隨著國民所得提昇及國人越來越重視生活品質的雙重因素影響下，民眾購車意願日趨增加，汽車已經成為普遍代步的交通工具之ㄧ。臺灣地區在經歷亞洲金融風暴後，國內經濟成長率與國民所得自2002年起便開始大幅向上攀升連帶帶動國內汽車市場自2002年起也呈現穩定復甦成長的趨勢。雖汽車銷售量在2006年及2007年因為卡債風暴、閏七月效應、貸款利率調升及油價與物價不斷攀升等因素衝擊了消費信心，使得民眾紛紛延遲購車計畫因而造成汽車銷售量下滑情況。然而，行政院主計處表示由於卡債負面效應逐漸緩和、勞動情勢改善且股市表現仍佳等因素，預估2008年的經濟成長率及國民所得將持續向上成長，此將有助於提昇民眾消費意願，因此有關2008年臺灣地區汽車市場之成長將樂觀以待。
根據JD Power and Associate針對美國連續四年所進行的「汽車回頭率」調查發現，從2003年起越來越少的消費者換車時會再購買同一品牌。隨著臺灣於2002年加入世界貿易組織，汽車關稅之調降，屆時進口汽車價位將更貼近顧客期望，顧客將有更多產品選擇，臺灣汽車市場勢必將面對更競爭的環境，如何使既有顧客產生再購行為，對廠商而言，必是重要的課題。因此，本研究將針對臺灣轎型汽車市場顧客忠誠行為進行深入探討。
    本研究主要針對臺灣轎型汽車市場之顧客為研究範圍，並以轎型汽車使用者為研究對象進行深入探討由學者Oliver(1999)所提出品牌優越(Product Superiority)、個人偏好(Individual Fortitude)、社會支持(Social Support)等三項忠誠前因中，造成顧客忠誠行為發生之主要前因為何。並進一步探討承諾是否為導致忠誠行為發生的中介變數。本研究同時透過網路問卷以及人員發放兩方式進行抽樣，並以結構方程式模式(Structural Equation Modeling, SEM)進行問卷資料分析。研究分析結果與發現描述如下： 
1.品牌優越、個人偏好與社會支持等三項忠誠前因中，僅有社會支持對忠誠有直接的影
  響效果。
2.品牌優越、個人偏好與社會支持等三項忠誠前因中，除品牌優越透過承諾對顧客忠誠
  的影響不顯著外，個人偏好與社會支持皆會間接透過承諾進而導致忠誠行為之發生。
3.由於社會支持對忠誠產生的總效果最為顯著，故廠商應首重社會地位之彰顯。
4.由於個人偏好必定要間接透過承諾才能導致顧客忠誠行為發生，故廠商在提升個人
  偏好之同時必定要間接透過強化顧客承諾，才能導致忠誠行為之發生。

The fast growing of Taiwan’s GDP urges people to pay more attention on their life quality. They are more willing to purchase an automobile, and an automobile has become a popular transportation mean. Since 2002, the Taiwan economy and its GDP have boosted the growth of automobile-purchasing demands and made the domestic automobile market maintain a stable growth. However, the serious credit card debt, the increasing of loan interest rate and the dramatic rising prices of international crude oil and of commodity, they made a negative impact on the domestic automobile market in 2006 and 2007. Fortunately, the card debt problem has gradually relieved in 2007 and the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, has also announced that Taiwan’s GDP in 2008 will break through $17000 U.S. dollars, which will all help restore consumer confidence. 
According to the recent loyalty research of JD Power and Associate, the willing to purchase the same brand automobile starts decreasing since 2003. Furthermore, the consumer has more choices after we joined the World Trade Organization. The automobile companies will absolutely to take an action to attract consumers to re-purchase their product in such a competitive automobile market. Therefore, it will be a big challenge for those companies to maintain the existent customers’ loyalty. Based on the above-mentioned statements, the focus of this research is on the consumer’s loyal behavior in the Taiwan auto market. 
The purpose of this thesis is to investigate the users of sedan in Taiwan’s auto market and it also study the main three factors that affecting customers’ loyal behavior most, (namely product superiority, individual fortitude and social support ), trying to find out which is the major factors leads to customers’ loyal behavior. Furthermore, this research also tries to find out whether commitment is the mediating role that contributes to loyal behavior. This research uses the convenience sampling method to collect data. The questionnaire provides the way including the network as well as the personnel provide. The questionnaire was analyzed by the structural equation modeling (SEM). The result and the discovery of this research as follows: 
1. The three antecedents of loyalty, only social support has a direct influence on loyalty. 
2. The three antecedents of loyalty, except product superiority, both individual fortitude and social support can lead to loyalty behaviors through commitment. 
3. Only the social support has the strongest direct influence on loyalty. In order to enhance the consumer loyalty, we suggest the companies to emphasize the brand social position. It will be able to guarantee the consumer to re-purchase the same brand automobile in the future.    
4. The individual fortitude has the strongest indirect influence on loyalty through the mediator “commitment”, therefore we also suggest the companies to emphasize the commitment. It will be able to guarantee the consumer to re-purchase the same brand automobile in the future.

