從顧客認知價值觀點探討品牌形象的決定因素及其對顧客購買意願之影響: 以平板電腦產業為例

A Study on the Key Dimensions of Brand Image and its Effect on Consumer Satisfaction and Consumer Loyalty Via Customer Perceived Value: A Case Study of Tablet PC Industry

李錦榮(Kam Wing Alan Lee)

指導教授 ： 劉祥熹

國立臺北大學/商學院/國際企業研究所/碩士(2013年)

摘要

平板電腦市場從過去幾年開始之迎來其市場的高速增長。隨著市場的成長、技術的改良、平板電腦逐漸替代了筆記型電腦以往的市場。但台灣電子產業並沒在這一波熱潮中獲得應有的好處。台灣在面對電子科技工業如桌上型電腦與筆記型電腦等產品的市場在萎縮，經營風險逐漸增大的情況下，這些企業必需強化品牌形象，並促進消費者對平板電腦的認知價值有助於提高購買意願，才能維持應有利潤。同時，很多二、三線廠商趁著這波熱潮紛紛推出其平板電腦產品，期以能分一片平板電腦這塊市場。因而有本研究之產生。期望發現品牌形象的決定因素及其對消費者滿意度與忠誠都之影響，再而以顧客認知價值強化企業的品牌形象與購買者意願。

基本上，本研究採用問卷調查的方式以進行人口統計變數、信度與效度檢查、重要度-滿意度交叉分析、因素分析、LISREL…等相關計量方法進行實證分析，發現顧客認知價值的確是品牌形象對消費者滿意度與忠誠度的中介因素。依據本研究所獲資訊，確能提供平板電腦廠商制定行銷測量以及對消費者購買策略之擬定。

關鍵字

平板電腦 ； 品牌形象 ； 顧客認知價值 ； 消費者滿意度 ； 消費者忠誠度

並列摘要

The tablet computer market has experience a tremendous growth worldwide for the past few years. As the market expands, and the technology become more advance, tablet computer then start to become a replacement of those small screen notebook computer. However, the electronic industry from Taiwan did not really get advantages from this tablet computer heats and waves. As a country of focusing on manufacturing electronic devices such as desktop computer and notebook computer, the shrinking size of market become an alerts toward these companies which need to change their business model in order to maintain their profit. Meanwhile, many smaller size manufacturers take their chances to share a piece of the market. Gaining more profit is the main reason for every business and a famous brand name helps the company to gain profit. That is why this research had been set to discover the key dimension of brand image and its effect on consumer satisfaction and consumer loyalty via customer perceived value become a way to improve the brand image of a business.

Data have been collected in the form of a questionnaire. Reliability, validity, importance-satisfaction, factor analyses were conducted. According to the results of LISREL, we discovered that customer perceived value is truly the mediating variable of the effect of brand image on consumer loyalty and satisfaction. The results of the empirical study are of practical use in terms of the creation of marketing strategies to tablet computer manufacturers. Furthermore, suggestions are also made to consumers.

並列關鍵字

Tablet PC ； Brand Image ； Customer Perceived Value ； Consumer Satisfaction ； Consumer Loyalty.

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