影響品牌轉換的前因之研究-以汽車業為例

A Study of the Antecedents of Brand Switching–with the Automotive Industry as Example

林漢昌(Han-Chang Ling)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

就我國汽車市場而言，在2002年正式成為WTO的第144個會員國後，產業面臨著關稅降低、自製率取消、進口配額限制取消…等。相關的車商高達十數家；但其年銷售規模僅約在四十萬輛，汽車產品的激烈競爭可見一般。在此激烈競爭之際，產品除要有品質當後盾外，其市場行銷是最可琢磨的施力點。
本研究探討不同人格特質的消費者及價格知覺對顧客滿意、品牌轉換之間的關係，根據分析結果發現，(1)人格特質與顧客滿意具有顯著之正向影響。(2)價格知覺與顧客滿意具有顯著之正向影響。(3)人格特質與品牌轉換具有顯著之正向影響。(4)價格知覺與品牌轉換具有顯著之正向影響。(5)顧客滿意與品牌轉換具有顯著之反向影響。

關鍵字

人格特質 ； 價格知覺 ； 顧客滿意 ； 品牌轉換

並列摘要

In regard to the automobile market in Taiwan, after officially becoming the 144th member of the WTO in 2002, production faced lower custom tariffs, reduction in production rate, cancellation of limit to import quota, etc., therefore, the number of automotive related businesses rose to over 10 companies; however, the year’s rate of sales was at around 400 thousand vehicles. It is thus evident that the competition in automotives was sharp. In such a fiercely competitive market, products not only need to have a high level of quality, the marketing sales strategy is especially important.
This research probes into the different personality traits of consumers, price perceptions in relation to consumer satisfaction, and their relationship with the intention of consumers to switch to different brands. According to the results of analytical study, it was found that: (1) The personality traits of consumers positively influence customer satisfaction. (2) Price perceptions positively influence consumer satisfaction. (3) Personality traits positively influence brand switching. (4) Price perceptions positively influence brand switching. (5) Customer satisfaction negatively influences the brand switching of consumers.

並列關鍵字

Brand Switching ； Customer Satisfaction ； Personality Traits ； Price Perceptions

參考文獻

周惠莉(民92):「五大人格特質、性別角色與轉換型領導關聯性之研究」，中原大學企業管理學系碩士學位論文。

English References

Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann. “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.” Journal of Marketing 58 (July 1994):53-66.

Cattell, R. B. “The Description of Personality: Basic Trait Resolved into Clusters.” Journal of Abnormal and Social Psychology 38 (1943):476-506.

Engel, James F., David T. Kollat, and Roger D. Blockwell. “Current Problems in Consumer Behavior Research.” Journal of Marketing Research VII (August 1970):327-332.