品牌形象、促銷活動、顧客滿意對消費者 購買行為影響之研究-以液晶電視為例

The Influence of Brand Image, Sales Promotion and Customer Satisfaction on Consumer Purchase Behavior - An Example of LCD TV

張維志(Chang-Wei-Jr)

指導教授 ： 劉春初

共同指導教授 ： 何嘉惠(Chia-Hui Ho)

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00031

摘要

摘 要
本研究旨在探討品牌形象、促銷活動、顧客滿意對消費者再購行為影響，其次瞭解品牌權益對消費者購買行為之調和影響。本研究根據前述之目的，結合相理論分析與文獻回顧，並以台南市液晶電視消費者為實証研究對象。本研究總共發放200份問卷，回收問卷之有效樣本為183份，回收問卷回收率為97.00%。本研究使用SPSS統計軟體為資料分析工具，問卷所得資料以敘述性統計、因素分析、信效度檢定、相關分析、迴歸分析、獨立樣本t檢定以及變異數分析驗證研究假設。本研究獲得下列結論：
1. 品牌形象、促銷活動、顧客滿意對於消費者再購行為具有顯著正向影響。
2. 透過液晶電視品牌權益會調和影響品牌形象、促銷活動、顧客滿意對消費者再購行為之間關係。
3. 不同每月所得的消費者在「液晶電視」之促銷活動，具有顯著差異；不同性別、婚姻狀況、年齡、教育程度的消費者在「液晶電視」之促銷活動，無顯著差異。

關鍵字

品牌形象 ； 促銷活動 ； 顧客滿意 ； 品牌權益 ； 消費者再購行為

並列摘要

Abstract
The purposes of this study are to explore the influence of brand image, sales promotion and customer satisfaction on consumer repurchase behavior. Then to understand the moderate effect of brand sympathetic on consumer repurchase behavior. The subjects are LCD TV consumers in Tainan city.

The total of 200 questionnaires were sent in a purposive way, where 183 were completed and considered as valid. The rate of return is 97.00%. This study used statistical package for social science (SPSS) as the data analysis tool, descriptive statistics, factor analysis, reliability analysis, validity analysis, parson correlation, analysis regression analysis, independent sample t-test and One-Way ANOVA to prove the hypotheses. The results of this study are as the followings:

1. The brand image, sales promotion and customer satisfaction all have significant positive effect on consumer repurchase behavior.
2. LCD TV brand sympathetic moderate the relationship among brand image, sales promotion and customer satisfaction on consumer repurchase behavior
3. The different monthly incomes of consumers would have significant differences on the sales promotion of LCD TV; the different sex, marital status, age and education levelof consumers would have no significant differences on the sales promotion of LCD TV.

並列關鍵字

Brand Image ； Sales Promotion ； Brand Sympathetic ； Customer Satisfaction ； Consumer Repurchase Behavior

參考文獻

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