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系統識別號 U0002-1601201122285600
中文論文名稱 手機使用者之產品涉入程度與品牌忠誠度之關係研究:以促銷方式為干擾變數
英文論文名稱 The Relationships among the Product Involvement and Brand Loyalty of Mobile Phone Users: Sales Promotion Type as the Moderator
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 99
學期 1
出版年 100
研究生中文姓名 王世慧
研究生英文姓名 Shih-Hui Wang
學號 797610168
學位類別 碩士
語文別 中文
口試日期 2011-01-04
論文頁數 95頁
口試委員 指導教授-王居卿
共同指導教授-何錦堂
委員-李文瑞
委員-曾義明
中文關鍵字 產品涉入  品牌忠誠度  促銷方式  手機使用者 
英文關鍵字 Product Involvement  Brand Loyalty  Sales Promotion Type  Mobile Phone Users 
學科別分類 學科別社會科學管理學
中文摘要 對於手機使用者來說,對「手機」的產品涉入程度有個別差異性且品牌忠誠度也有所不同。在高度競爭的手機銷售市場中,手機與電信業者與者為創造更多的營收機會與市場佔有率,推出各種手機促銷方式,企圖影響消費者之品牌忠誠度。
本研究主要針對具有購買手機經驗之手機使用者,探討手機使用者之產品涉入程度與品牌忠誠度之關係,並以促銷方式作為干擾變數,探討促銷方式在手機使用者之產品涉入程度與品牌忠誠度之影響的干擾效果。針對樣本進行實證分析與討論後,有以下重要發現:
一、 不同人口統計變數(性別、年齡及家庭狀況)在產品涉入上有顯著差異。
二、 手機使用者之產品涉入程度對品牌忠誠度有正面影響。
三、 手機使用者之產品涉入的「誤購風險」對品牌忠誠度有負向影響。
四、 手機促銷方式在產品涉入程度對品牌忠誠度之影響有部分干擾效果
英文摘要 For mobile phone users, the "mobile" product involvement and brand loyalty have individual differences. In the highly competitive market of mobile phone, both mobile manufacturer and mobile operators, in order to, create more profitable opportunities and market shares, have used many different promotion methods to influence the brand loyalty.
This study focuses on mobile phone users, and tries to explore the relationship between product involvement and brand loyalty. Using sales promotion as a moderator variable analyses the moderating effect of product involvement and brand loyalty. After completing the empirical analysis and the discussion, we have following major findings:
1. Three demographic variables--gender, age and family status--have significant difference in the products involvement.
2. The products involvement for mobile phone users has a positive impact on brand loyalty.
3. The risk of mis-purchase in the product involvement for mobile phone users has a negative effect on brand loyalty.
4. The mobile phone sales promotion has some moderate effect on mobile phone product involvement affects the brand loyalty.
論文目次 目 錄
目 錄----------------------------------------------------------------------I
表 次----------------------------------------------------------------------III
圖 次----------------------------------------------------------------------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----------------------------------------------------3
第三節 研究範圍與對象----------------------------------------------3
第四節 研究流程----------------------------------------------------4
第五節 論文結構----------------------------------------------------6
第二章 文獻探討------------------------------------------------------------7
第一節 產品涉入----------------------------------------------------7
第二節 促銷方式----------------------------------------------------11
第三節 品牌忠誠度--------------------------------------------------16
第四節 各變數間之關係----------------------------------------------23
第三章 研究設計------------------------------------------------------------25
第一節 研究架構----------------------------------------------------25
第二節 研究假設----------------------------------------------------25
第三節 變數之定義與衡量--------------------------------------------28
第四節 研究對象與抽樣設計------------------------------------------31
第五節 資料分析方法------------------------------------------------32
第四章 資料分析與討論------------------------------------------------------35
第一節 預試分析----------------------------------------------------35
第二節 樣本結構分析------------------------------------------------37
第三節 因素分析與內部一致性分析------------------------------------43
第四節 差異性分析--------------------------------------------------49
第五節 各變數之關連性探討------------------------------------------55
第六節 變數各構面之迴歸分析----------------------------------------56
第七節 檢定結果與討論----------------------------------------------71
第五章 結論與建議----------------------------------------------------------77
第一節 結論--------------------------------------------------------77
第二節 管理意涵----------------------------------------------------81
第三節 研究限制----------------------------------------------------82
第四節 建議--------------------------------------------------------83
參考文獻
一、中文部分--------------------------------------------------------84
二、英文部分--------------------------------------------------------86


