近年來隨著國人價值觀與生活型態的轉變，現代人的消費型態也跟著改變，對生活品質的要求更勝以往，民眾的生活水準大幅提升，以座位舒適寛敞、性能多元化、靈活運用、具較佳的越野性能，可同時兼顧消費者工作及休閒上之需求，甚至強調可三代同車的休旅車(Recreation Vehicle，簡稱RV車)，漸漸成為家庭房車購車的首選，也成為目前汽車銷售市場上最具潛力的車款。也因為台灣在2002年正式加入世界貿易組織(World Trade Organization, WTO)後，隨著競爭環境的全球化，使台灣休旅車市場競爭越來越激烈。對於休旅車的業者而言，如何有效提升並維繫顧客的忠誠度，將是未來企業生存與致關的關鍵所在。本研究引用本世紀策略性新議題「顧客價值」及關係行銷的重要概念「顧客信任」，加以探討及驗證顧客忠誠的重要前置因素。本研究結果發現：
1.	在台灣休旅車市場顧客價值的功能價值與情感價值皆會正向影響顧客忠誠。
2.	在台灣休旅車市場顧客信任在顧客價值與顧客忠誠間具有中介效果。

In the past few years, two-days weekend, leisure activities and the consumer in Taiwan gradual change of living type, are gradually become an important and necessary part in people’s lives.  For the above reasons, most consumers will consider if the vehicle can fill individual and family needs for leisure activities when buying vehicles, and a recreation vehicle (RV) which is multi-function and multi-purpose has become more and more valuable and popular to consumers, recreational vehicle (RV) becomes a hot vehicle style on market as well. However, the competition environment has changed into globalization competition since Taiwan joined the World Trade Organization (WTO) in 2002, and it makes the competition in Taiwan recreation vehicle business becomes fiercer. Therefore, how to enhance and maintain customers’ loyalty effectively will be a key point to survive in the future for the recreation vehicle entrepreneur. This research quotes the new issue of strategy of this century “customer value”, and the important concept of customer relationship management “customer trust” to discuss and identify the significant antecedences of customer loyalty. 
As the result, the study reaches the following conclusion:
(1) The functional and emotional value of customer value will influence the customer loyalty positively.
(2) The functional and emotional value have mediated effect on customer loyalty through the construct of customer trust.
In the words, 
In the words, both of the functional and emotional value can influence the customer’s loyalty, and trust can enhance their loyal intensity of the recreational vehicle.

目錄	……………………………………………………………………………	I
表目錄	……………………………………………………………………………	III
圖目錄	……………………………………………………………………………	IV
第壹章　緒論	……………………………………………………………………	1
第一節　研究背景	…………………………………………………………	1
第二節　研究動機	…………………………………………………………	3
第三節　研究目的	…………………………………………………………	5
第四節　研究範圍與對象	…………………………………………………	5
第五節　研究流程	…………………………………………………………	6
第貳章　文獻探討	………………………………………………………………	7
第一節　顧客價值	…………………………………………………………	7
第二節　顧客信任	…………………………………………………………	17
第三節　顧客忠誠	…………………………………………………………	26
第四節　顧客價值、顧客信任與顧客忠誠之關聯性	……………………	34
第參章　研究設計	………………………………………………………………	39
第一節　觀念架構	…………………………………………………………	39
第二節　研究假說	…………………………………………………………	40
第三節　研究變數之定義與衡量	…………………………………………	43
第四節　研究設計與抽樣方法	……………………………………………	47
第五節　資料分析方法	……………………………………………………	48
第肆章　資料分析與結果	………………………………………………………	52
第一節　敘述性統計	………………………………………………………	52
第二節　信度分析	………………………………………………………	58
第三節　結構方程模式分析	………………………………………………	59
第伍章　研究結論與發現	………………………………………………………	66
第一節　研究結論	………………………………………………………	66
第二節　研究發現	………………………………………………………	67
第三節　研究限制與後續研究建議	……………………………………	70
參考文獻	…………………………………………………………………………	71
附錄　研究問卷	………………………………………………………………	85
表目錄
表1-1　台灣汽車市場各年度銷售變化圖	……………………………………	2
表2-1　顧客價值之定義	…………………………………………………………	9
表2-2　顧客價值之構面	…………………………………………………………	14
表2-3　顧客信任之定義	…………………………………………………………	19
表2-4　顧客信任之構面	…………………………………………………………	21
表2-5　顧客忠誠之定義	…………………………………………………………	27
表2-6　顧客忠誠之衡量方式	……………………………………………………	32
表2-7　顧客價值與顧客忠誠之關係	……………………………………………	35
表2-8　顧客信任與顧客忠誠之關係	……………………………………………	37
表3-1　功能價值變數之定義與衡量	……………………………………………	43
表3-2　情感價值變數之定義與衡量	……………………………………………	44
表3-3　顧客信任變數之定義與衡量	……………………………………………	45
表3-4　顧客忠誠變數之定義與衡量	……………………………………………	46
表3-5　整體模式配適度判斷指標	……………………………………………	50
表4-1　受測者使用休旅車的資訊	……………………………………………	53
表4-2　受測者的個人基本資料	……………………………………………	55
表4-3　構面之衡量變數與信度	……………………………………………	58
表4-4　結構方程模式之參數說明	……………………………………………	60
表4-5　整體模式之配適度評估	…………………………………………………	61
表4-6　衡量模式之評估	………………………………………………………	62
表4-7　研究假說驗證結果	……………………………………………………	63
表4-8　路徑效果之說明	……………………………………………………	65

圖目錄
圖1-1　台灣轎車與汽車產業各年度銷售變化	…………………………………	2
圖1-2　研究流程圖	……………………………………………………………	6
圖3-1　本研究之觀念架構	……………………………………………………	39
圖4-1　本研究整體模式之線性結構關係圖	……………………………………	59
圖4-2　整體模式結構關係路徑分析圖	……………………………………	64

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