價值創新、產品品質與品牌態度對顧客忠誠之影響關係-以iPhone為例

The Effects of value innovation, Product Quality, and Brand Attitude on Customer Loyalty-A Case Study Of iPhone

鍾承蓉(CHENG-RONG , ZHONG)

指導教授 ： 蔡明純

嶺東科技大學/管理學院/企業管理系碩士班/碩士(2018年)

摘要

近幾年智慧型手機銷售數量逐步成長，到全球市場研究機構 TrendForce 報告顯示
2016 年全球智慧型手機出貨量已達到 13.6 億支，預估 2018 年全球智慧型手機的生產
成長率將只有 5%，出貨量總數來到 15.3 億支，為近年來低點。
蘋果公司 2016 年主打 iPhone 7 與 iPhone 7 Plus，因手機缺乏突破性的創新，導致市場
評價反應一般，出貨量僅達到 2.09 億支，成長率為 -11.5%，蘋果公司以 15.3% 的市
佔率位居全球智慧型手機亞軍。今年市場普遍放眼 iPhone 十週年新作品上。由此可看出
顧客對創新的重視性。
本研究運用 SPSS20.0 統計軟體分析結果探討各研究構面之間的影響關係，進而建
立整理資料分析結果。並依據文獻之推導建立研究假設，預期研究結果：（1）價值創新
對產品品質有正向顯著影響。（2）價值創新對品牌態度有正向顯著影響。（3）價值創新
對顧客忠誠有正向顯著影響。（4）產品品質對品牌態度有正向顯著影響。（5）產品品質
對顧客忠誠有正向顯著影響。（6）品牌態度對顧客忠誠有正向顯著影響。

關鍵字

價值創新 ； 產品品質 ； 品牌態度 ； 顧客忠誠

並列摘要

In recent years, the sales volume of smart phones has gradually grown. The global
market research institute TrendForce reports that the global smart phone shipments in
2016 have reached 1.36 billion. It is estimated that the growth rate of global smart phones
will be only 5% in 2018. The total shipments came to 1.53 billion, a low in recent years.
In 2016, Apple's main iPhone 7 and iPhone 7 Plus, due to the lack of breakthrough
innovations in mobile phones. Resulting in the market are reaction mediocre with
shipments reaching only 209 million. The growth rate of -11.5%. The market share of
Apple is 15.3%. Ranked second in the global smart phone. This year, the smart phone
market is focus at the iPhone's 10th anniversary new model. This shows the customer's
emphasis on innovation.
This study uses the SPSS20.0 statistical software analysis to explore the relationship
between the various research. Then establish the results of the analysis of the data. And based on the derivation of the literature to establish research hypotheses, expected
research results: (1) There is a significant positive influence of Value innovation on
product quality. (2) There is a significant positive influence of Value innovation on brand
attitude. (3) There is a significant positive influence of Value innovation on customer
loyalty. (4) There is a significant positive influence of product quality on brand attitude.
(5) There is a significant positive influence of product quality on customer loyalty. (6)
There is a significant positive influence of brand attitude on customer loyalty.

並列關鍵字

value innovation ； product quality ； brand attitude ； customer loyalty

參考文獻

31.Merrilees , Bill; McKenzie, Brent; Miller, Dale.(2007),” Culture and marketing strategy in discount retailing.” Journal of Business Research, Vol. 60 Issue 3, p215-221, 7p; DOI: 10.1016/j.jbusres.2006.10.016.

中文部分

1.王曉雯、王泰昌與吳明政(2008)，企業經營型態與研發活動績效，管理學報， 第25卷第2期（4月）：173-193。

2.孔方正、李明怡(2002)，台灣地區國際觀光旅館主管對環境管理系統可行性認知之研究，真理大學企業管理系。

3.朱婷薇(2011)，智慧型手機品牌認同與顧客忠誠度-以iPhone為例，國立中山大學國際經營管理碩士班碩士論文。