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系統識別號 U0002-1906201320292100
中文論文名稱 品牌形象、品牌愛情與品牌忠誠之關聯-以iPhone為例
英文論文名稱 The Relationships among Brand Image, Brand Love, and Brand Loyalty –An example of iPhone
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 101
學期 2
出版年 102
研究生中文姓名 陳明裕
研究生英文姓名 Ming-Yu Chen
學號 700610222
學位類別 碩士
語文別 中文
口試日期 2013-06-19
論文頁數 53頁
口試委員 指導教授-吳坤山
指導教授-陳基祥
委員-李月華
委員-張巧真
中文關鍵字 品牌形象  品牌愛情  品牌忠誠  偏最小平方估計法 
英文關鍵字 Brand Image  Brand Love  Brand Loyalty  Partial Least Square 
學科別分類
中文摘要 在近年來對於品牌愛情的相關研究顯示出,要創造出使消費者對於品牌有喜愛、依賴及忠誠的行為,主要需透過對於品牌的熱情與依戀進而產生品牌愛情。
近年來智慧型手機已逐漸取代傳統手機,在眾多智慧型手機品牌中,唯有Apple公司生產的iPhone手機每每在推出新款型號時便會引發全球排隊搶購熱潮,造成一股蘋果旋風。在現今社會或其他相關研究,年輕的消費族群是長期被忽略的一群目標消費者,在年輕消費族群中的青少年族群消費力是逐漸往上提升,青少年族群具代表性族群是大專院校學生,在3C用品上,因iPhone價格不斐且有眾多明星使用,加上Apple公司獨具創意的行銷手法更讓年輕族群產生認為使用iPhone是一種時尚象徵的知覺印象,使得這一年輕族群對於iPhone投入情感與依戀,創造出該品牌的品牌愛情,進而對於該品牌產生長期且穩定的品牌忠誠。如何於消費者心理建立良好品牌形象,使其消費族群對於該產品產生品牌滿意,並讓品牌滿意轉變成品牌愛情仍是目前一大課題,緣此,本研究將以大專院校在學學生為研究對象,探討大專院校在學學生對於iPhone之品牌形象、品牌愛情及品牌忠誠之間的關聯性,此為本研究主要動機。本研究總計發放350份問卷,有效回收樣本數為316份,有效樣本回收率為90.3%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析,其主要研究結果如下:
  影響品牌熱情與依戀以品牌形象中之象徵與經驗性因素的影響最大;影響品牌滿意與信任之二條路徑中以品牌形象中之功能性因素的影響最大;研究分析顯示品牌愛情為關鍵中介變項,其中品牌熱情與依戀是強化品牌愛情的重要關鍵因素。若手機業者能有效提升消費者對iPhone的品牌愛情,將可有效提升消費者再惠顧意願及推薦意願。
英文摘要 In recent years, the research for brand fancy shows that if it would like to make consumers loving, dependence and loyalty behavior for specific brand, the primarily way is required enthusiasm for the brand and produce brand of love and attachment.
Recently, smart phones have gradually replaced the traditional phone. Apple iPhone is the only one brand of all smartphones to trigger a global phenomenon of selling like hotcakes whenever having a new generation iPhone. Most of contemporary society research has rarely focusing on young consumer group. Consumption of teenage group is rising up gradually and colleague student is representative group of teenage group. Except expensive price and possessed by famous, Apple has creative marketing strategy to build an image in young group that iPhone is symptom of fashion. It will introduce young group to devote emotion and attachment and then create brand fancy. Furthermore young group will generate long-term and stable loyalty for this brand. How to establish a good brand image for consumer, to feel satisfied by experienced customer and then generate brand fancy is an important issue. In view of this, the motivation of this study will focus on college students to discuss the relationships among brand image, brand love and brand loyalty of iPhone. Total 350 questionnaires had been distributed, and 316 valid samples were retrieved. The effective response rate was 90.3%. According to Descriptive Statistics, Reliability Analysis, Validity Analysis, and Partial Least Square (PLS), the major conclusions are as follows:
Both symptom and experience of the brand image are the most influential factors on brand passion and attachment. In addition, the functional factor of brand image has the most influence on brand satisfaction and trust. According to researching analysis showed that brand love is a key mediator; moreover, brand passion and attachment are key point factors to intensify brand love. If the mobile phone companies can effectively enhance consumer's brand fancy on the iPhone, it will be able to effectively enhance consumers' repurchase intention and willingness to recommend.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 6
第二章 文獻探討 8
第一節 品牌形象 8
第二節 品牌愛情 11
第三節 品牌忠誠 14
第四節 研究變項間之關聯 17
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 19
第三節 研究變項操作性定義與衡量 20
第四節 研究對象與範圍 22
第五節 統計分析 23
第四章 實證分析結果 25
第一節 樣本結構分析 25
第二節 探索性因素分析及信度分析 26
第三節 研究變項之因果關係 29
第五章 結論與建議 37
第一節 研究結論與發現 37
第二節 管理意涵 38
第三節 研究限制 39
第四節 後續研究建議 40
參考文獻 41
中文文獻 41
英文文獻 43
附錄一:正式問卷 52

表目錄
表1- 1 2011與2012年全球手機市佔率排名表 1
表2- 1品牌形象定義彙整表 8
表2- 2品牌形象構成要素說明 10
表2- 3品牌愛情衡量構面說明 13
表2- 4品牌忠誠的定義彙整表 14
表2- 5品牌忠誠的衡量構面說明 16
表3- 1品牌形象之衡量題項 20
表3- 2品牌愛情之衡量題項 21
表3- 3品牌忠誠之衡量題項 22
表4- 1正式樣本特性 25
表4- 2【品牌形象】之KMO值及BARTLETT球形檢定 27
表4- 3【品牌形象】之因素分析 27
表4- 4【品牌愛情】之KMO值及BARTLETT球形檢定 28
表4- 5【品牌愛情】之因素分析 28
表4- 6 【品牌忠誠】之KMO值及BARTLETT球形檢定 29
表4- 7【品牌忠誠】之因素分析 29
表4- 8 研究構面之信效度表 31
表4- 9負荷量-跨負荷量矩陣 33
表4- 10構面間的相關係數矩陣 34
表4- 11研究模型路徑結果表 36
表4- 12影響品牌忠誠之路徑 36
圖目錄
圖1- 1 2012年智慧型手機作業系統銷售量市佔率 3
圖1- 2 2012年IPHONE出貨量預估圖 4
圖1- 3 2012年APPLE-IPHONE銷售量收入概況圖 4
圖1- 4研究流程圖 7
圖3- 1本研究架構 19
圖4- 1本研究相關變數之因果關係路徑 36

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