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品牌形象與顧客滿意度對再購意願影響之研究-以馬汀鞋為例

The Impact of Brand Image and Customer Satisfaction on Repurchase Intention  A Case Study on Dr.Martens's shoes

作者:陳姿吟
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-03
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

美國行銷協會(American Marketing Association, AMA)在1960年定義品牌是指由名稱、標誌、一種符號或設計,也是上述的名詞組合,能方便消費者辨識銷售之商品與服務的形象聯想。現今市場上的鞋子也有屬於他們的品牌,因為品牌眾多,讓消費者的選擇變的難以捉摸,因此,在許多相似商品中,了解消費者的選擇因素是重要的。
以馬汀鞋為例,在六零年代馬汀鞋是具有象徵性的裝飾或指標,也代表了當時市場上一種另類的流行詮釋。故本研究以購買過馬汀鞋的消費者做為研究的樣本,在探討消費者在消費時,對於馬汀鞋的品牌形象、購買而產生的顧客滿意度、對於未來的再購意願與其對該商品的涉入之關係影響,做為此研究目的。
本研究採用了便利抽樣法,共發出450份問卷,有效問卷數達372份,經由SPSS軟體進行回收樣本的資料分析,研究結果顯示馬汀鞋的品牌形象對於馬汀鞋的顧客在顧客滿意度有顯著影響;馬汀鞋的顧客對於商品的涉入對顧客滿意度有顯著影響;馬汀鞋的品牌形象對顧客的再購意願有顯著影響;馬汀鞋商品的涉入對顧客的再購意願有顯著影響;馬汀鞋顧客的顧客滿意度對馬汀鞋的再購意願有顯著影響。

英文摘要

American Marketing Association (American Marketing Association, AMA) in 1960 defined the brand included the name, the logo, the design or the symbol, but it s also a combination of the above terms, Consumers can easily identify the sales image of goods and services association. The shoes in the market are named by their own, logo, symbol or design nowaday, so the variety selections make consumers become so elusive. Thus, in many similar commodities, It s an important factor to understand consumer choices.
Take Dr.Martens's shoe, for an example, In the sixties, Dr.Martin shoes become fashionable in common, with a symbolic decoration or indication. It is a popular alternative interpretation. In this study, Dr. Martens consumers ard taken as study sample, discussing the purchasing habits of consumers, for Dr. Martens's shoe brand image, the customer satisfaction is risen from purchase, Repurchase intention for the future influence of its relationship and its involvement, as research purposes.
This study is used as the conveniente sample method, 450 questionnaires were issued, amounting to 372 valid questionnaires, data analysis of samples recovered via SPSS software, the results show the brand image has a significant effect on customer satisfaction; product involvement has a significant effect on customer Satisfaction; brand Image has a significant effect on repurchase intention; product involvement has a significant effect on repurchase intention; customer satisfaction has the significant influence on repurchase intention.


指導教授 - 郭明煌

委員 - 廖鴻圖

委員 - 方孝華

委員 - 林建福


 

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