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系統識別號 U0002-2907200908520500
中文論文名稱 消費者生活型態、消費者購買涉入與促銷方式對品牌權益的關係研究-以行動電話為例
英文論文名稱 The Relationships among Consumer’s Life Style, Purchase Involvement, Promotion Types and Brand Equity: the Case of Mobile Phones
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 97
學期 2
出版年 98
研究生中文姓名 葉英美
研究生英文姓名 Ying-Mei Yeh
學號 796610383
學位類別 碩士
語文別 中文
口試日期 2009-06-10
論文頁數 97頁
口試委員 指導教授-王居卿
指導教授-文馨瑩
委員-吳坤山
委員-高義芳
中文關鍵字 品牌權益  生活型態  購買涉入  促銷方式 
英文關鍵字 Brand Equity  Life Style  Purchase Involvement  Promotion Types 
學科別分類 學科別社會科學管理學
中文摘要 近年來資訊科技技術發展迅速,各類的電子產品不斷地推陳出新,尤其是手機類產品的成長、更新與汰換更是快的驚人。面對變動快速的市場及競爭激烈的品牌之爭,該如何抓住消費者,更是各家廠商極力朝向的目標;基此,唯有經營出一個強勢的品牌,才能使公司具長久的競爭優勢,進而給公司帶來利潤。
本研究旨在探討消費者生活型態、消費者購買涉入與促銷方式對品牌權益的關係研究。本研究採用問卷調查,針對實際有效問卷共651份問卷,進行信度分析、敘述性統計、因素分析、集群分析、t 檢定、相關分析及多因子變異數分析。經實證分析和討論後,有以下重要發現:
1.不同生活型態的消費者,在不同手機品牌的品牌權益上呈現顯著差異。
2.不同購買涉入程度的消費者,對品牌權益呈現顯著差異;進一步得知,當消費者對於手機的購買涉入程度越高,則對於品牌權益也就更加重視。
3.不同促銷方式會干擾到生活型態與品牌權益構面之關係。
4.不同促銷方式會干擾到購買涉入與品牌權益構面之關係。
英文摘要 In recent years the rapid development of information technology, various types of electronic products continue to develop initiatives, in particular the growth of mobile phone products. Facing the rapid change in market and competition between brands, manufactures' main goal is to seize the consumers. A company with strong brand is enable to obtain the competitive advantage and then earn the long term profit.
The main purpose of this research is to find the relationships among consumer’s life style, purchase involvement, promotion types and brand equity. This study used a questionnaire survey to collect the data. Based on 651 valid questionnaires, several quantitative analytical methods are used like the reliability, descriptive statistics, facto analysis, t-test, correlation analysis and MANOVA. After the empirical research, the major findings as below:
1.Different lifestyles of consumers, in different brands of mobile phone brand equity have shown significant differences.
2.Different degree of consumer involvement in the purchase of brand equity have shown significant differences, and further informed that, when consumers purchase mobile phones involved in a higher level, it will be for more emphasis on brand equity.
3.Different promotion ways interfere with lifestyle and brand equity of relationship.
4.Different promotion ways interfere with purchase involvement and brand equity of relationship.
論文目次 目錄......................I
表次......................Ⅲ
圖次......................Ⅴ
第一章 緒論..............1
第一節 研究背景與動機.....1
第二節 研究目的...........5
第三節 研究範圍...........6
第四節 研究流程...........6
第二章 文獻探討...........8
第一節 生活型態...........8
第二節 購買涉入...........15
第三節 促銷方式...........21
第四節 品牌權益...........24
第三章 研究方法...........35
第一節 研究架構...........35
第二節 變數的定義與衡量...36
第三節 研究假設...........42
第四節 問卷設計...........46
第五節 研究對象與抽樣方法.46
第六節 資料分析方法.......47
第四章 資料分析與結果.....49
第一節 樣本結構分析.......49
第二節 構面因素分析及信度分析...........52
第三節 研究變數之間的相關性分析.........56
第四節 生活型態集群分析.................59
第五節 購買涉入分析.....................61
第六節 生活型態、購買涉入對品牌權益影響分析............65
第七節 促銷方式對生活型能、購買涉入與品牌權益之關係....69
第八節 人口統計變數在生活型態之分析....................76
第九節 假設檢家結果析..................................78
第五章 結論與建議......................................79
第一節 結論............................................79
第二節 研究限制........................................83
第三節 建議............................................84
參考文獻...............................................87
中文部份...............................................87
英文部分...............................................88
網路部份...............................................93
附錄問卷...............................................94
表次
表1-1 2007~2008年行動電話台灣市場市佔率...............6
表2-1 生活型態定義....................................9
表2-2 Weillian and McCarthy建議之生活型態構面.........11
表2-3 購買涉入之定義..................................17
表2-4 消費者高低涉入行為比較表........................19
表2-5 促銷方式之定義..................................21
表2-6 促銷方式以特性來分類............................22
表2-7 促銷方式的分類..................................23
表2-8 品牌權益之衡量..................................31
表2-9 品牌權益之衡量指標..............................32
表3-1 生活型態之問項..................................37
表3-2 購買涉入問項表..................................38
表3-3 促銷方式問項表..................................39
表3-4 品牌權益之構面及問項............................41
表4-1 樣本之基本資料..................................50
表4-2 生活構面之KMO與Bartlett檢定.....................52
表4-3 生活型態之因素分析..............................53
表4-4 各構面信度分析表................................55
表4-5 各變數間之相關分析彙整表........................58
表4-6 各集群分配之人數與判別率結果....................59
表4-7 集群之分類結果..................................60
表4-8 各生活型態因素在各共同因素上之變異數分析........60
表4-9 購買涉入量表之敘述性分析.......................62
表4-10 購買涉入分數統計表.............................63
表4-11 購買涉入組別T檢定.............................64
表4-12 各生活型態對整體品牌權益衡量之T檢定分析.......65
表4-13 各生活型態對品牌權益各構面之T檢定分析..........66
表4-14 購買涉入對整體品牌權益衡量之T檢定..............68
表4-15 高低購買涉入對品牌權益各構面之變異數分析.......69
表4-16 促銷方式之T檢定................................70
表4-17 金錢性促銷對生活型態與整體品牌權益關係-二因子..71
表4-18 非金錢性促銷對生活型態與整體品牌權益關係-二因子 71
表4-19 金錢性促銷對購買涉入與整體品牌權益關係-二因子..72
表4-20 非金錢性促銷對購買涉入與整體品牌權益關係-二因子.73
表4-21 金錢性促銷對生活型態與品牌知名度關係-二因子.....74
表4-22 金錢性促銷對購買涉入與品牌忠誠度關係-二因子.....75
表4-23 非金錢性促銷對購買涉入與品牌知名度關係-二因子...75
表4-24 生活型態人口統計變數之交叉表....................77
表4-25 研究假設驗證彙總表..............................78
圖次
圖1-1 研究流程圖......................................7
圖3-1 研究架構圖......................................35
圖4-1 購買涉入分配圖..................................63




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網路部份
TRI拓墣產業研究所。2008年全球手機市場年中景氣與發展趨勢觀察。http://www.topology.com.tw/report/reportcontent.asp?ID=L63RUBLT0UBB8MA4DSFRWRMHP7

陳緯航(2008,11月):TRI拓墣產業研究所。2008年全球手機發展趨勢觀察。網址:
http://www.topology.com.tw/report/reportcontent.asp?ID=7RF5U0V9QV6E8PLSJDGMBMSCU4

MIC產業情報研究所。2009年第一季台灣行動電話市場產銷分析。
網址:http://mic.iii.org.tw
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