年輕消費者在高科技產品購買之品牌忠誠研究

Brand Loyalty for Young Adult Consumers in High-Tech Market

林益如(Yi-ju Lin 林益如)

指導教授 ： 李培齊 ； 婁國仁

淡江大學/商學院/國際商學碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00204

摘要

長久以來，品牌忠誠被視為策略行銷中，很重要的研究課題；其中包括行為面及態度面。因此調查並了解其中影響因素，將會是很有趣的討論。本研究著重於了解，針對於年輕消費者在高科技產品購買時，介於態度忠誠與行為忠誠的中間的各種影響因素，進而了解如何建立年輕消費者之品牌忠誠。

本研究著眼於了解年輕消費者之消費行為，倘若消費者對於一個品牌，已經先有態度忠誠，其中會影響消費者，將態度忠誠轉換為行為忠誠的，是眾多的調節因素，本研究深入了解其中的五項調節因素：
(1) 消費者之產品涉入程度
(2) 消費者對品牌供應商的信譽及形象知覺
(3) 消費者的滿意程度
(4) 品牌之整體表現
(5) 消費者的金額價值意識

關鍵字：年輕人、品牌忠誠、消費行為

關鍵字

年輕人 ； 品牌忠誠 ； 消費行為

並列摘要

Brand loyalty has been considered as one of the major objectives in strategic marketing, it has both a behavioral and an attitudinal component. To investigate and analyze these factors would be an interesting subject. This study aims to have better understanding of the dimensions between attitudinal brand loyalty and behavioral brand loyalty in the high-tech market for young adult consumers. Also to further understand how to build the young adult consumers’ brand loyalty from a multi-faceted perspective.

In the study, different moderators which influence the young adult consumers’ behavioral loyalty are investigated among the young adult consumers who have the attitudinal loyalty to a specific brand as an antecedent aspect. Thus, the observed effect between attitudinal and behavioral brand loyalty may be due to several variables which work as the moderators. Several influential factors are included in the research model: consumers’ level of product involvement, consumers’ perception to the corporate image/credibility, consumers’ level of satisfaction, overall performance and consumers’ price-value consciousness.

並列關鍵字

young adult ； brand loyalty ； consumer behavior

參考文獻

Runyon, K. E. (1980). Consumer behaviour (2th ed.). Ohio: Charles E. Merril Publishing Co.

Aaker, D. A. (1991). Managing brand equity: Capitalising on the values of a brand name. New York: The Free Press.

Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. JMR, Journal of Marketing Research, 36(1), 45-57.

Assael, H. (1984). Consumer behavior and marketing action (2nd ed.). Bosten, MA: Kent Publishing.

Barsky, J. (1994). World-class customer satisfaction. Burr Ridge, IL: Irwin Professional Publishing.