品牌忠誠度與消費者特性對品牌轉換行為之研究

A study of Brand Switch Behavior by Consumer Characteristics and Brand Loyalty

陳柏任(Bo-Ren Chen)

指導教授 ： 曾信超

長榮大學/管理學院/經營管理研究所(博)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00171

摘要

品牌不只是由實體產品所組成，還必須去強調品牌與消費者之間的關係，才可以創造出消費者對品牌的忠誠，而所有品牌價值的核心就是品牌忠誠，因而在手機市場日益競爭的情況下，企業要如何有效的留住顧客，並吸引新顧客，才是企業最重要的課題。
本研究主以手機為主題，以了解消費者特性、品牌忠誠度對品牌轉換之間的影響，而本研究採用了便利抽樣法，共發放285份，回收262份問卷，並利用統計軟體進行分析，驗證本研究假設。
本研究之主要結果顯示：1、品牌忠誠度與品牌轉換有顯著的負向相關與影響；2、消費者特性與品牌忠誠度有顯著正向相關與影響；3、消費者特性與品牌轉換有顯著正向相關與影響；4、消費者特性在不同個人基本變項中沒有差異；5、品牌轉換在不同個人基本變項中有顯著差異；6、品牌忠誠度在不同個人基本變項中有顯著差異。

關鍵字

消費者特性 ； 品牌忠誠度 ； 品牌轉換

並列摘要

Brand not only composition by the physical products, and also must to stress between the brand and consumer, just can create a consumer brand loyalty, all the core brand value is brand loyalty, therefore increasing competition in the mobile phone market situation, how do companies effectively retain customers, and attract new customers, is the most important issue to the business.
In this study, the main theme is mobile phone, to understand the effect of consumer characteristics, brand loyalty and brand switching , this study used a convenience sampling method, a total of 285 survey questionnaires were distributed and 262 valid ones were returned, analyzed using statistical software, verify this hypothesis.
The main results of the research are shown as follows: 1.There is a significant negative effect and correlation between brand loyalty and brand switch. 2. There is a significant positive effect and correlation between consumer characteristic and brand loyalty. 3. There is a significant positive effect and correlation between consumer characteristic and brand switch. 4. There is none difference consumer characteristics in the basic variables of different individuals. 5. Brand switch in the basic variables of different individuals have significant differences. 6. Brand loyalty in the basic variables of different individuals is significant differences.

並列關鍵字

Consumer Characteristics ； Brand Loyalty ； Brand Switch

參考文獻

黃彥穎（2006）。台灣都會地區包裝即飲咖啡市場消費者品牌轉換行為之研究－以左岸咖啡館為例。長榮大學經營管理研究所碩士論文，未出版，台南。

林有助（2005）。行動電話服務品牌轉換意願之研究。國立中興大學高階經理人在職專班碩士論文，未出版，台中 。

陳豐富（2004）。The country image effect on consumer’s willingness to buy。國立成功大學在職專班碩士論文，未出版，台南。

Aaker, D. A.（1991）,Managing Brand Equity: Capitalizing on the Value of a Brand Name,The Free Press, N.Y.

Anderson, E. （1998）, Customer Satisfaction and Word of Mouth, Journal of Service Research, 1（1）, pp. 5-17.