運動鞋的品牌形象對顧客忠誠度之影響－顧客滿意度的中介角色

The Impact of Brand image on Customer Loyalty in Sports Shoes - The Mediating Role of Customer Satisfaction

呂佳儀(Chia-I Lu) ； 王翊周(Yi- Chou Wang) ； 張同廟(Tung- Miao Chang)

《休閒運動保健學報》 22期 (2022/12) Pp. 1-20

https://doi.org/10.6204/JRSHP.202212_(22).0001

摘要

本研究主要目的在探究消費者對運動鞋的品牌形象、滿意度與忠誠度關係之研究，並分析滿意度的中介力。研究方法採問卷調查法，調查方式採網路方式，回收有效樣本共382份，資料分析以描述性統計分析、相關分析、結構方程模式分析等方法進行假設驗證。研究發現：1.品牌形象對顧客忠誠度不具顯著影響；2.品牌形象對顧客滿意度有顯著影響；3.顧客滿意度對顧客忠誠度有顯著影響；4.顧客滿意度在品牌形象與顧客忠誠度間有顯著中介效果，且為完全中介。根據分析結果，本研究針對業界及消費者提出若干建議，並提供後續研究參考。

關鍵字

品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The aim of this study was to explore the impact of brand image and customer satisfaction on customer loyalty, also to understand mediating effect of customer satisfaction. The source of data collection had been grasped from 382 buyers of sports shoes through the network survey. The results revealed that: 1. there was not significant positive effect of brand image on customer loyalty in sports shoes. 2. there was significant positive effect of brand image on customer satisfaction in sports shoes. 3. there was significant positive effect of customer satisfaction on customer loyalty in sports shoes. 4. there was the fully mediation role of customer satisfaction between brand image and customer loyalty in sports shoes. Finally, some suggestions for firm, customers and future research were also provided based on the findings of the present study.

並列關鍵字

brand image ； customer satisfaction ； customer loyalty ； sports shoes