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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/26545
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| 題名: | 品牌形象、品牌信任、品牌體驗、品牌忠誠度對再購意願之影響－以智慧型手機為例 |
| 其他題名: | Effect of Brand Image, Brand Trust, Brand Experience and Brand Loyalty on Repurchase Intention--Example of Smartphone |
| 作者: | 郭舒甄
GUO, SHU-ZHEN |
| 貢獻者: | 企業管理學系管理科學碩博士班
許淑鴻
HSU, SHU-HUNG |
| 關鍵詞: | 品牌形象;品牌信任;品牌體驗;品牌忠誠度;再購意願
Brand Image;Brand Trust;Brand Experience;Brand Loyalty;Repurchase Intention |
| 日期: | 2018 |
| 上傳時間: | 2018-12-19 17:22:51 (UTC+8) |
| 摘要: | 手機隨著科技的進步與人們追求更便利的生活，已轉變為擁有多功能的智慧型手機，其兼具娛樂、社交、拍照等功能。在當今智慧型手機普及化的市場中，要如何贏得消費者之喜愛、並滿足其需求是非常重要的。本研究旨在探討智慧型手機的品牌形象、品牌信任、品牌體驗是否會影響消費者對手機品牌的忠誠度而最後影響消費者的再次購買意願。 本研究採用便利抽樣，以紙本與網路問卷於嘉義縣市地區進行問卷發放，以了解消費者對於智慧型手機之品牌形象、品牌信任、品牌體驗、品牌忠誠度與再購意願之關係。共發放150份問卷，回收131份，有效問卷回收率為87.3%，並運用統計軟體SPSS 22.0進行統計分析。 本研究結果顯示品牌形象、品牌信任與品牌體驗對品牌忠誠度有正向影響，品牌忠誠度對再購意願有正向影響。品牌形象、品牌信任與品牌體驗分別透過品牌忠誠度對再購意願有中介之效果。綜合上述研究結果，顯示一個企業須建立好的企業形象讓消費者能信任且使用產品或服務時有愉快的體驗結果，消費者才能產生出對品牌的忠誠而再次購買。
With the advancement of technology and people pursuit of more convenient life, cell phone has turned into smartphones which combine entertainment, socialization, photography and other functions. In today's smartphone market, to win the consumer's preference and to meet their needs is very important. The purpose of this study was to explore whether the brand image, brand trust and brand experience of smartphone that will effect on consumers' brand loyalty, and to purchase again. The study used the convenient sampling in Chiayi area, with the paper and online questionnaires. It was to understand the relationship among consumers' brand image, brand trust, brand experience, brand loyalty and repurchase intention of smartphone. A total of 150 questionnaires were provided, with 131 (87.3%) valid data collected. The study used SPSS 22.0 statistical software to analysis data. The results shown that brand image, brand trust and brand experience had positive impacted on brand loyalty, and the brand loyalty had a positive impact on repurchase intention. Brand loyalty were mediated the relationship among brand image, brand trust, brand experience and repurchase intention. Combining the above research results, it revealed that a company should establish a good brand image, allow consumers to trust and have a pleasant experience in the use of product or service that will enable consumer to build a loyalty to the brand and buy again. |
| 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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| 106NHU00457030-001.pdf | | 1782Kb | Adobe PDF | 598 | 檢視/開啟 | | index.html | | 0Kb | HTML | 371 | 檢視/開啟 |
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