網路行銷、品牌知覺與消費者行為對顧客忠誠度之影響

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Title:	網路行銷、品牌知覺與消費者行為對顧客忠誠度之影響
Other Titles:	Effect of Internet Marketing, Brand Perception and Consumer Behavior on Customer Loyalty
Authors:	陸秀芳 LU, SIOU-FANG
Contributors:	企業管理學系管理科學碩博士班許淑鴻 HSU, SHU-HUNG
Keywords:	顧客忠誠度;消費者行為;網路行銷;品牌知覺 Consumer Behavior;Brand Perception;Internet Marketing;Customer Loyalty
Date:	2019
Issue Date:	2022-02-22 15:06:11 (UTC+8)
Abstract:	網路科技與購物行為是息息相關，成為現代人生活的一部份，網路商店可具備行銷功能。若要提升企業的顧客忠誠度，必須從網路行銷的角度出發。由於網路使消費者可以輕鬆下訂單購物，並減少舟車勞頓，因此公司可使用網路來提升顧客忠誠度。　　然後，為了讓消費者認同公司的情感，他們必須從品牌知覺開始規劃。網路服飾店區分市場必須以品牌為主，而品牌知覺則被視為公司能夠辨別的標誌。使用文字，符號和圖案作為商標是品牌標誌，品牌本身具有知覺價值的功能，可以向消費者提供明確訊息，包括企業產品和服務是品牌知覺的核心。　　本研究使用非隨機便利抽樣方法在中南部各縣發佈網路問卷，用於討論消費者對網路服飾店的品牌認知、消費者行為和顧客忠誠度的影響。共發放268份網路問卷，其中242份為有效樣本，佔總數的90.2％，並透過執行SPSS 22.0版統計軟體對這些樣本進行分析。本研究顯示，網路行銷，品牌知覺和消費者行為對顧客忠誠度有正向影響，而網路行銷和品牌知覺透過消費者行為對顧客忠誠度產生中介效果。　　Internet technology and shopping are closely related and become a part of modern life, Internet stores have marketing functions. In order to enhance the customer loyalty of the company, must start from the aspect of Internet marketing. Because the Internet makes it easy for consumers to place orders for shopping, and reduce exhausted from a long travel, companies can use the Internet to improve customer loyalty.　　To get customers to emotionally identify with them, companies must plan to develop brand awareness. Segmentation of the online store and apparel market is based on brand , so creating a brand provides something a company can be identified by. The brand logo, a trademark comprising text, symbols, and/or images, has the function of perceived value and can provide consumers with specific information regarding the company's products and services and the core values of the brand.　　This study used non-random convenience sampling to release online questionnaires in the central and southern Taiwan, used to explore the impact of consumers on brand perception, consumer behavior and customer loyalty in online clothing stores. A total of 268 online questionnaires were published, of which 242 were valid samples, accounting for 90.2% of the total, and these specimen were analyzed by running SPSS 22.0 statistical software. The results of this study show that Internet marketing, brand cognition and consumer behavior have a positive impact on customer loyalty, while Internet marketing and brand cognition have a mediating effect on customer loyalty through consumer behavior.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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