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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/28036


    题名: 名牌精品之品牌忠誠度研究
    The Research on brand loyalty of luxurious goods
    作者: 劉力瑄
    贡献者: 國際企業管理研究所
    关键词: 品牌忠誠度
    知覺品質
    物質主義
    perceived quality
    brand loyalty
    materialism
    日期: 2006
    上传时间: 2014-09-05 13:43:09 (UTC+8)
    摘要: 本研究問題是探討在名牌精品中，知覺品質與品牌忠誠度兩者之間的關係，並加入干擾變數-物質主義做更詳細研究，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。
    本研究是透過實地發放問卷(questionnaires survey)的方式，請實際購買過名牌精品的消費者幫忙填寫。總共發放360份問卷，回收311份，其中有效問卷295份，無效問卷16份，回收率86.39%。
    結果本研究發現，在名牌精品中，知覺品質與品牌忠誠度呈現正相關；知覺品質之五構面：有形性、可靠性、反應性、保證性和同理性與品牌忠誠度呈現正相關。
    有關干擾變項-物質主義，對其兩者的關係有大部分顯著干擾效果；物質主義七構面：中心性、快樂、成功、佔有慾、忌妒、小氣有顯著干擾效果，實物則無干擾效果。
    This study empirically examines the relationship between perceived quality and brand loyalty. In addition, this paper speculates that materialism moderates the association between perceived quality and brand loyalty.
    The survey is done by the method of questionnaires survey and the questionnaires were filled out by the consumers who bought luxuries before. We sent out 360 questionnaires and got back 311 questionnaires including 295 effective questionnaires and 16 ineffective questionnaires. The percentage of return is 86.39%.
    The data analysis adapted descriptive statistics, reliability analysis, correlation analysis and regression analysis to verify the hypotheses that were presented in this study.
    This study finds out: the relationship between perceived quality and brand loyalty is positive. Perceived quality includes five items: 1.tangible 2.reliability 3.responsiveness 4.assurance 5.empathy. The relationship between the five items of perceived quality and brand loyalty are positive.
    About moderator- materialism, it will enhance or weaken the relationship. The study finds out: materialism moderates the association between perceived quality and brand loyalty. Materialism includes seven items: 1.centrality 2.happiness 3.success 4.possessiveness 5.envy will enhance the relationship between perceived quality and brand loyalty; 6.nongenerosity will weaken the relationship; 7.tangibility disapproves that it will influence the relationship.
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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