臺灣博碩士論文加值系統

本研究以大台北地區303位智慧型手機使用者為樣本，研究智慧型手機使用者滿意度因果關係之影響，主要研究發現下列四點：
一. 知覺品質是透過知覺價值和顧客滿意度這兩條路徑來影響顧客忠誠度。
二. 知覺價格負向影響知覺價值，而知覺品質正向影響知覺價值。
三. 知覺價格不會直接影響到顧客滿意度和忠誠度，但可以透過品牌形象與知覺品質而產生間接影響。
四. 品牌形象會同時影響到知覺品質與顧客滿意度，因此是影響顧客滿意度乃至於忠誠度的關鍵因素之一。

This research uses a sample of 303 smartphone users in the Metropolitan Taipei area to investigate the causal relationships of customer satisfaction and several other important constructs. The major findings are:
1. The causal relationship between perceived quality and customer loyalty is mediated by perceived value and customer satisfaction.
2. The perceived price excises a negative impact on perceived value and the perceived quality excises a positive impact perceived value.
3. The perceived value does not influence customer satisfaction and the customer loyalty, but its indirect effects via brand image and perceived value are significant.
4. The brand image influences perceived value and customer satisfaction simultaneously, which suggested that the brand image is one of the most important constructs in the determinants of customer satisfaction and loyalty

摘要 I
英文摘要 II
目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 1
第三節 研究方法 1
第四節 研究流程 2
第二章 文獻探討 3
第一節　品牌形象 3
第二節　產品品質 4
第三節　知覺價格與知覺價值 6
第四節　顧客滿意度 8
第五節 顧客忠誠度 9
第六節 理論關係 11
第三章 研究方法 13
第一節 研究架構與假說 13
第二節 問卷設計 14
第三節 樣本 15
第四節 統計分析方法 15
第四章 統計分析 16
第一節 敘述統計 16
第二節 信度分析與相關 20
第三節 迴歸分析 21
第五章 結論與建議 27
第一節 結論 27
第二節 建議 28
參考文獻 30
附錄：問卷 35

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