從世代觀點探討隨年齡層遞移的生活型態、消費型態和參考群體對品牌忠誠度影響之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27631

Title:	從世代觀點探討隨年齡層遞移的生活型態、消費型態和參考群體對品牌忠誠度影響之研究 The Effects of Lifestyle, Consumer Behavior and Reference Group which Changes with Consumers’ Age on BrandLoyalty, from generational viewpoint
Authors:	柯奇宏
Contributors:	國際企業管理研究所
Keywords:	生活型態消費型態參考群體 The Effects of Lifestyle Consumer Behavior and Reference Group which Changes with Consumers’ Age on BrandLoyalty from generational viewpoint
Date:	2006
Issue Date:	2014-07-01 14:34:22 (UTC+8)
Abstract:	以世代的觀點，探討隨年齡層遞移的生活型態、消費型態和參考群體三者對品牌忠誠度之影響，經由間接文獻之引用與邏輯之推理，對其關係進一步的釐清與說明。以便利抽樣法(convenience sampling)的方式，總共發放了650份問卷，針對汽車與手錶品牌消費者，各回收了300有效問卷，總計600份有效問卷，有效回收率為92.31％。對汽車與手錶品牌消費者而言，隨年齡層遞移的生活型態、消費型態和參考群體三者對品牌忠誠度之影響皆為顯著影響。在干擾變項方面，研究發現每月可支配所得的不同，並不會對隨年齡層遞移的生活型態、消費型態和參考群體三者與品牌忠誠度之間的關係產生影響。對汽車廠商而言，消費者對汽車本身功能性要求之需求會隨消費者車齡的增加而提高；而手錶廠商應注意手錶的外型是否跟得上流行的腳步。 This study empirically examines the relationship between the factors of effecting expense and brand loyalty. It was to investigate the effects of lifestyle, consumer be-havior and reference group which changes with consumers’age on brand loyalty, from generational viewpoint. Two different products:car and wristwatch were tested in 650 people, with 92.31% being complete the questionnaire. It was found in this study that the lifestyle, consumer behavior and reference group which changes with consumers’ age have sig-nificant effect on brand loyalty, but the interference: consumers’ wage per month does not. Finally, evidence shows that lifestyle, consumer behavior and reference group which changes with consumers’ age have significant effect on brand loyalty of car and wristwatch.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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