本研究主要目的是探討品牌形象、品牌信任對品牌忠誠度的影響,以智慧型手機為例,選擇持有智慧型手機的民眾做為研究對象,並透過問卷調查法進行探討。本研究採用判斷抽樣法來蒐集研究樣本,總共回收470份問卷,剔除填答不完整27份無效問卷,共得443份有效問卷,問卷回收率為94.26%。 本研究以SPSS統計分析軟體做為資料分析工具,採取的統計分析方法包括敘述性統計、信度分析、效度分析、獨立樣本t檢定、單因子變異數分析以及迴歸分析。 歸納本研究各項統計分析結果,主要研究結果如下所示: (1)品牌形象對品牌信任有顯著正向影響。 (2)品牌形象對品牌忠誠度有顯著正向影響。 (3)品牌信任對品牌忠誠度有顯著正向影響。 (4)不同人口統計變數在品牌形象無顯著差異。 (5)不同人口統計變數在品牌信任無顯著差異。 (6)不同人口統計變數在品牌忠誠度有顯著差異。
The purpose of this study is to explore the relationship among the brand image, brand trust and loyalty. We used judgment sampling on the customer of hold a smartphone to obtain the research subject. Five hundred and questionnaires were distributed and 470 questionnaires were returned, but twenty seven questionnaires were incomplete. Therefore, 443 questionnaires were valid and rate was 94%. This study applies SPSS to analysis research data. The descriptive statistics, reliability analysis, validity analysis, independent-samples t-test, one way analysis of variance(ANOVA)analysis and regression analysis were analyzed. The main result were described : 1.Brand image had a significantly positive influence on trust. 2.Brand image had a significantly positive influence on loyalty. 3.Brand trust had a significantly positive influence on loyalty. 4.There were no significant among brand image on background characteristics. 5.There were no significant among brand trust on background characteristics. 6.There were significant among brand loyalty on background characteristics