台灣手機已蔚為國人日常生活中不可或缺的一部份，其關係度與日俱增，同時手機產業，更是目前我國整體通訊產業成長的主要驅動產業。而由於台灣手機市場已趨於飽和，如何建立顧客的品牌忠誠度，以保有既有的顧客，乃是當前台灣手機品牌業者，最應關注的行銷課題。

    本研究希望藉由探討消費者驅動因子、品牌驅動因子與社會驅動因子，三項品牌忠誠的前置變數，以了解何者為驅動台灣手機品牌忠誠之關鍵因子，在現今CRM(Customer Relation Management)的時代，許多文獻一再證明顧客必須先有一定程度的信任後，才能有所謂的顧客忠誠，因此本研究亦想知道前述的消費者、品牌及社會等三項驅動因子是直接影響顧客忠誠的發生，亦或如同Harries & Goode所說，必須透過信任，才能導致顧客忠誠。本研究以台灣本島曾使用手機的消費者為研究對象，採便利抽樣以網路及紙本調查方式蒐集資料，主要以結構方程式模式(Structural Equation Modeling, SEM)及SPSS進行資料分析，研究結論與發現描述如下：
ㄧ、手機品牌業者應致力於品牌熟悉度的提升。
二、手機品牌業者應著力於手機使用愉悅價值感的創新開發。
三、產品社會地位的形塑，有賴堅實的品牌信任為後盾。
四、品牌信任關係的維繫，絕不可偏廢。

The three drivers’ factors of consumer, brand, society and trust are the major antecedents of customer loyalty, and loyal customers may buy more, have a positive word-of-mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers. In this context, the main aim is to explore the relationships between these factors and customer loyalty, and the trust as mediating effect among these factors and customer loyalty in Taiwan mobile phone sector. 
    Research is conducted via questionnaire survey among a sample of mobile phone users and a total of 200 valid replies are obtained. The data was analyzed by structural equation modeling (SEM) in order to examine all the relationships between variables in the model.
The findings supported the most proposed hypotheses, which are consistent with the theoretical framework. Results indicate that partially drivers’ factors having a direct effect on customer loyalty as well as having an indirect effect via trust. 
    In order to better understand customer loyalty, as well as the antecedents’ variables of drivers’ factors of consumer, brand, society and trust should be taken into consideration. The mobile phone operators should effort on brand familiarity, innovation the cheerfulness of usage, and concentrate on winning its consumers’ trust because of this shift in competition.

目錄.............................................................................................................I
目錄（續）………………………………………………………………II
表目錄…………………………………………………………………..III
表目錄（續）……………………………………………………………..IV
圖目錄…………………………………………………………………...V
第一章	緒論...............................................................................................1
第一節	研究背景............................................................................................... 1 
第二節	研究動機............................................................................................... 4
第三節	研究目的............................................................................................... 6
第四節	研究範圍與對象................................................................................... 7
第五節	研究流程............................................................................................... 8
第二章	文獻探討.......................................................................................9
第一節	手機產業的概況................................................................................... 9
第二節	顧客忠誠……………………………………………………………..15
第三節	顧客忠誠的三項驅動前置因子..........................................................22
第四節	信任…. ................................................................................................32
第五節	信任與顧客忠誠..................................................................................39
第六節	三項前置驅動因子與信任…………………………………………..41
第三章	研究方法.....................................................................................44
第一節	觀念架構..............................................................................................44
第二節	研究假說……………………………………………………………..46
第三節	研究變數之操作性定義與衡量……………………………………..50
第四節	研究設計與抽樣方法………………………………………………..55
第五節	資料分析方法………………………………………………………..57
第四章	資料分析與結果.........................................................................63
第一節	敘述性統計分析..................................................................................63
第二節	信度分析……………………………………………………………..70
第三節	結構方程式模式分析………………………………………………..71
第五章	研究結論與發現.........................................................................80
第一節	研究結論……………………………………………………………..80
第二節	研究發現……………………………………………………………..82
第三節 研究限制與未來研究建議…………………………………………..85

參考文獻………………………………………………………………...87
附錄一 研究問卷…………………………………………………..….100


表目錄

表1-1  本研究手機品牌彙整表..................................................................................7
表2-1  全球手機市場銷售數量區域別佔有比推移表............................................10
表2-2  手機產品特性................................................................................................14
表2-3  顧客忠誠度定義彙整表................................................................................16
表2-4  顧客忠誠重要性彙總表................................................................................18
表2-5  顧客忠誠之衡量方式....................................................................................21
表2-6  Jacoby & Kaplan的知覺風險定義與類型....................................................24
表2-7  Peter & Ryan 的知覺風險定義與類型.........................................................24
表2-8  Mitchell 的知覺風險定義與類型.................................................................25
表2-9  愉悅價值之相關概念與定義彙總表............................................................28
表2-10 社會地位之相關概念與定義彙總表............................................................30
表2-11 信任之定義匯總表....................................................................................…33
表2-12 信任之相關構面彙總表................................................................................36
表2-13 信任與顧客忠誠............................................................................................40
表2-14 風險趨避與信任關係彙整表........................................................................42
表3-1  風險趨避之變數定義與衡量........................................................................50
表3-2  愉悅價值之變數定義與衡量........................................................................51
表3-3  社會地位之變數定義與衡量........................................................................52
表3-4  信任之變數定義與衡量................................................................................53
表3-5  顧客忠誠之變數定義與衡量........................................................................54
表3-6  問卷回收情形分析表....................................................................................56
表3-7  有效問卷之來源............................................................................................56
表3-8  Cronbach’s α係數與信度..............................................................................58
表3-9  LISREL之參數矩陣..................................................................................... 60
表3-10整體模式之配適度判斷指標.........................................................................62
表4-1  有效樣本之性別分佈情形............................................................................63
表4-2  有效樣本之年齡分佈情形............................................................................64
表4-3  有效樣本之教育程度分佈情形....................................................................64
表4- 4  有效樣本之居住地區分佈情形....................................................................65
表4-5  有效樣本之職業類別分佈情形....................................................................65
表4- 6  有效樣本之平均收入(月)分佈情形.............................................................66
表4-7  受訪者曾經使用過的手機品牌....................................................................67
表4-8  受訪者曾經使用的手機品牌數量表............................................................68
表4-9  受訪者目前使用之手機品牌分佈情形........................................................68
表4-10 受訪者使用手機的主要行為........................................................................69
表4-11 研究變項之信度分析彙整表........................................................................70
表4-12 結構方程模式之參數說明…........................................................................73
表4-13 整體模式之配適度評估................................................................................74
表4-14 衡量模式之評估............................................................................................75
表4-15 整體之研究假說驗證結果............................................................................77
表4-16 直接、間接與總效果數值彙整表..................................................................79


圖目錄

圖1-1 台灣地區手機用戶數一覽表………………....................................................3
圖1-2 本研究之研究流程圖........................................................................................8
圖2-1 全球手機出貨量趨勢......................................................................................10
圖2-2 台灣手機出口數量統計..................................................................................12
圖2-31 Gounaris & Stathakopoulos之研究架構........................................................22
圖3-1 本研究之觀念架構..........................................................................................45
圖4-1 本研究整體模式之線性結構關係圖..............................................................72
圖4-2 整體模式結構關係路徑分析圖......................................................................78

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