南華大學機構典藏系統:Item 987654321/28341
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 18278/19583 (93%)
造访人次 : 1053989      在线人数 : 594
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/28341


    题名: 台灣咖啡產業之品牌形象、品牌偏好、產品品質及購買意願之研究—以服務品質為干擾變數
    其它题名: The Study of Brand Image, Brand Preference, Product Quality and Purchase Intention in Taiwan Coffee Industry: Service Quality As Moderating Effect
    作者: 鄭欣怡
    SAMMI, TEH
    貢獻者: 企業管理學系管理科學碩博士班
    紀信光
    CHI, HSIN-KUANG
    关键词: 品牌形象;品牌偏好;購買意願;產品品質;服務品質
    Brand Image;Brand Preference;Purchase Intention;Product Quality;Service Quality
    日期: 2020
    上传时间: 2022-05-17 14:42:36 (UTC+8)
    摘要: 　　本研究以品牌形象、品牌偏好、產品品質、購買意願及服務品質為干擾變數為目的。本研究藉由Google網路問卷發放在各個社交平台上並以便利抽樣方式收集364份問卷皆為有效樣本。透過因素分析、變異數分析和回歸分析進行數據分析。結果顯示品牌形象與品牌偏好有正向關係，而品牌偏好可做為一個自變數正面影響產品品質。此外，產品品質也可成為品牌偏好於購買意願之間的媒介。最後，服務品質之干擾變數可以加強品牌偏好於購買意願之間的影響。再者，之前的研究絕大部分並未全面性整合品牌偏好與產品品質的因果分析，居多研究顯示品牌偏好為因素進而影響產品品質為結果。在此研究驗證了產品品勢可以成為一個因素進而影響品牌偏好。
    　　This research aims to identify the consumers' intention to purchase in the coffee shops industry by measuring brand image, brand preference, product quality, and purchase intention with mediation and moderation effect. Online Google questionnaire sent through the social media platform to collect data for this study, a convenience sampling method was used. 364 questionnaires were collected back, and all the questionnaires were valid. Then, factor analysis and regression analysis were used to test the hypotheses, mediating effect, and moderating effect. The results showed that all the hypotheses were supported. Brand image and brand preference have a positive relationship with each other. Brand Preference mediates the relationship between product quality and purchase intention. Additionally, service quality moderates the relationship between brand preference and purchase intention as well. Last but not least, there was a lack of studies based on the relationship of product quality as an independent variable (cause) and brand preference as a dependent variable (result). Hence, this study has filled in the gap between this relationship.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

    文件中的档案:

    档案 描述 大小格式浏览次数
    108NHU00457041-003.pdf2426KbAdobe PDF90检视/开启
    index.html0KbHTML220检视/开启


    在NHUIR中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