本研究以知覺行銷組合、作者品牌權益與顧客回應為研究項目，立意於探究知覺行銷組合、作者品牌權益與顧客回應之關聯性，並以大學生為實證對象。 本研究採問卷調查方式，針對台北縣市、嘉義縣市之大學生進行調查，共取得有效樣本418份，資料分析主要採用描述性統計、因素分析、多變量變異數分析、單因子變異數分析、相關分析、多元迴歸分析、路徑分析等統計方法，進行研究假設之驗證。 研究結果顯示：（1）讀者對作者品牌權益的重視程度受到性別、就讀科系、購書金額、購書冊數、購書動機、購書方式與書訊獲得等變項影響有所差異；（2）知覺行銷組合對作者品牌權益有顯著影響，其中以產品屬性的影響效果最為顯著；（3）作者品牌權益中以品牌知名度的影響效果最為顯著；（4）作者品牌權益對顧客回應有顯著影響，其中以品牌忠誠度對顧客回應的影響效果最為顯著；（5）知覺行銷組合會透過作者品牌權益的中介作用影響顧客回應。 The main purpose of this study that took the university students as an example was to analyze the relationships among perceived marketing mix elements, author brand equity and consumer responses. This study used the questionnaire survey way to glean the data, and collected 418 valid questionnaires. The analysis mainly uses the descriptive statistics, factor analysis, reliability analysis, one-way analysis of variance, coefficient analysis, regression analysis, and path analysis, etc. Conclusion were as follows：1.There was significant difference on the emphasis level of author brand equity with different demographic variables and consumption characteristics.2. Perceived marketing mix elements appears significant effects on author brand equity especial in the element of product.3. Author brand equity appears significant effects on consumer response especial in the brand loyalty.4. Four factors of author brand equity appears significant effects on total author brand equity especial in the brand awareness.5. Perceived marketing mix elements will affects consumer responses through the mediating effect of author brand equity.
