百貨公司購物價值與品牌情感對品牌承諾影響之比較 曾子津、封德台
E-mail: [email protected]
摘 要
百貨公司係屬於眾多零售業型態中的一種，相對於量販店的賣點，在百貨公司精緻化的經營方式下，各自擁有自己的市場
，但隨著經濟自由化與市場國際化的推動，國外的流通業業者更是利用各種合資和技術合作的管道，於是百貨公司業者是 否能在目前競爭激烈的市場中利用不同的品牌經營策略來求得生存，將是一個有趣且值得研究探討的課題。本研究旨在探 討兩岸百貨公司購物價值與品牌情感對品牌承諾影響之比較研究。 本研究以兩岸百貨公司的消費者為研究對象，以問卷調 查方式進行研究，並採信度分析、因素分析、t檢定、單因子變異數分析及AMOS分析，來探討購物價值是否會對品牌產生 更強烈的信任與情感。此外，以探討品牌信任與品牌情感對品牌承諾之影響力。 本研究結果顯示：1. 百貨公司購物價值對 品牌信任有正向顯著影響。2. 百貨公司之品牌信任對品牌承諾有正向影響。3. 百貨公司之品牌情感對品牌承諾有正向影響
。最後，依據上述發現提出理論與行銷實務上之意涵。
關鍵詞 : 購物價值、品牌信任、品牌情感、品牌承諾
目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．．iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．
．iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．vi 內容目錄 ．．．．．．．．．．．．．．．．．．．
．．vii 表目錄 ．．．．．．．．．．．．．．．．．．．．．ix 圖目錄 ．．．．．．．．．．．．．．．．．．
．．．xii 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 研究範圍與對象．．．．．．．．．．．．4 第五節 研究流程．．．．．．．．．．．．．．．4 第二章 文獻探討．．．．．．．．．．．．．．．．．6 第一節 兩岸百貨公司經營概況．．．．．．．．．6 第二 節 購物價值．．．．．．．．．．．．．．．14 第三節 品牌信任．．．．．．．．．．．．．．．17 第四節 品牌情 感．．．．．．．．．．．．．．．20 第五節 品牌承諾．．．．．．．．．．．．．．．22 第三章 研究方法．．．．．
．．．．．．．．．．．．28 第一節 研究架構．．．．．．．．．．．．．．．28 第二節 研究假設．．．．．．．．．
．．．．．．29 第三節 變項之操作性定義與衡量．．．．．．．．29 第四節 問卷設計．．．．．．．．．．．．．．
．35 第五節 資料分析方法．．．．．．．．．．．．．36 第四章 資料分析結果．．．．．．．．．．．．．．
．39 第一節 樣本敘述性統計分析．．．．．．．．．．40 第二節 信度分析．．．．．．．．．．．．
．．．46 第三節 效度分析．．．．．．．．．．．．．．．48 第四節 獨立樣本 t 檢定和單因子變異數分析．．．54 第五節 各變項上之相關分析．．．．．．．．．．69 第六節 結構方程式之建立與分析．．．．．．．．71 第五章 結 論與建議．．．．．．．．．．．．．．．．81 第一節 研究結論．．．．．．．．．．．．．．．81 第二 節 理論意涵．．．．．．．．．．．．．．．83 第三節 實務意涵．．．．．．．．．．．．．．．85 第四節 研究限 制．．．．．．．．．．．．．．．86 第五節 未來研究建議．．．．．．．．．．．．．87 參考文獻．．．．．．．．
．．．．．．．．．．．．．． 89 附錄A 問卷設計版．．．．．．．．．．．．．．．．101 附錄B 問卷發放繁 體版．．．．．．．．．．．．．．108 附錄C 問卷發放簡體版．．．．．．．．．．．．．．112
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