| 摘要: | 本研究針對曾購買GODIVA的消費者對於GODIVA的品牌形象、購買動機及顧客滿意度、品牌忠誠度這些構面的相關性之研究，經由文獻之引用及邏輯之推理，發現四項構面間分別相互影響。
因此本研究目的：(1)探討顧客對於品牌形象是否影響購買動機。(2)探討顧客對於品牌形象是否會影響顧客滿意度。(3)探討顧客對於顧客滿意度是否會影響購買動機。(4)探討顧客對於顧客滿意度是否會影響品牌忠誠度。(5)探討顧客對於品牌形象是否會影響品牌忠誠度。
本研究採用問卷調查方式蒐集資料，實證結果如下：(1) 品牌形象對於購買動機具有顯著正向的影響。(2)品牌形象對於顧客滿意度具有顯著正向的影響。(3)顧客滿意度對於購買動機具有顯著正向的影響。(4)顧客滿意度對於品牌忠誠度具有顯著正向的影響。(5)品牌形象對於品牌忠誠度有顯著正向的影響。
This study aims on the relevance of GODIVA brand image; purchase motivation, customer satisfaction and brand loyalty of consumers who have purchased GODIVA. Through literature citation and logical reasoning it is found that these four components are interrelated.
The purpose of this study is to explore whether: (1) brand image affects purchase motivation, (2) brand image affects customer satisfaction, (3) customer satisfaction affects purchase motivation, (4) customer satisfaction affects brand loyalty, and (5) brand image affects brand loyalty.
Questionnaires were used to collect data and the empirical results are as follows: (1) brand image has a significant positive impact on purchase motivation, (2) brand image has a significant positive impact on customer satisfaction, (3) customer satisfaction has a significant positive impact on purchase motivation, (4) customer satisfaction has a significant positive impact on brand loyalty, and (5) brand image has a significant positive impact on brand loyalty. |
