- 期刊
以消費者為基礎探討自有品牌之品牌權益、滿意度與購後行為關係之研究－以台灣地區前三大量販店為例
A Study of Consumer-Based to Explore Private Label among Brand Equity, Satisfaction and Post-Purchase Behavior-A Case of Top Three Hypermarkets in Taiwan Area
摘要
本研究旨在探討消費者品牌權益、滿意度與購後行為間關係為研究主題，利用品牌權益作為自變項去探討滿意度與購後行為之間關係，透過滿意度為中介變項，經由間接文獻之引用與邏輯之推理，對其關係進一步的釐清與說明，並以台灣地區前三大量販店消費者為實證分析對象。本研究資料收集方式利用問卷調查法，進行問卷調查方式，總回收750份，有效問卷共699份(92.7%)。資料分析係採用敘述性統計、信度分析、效度分析以及線性結構方程式等方法。 本研究結果發現，研究結果顯示品牌知曉顯著影響購後行為，並且品牌聯想也顯著影響滿意度，而滿意度更影響消費者購後行為的表現；同時，本研究也發現滿意度呈現消費者購後行為的中介效果，品牌聯想對顧客購後行為沒有正向影響。最後，本研究提出管理意涵與討論，以作為業者未來經營方向及策略之參考。
並列摘要
The main topics of this research are brand equity, satisfaction and post-purchase behavior. This research takes brand equity as an independent variable to explore among satisfaction and post-purchase behavior. Through the intervening function on satisfaction, we can clarify further the relationship among three variables. This research is conducted by taking the consumer in Taiwan area of top three hypermarkets as the analysized samples. The data collection was by questionnaire to survey. A total of 750 questionnaires were collected. The numbers of effective returned questionnaires were 699 (92.7%). The data analysis methods included descriptive statistics, alpha analysis, validity analysis and structural equation model (SEM). The results we found in this study are: The analysis reveals that brand awareness affects the consumer post-purchase behavior, and then brand associations also influence satisfaction. Besides, the consumer post-purchase behavior was found to be influenced by consumer satisfaction, while brand association does not have a direct effect on consumer post-purchase behavior. Finally, discussions and managerial implications are also discussed. The study tries to provide idea of marketing and promotional strategies for manager.
被引用紀錄
延伸閱讀
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