品牌形象、知覺價值與忠誠度對技職學生選校實證研究－以知覺價值為中介因素

An Empirical Study on the Influences of Brand Images, Perceived Values and Loyalty on Technical and Vocational Students' Selecting Schools-With Perceived Values as Intermediary Factor

蔡清嵐(Ching-Lan Tsai)

《桃園創新學報》 34期 (2014/12) Pp. 209-235

摘要

本研究係以品牌形象、知覺價值與忠誠度的結構關係進行高中職學生選校實證研究模式。研究採問卷調查方式進行，並以技職院校大一新生為抽樣樣本。根據結構方程模型之實證結果證實品牌形像確實能夠透過知覺價值的中介效果，對忠誠度產生影響，且其中介效果屬完全中介效果。顯示品牌形象除了會直接對知覺價值有所影響外，也會透過知覺價值而間接對忠誠度有所影響，因此強調知覺價值的作用，會對忠誠度產生更大的效果，進而產生選擇該校意願。

關鍵字

品牌形像 ； 知覺價值 ； 忠誠度

並列摘要

This paper conducts empirical study on the technical and vocational students' selecting schools based on the structural relationships of brand images, perceived values and loyalty. With questionnaire survey, freshmen from technical and vocational schools are taken as samples. The empirical study results of structural equation model show that brand image can truly exert influences on loyalty through the mediating effects of perceived values, and the mediating effects falls into full mediation effects. It indicates that brand images have direct effects on perceived values and also have indirect effects on loyalty. Therefore, stressing the effects of perceived values may produce greater effects on loyalty, which then may affect the students’ intention of selecting schools.

並列關鍵字

Brand Image ； Perceived Value ； Loyalty