品牌知名度、品牌形象影響品牌忠誠度之探討-以無患子洗髮乳產業為例

The Study of Brand Awareness and Brand Image Influence on Brand Loyalty-A Case on Spaindus Shampoo Industry

古豐碩(Feng-Shuo Ku)

指導教授 ： 鄭秋桂

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

摘要

本研究主要在探討購買無患子洗髮乳產品之消費者品牌知名度、品牌形象與品牌忠誠度之間的影響。以屏東縣且曾購買過無患子洗髮乳的消費者為研究對象，共發放480份問卷，回收有效問卷424份，有效回收率為88.3%。經SPSS統計軟體進行t檢定、單因子變異數分析、Pearson積差相關分析與路徑分析，實證結果發現如下：
人口統計變數分析顯示，以「女性」年齡在「40-49歲」為主，職業以「工/商業」為最多，教育程度方面以「高中（職）」為最多。居家結構以「以3-5人」、家庭月收入以「40,001-60,000元」之間為主。年平均消費額以「2,001元以上」居多。
消費者對無患子洗髮乳之品牌知名度、品牌形象、顧客滿意度與品牌忠誠度有顯著差異，其中以年齡、職業、教育程度、家庭月收入、年平均消費等五項人口統計變數是為顯著差異的主要變數。年齡較高者對品牌知名度、品牌形象及品牌忠誠度具有較高的認同程度；職業為「其它」（家庭主婦）對顧客滿意度有較高的重視程度；教育程度較高者對品牌形象有較高的重視程度、教育程度較低者對品牌忠誠度有較高的重視程度；家庭月收入及年平均消費額較高者對本研究四個構面有較高的重視程度。
品牌知名度、品牌形象、顧客滿意度與品牌忠誠度間，皆具有正向的顯著影響。影響品牌忠誠度的各個構面變數中，品牌知名度透過顧客滿意度影響品牌忠誠度之總效果為最大。表示提升無患子洗髮乳產品品牌的知名度並使顧客獲得滿意時，消費者所產生的品牌忠誠度為最大。

關鍵字

無患子 ； 品牌知名度 ； 品牌形象 ； 顧客滿意度 ； 品牌忠誠度

並列摘要

This study discusses the influences of brand awareness, brand image and brand loyalty on purchasing Spaindus Shampoo product. The limits to object that people who ever bought Spaindus Shampoo product, and must be lived in Pingtung, there are totally 480 questionnaires, and only 424 are valid in them, feedback ratio is 88.3%. The application of SPSS goes through statistical analyses which are T-test, One-way ANOVA, Pearson product-moment correlation and Path. The results as follow:
According to the analysis of demographic demonstrated six significant options which are most obviously consumption groups in this section: 1. female who is between ages in forty to forty-nine; 2. senior high school in education; 3. three to five people in family construction; 4. forty thousands to sixty thousands in family income; 5. above two thousands in yearly average consumption.
There are obvious significant differences in brand awareness, brand image, customer satisfaction and brand loyalty of Spaindus Shampoo, and demographic which age, vocation, education, monthly family income and yearly average consumption are most significant mainly variations. The higher age’s people possess higher identification with brand awareness, brand image and brand loyalty; housewives possess higher consumer satisfaction in vocations; the people of lower education have higher brand loyalty; there are four frameworks of this study get higher respect values in family income and yearly average consumption.
Brand awareness to brand image, customer satisfaction and brand loyalty; brand image to customer satisfaction and brand loyalty; customer satisfaction to brand loyalty all possesses positively significant effects. Brand awareness through consumer satisfaction to affect brand loyalty is more powerful in every brand loyalty variation. It means consumers generate most brand loyalty when they have satisfied and brand awareness of Spaindus Shampoo has rised.

並列關鍵字

Spaindus ； Brand Awareness ； Brand Image ； Customer Satisfaction ； Brand Loyalty

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