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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24062完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | "Wen-Ting, Liu" | en |
| dc.contributor.author | 劉文婷 | zh_TW |
| dc.date.accessioned | 2021-06-08T05:15:05Z | - |
| dc.date.copyright | 2006-06-26 | |
| dc.date.issued | 2006 | |
| dc.date.submitted | 2006-06-21 | |
| dc.identifier.citation | 一、中文文獻
1. 陳惠卿（2003），「品牌個性契合度與產品互補性對品牌聯盟成效之影響」，淡 江大學管理科學研究所碩士論文。 2.黃郁恬（2001），「品牌權益、品牌聲譽一致性、品牌互補性、以及品牌來源國 對品牌聯盟成效之影響」，國立中央大學企業管理研究所碩士論文。 3.陳靜瑩（1995），「影響消費者對品牌聯盟評價因素之研究」，國立中央大學企業管理研究所碩士論文。 4.駱德治（1997），「品牌延伸、品牌聯盟與降價表達方式對品牌轉換之影響-以市內與國際電話為例」，國立成功大學交通管理學研究所碩士論文。 5.江雨潔（2001），「善因行銷對品牌權益及非營利組織形象影響之研究」，國立 台灣大學國際企業研究所碩士論文。 6.蔡瑤昇(2001)，「青少年對流行性商品的購買行為之研究」，國立台北科技大學 工業工程系學術論文。 7.蔡銘修（2003），「百貨聯名卡持卡滿意度與忠誠度關係之研究」，朝陽科技大 學休閒管理研究所碩士論文。 8.黃繼震（2001），「大專學生網路購物行為決定因素之研究」，國立台灣大學商 學研究所碩士論文。 9.卓文典（2003），「企業形象、接觸滿意與服務品牌權益間關係之研究—以汽車 修理業為例」，國立高雄第一科技大學行銷與流通管理研究所碩士論文。 10.徐美華（2002），「青少年選擇網咖使用行為之研究」，中原大學資源管理研究 所碩士論文。 11.洪宇生（2003），「促銷評價影響品牌權益及購買意願模式之研究—以洗面乳 為例」，朝陽科技大學企業管理研究所碩士論文。 12.虞積祥（2004），「品牌形象、品牌權益及顧客終身關聯性研究—以東森電視 購物頻道為例」，義守大學管理研究所碩士論文。 13.陳雅婷（2002），「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大 學管理科學研究所碩士論文。 14.何蒼崧（2002），「品牌聯想形象與消費者特質對品牌延伸評估之影響」，義守 大學管理研究所碩士論文。 15.王敏容（1999），「消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價的影響」，國立台灣大學商學研究所碩士論文。 16.王信孚（2004），「消費者物質主義與社會影響之感受性對衝動性購買之影響： 信用卡使用的調節角色」，國立東華大學企業管理研究所碩士論文。 17.石芳珊（2004），「消費者衝動性購買行為之決定性因素探討」，南華大學傳播 管理研究所。 18.陳銘慧（2002），「溝通策略、消費者衝動性特質、產品特質對消費者衝動性 消費行為之影響」，國立台灣大學商學研究所碩士論文。 19 姚立芳（2003），「零售業與銀行發行聯名卡之動機、夥伴選擇、管理作為與績效間相互關係之研究」，國立高雄第一科技大學行銷與流通管理研究所碩士論文 20 黃靖萱（2001），「品牌聯盟對蓮霧品牌評價影響之研究」，屏東科技大學農企業管理研究所碩士論文 21 王宇廷（1998），「品牌聯合促銷對核心品牌印象影響效果之研究--品牌延伸觀念的應用」，淡江大學國際貿易研究所碩士論文 22 謝億文（1999），「顧客滿意、品牌權益與顧客終身價值關係之研究－以服務過程為服務業分類之實證」，中原企研所未出版碩士論文 23 陳建翰（2003），「產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討」，國立東華大學企業管理學系碩士論文。 24 貝佩怡（2003），「探討電視購物行為之購買動機」，國立成功大學工業管理科學系碩士論文。 25 潘貝盈（2002），「價格折扣形式、相對折扣幅度、消費態度與消費期望行為之關係」，中國文化大學商學院國際企業管理研究所碩士論文 26 葉日武(1997)。行銷學：行銷與實務。台北市：前程企業管理有限公司。 27 王宇廷(1998)，「品牌聯合促銷對核心品牌印象影響效果之研究――品牌延伸觀念的應用」，私立淡江大學國際企業碩士班碩士論文。 28 方宜新（2000），「信用卡消費 & 理財高手」，台灣廣夏，p16- 88 29.許秀如（2002），「百貨公司聯名卡市場區隔之研究」，輔仁大學應用統計學研究所碩士論文。 30高依貞(2003)，「非營利組織與電子商店善因行銷」，台灣大學國際企業學研究所碩士論文。 31劉熙惠（2003），「百貨公司卡友來店禮消費者特性與生活型態之研究-以高雄地區居民為例」，國立東華大學企業管理研究所碩士論文。 32張仕明 (2001)，「網路銀行特性、知覺風險及使用意願之研究」，文化大學國際企業管理研究所碩士。 二、英文文獻 1. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24062 | - |
| dc.description.abstract | 近幾年來『品牌聯盟』成為業界的熱門話題，然而這樣的趨勢不止於傳統及製造業的聯盟，其觸角已越來越廣泛的深入服務業之間的品牌聯盟及合作，尤其是市場競爭激烈的信用卡市場，銀行與特定商店之間聯盟所推出的聯名卡更成為當紅炸子雞，不僅為消費者提供獨特優惠及服務之外，同時也為兩家公司創造出新的商機。然而這樣的品牌聯盟的確能為兩家企業帶來形象及品牌權益的提升嗎?這樣的合作關係的確能強化消費者的消費行為嗎? 於是，在一連串的疑問下，本研究以品牌聯盟的方式建構出聯名卡對特定商店、發卡銀行的結構模型，同時納入消費者面因素進一步地探索組織形象、配適度及消費者特質對聯名卡的消費行為的研究，並採用LISREL的分析方式。本研究實証可歸納出以下幾點:
1.影響聯名卡形象最主要的因素來自於商店與銀行間的品牌配適 度及公司配適度。 2.當消費者對於聯名卡形象越好時，也將強化其使用意願，進而提高消費者增加 消費的行為產生。 3.聯名卡形象的提升不一定會正向強化對銀行及商店的品牌權益，還必須視消費 者的所有權效果而定。 4.品牌聯盟之後，銀行與商店之間品牌權益的交互作用必須視消費者所有權效果 而定。 5.所有權效果的確將影響聯盟後銀行與商店的品牌權益及消費者的消費行為。 6.消費者的衝動性特質的確會對實際的消費行為產生顯著影響。 | zh_TW |
