台灣的近視人口每年以1~2%正數成長，人口老化問題，更帶動老花矯正眼鏡市場的快速成長。目前全台眼鏡零售通路約有5,000家左右，相較於台灣總人口數，眼鏡店的分佈比率堪稱是全世界密度最高，通路間的競爭非常激烈，削價競爭是最常見的促銷手法，卻最直接會影響到產品的品牌價值及形象。對消費者而言，光學鏡片的產品涉入程度高，在購買決策過程中相當倚賴銷售人員的建議。因此，光學鏡片供應商將通路經營視為主力重點，以提昇通路商黏著度。
   
    本研究探討企業形象、品牌知名度及服務品質等變項對消費者知覺價值的影響，並探討消費者知覺價值與關係品質兩變項間的關係，最後探討各人口統計變項在「企業形象」、「品牌知名度」、「服務品質」、「知覺價值」及「關係品質」的影響。
    
    本研究採用問卷調查法，對象為大台北地區眼鏡零售通路，包括大型連鎖店、區域性小型連鎖店與單店之驗光師、銷售人員、店長或店老闆為樣本，以配額抽樣方式進行，取得有效問卷共100份。問卷設計採用Likert五點衡量尺度，並採用SPSS12.0統計套裝軟體進行資料分析，分析方法則採用敘述性統計分析、信度分析、效度分析、相關分析、路徑分析及變異數分析等。歸納結論如下：

1.供應商的企業形象及品牌知名度對於最終消費者的知覺價值皆無顯著正面影響。根據作者在光學鏡片產業工作經驗推論，主要是因為產品的專業度高，最終消費者不容易理解及辨別產品特性。因此，在購買決策過程中非常仰賴驗光師或銷售人員的專業解說及建議。
2.供應商對通路商的服務品質越高，則通路商會正面影響最終消費者的知覺價值。
3.消費者知覺價值對於供應商與通路商之關係品質有正面顯著影響。
4.門市型態對於品牌知名度及企業形象呈現邊際顯著，其中以區域性小型連鎖店的受訪者的評價最高，而其他人口統計變項皆無顯著差異。
5.性別對於服務品質具顯著差異，而其他人口統計變項皆無顯著差異。
6.年齡對於消費者知覺價值呈邊際顯著，而其他人口統計變項皆無顯著差異。

In Taiwan, the myopia population is increasing by 1~2% annually, and presbyopia correction has driven the optical lenses market increasing rapidly because of population aging. Currently, around 5,000 optical shops in Taiwan, the penetration rate is extremely high compared with other countries. In order to deal with the fierce competition, price war is the most common promotion for the shops. However, it’s not good for the suppliers, and that could damage the brand image and value of the products. Customers rely heavily on optometrists to recommend the lenses including brand and specification when purchasing. The reason is that customers still don’t understand much about the features of optical lenses, therefore, the optical lenses suppliers focus on B2B promotions heavily, thus improving the relationship with channels. 

    This research was aimed at exploring the relationship among consumers’ perceived value, company image, brand awareness, service quality and relationship quality. 
    
    Quota sampling was used in this study. Members were selected from employees who work for optical shops in Taipei. A total of 100 questionnaires were handed out by salesmen of an international optical supplier. After data analysis, here are conclusions:  
1.Suppliers’ company image and brand awareness would not influence consumers’ perceived value. 
2.Consumers would feel higher perceived value when suppliers provided higher service quality to channels.
3.Consumers’ perceived value would positive influence the relationship quality between suppliers and channels.
4.Company image and brand awareness would influence regional small chains. 
5.Service quality would influence gender, female would be higher.
6.Consumers’ perceived value would influence age.

目錄

目錄	IV
圖目錄	V
表目錄	VI
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	研究流程	         6
第二章 文獻探討	7
第一節	企業形象文獻探討	7
第二節	品牌知名度文獻探討	10
第三節	服務品質文獻探討	13
第四節	消費者知覺價值文獻探討	20
第五節	關係品質文獻探討	25
第六節	光學鏡片產業資料	30
第三章 研究方法	35
第一節	研究架構與假設	35
第二節	變數之操作性定義及衡量方式	39
第三節	研究設計	         45
第四節	問卷設計	         45
第五節	資料分析方法	46
第四章 資料分析	48
第一節	敘述性統計分析	48
第二節	信度與效度分析	52
第三節	研究變項間之相關分析	55
第四節	路徑分析模式	56
第五節	變異數分析	59
第五章 結論與建議	64
第一節	研究結論	         64
第二節	貢獻與建議	68
第三節	研究限制	         71
參考文獻	         72
附錄 研究問卷	81


圖目錄

圖1-1 研究流程示意圖	6
圖2-1 PZB服務品質模式圖	16
圖2-2 知覺價值形成模式	20
圖2-3 交易效用理論圖	21
圖2-4 消費者的價格、品質與知覺價值模型	22
圖2-5 關係品質模式	29
圖2-6 眼鏡產業上、中、下游關聯圖	33
圖3-1 本研究架構	36
圖4-1 路徑分析模式	56


表目錄

表2-1 服務品質量表「SERVQUAL」	18
表2-2 台灣地區6~18歲近視盛行率統計表	31
表2-3 台灣地區6~18歲 高度近視狀況(1986~2006)	31
表2-4 近年主要眼鏡專賣店總店數一覽表	34
表3 1 企業形象衡量問項	39
表3 2 品牌知名度衡量問項	40
表3 3 服務品質衡量問項	41
表3 4 消費者知覺價值衡量問項	42
表3 5 關係品質衡量問項	43
表3-6 樣本數分配明細	45
表4-1 受訪者基本資料樣本分佈情形	48
表4-2 研究構面之敘述統計量	50
表4-3 問卷各構面之信度分析	52
表4-4 正式問卷之效度檢驗	53
表4-5 各變數之相關係數表	55
表4-6 路徑係數	57
表4-7 受訪者人口統計變項在品牌知名度之變異數分析	59
表4-8 各門市型態對品牌知名度之平均數	60
表4-9 受訪者人口統計變項在企業形象之變異數分析	60
表4-10 各門市型態對企業形象之平均數	61
表4-11 受訪者人口統計變項在服務品質之變異數分析	61
表4-12 不同性別對服務品質之平均數	62
表4-13 受訪者人口統計變項在消費者知覺價值之變異數分析	62
表4-14 不同年齡對消費者知覺價值之平均數	63
表4-15 受訪者人口統計變項在關係品質之變異數分析	63
表5-1 本研究各項假設驗證之結果	65

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