表 次

表2-1 產品涉入之定義------------------------------------------------------8
表2-2 促銷之定義----------------------------------------------------------12
表2-3 促銷方式之分類------------------------------------------------------13
表2-4 價格折扣與附贈贈品相關文獻整理--------------------------------------15
表2-5 品牌忠誠之定義------------------------------------------------------17
表2-6 品牌忠誠度綜合面向之衡量方法----------------------------------------22
表3-1 產品涉入之量表設計與衡量--------------------------------------------29
表3-2 促銷方式之量表設計與衡量--------------------------------------------30
表3-3 品牌忠誠度之構面與題項----------------------------------------------31
表4-1 各變數預試之Cronbach's α係數---------------------------------------36
表4-2-1 有效樣本人口統計變數------------------------------------------------39
表4-2-2 產品涉入各構面統計表------------------------------------------------41
表4-2-3 促銷方式各構面統計表------------------------------------------------42
表4-2-4 品牌忠誠度各構面統計表----------------------------------------------43
表4-3-1 產品涉入之KMO與Bartlett檢定-----------------------------------------44
表4-3-2 產品涉入構面之因素分析----------------------------------------------45
表4-3-3 促銷方式之KMO與Bartlett檢定-----------------------------------------45
表4-3-4 促銷方式構面之因素分析----------------------------------------------46
表4-3-5 品牌忠誠度之KMO與Bartlett檢定---------------------------------------47
表4-3-6 品牌忠誠度構面之因素分析--------------------------------------------48
表4-3-7 各構面信度分析表----------------------------------------------------49
表4-4-1 性別在各構面上之差異分析表------------------------------------------50
表4-4-2 年齡在各構面上之差異分析表------------------------------------------51
表4-4-3 家庭狀況在各構面上之差異分析表--------------------------------------54
表4-5-1 各變數之相關分析表--------------------------------------------------55
表4-5-2 各變數構面之相關分析表----------------------------------------------56
表4-6-1 產品涉入對品牌忠誠度影響之迴歸分析表--------------------------------57
表4-6-2 產品涉入之構面對擁護意圖影響之複迴歸分析表--------------------------58
表4-6-3 產品涉入之構面對再購意願影響之複迴歸分析表--------------------------59
表4-6-4 產品涉入之「喜好性」對品牌忠誠度之「擁護意圖」影響-以
-以「價格促銷」促銷方式為干擾變數之層級迴歸分析表-------------------60
表4-6-5 產品涉入「適切性」對品牌忠誠度「擁護意圖」影響-以
「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------61
表4-6-6 產品涉入「誤購風險」對品牌忠誠度「擁護意圖」影響-
以「價格促銷」促銷方式為干擾變數之層級迴歸分析表--------------------62
表4-6-7 產品涉入「喜好性」對品牌忠誠度「擁護意圖」影響-以
「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------63
表4-6-8 產品涉入「適切性」對品牌忠誠度「擁護意圖」影響-以
「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------64
表4-6-9 產品涉入「誤購風險」對品牌忠誠度「擁護意圖」影響-
以「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表--------------------65
表4-6-10 產品涉入「喜好性」對品牌忠誠度「再購意願」影響-以
「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------66
表4-6-11 產品涉入「適切性」對品牌忠誠度「再購意願」影響-以
「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------67
表4-6-12 產品涉入「誤購風險」對品牌忠誠度「再購意願」影響-以
「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------68
表4-6-13 產品涉入「喜好性」對品牌忠誠度「再購意願」影響-以
「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------69
表4-6-14 產品涉入「適切性」對品牌忠誠度「再購意願」影響-以
「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------70
表4-6-15 產品涉入「誤購風險」對品牌忠誠度「再購意願」影響-
以「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表--------------------71
表4-7 假設驗證結果--------------------------------------------------------75


圖 次

圖1-1 研究流程------------------------------------------------------------5
圖2-1 Aaker之品牌忠誠度金字塔---------------------------------------------20
圖3-1 研究架構------------------------------------------------------------25

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