目錄
誌謝……………………………………………………………………I
中文摘要………………………………………………………………II
英文摘要………………………………………………………………IV
目錄……………………………………………………………………VI
表目錄………………………………………………………………VIII 
表目錄(續)……………………………………………………………IX 
圖目錄…………………………………………………………………X 
第一章 緒論…………………………………………………………1 
第一節 研究背景……………………………………………………1 
第二節 研究動機……………………………………………………2 
第三節 研究目的……………………………………………………3 
第四節 研究範圍與對象……………………………………………4 
第五節 研究流程……………………………………………………4
第二章 文獻回顧與探討……………………………………………6 
第一節 顧客忠誠之前因……………………………………………6 
第二節 顧客承諾……………………………………………………16
第三節 顧客忠誠度…………………………………………………20 
第三章 研究設計……………………………………………………24
第一節 研究架構……………………………………………………24 
第二節 研究假說……………………………………………………25 
第三節 研究變數之定義與衡量……………………………………27 
第四節 研究設計與抽樣方法………………………………………30 
第五節 資料分析方法………………………………………………31 
第四章 資料分析與結果……………………………………………36 
第一節 敘述性統計分析……………………………………………36 
第二節 問卷信度分析………………………………………………44 
第三節 結構方程式模式分析………………………………………45
第五章 結論與建議…………………………………………………54 
第一節 研究結果……………………………………………………54 
第二節 研究發現與實務建議………………………………………55 
第三節 研究限制與後續研究建議…………………………………56 

參考文獻………………………………………………………………57 

附錄一 本研究問卷…………………………………………………65 

表目錄
表1-1 臺灣地區重要經濟指標...............................1 
表1-2 臺灣地區汽車銷售數量...............................1 
表2-1 品牌優越相關文獻彙整...............................9
表2-2 個人偏好相關文獻彙整..............................11 
表2-3 社會支持相關文獻彙................................14 
表2-4 顧客承諾相關文獻彙整..............................17 
表2-5 顧客承諾衡量方式文獻之彙整........................19 
表2-6 顧客忠誠相關文獻彙整..............................21 
表2-7 顧客忠誠衡量方式之文獻彙整........................23 
表3-1 變數之操作性定義與衡量問項........................29 
表3-2 SEM整體模式配適度判斷指標.........................34 
表4-1 個人基本資料......................................37 
表4-1 個人基本資料(續)..................................38 
表4-1個人基本資料(續)...................................39
表4-1 個人基本資料(續)..................................40 
表4-2 最常駕駛汽車之基本資料............................41 
表4-2最常駕駛汽車之基本資料(續).........................42
表4-3 未來購車意向之彙整表..............................43
表4-4 研究變項之信度分析彙總............................44 
表4-5 結構方程式模式之參數說明..........................47 
表4-5 結構方程式模式之參數說明(續)......................48 
表4-6 整體模式之配適度指標..............................49
表4-7 衡量模式之評估....................................50
表4-8 研究假說驗證結果..................................51 
表4-9 路徑效果之說明....................................53

圖目錄
圖1-1 研究流程………………………………………………………1 
圖3-1 本研究之研究架構……………………………………………24 
圖4-1 本研究整體模式之線性結構關係圖…………………………46
圖4-2 結構模式路徑分析圖…………………………………………52

參考文獻
一、中文部份
1.周文賢(2002)，多變量統計分析：SAS/STAT 使用方法，初版，台北市：智勝文化事業有限公司。
2.邱皓政(2004)，結構方程模式：LISREL的理論、技術與應用，初版，台北市：雙葉書廊有限公司。
3.許士軍(1990)，管理學，第十版，台北市：東華書局。
4.陳坤宏(1995)，消費文化理論，初版，台北：楊志文化出版社。
5.莊惠婷(2004)，「知覺風險對線上購物意願之影響－以女性消費者為例」，國立台北大學企業管理學系碩士論文。
6.黃俊英(1999)，行銷研究：管理與技術，第六版，台北：華泰文化事業股份有限公司。
7.黃俊英(2000)，多變量分析，第七版，台北：華泰文化事業股份有限公司。

