本研究主要在探討品牌信任、顧客滿意度、品牌忠誠度與口碑之間的關聯性。在汽車業面臨今日競爭激烈的環境下，業者是否可藉由提升品牌信任，增加顧客滿意度，進而得到顧客的認同，擁有良好品牌忠誠度，並形成口碑，這正式本論文的研究重點。
    本研究以問卷調查的實證研究方式，並以Toyota汽車車主為研究樣本，共計發放375份問卷，回收有效問卷為258份。本研究透過線性結構化方程式模型，將品牌信任、顧客滿意度、品牌忠誠度與口碑的影響進行實證分析。研究結果發現最佳模型為因果鏈，即品牌信任必須先透過顧客滿意度，接著再透過品牌忠誠度循序漸進的對口碑產生影響。
    故汽車業者，除了最基本的要在汽車製造核心技術與專業知識上不斷精進，能讓顧客信任，亦要加強在售後服務維修與人員的訓練上。有了滿意的顧客，才可能擁有顧客對品牌的忠誠度，進而建立良好的品牌形象，形成口碑，增加顧客購買或推薦他人的機會。如此才能讓企業的獲利提升，用續經營，擁有長期的競爭優勢。

The study mainly investigates the relationships among the brand trust, customer satisfaction, brand loyalty, and word-of-mouth. Nowadays, the automotive industry is facing competitive environment. Whether the industry can enhance brand trust, increase customer satisfaction, and then customers agree to be with a good brand loyalty, and the formation of reputation, which the key issues of this thesis.
    In this study, a survey of empirical research, and Toyota drivers for the study sample, for a total of 375 questionnaires were issued, and recovery for the 258 valid questionnaires. This study uses the structural equation modeling to empirically explore the relationships among brand trust, customer satisfaction, brand loyalty, and word-of-mouth. The results indicate the best model is causal chain, that is, brand trust must through customer satisfaction initially, and then through brand loyalty to impact the word-of-mouth.
    Therefore, the automotive industry who, in addition to the basic core technology in the automotive manufacturing and expertise to continuously improve, in order to make customers can trust them, they have to strengthen after-sales maintenance and personnel training. The brand loyalty comes along with customer satisfaction, further build up the good impression and reputation then the opportunity of purchase intention and recommend others to purchase are increasing. In order to promote the enterprise profitable, everlasting conducts, are the ways to keep long term competitive advantages.

目錄
目錄	III
表目錄	VI
圖目錄	VII
第一章 緒論	1
1.1研究背景	1
1.2研究動機	6
1.3研究目的	7
1.4研究流程	8
第二章 文獻探討	10
2.1汽車產業相關文獻探討	10
2.1.1汽車產業的發展與現況	10
2.1.2 豐田汽車之相關文獻	12
2.1.3小結	16
2.2品牌之定義與功能	17
2.3品牌信任（BRAND TRUST）相關文獻	19
2.3.1信任之定義	19
2.3.2品牌信任之定義	22
2.3.3小結	24
2.4顧客滿意度（CUSTOMER SATISFACTION）相關文獻	25
2.4.1顧客滿意度之定義	25
2.4.2顧客滿意之構面	29
2.4.3小結	30
2.5品牌忠誠度（BRAND LOYALTY）相關文獻	31
2.5.1品牌忠誠度之定義	31
2.5.2品牌忠誠度之構面	35
2.5.3小結	36
2.6口碑（WORD-OF-MOUTH）相關文獻	37
2.6.1口碑之定義	37
2.6.2口碑之衡量構面	39
2.6.3小結	41
2.7研究假設	42
2.7.1品牌信任與口碑之關聯性	42
2.7.2顧客滿意度與口碑之關聯性	43
2.7.3品牌信任與顧客滿意度之關聯性	44
2.7.4品牌信任與品牌忠誠度之關聯性	45
2.7.5顧客滿意度與品牌忠誠度之關聯性	46
2.7.6品牌忠誠度與口碑之關聯性	47
2.7.7品牌信任、顧客滿意度、品牌忠誠度與口碑之關聯性    48
2.8品牌信任、顧客滿意度、品牌忠誠度與口碑之相關變項探討  49
2.8.1小結	49
第三章 研究方法	51
3.1研究架構	51
3.2變數之操作型定義與衡量	52
3.2.1品牌信任	52
3.2.2顧客滿意度	53
3.2.3品牌忠誠度	53
3.2.4口碑	53
3.2.5人口統計變數	54
3.3研究對象與取樣程序	55
3.4問卷預試與信效度分析	55
3.4.1系統性誤差（systematic error）	55
3.4.2信效度分析	56
3.5資料分析方法	60
第四章 資料分析與結果	62
4.1樣本結構分析	62
4.2估計方法之選擇	64
4.3測量模型分析	65
4.3.1驗證性因素分析（Confirmatory Factor Analysis, CFA）	65
4.3.2信度分析	67
4.3.3效度分析	68
4.4相關分析	70
4.5理論模型分析	73
4.6研究假設檢定	74
第五章 結論	79
5.1研究結論	79
5.2管理意涵	81
5.3研究限制	84
5.4未來研究方向及建議	85
參考文獻	88
中文文獻	88
網路資料	88
英文文獻	89
附錄：正式問卷	105

