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系統識別號 U0002-1007200602230400
中文論文名稱 年輕消費者在高科技產品購買之品牌忠誠研究
英文論文名稱 Brand Loyalty for Young Adult Consumers in High-Tech Market
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 94
學期 2
出版年 95
研究生中文姓名 林益如
研究生英文姓名 Yi-ju Lin 林益如
學號 793400010
學位類別 碩士
語文別 英文
口試日期 2006-05-25
論文頁數 64頁
口試委員 指導教授-李培齊
指導教授-婁國仁
委員-黃旭男
委員-黃志文
中文關鍵字 年輕人  品牌忠誠  消費行為 
英文關鍵字 young adult  brand loyalty  consumer behavior 
學科別分類 學科別社會科學商學
中文摘要 長久以來,品牌忠誠被視為策略行銷中,很重要的研究課題;其中包括行為面及態度面。因此調查並了解其中影響因素,將會是很有趣的討論。本研究著重於了解,針對於年輕消費者在高科技產品購買時,介於態度忠誠與行為忠誠的中間的各種影響因素,進而了解如何建立年輕消費者之品牌忠誠。

本研究著眼於了解年輕消費者之消費行為,倘若消費者對於一個品牌,已經先有態度忠誠,其中會影響消費者,將態度忠誠轉換為行為忠誠的,是眾多的調節因素,本研究深入了解其中的五項調節因素:
(1) 消費者之產品涉入程度
(2) 消費者對品牌供應商的信譽及形象知覺
(3) 消費者的滿意程度
(4) 品牌之整體表現
(5) 消費者的金額價值意識

關鍵字:年輕人、品牌忠誠、消費行為
英文摘要 Brand loyalty has been considered as one of the major objectives in strategic marketing, it has both a behavioral and an attitudinal component. To investigate and analyze these factors would be an interesting subject. This study aims to have better understanding of the dimensions between attitudinal brand loyalty and behavioral brand loyalty in the high-tech market for young adult consumers. Also to further understand how to build the young adult consumers’ brand loyalty from a multi-faceted perspective.

In the study, different moderators which influence the young adult consumers’ behavioral loyalty are investigated among the young adult consumers who have the attitudinal loyalty to a specific brand as an antecedent aspect. Thus, the observed effect between attitudinal and behavioral brand loyalty may be due to several variables which work as the moderators. Several influential factors are included in the research model: consumers’ level of product involvement, consumers’ perception to the corporate image/credibility, consumers’ level of satisfaction, overall performance and consumers’ price-value consciousness.
論文目次 Contents


Chapter 1 Introduction
1.1 Background 1
1.2 Research aim 6
1.3 Study flow chart 8

Chapter 2 Literature Review
2.1 Brand loyalty 10
2.2 Level of product involvement 13
2.3 Corporate image/credibility 15
2.4 Customer satisfaction 17
2.5 Overall performance 20
2.6 Price-value consciousness 22
2.7 Hypotheses 24
2.8 Conceptual framework 25

Chapter 3 Methodology
3.1 Operationalization of variables 27
3.1.1 Conditional variable 31
3.1.2 Dependent variable 31
3.1.3 Independent variable 32
3.1.4 Demographics variable 34
3.2 The formal questionnaire 35
3.3 Data collection 36

Chapter 4 Results
4.1 Correlation and potential multicollinearity 37
4.2 Regression analysis 40
4.2.1 Model summary 40
4.2.2 Hypotheses test 40
4.2.3 Evaluating each of the independent variables 43

Chapter 5 Conclusion
5.1 Managerial implications 44
5.1.1 Results of the study 44
5.1.2 Suggestions related to product involvement 44
5.1.3 Suggestions related to corporate image/credibility 46
5.1.4 Suggestions related to customer satisfaction 47
5.1.5 Suggestions related to overall performance 47
5.1.6 Suggestions related to price-value consciousness 48
5.1.7 Suggestions related to favorite brand 48
5.1.8 Other suggestions 49
5.2 Limitations and directions for future study 50

References 51

Appendix A Formal questionnaire, English version 55
Appendix B Formal questionnaire, Chinese version 60


Graphs


Figures
Figure 1 Adopter categorization on the basis of innovativeness 4
Figure 2 The rate of adoption for innovation 5
Figure 3 Study flow chart 9
Figure 4 Conceptual framework 25


Tables
Table I Research measures 28
Table II Reliability coefficients 30
Table III Correlations 38
Table IV Collinearity diagnostics 39
Table V Model summary 41
Table VI ANOVA 41
Table VII Coefficients 42
Table VIII Summary of hypotheses testing results 45






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