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http://nhuir.nhu.edu.tw/handle/987654321/22545
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| 題名: | 高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究－以3C產品為例 |
| 其他題名: | The research on relationships among the brand image, brand equity, customer's satisfaction, and brand sympathetic response of the high-tech products--Take 3C products as an example |
| 作者: | 黃德瑋
Huang, Ter-wei |
| 貢獻者: | 管理科學研究所
陳孟修
Meng-shiou Chen |
| 關鍵詞: | 品牌共鳴;高科技產品行銷;顧客滿意度;品牌權益;品牌形象
customer's satisfaction;brand image;brand equity;high-tech products marketing;brand sympathetic response |
| 日期: | 2006 |
| 上傳時間: | 2015-08-04 15:44:14 (UTC+8) |
| 摘要: | 高科技產品是新興市場的主流，也是未來的趨勢。在這科技不斷高速變遷的時代，消費者對產品的涉入程度隨著資訊網路化而逐漸加深，導致高科技產品的產品生命週期縮短，加上競爭者的威脅，相似度高的產品充斥整個市場。本論文想利用品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴等因素，以大台北地區大學生為研究對象，了解大學生對高科技產品品牌的認知。 本研究採用量化研究方法，以SPSS統計軟體作為統計分析工具。分析法為：描述性統計、T檢定、信度分析、因素分析、相關分析、複迴歸、集群分析、二因子變異數分析。回收351份問卷，藉以探討關聯性研究。其結果如下： 1. 不同個人變項對品牌形象，品牌權益，顧客滿意度與品牌共鳴有部分顯著差異。2. 不同集群的大學生品牌形象，品牌權益，顧客滿意度與品牌共鳴高低有顯著差異。3. 品牌形象，品牌權益，顧客滿意度與品牌共鳴相關。4. 品牌形象，品牌權益對涉入程度各子變項有顯著主效果與部分交互效果。5. 品牌形象，品牌權益，顧客滿意度與品牌共鳴有顯著影響。
The high-tech products are the mainstream of the new developing market; it is also the trend of future. The world has immediately changing to a high technology period, this high-speed changing of science may cause the degree of the consumer involving are getting deeper with network. Therefore the products life cycle of the high-tech products to shorten with the competitor's threat and similar products flood the whole market. This thesis talks about understanding the knowledge of university student has, which included the high-tech products brand by making use the factors which are brand image, brand equity, customer’s satisfaction, involvement level and brand sympathetic response and so on. Regard university students of Taipei area as the research object. The study has adopted SPSS FOR WINDOWS at the tool for statistical analysis. The research methods for example are descriptive distribution, T-test analysis, factor analysis, reliability analysis, in pearson correlation analysis, multiple regression analysis, cluster analysis, Two-Way ANOVA. We recovered 351 questionnaires to discuss the relationship within them. The consequences of the study are as follows: 1. Personal characteristics of university student of brand image, brand equity, customer’s satisfaction, and brand sympathetic response had significant relationship which had made significant differences.2. The different cluster university student of the brand image, brand equity, customer’s satisfaction, and brand sympathetic response had significant difference.3. The section of the brand image, brand equity, customer’s satisfaction, and brand sympathetic response of university student had significant relationship with each other.4. The Brand image and brand equity had main effect to part of the interaction effect in the sub-dimension of involvement level which had shown significant difference in two-factor variance analysis.5. The section of the brand image, brand equity, customer’s satisfaction, and brand sympathetic response of university student had significant effect. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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