Title

網路服飾品牌形象對顧客滿意度與忠誠度之影響-以人格特質為干擾變數

Translated Titles

The Effect of Brand Image on Customer Satisfaction and Loyalty of Clothing Online Brands – Personality Traits As Moderator

DOI

10.6846/TKU.2015.00005

Authors

吳宗翰

Key Words

網路購物 ; 品牌形象 ; 人格特質 ; 顧客滿意度 ; 顧客忠誠度 ; Online shopping ; Brand Image ; Personality Trait ; Satisfaction ; Loyalty

PublicationName

淡江大學國際企業學系碩士班學位論文

Volume or Term/Year and Month of Publication

2015年

Academic Degree Category

碩士

Advisor

何怡芳

Content Language

繁體中文

Chinese Abstract

有別於過去對於網路購物上對於顧客滿意度和忠誠度的研究,大多數都是在探討對於服務品質、知覺價值等之間的關係,並沒有對於人格特質方面的探討,本研究在對於品牌形象上,加入了人格特質為干擾變數,探討在不同的人格特質下,消費者對於品牌形象是否會影響到顧客滿意度與忠誠度。 本研究共發放了463份問卷,有效問卷399份,有效回收率86.2%,使用統計軟體SPSS,以敘述性統計、變項相關分析、層級迴歸分析對各變數與構面進行分析。 本研究經統計得出以下結論,根據相關分析與層級迴歸的結果,除了人格特質並不會對品牌形象與顧客忠誠度有著干擾效果外,其餘皆獲得支持與部分支持,包括:1.品牌形象會對顧客滿意度與忠誠度有正向關係;2.人格特質會對顧客滿意度與忠誠度有部分的正向關係;3.親和與開放型的人格特質會對品牌形象和顧客滿意度上有正向干擾關係。

English Abstract

Unlike previous research on online shopping issues, mostly confined todiscuss service quality and perceived valued, without personality trait on moderator . This research discusses through mediation effect of brand image on customer satisfaction and loyalty of clothing online brands – personality traits as moderator. The research method uses random sampling study designed to question our participant, total of 463 were given and 399 surveys were returned (86.2%). This research data collection is based on the implementation of descriptive statistics, Pearson’s correlation,hierarchical regression,use SPSS statistical package to discuss in-depth analysis. This research, demonstrated by the data, suggests the following: The analysis found that expect for personality trait doesn't have the moderator effect between brand image and customer loyalty, the rest of the path-relation have been supported. Including: 1.brand image has positive influence on customer satisfaction and loyalty; personality trait has part positive influence on customer satisfaction and loyalty; 3. agreeableness and openness to experience have the moderator effect between brand image and customer satisfaction.

Topic Category 商管學院 > 國際企業學系碩士班
社會科學 > 管理學
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