------------------------------------88
附錄三---------------------------------------------------94
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