隨著環境及科技快速的變遷,產業同業間的競爭等因素的影響,建設產業的營運及組織的經營型態都有急速的變化。除了同業之間的競爭越來越激烈之外,隨著全球市場的開放,消費者將有多樣化產品可供挑選。而對於建設產業來說,提供不動產這類的高價選購品是需要投入許多有形與無形成本,因此,如何獲取消費者的青睞,是建設產業值得探討的議題。過去有研究指出,消費者在房屋購買決策中,品牌意識的影響較弱;然而以同樣一份研究卻指出,品牌意識卻位居廠商心目中之最高要務,致使產生了一個研究缺口的存在。因此,本研究運用拉式理論為出發點,來探討消費者對建商品牌忠誠度是否會因為品牌知名度、品牌涉入與品牌相對吸引力而有所影響。本研究以台中知名建設公司-馨雅建設為本研究標的物,而為有效得知消費者在選購產品時是否有品牌意識的產生,本研究之研究對象以中部一般大眾消費者為居多。其有效回收問卷共306份,根據研究結果指出,除了品牌涉入之外,品牌相對吸引力與品牌知名度皆對品牌忠誠度有所正向影響。本研究也提出對於理論於實務界的貢獻,並說明本研究限制並提及未來研究方向和建議。
There is more and more diversity products could be chosen by consunmers with the environment, technological changes rapidly and the global market open. Invested in real estate need to put into large of money, thus how to attract consumers to purchase is an important issue for construction industry. In order to realize do consunmers have brand consciousness when they purchased, this study tried to explore the effect of brand relative attractiveness, brand awareness and brand involvementon on brand loyalty. And utilized the well known enterprise- SHINY Construction be a subject matter to survey. The finding showed that all of the hypothese had positive relationships except hypothese 3. Several contributions and implications are extracted to help construction industry better to revise their brand strategise and decision to strength their brand success.