二、英文部份
1.Allen, N. J. and J. P. Meyer (1990), “The Measurement and Antecedents of Affective Commitment and Normative Commitment to The Organization,” Journal of Occupational and Organizational Psychology, 63, 1, 1-18.
2.Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12, 2, 125-143.
3.Anderson, E.W. and B. Weitz (1992), “The Use of Pledges to Build and Sustain Commitment in Distribution Channels,” Journal of Marketing Research, 29, 
28-34.
4.Arndt, J. (1967), “Role of Product-Relates Conversations in The Diffusion of A New Product,” Journal of Marketing Research, 4, 291-295.
5.Bagozzi, R. P. and Y. Yi (1988), “On The Evaluation of Structural Equation Models,” Journal of Academy of Marketing Science, 16, 1, 74-94.
6.Bansal, H., G. Irving and S. Taylor (2004), “A Three Component Model of Customer Commitment to Service Providers,” Journal of The Academy of Marketing Science, 32, 3, 234-250.
7.Baudrillard, J. (1983),“ Simulations,” New York: Semiotext.
8.Baudrillard, J. (2000), The Consumer Society Reader, London: Blackwell.
9.Bettman, E., J. Johnson and J. W. Payne (1990), “A Componential Analysis of 
Cognitive Effort in Choice,” Organizational Behavior and Human Decision Processes, 45, 2, 111-139. 
10.Biong, H. (1993), “Satisfaction and Loyalty to Suppliers within The Grocery Trade,” European Journal of Marketing, 27, 7, 21-38. 
11.Bowen, J. T. and S. L. Chen (2001), “The Relationship between Customer Loyalty and Customer Satisfaction,” International Journal of Contemporary Hospitality, 13, 213-217.
12.Chaudhuri, A. and M. B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65, 81-93.
13.Christy, R., G. Oliver and J. Penn (1996), “Relationship Marketing in Consumer
Markets,” Journal of Marketing Management, 175-187.
14.Coulter, R., L. Price and L. Feick (2003), “Rethinking The Origins of Involvement and Brand Commitment: Insight from Post-Socialist Central Europe,” Journal of Consumer Research, 30, 2, 151-168.  
15.Crosby, P. B. (1979), “Quality Is Free: The Art of Making Quality Certain,” New York: New American Library.
16.Dick, A. S. and K. Basu (1994), “Customer Loyalty: toward An Integrated Conceptual Framework,” Journal of The Academy of Marketing Science, 22, 2, 99-113.
17.Dube, L., and M. F. Maute (1996), “The Antecedents of Brand Switching, Brand Loyalty and Verbal Resposes to Service Failure,” Advance in Service Marketing 
and Management, 5, 127-151.
18.Dwyer, F. R., P.H. Schurr and S. Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51, 11-27. 
19.Evans, J. R. and R.L. Laskin (1997), “The Relationship Marketing Process:A Conceptualization and Application,” Industrial Marketing Management, 439-452.
20.Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56, 6-21.
21.Fullerton, G. (2003), “When Does Commitment Lead to Loyalty?”, Journal of Service Research, 5, 4, 333-344
22.Garbarino, E. and M. S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship,” Journal of Marketing, 63, 70-87.
23.Garvin, D. A. (1984), “What Does Product Quality Really Mean,” Sloan Management Review, 25-43.
24.Gelb, B. D. and S. Sundaram (2002), “Adapting to Word of Mouse,” Business Horizon, 45, 4, 21-25.
25.Griffin, J. (1997), “Customer Loyalty, How to Earn It, How to Keep It,” Lexington Book, New York
26.Gronholdt, L., A. Martensen and K. Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, 11, 509-516. 
27.Gruen, T., J. Summer and F. Acito (2000),“Relationship Marketing Activities, Commitment and Membership Behaviors in Professional Association,” Journal of Marketing, 64, 3, 34-49
28.Gundlach, G.T., R.S. Achrol and J.T. Mentzer (1995), “The Structure of Commitment in Exchange,” Journal of Marketing, 59, 78-92.
29.Heskett, J. L., W. E. Sasser, Jr. and C.W. Hart (1989), “Service Breakthrough,” New York: The Free Press.
30.Holbrook, M. B. and K. P. Corfmen (1985), “Quality and Value in The Consumption Experience: Phaedrus Riders Again,” MA: Lexington Books, 31-57.
31.Howard, J. A. and J. N. Sheth (1969), “Buyers Behavior and Relates Technological Advances,” Journal of Marketing, 7, 1, 18-21.
32.John, S. and J. Hess (2006), ”Segmenting Customer-Brand Relations: beyond The Personal Relationship Metaphor,” Journal of Customer Marketing, 3/7, 
406-413.
