價值規律與品牌忠誠之研究-以組織氛圍為中介變數

The Research on the Law of Value and Brand Loyalty-Taking Organizational Climate as the Mediating Variable

宋征明(Zheng-Ming Song)

指導教授 ： 陳建州

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2020年)

摘要

摘要
本研究主要目的為瞭解探討價值規律與品牌忠誠之研究-以組織氛圍為中介變數。採用立意抽樣方式，回收有效問卷520份，本研究採用spss21.0統計套裝軟體，進行資料分析，而統計方法包括：描述性統計、信效度分析、單因子變異數分析、迴歸分析等，綜合上述統計分析結果。本研究提出五點結論如下：一、價值規律對組織氛圍變項間呈現顯著的正向之相互關聯作用。二、組織氛圍與品牌忠誠變項間呈現顯著的正向之影響。三、價值規律對品牌忠誠變項間呈現顯著的正向之影響。四、組織氛圍對價值規律與品牌忠誠變項之間具有良好中介關係存在。五、人口變數對價值規律、組織氛圍與品牌忠誠具有顯著性差異存在。

關鍵字

價值規律 ； 組織氛圍 ； 品牌忠誠

並列摘要

Abstract
　　The main purpose of this study was to understand the study of the law of value and brand loyalty-using organizational climate as an intermediary variable. The intentional sampling method was used to recover 520 valid questionnaires. This study used spss21.0 statistical software package for data analysis. The statistical methods include: descriptive statistics, reliability and validity analysis, single factor variance analysis, regression analysis The above statistical analysis results. This study puted forward five conclusions as follows: First, the law of value had a significant positive correlation between organizational climate variables. Second, there was a significant positive correlation between organizational atmosphere and brand loyalty variables. 3. The law of value showed a significant positive correlation between brand loyalty variables. Fourth, the organizational atmosphere had a good intermediary relationship between the value law and brand loyalty variables. 5. Demographic variables had significant differences in value law, organizational atmosphere and brand loyalty.

並列關鍵字

Law of Value ； Organizational Climate ； Brand Loyalty

參考文獻

參考文獻

一、中文部分

王飛(2010)。企業品牌價值構成探討。現代商貿工業，第5期，頁118-119。

王彬、張曉辛(2005)。我國銷售人員績效管理體系的探討。商業研究，第2期，頁1-12.

方忠權(2013)。廣州會展企業空間集聚特徵與影響因素。產業與交通地理，第68卷，第4期，頁464-476。