表目錄
表1-1 台灣汽車產銷統計表	3
表1-2 2002~2008 J.D.POWER台灣地區CSI廠牌別得分一覽表  5
表2-1 2007年上半年我國汽車各中心廠內銷量及其市占率   16
表2-2 信任定義之相關文獻	21
表2-3 品牌信任定義之相關文獻	24
表2-4 顧客滿意度定義之相關文獻	28
表2-5 顧客滿意度之構面彙整表	30
表2-6 品牌忠誠度定義之相關文獻	34
表2-7 品牌忠誠度之構面彙整表	35
表2-8 口碑定義之相關文獻	38
表2-9口碑相關構面彙整表	41
表3-1人口統計變數問項及選項	54
表3-2 TOYOTA預試問卷構面題項分配及信度統計量	57
表3-3 TOYOTA預試問卷基本統計量	58
表4-1 人口變項之分布情形	62
表4-2 觀察變項之平均數、標準差、偏態與峰度	64
表4-3 CFA判斷標準一覽表	65
表4-4 各變項之驗證性因素分析結果表	66
表4-5 正式問卷各構面題項分配及信度分析結果表	67
表4-6建構信度	68
表4-7收斂效度分析結果表	69
表4-8 區辨效度	70
表4-9 構面相關矩陣	72
表4-10 路徑分析表	77
表4-11 直接效果與間接效果	78
表5-1 假設驗證結果彙整表	80

圖目錄
圖1-1 國內汽車貸款餘額之情形	2
圖1-2 西德州原油現貨價及中油95汽油、高級柴油之走勢圖   2
圖1-3 研究流程圖	9
圖2-1 我國各大中心廠之銷售量變化	15
圖2-2 失驗理論	26
圖2-3 研究地圖      50
圖3-1 研究架構圖	51
圖4-1 研究路徑圖	74
圖5-1 後續研究發展圖   87

中文文獻
余錦芳(民91)。顧客滿意與品牌忠誠度之相關研究—以汽車業為例。
國立高雄第一科技大學行銷與流通管理系碩士論文。
林素蘭(民94)。顧客滿意度、品牌忠誠度對再購意願之影響─以汽車銷售業為例。中原大學企業管理學系碩士論文。
邱皓政（民92）。結構方程模式：LISREL的理論、技術與應用。台北：雙葉書廊。
范碧珍（民91）”信用卡服務總體檢”，突破雜誌，頁74-77
黃芳銘、楊金寶、許福生（民94）。在學青少年生活痛苦指標發展之研究。師大學報：教育類，50卷2期，97-119。

網路資料
http://www.marketingpower.com/ （美國行銷協會）
http://blog.lexus.com.tw/ （LEXUS校園商業競賽部落格）
http://www.ttvma.org.tw/ （台灣區車輛工業同業公會）
http://www.cbc.gov.tw/ （中央銀行網站)
http://news.u-car.com.tw/news-detail.asp?nid=8145 （u-car車壇新聞）

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