33.Jones, T. O. and W. E. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, 73, 6, 88-99.
34.Kanter, R. M. (1972), “Commitment and Community, Cambridge, MA: Harvard University Press.
35.Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57, 1-22.
36.Kiel, G. C. and R. A. Layton (1981), “Dimensions of Consumer Information Seeking Behavior,” Journal of Consumer Research, 8, 5, 233-239. 
37.Kotler, P., S. M. Leong, S. H. Ang and E. T. Tan (1996), “In Marketing Management An Asia Perspection,” Simon and Schuster, Asia.
38.Kumar, N., L. K. Scheer and E. M. Steenkamp (1995), “The Effects of Perceived Interdependence on Dealer Attitude,” Journal of Marketing Research, 32, 3, 348-357.
39.Lacey, R. (2007), ”Relationship Drives of Csutimer Commitment,” Journal of Marketing Theory and Practice, 15, 4, 315-333.
40.Lee, J., J. Lee and L. Feick (2001), “ The Impact of Switching Costs on The Customer-Loyalty Link: Mobile Phone Service in France,” Journal of Services Marketing, 15, 1, 35-48.
41.Liljander, V. and T. Strandvik (1993), “Different Comparison Standards as Determinants of Service Quality,” Journal of Consumer Satisfaction 
Dissatisfaction and Complaining Behavior, 6, 118-132.
42.Liljander, V., T. Hennig and E. Hansen (2000), “The Importance of Internal Relationship Marketing for External Relationship Success from RelationshipMarketing: Gaining Competitive Advantage through Customer Satisfaction and Customer Retention,” Springer-Verlag Berlin˙Heidelberg. 
43.Mohr, J. and R. Spekman (1994), “Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution,” Strategic Management Journal, 5, 135-152.
44.Moorman, C., G. Zaltman and R. Deshpande (1992), ”Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations,” Journal of Marketing Research, 29, 314-328.
45.Morgan, R.M. and S.D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58, 20-38. 
46.Murray, K. B. (1991), “A Test of Services Marketing Theory: Consumer Information” Journal of Marketing, 58, 20-38.
47.Norton, F. (1987), “The Coase Theorem and Suboptimization in Marketing     Channels,” Marketing Science, 6, 3, 268-285.
48.Oliver, R. L. (1997), “Satisfaction: A Behavioral Perspective on The Consumer,” McGraw-Hill, New York.
49.Oliver, R. L. (1999), “Whence Consumer Loyalty,” Journal of Marketing, 63, 33-44.
50.Olshavsky, R. W. (1985), “Perceived Quality in Consumer Decision Making: An Integrates Theoretical Perspective,” MA: Lexington Books, 3-29.
51.Parasuraman, A., V. A. Zeithaml and L. L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49, 41-50.
52.Pritchard, M. P., E. H. Mark and R. H. Dennis (1999), “Analyzing The Commitment-Loyalty Link in Service Contexts,” Journal of The Academy of Marketing Science, 27, 3, 333-348.
53.Prus, A. and D. R. Brandt (1995), “Understanding Your Customers,” Marketing Tools, 10-14.
54.Rundle-Thiele, S. and R. Bennett (2001), “A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets,” Journal of Product and Brand Management, 10 (1), 25.
55.Selnes, F. (1993), “An Examination of Effect of Product Performance of Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, 27, 19-35
56.Shani, D. and S. Chalasani (1992), “Exploiting Niches Using Relationship Marketing,” The Journal of Consumer Marketing, 3, 33-42.
57.Sharma, S., T. A. Shimp, and J. Shin (1995), “Consumer Ethnocentrism : A Test of Antecedents and Moderators,” Journal of The Academy of Marketing Science, 23(1), 26-38.
58.Shemwell, D. J., J.J. Cronin Jr. and W. R. Bullard(1994), “Relational Exchange in Service: An Empirical Investigation of Ongoing Customer Service-Provider 
Relationship,” International Journal of Service Industry Management, 5, 4, 255-272.
59.Silverman, G. (1997), “How to Harness The Awesome Power of Word of Mouth,” Directing Marketing, 60, 7, 32-37.
60.Steenkamp, E. M. (1990), “Conceptual Model of The Quality Perception Process,” Journal of Business Research, 21, 309-333.
61.Stum, D. L. and T. Alain (1991), “Building Customer Loyalty,” Training and Development Journal, 45, 34-36.
62.Wilkie, W. L. (1990), “Consumer Behavior,” New York Wiley and Sons.
63.Zeithaml, V. A. (1988), “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52, 2-22.
64.Zeithaml, V. A., L. L. Berry and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60, 31-46.