品牌形象、顧客正面情感與顧客自發 行為之研究—以幼兒園為例

文化大學機構典藏 CCUR > 社會科學院 > 社會福利學系暨社會福利學系碩士班 > 博碩士論文 > Item 987654321/45716

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题名:	品牌形象、顧客正面情感與顧客自發行為之研究—以幼兒園為例 Brand Image, Customer Positive Affect ,and Customer Voluntary Performance- An Example of Preschool
作者:	陳淑華
贡献者:	兒童教育事業經營管理產業碩士學位學程
关键词:	幼兒園品牌形象顧客正面情感顧客自發行為
日期:	2020
上传时间:	2020-02-20 11:18:33 (UTC+8)
摘要:	幼教市場蓬勃發展、百家爭鳴，幼兒教育多元發展，各具特色，為求獲得家長的青睞，各園所無不用心經營保持優勢競爭力，幼兒教育著實是教育產業裡最競爭的一環。因此，在面對市場機制自由化的競爭、出生率驟減、各項教育政策陸續實施，考驗著幼兒園如何在嚴峻衝擊與挑戰中永續經營，有鑑於此，要如何打造出屬於園所差異化的品牌形象，建立優勢的形象與口碑，提高教育品質與效能，發展園所特色及辦學績效，以維持在幼教市場中的競爭地位，將是很重要的課題。依據研究問題與研究目的，本研究提出之研究架構，係主要針對品牌形象與顧客自發行為之關係所建立的。本研究以品牌形象（功能性、象徵性、經驗性）為自變數，顧客自發行為為因變數。首先，進行自變數與因變數此二者之間關係的探討。而由於品牌形象與顧客自發行為此二變數中可能存在可加深兩者關係做為橋樑之「顧客正面情感」，因此，將顧客正面情感作為品牌形象與顧客自發行為兩者間的中介變數，以進一步釐清變數間之關係。本研究之目的為：一.探討品牌形象與顧客自發行為之關係，二.以顧客正面情感為中介變數，檢視品牌形象與顧客自發行為之關係。本研究以幼兒園家長做為研究對象，進行問卷調查與資料分析，採便利抽樣發放出400份問卷。有效問卷以敘述性統計分析、信度分析、效度分析、相關分析及階層迴歸分析進行資料分析與檢定。經統計驗證結果發現，幼兒園品牌形象與顧客自發行為之間呈現正向關係，且幼兒園的顧客正面情感對品牌形象與顧客自發行為之間具有中介效果。因此，品牌形象有助於強化家長的正面情感，提高顧客忠誠、合作、參與等自發行為。此分析結果可做為幼兒園業者在品牌形象經營上對顧客產生之正面情感影響之實務參考與建議。 The preschool education market is booming, with a hundred schools of thought contending, diversified development and distinctive features. In order to win the customers’ favors, all kindergartens have no choice but to manage and maintain their competitive advantages. Preschool education is indeed the most competitive part of the education industry. Therefore, in the face of market mechanism self-determined competition, the sharp drop in birth rate, and the successive implementation of various education policies, kindergarten is testing how to In order to maintain its competitive position in the preschool education market, it is an important task to build a differentiated brand image, establish an advantageous image and reputation, improve the quality and performance of education, develop the characteristics and performance of the kindergarten, so as to maintain its competitive position in the preschool education market. According to the research problem and the purpose of the research, the research structure proposed in this study is mainly established by the relationship between brand image and customer spontaneous behavior. In this study, the brand image (functional, symbolic, empirical) is the argument, and the customer's spontaneous behavior is the dependent variable. First, the relationship between the argument and the dependent variable is discussed. And because brand image and customer self-issue for these two variables may be able to deepen the relationship between the two as a bridge of the "customer positive emotion", therefore, the customer positive emotion as the brand image and customer spontaneous behavior between the intermediary variables, in order to further clarify the relationship between the variables. The purpose of this study is: First, to explore the relationship between brand image and customer's spontaneous behavior, and second, to take the customer's positive emotion as the intermediary variable, to examine the relationship between brand image and customer spontaneous behavior. In this study, parents of kindergartens were taken as the research objects, and 400 questionnaires were distributed by convenience sampling. The effective questionnaires were analyzed and verified by descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and hierarchical regression analysis. The results showed that there was a positive correlation between the brand image of kindergartens and the spontaneous behavior of customers Therefore, the brand image is helpful to strengthen the parents' positive emotion, improve the customers' loyalty, cooperation, participation and other spontaneous behaviors. This analysis result can be used as the result of the kindergarten operators' brand image management.
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