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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | Chun-Yao Huang | |
dc.contributor.author | Hung-Chun Cheng | en |
dc.contributor.author | 鄭宏鈞 | zh_TW |
dc.date.accessioned | 2021-06-08T07:25:56Z | - |
dc.date.copyright | 2008-07-16 | |
dc.date.issued | 2008 | |
dc.date.submitted | 2008-07-15 | |
dc.identifier.citation | 中文文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26794 | - |
dc.description.abstract | 隨著行動電話使用上的普及,市場漸趨成熟,手機品牌廠商所關注的議題不再只是如何為產品添加新的功能,或是設計出更符合時尚潮流、更能獲得消費者靚睞的手機,廠商也開始專注於消費者對於自身產品的品牌忠誠,以獲得更高的毛利,但過去的消費者品牌忠誠度往往侷限於個別消費者特性與單一品牌忠誠的分析,而非以多品牌忠誠的概念進行研究,使得瞭解消費者選擇決策過程略顯不足,因此本研究利用因素分析確認出產品瞭解程度、產品涉入程度、口碑訊息接受度及過去使用品牌數四個因素,並將其命名為消費者特性,再以因素分析確認首選品牌瞭解程度、首選品牌忠誠度二個主要的中介變數,最後再以消費者選擇集合大小為應變數,並利用多元迴歸方法探討其三個構面之間的關連性,進而瞭解消費者的購買選擇決策過程。結果發現消費者特性中的因素大多會顯著影響首選品牌瞭解程度,進而增大消費者選擇集合;同時消費者特性中的因素大部份與首選品牌忠誠度沒有顯著關係,但首選品牌忠誠度會顯著縮小消費者選擇集合。 | zh_TW |
dc.description.abstract | As the subscriptions to mobile phones become more widespread and the market grows more mature, manufacturers’ effort in cultivating brand loyalty which generates higher profit has now exceeds traditional focus on new functions and fashionable designs while developing new handsets. However, past literatures discussing consumer brand loyalty invested much on consumer characteristics and specific brand loyalty but provided insufficient information on the consumer decision making process. This thesis aims to understand the purchasing decision making process by delineating the relationship between knowledge of primary-choice brand, loyalty of primary-choice brand, and consumer choice set.
Through factor analysis, the paper first manifests the construction of the knowledge and loyalty of the primary-choice brand as influenced by consumers’ knowledge of the products, level of product involvement, susceptibility to the word-of-mouth, and brand product experiences, which are collectively referred to as consumer characteristics. A multiple regression model is then built based on the knowledge and loyalty of the primary-choice brand designated as the intervening variables/intermediate variables and the consumer choice set as the dependent variables. The findings indicate that most of the factors of consumer characteristics have significant influence on the knowledge of primary-choice brand, which will lead to an expansion of consumer choice set. Although most of the factors of consumer characteristics have little relationship with the loyalty of primary-choice brand, loyalty of primary-choice brand can substantially narrow the consumer choice set. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T07:25:56Z (GMT). No. of bitstreams: 1 ntu-97-R95741034-1.pdf: 411160 bytes, checksum: 6b66fcfa9975b506a8b5fd3ab8200bec (MD5) Previous issue date: 2008 | en |
dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 3 第四節 研究流程 4 第二章 文獻探討 5 第一節 消費者特性 5 第二節 首選品牌瞭解程度 13 第三節 首選品牌忠誠度 16 第四節 消費者選擇集合 19 第五節 研究假設 21 第三章 研究方法 24 第一節 研究架構 24 第二節 變數操作型定義與問卷設計 25 第三節 問卷前測 32 第四節 正式問卷 33 第五節 資料分析工具與方法 34 第四章 資料分析 35 第一節 樣本結構分析與說明 35 第二節 因素分析 36 第三節 信度分析 38 第四節 效度分析 40 第五節 實證結果 41 第五章 結論與建議 45 第一節 研究結論 45 第二節 行銷理論意涵 46 第三節 行銷管理意涵 47 第四節 研究限制與未來建議 48 參考文獻 49 附錄:研究問卷 53 | |
dc.language.iso | zh-TW | |
dc.title | 消費者特性、首選品牌與消費者選擇集合大小關連性之研究-以手機品牌為例 | zh_TW |
dc.title | A study of the Relationship of Consumer Choice Brand-a Case sutdy onf the Mobil Phone | en |
dc.type | Thesis | |
dc.date.schoolyear | 96-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳家祥(Chia-Hsiang Chen),Chung-Jen Chen | |
dc.subject.keyword | 消費者特性,首選品牌瞭解程度,首選品牌忠誠度,消費者選擇集合大小, | zh_TW |
dc.subject.keyword | Consumer Characteristics,Knowledge of Primary-choice Brand,Loyalty of Primary-choice Brand,Size of Consumer Choice Set, | en |
dc.relation.page | 58 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2008-07-15 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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