| dc.description.abstract | “Co-Branded” have been popular issue in the industry in recent years. However, this trend of co-branded activities aren’t only exist in traditional and manufacture industry, but also extend into service industry, especially in credit card industry competitively, so that co-branded card that banks cooperate with special store to promote has became a topical subject. Co-Branded provides special service and premium for customers, and creates new opportunities for banks and stores. However, does the relationship of co-brandied activities really enhance brand image and brand equity of two companies? Does the relationship of cooperation strengthen comsumer behavior? Therefore, under a series of questions, the study attempts to build the structure model by the relationship of co-branded to seek the effect of consumer characteristics affect the consumption of co-branded cards. At the same time, the study also fits into comsumer side factors to understand that how images of organizations, extent of fit, and consumer characteristics affect the consumption of co-branded cards. The study adopts LISREL method to be a analysis tool. Therefore, the study can generalize several points, and the conclusions are as follows:
1. The main factor of affecting co-branded card image comes from the fit of brand and company between stores and banks. 2. The better the effect of consumers on co-branded card images, the stronger usage intentions of comsumers, and enhances the behaviors of increasing comsumption of consumers. 3. Improvement of co-branded image must depend on ownership effect to survey the positive relationship between banks and stores. 4. After co-branded activities, interaction effect between brand equity of stores and banks must depend on ownership effect. 5. Ownership effect really affects brand equity between stores and banks after co-branded and consumer behaviors. 6. Impulse characteristics of consumers really affect comsumer behavoiors. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T05:15:05Z (GMT). No. of bitstreams: 1 ntu-95-R93724065-1.pdf: 749286 bytes, checksum: 1de829766668801b8035e79c30a795b0 (MD5) Previous issue date: 2006 | en |
| dc.description.tableofcontents | 第一章 緒 論 1
第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 品牌聯盟 6 第二節 品牌權益 10 第三節 消費者特徵 18 第四節 所有權效果 22 第三章 研究假設及研究方法 24 第一節 研究架構 24 第二節 研究假設 26 第二節 變數定義與衡量 32 第四節 問卷設計 40 第五節 抽樣方法 41 第六節 LISREL分析方法 41 第四章 統計分析及研究結果 45 第一節 基本資料分析 45 第二節 衡量模式分析 51 第三節 結構關係模型分析 55 第七節 模型估計結果 59 第六章 結論與行銷建議 79 第一節 研究結論 79 第二節 研究建議及管理意涵 84 第三節 研究限制 86 第四節 後續研究建議 87 參考文獻 88 問卷 | |
| dc.language.iso | zh-TW | |
| dc.subject | 組織形象 | zh_TW |
| dc.subject | 配適度 | zh_TW |
| dc.subject | 品牌聯盟 | zh_TW |
| dc.subject | 消費者特質 | zh_TW |
| dc.subject | 聯名卡 | zh_TW |
| dc.subject | 所有權效果 | zh_TW |
| dc.subject | LISREL | zh_TW |
| dc.subject | organization image | en |
| dc.subject | Co-Branded card | en |
| dc.subject | comsumer chacteristics | en |
| dc.subject | Co-Branded | en |
| dc.subject | extent of fit | en |
| dc.subject | LISREL | en |
| dc.subject | ownership effect | en |
| dc.title | 組織形象、配適度與消費者特質對聯名卡消費行為之影響 | zh_TW |
| dc.title | How Images of Organizations, Extent of Fit, and ConsumerCharacteristics affect the Consumption of Co-Branded Cards. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 94-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕如,陳厚銘 | |
| dc.subject.keyword | 品牌聯盟,組織形象,配適度,消費者特質,聯名卡,所有權效果,LISREL, | zh_TW |
| dc.subject.keyword | Co-Branded,organization image,extent of fit,comsumer chacteristics,Co-Branded card,ownership effect,LISREL, | en |
| dc.relation.page | 104 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2006-06-21 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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|---|---|---|---|
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