An Empirical Study of the Relationship between BrandImage and Customer Loyalty-the Hybrid Effect ofPerceived Value
林怡君、魏文欽
E-mail: 9805382@mail.dyu.edu.tw
ABSTRACT
Along with the people level of living enhancement as well as the life state change, increased obviously regarding the mobile phone popular rate, basis Country Communication Dissemination Committee (national communications commission, NCC) counts, up to at the end of June, 2008 mobile phone user? Reaches as high as 2,468 ten thousand households, the investigation result further demonstrated many consumers simultaneously have two above handsets, therefore, how lets in the customer heart leave behind the positive brand image, promotes the customer consciousness value and the degree of satisfaction, has the obvious variation with the competitor, will create a higher loyalty also to become the profitable target which each enterprise will pursue.
This research main discussion brand image and customer loyalty of causal relation, although however domestic scholar regarding brand image, consciousness value, customer degree of satisfaction and customer loyalty research many, lacks actually consciousness value takes discussion the hybird effect .Therefore this research by consciousness value underlie, the use structure equation modeling confirmation brand image and the customer loyalty of causal relation, will simultaneously examine consciousness value whether will have the intermediary influence effect and the disturbing effect.
The findings showed this research supposition all obtains the support .Based on the findings proposed the correlation application and manages Italy to contain, conducives toward favor various companies and the enterprise, specially moves the communication entrepreneur to promote the competitive power and the strategy reference.
Keywords : brand image、customer loyalty、perceived value、hybird effect、structural equation modeling Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．． iv 誌謝詞 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄．．．．．．．．．．．．．．．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．． 2 第三節 研究範圍及對象．．．．．．．．．．． 4 第四節 研究流程與章節架構．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．． 6 第一節 品牌形象．．．．．．．．．．．．．． 6 第二節 知覺價值．．．．．．．．．．．．．． 12 第三節 顧客滿意度．．．．．．．．．．．．． 20 第四節 顧客忠誠度．．．．．．．．．．．．． 26 第五節 研究假設之建立與研究架構．．．．．． 33 第三章 研究方法．．．．．．．．．．．．．．．． 37 第一節 操作型定義與衡量．．．．．．．．．． 37 第二節 資料蒐集方法．．．．．．．．．．．． 39 第三節 問卷設計．．．．．．．．．．．．．． 41 第四節 資料分析方法．．．．．．．．．．．． 44 第四章 實證結果分析．．．．．．．．．．．．．． 46 第一節 樣本基本資料分析．．．．．．．．．． 46 第二節 敘述性統計分析．．．．．．．．．．． 48
第三節 相關性分析．．．．．．．．．．．．． 50 第四節 信度與效度分析．．．．．．．．．．． 51 第五節 整體模式衡量分析．．．．．．．．．． 54 第六節 干擾模式衡量分析．．．．．．．．．． 60 第七節 討論．．．．．．．．．．．．．．．． 65 第八節 管理意涵．．．．．．．．．．．．．． 66 第五章 結論與未來研究建議．．．．．．．．．．． 68 第一節 研究結論．．．．．．．．．．．．．． 68 第二節 研究限制與未來研究建議．．．．．．．． 69 參考文獻 ．．．．．．．．．．．．．．．．．．．． 71 附錄A 正式問卷．．．．．．．．．．．．．．．． 87
表目錄
表 2- 1 各學者對品牌形象之定義彙整．．．．．．．．． 7 表 2- 2 各學者對知覺價值之定義彙整．．．．．．．．． 13 表 2- 3 知覺價值構面．．．．．．．．．．．．．．．． 19 表 2- 4 各學者對顧客滿意度之定義彙整．．．．．．．． 21 表 2- 5 顧客滿意度之衡量構面彙整．．．．．．．．．． 26 表 2- 6 各學者對顧客忠誠度之定義彙整．．．．．．．． 28 表 2- 7 顧客忠誠度五個階段．．．．．．．．．．．．． 29 表 2- 8 顧客忠誠度之衡量構面彙整．．．．．．．．．． 32 表 3- 1 前測問卷研究變數之信度分析．．．．．．．．． 40 表 3- 2 品牌形象衡?問項．．．．．．．．．．．．．． 41 表 3- 3 知覺價值衡?問項．．．．．．．．．．．．．． 42 表 3- 4 顧客滿意度衡量問項．．．．．．．．．．．．． 43 表 3- 5 顧客忠誠度衡量問項．．．．．．．．．．．．． 43 表 4- 1 樣本分佈．．．．．．．．．．．．．．．．．． 47 表 4- 2 各問項平均數與標準差．．．．．．．．．．．． 49 表 4- 3 研究變數之相關係數分析．．．．．．．．．．． 51 表 4- 4 信度分析．．．．．．．．．．．．．．．．．． 52 表 4- 5 效度分析．．．．．．．．．．．．．．．．．． 53 表 4- 6 本研究衡量模式分析．．．．．．．．．．．．． 55 表 4- 7 整體模式適配重要指標分析．．．．．．．．．． 57 表 4- 8 結構模式之各變項路徑關係彙整表．．．．．．． 57 表 4- 9 假設檢定與變數間影響效果．．．．．．．．．． 59 表 4- 10 連續型干擾整體模式適配重要指標分析．．．．． 60 表 4- 11 連續型干擾模式路徑關係彙整表．．．．．．．． 61 表 4- 12 間斷型干擾整體模式適配重要指標分析．．．．． 63
表 4- 13 高知覺價值之間斷型干擾模式路徑關係表．．．． 63 表 4- 14 低知覺價值之間斷型干擾模式路徑關係表．．．． 64 表 4- 15 干擾結構模式之路徑分析與假設檢定．．．．．． 65
圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．．． 4 圖 2-1 品牌形象三要素．．．．．．．．．．．．．．．． 9 圖 2-2 品牌形象模型．．．．．．．．．．．．．．．．． 11 圖 2-3 交易效用理論．．．．．．．．．．．．．．．．． 14 圖 2-4 價格、品質與價值之因果相關模式．．．．．．．． 15 圖 2-5 知覺價值模型．．．．．．．．．．．．．．．．． 16 圖 2-6 期望－失驗理論模式．．．．．．．．．．．．．． 23 圖 2-7 顧客滿意理論觀?性架構．．．．．．．．．．．． 25 圖 2-8 忠誠度三角模式．．．．．．．．．．．．．．．． 30 圖 2-9 研究架構圖．．．．．．．．．．．．．．．．．． 36 圖 4-1 本研究最終修正模式路徑圖．．．．．．．．．．． 58 圖 4-2 本研究之連續型干擾路徑完整模型圖．．．．．．． 62 圖 4-3 高知覺價值之間斷型干擾路徑模型圖．．．．．．． 63 圖 4-4 低知覺價值之間斷型干擾路徑模型圖．．．．．．． 64 REFERENCES
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