系統識別號 | U0002-0107201506432800 |
---|---|
DOI | 10.6846/TKU.2015.00005 |
論文名稱(中文) | 網路服飾品牌形象對顧客滿意度與忠誠度之影響-以人格特質為干擾變數 |
論文名稱(英文) | The Effect of Brand Image on Customer Satisfaction and Loyalty of Clothing Online Brands – Personality Traits As Moderator |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 國際企業學系碩士班 |
系所名稱(英文) | Master's Program, Department Of International Business |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 103 |
學期 | 2 |
出版年 | 104 |
研究生(中文) | 吳宗翰 |
研究生(英文) | Tsung-Han Wu |
學號 | 602551086 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2015-05-28 |
論文頁數 | 100頁 |
口試委員 |
指導教授
-
何怡芳
委員 - 張勝雄 委員 - 田正利 |
關鍵字(中) |
網路購物 品牌形象 人格特質 顧客滿意度 顧客忠誠度 |
關鍵字(英) |
Online shopping Brand Image Personality Trait Satisfaction Loyalty |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
有別於過去對於網路購物上對於顧客滿意度和忠誠度的研究,大多數都是在探討對於服務品質、知覺價值等之間的關係,並沒有對於人格特質方面的探討,本研究在對於品牌形象上,加入了人格特質為干擾變數,探討在不同的人格特質下,消費者對於品牌形象是否會影響到顧客滿意度與忠誠度。 本研究共發放了463份問卷,有效問卷399份,有效回收率86.2%,使用統計軟體SPSS,以敘述性統計、變項相關分析、層級迴歸分析對各變數與構面進行分析。 本研究經統計得出以下結論,根據相關分析與層級迴歸的結果,除了人格特質並不會對品牌形象與顧客忠誠度有著干擾效果外,其餘皆獲得支持與部分支持,包括:1.品牌形象會對顧客滿意度與忠誠度有正向關係;2.人格特質會對顧客滿意度與忠誠度有部分的正向關係;3.親和與開放型的人格特質會對品牌形象和顧客滿意度上有正向干擾關係。 |
英文摘要 |
Unlike previous research on online shopping issues, mostly confined todiscuss service quality and perceived valued, without personality trait on moderator . This research discusses through mediation effect of brand image on customer satisfaction and loyalty of clothing online brands – personality traits as moderator. The research method uses random sampling study designed to question our participant, total of 463 were given and 399 surveys were returned (86.2%). This research data collection is based on the implementation of descriptive statistics, Pearson’s correlation,hierarchical regression,use SPSS statistical package to discuss in-depth analysis. This research, demonstrated by the data, suggests the following: The analysis found that expect for personality trait doesn't have the moderator effect between brand image and customer loyalty, the rest of the path-relation have been supported. Including: 1.brand image has positive influence on customer satisfaction and loyalty; personality trait has part positive influence on customer satisfaction and loyalty; 3. agreeableness and openness to experience have the moderator effect between brand image and customer satisfaction. |
第三語言摘要 | |
論文目次 |
目 錄 謝辭……………………………………………………………………………………I 目錄……………………………………………………………………………………V 表目錄………………………………………………………………………………VI 圖目錄………………………………………………………………………………VII 第一章 緒論…………………………………………………………………………1 第一節 研究背景與動機………………………………………………………1 第二節 研究目的………………………………………………………………5 第三節 研究問題………………………………………………………………6 第四節 研究架構與流程………………………………………………………7 第二章 文獻探討……………………………………………………………………9 第一節 電子商務與網路購物…………………………………………………9 第二節 品牌形象………………………………………………………………15 第三節 人格特質………………………………………………………………21 第四節 顧客滿意度……………………………………………………………25 第五節 顧客忠誠度……………………………………………………………30 第六節 變數交互關係…………………………………………………………35 第三章 研究方法…………………………………………………………………37 第一節 研究架構………………………………………………………………37 第二節 研究假設………………………………………………………………38 第三節 變項操作性定義與衡量………………………………………………42 第四節 問卷設計、抽樣與調整………………………………………………46 第五節 資料分析方法…………………………………………………………50 第四章 資料分析與結果…………………………………………………………52 第一節 基本資料分析…………………………………………………………52 第二節 信度與效度分析………………………………………………………57 第三節 獨立樣本T檢定………………………………………………………60 第四節 相關分析………………………………………………………………61 第五節 層級迴歸分析…………………………………………………………63 第六節 研究假設驗證結果……………………………………………………70 第五章 結論與建議………………………………………………………………73 第一節 研究結論………………………………………………………………73 第二節 研究建議………………………………………………………………77 第三節 研究限制………………………………………………………………81 參考文獻……………………………………………………………………………82 附錄一 前測問卷…………………………………………………………………92 附錄二 正式問卷…………………………………………………………………96 表目錄 表2-1 網路商店與實體商店的比較………………………………………………11 表2-2綜合購物網站人次佔比排行榜………………………………………12 表2-3 台灣服飾電商網站表現及粉絲團表現…………………………………13 表2-4 粉絲人數前五大服飾品牌電商……………………………………………14 表2-5 五大人格理論之構面表……………………………………………………23 表2-6 網路忠誠度問項彙整………………………………………………………33 表2-7 影響忠誠度之8C彙整表…………………………………………………34 表3-1 服飾品牌形象之操作性定義與衡量………………………………………42 表3-2 人格特質操作性定義與衡量………………………………………………43 表3-3 顧客滿意度的操作性定義與衡量…………………………………………44 表3-4 顧客忠誠度之操作性定義與衡量…………………………………………45 表3-5 信度分析摘要表……………………………………………………………47 表3-6 效度分析摘要表……………………………………………………………49 表3-7 人格特質因素分析表………………………………………………………49 表4-1 樣本資料統計表……………………………………………………………54 表4-2 受測者網路購物相關資料與使用經驗……………………………………56 表4-3 整體調查量表之信度分析摘要……………………………………………58 表4-4 效度分析表…………………………………………………………………58 表4-5 性別與顧客忠誠度和滿意度交叉分析表…………………………………60 表4-6 研究變項相關係數表………………………………………………………62 表 4-7 品牌形象、人格特質、顧客滿意度之層級迴歸分析表……………………66 表 4-8 品牌形象、人格特質、顧客忠誠度之層級迴歸分析表……………………69 表4-9 研究假設結果彙整表………………………………………………………72 圖目錄 圖1-1 研究架構……………………………………………………………………7 圖1-2 研究流程圖…………………………………………………………………8 圖2-1 品牌形象三要素……………………………………………………………21 圖2-2 網路購物滿意度模型………………………………………………………29 圖3-1 研究架構……………………………………………………………………37 |
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