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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/28684
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| 題名: | 品牌忠誠度、顧客滿意度及再購意願之因素分析－以香水市場為例 |
| 其他題名: | Factor Analysis of Brand Loyalty, Customer Satisfaction and Repurchase Intention--Taking Perfume Market as an Example |
| 作者: | 杜宜祥
DU, YI-SIANG |
| 貢獻者: | 企業管理學系管理科學碩博士班
袁淑芳
YUAN, SHU-FANG |
| 關鍵詞: | 品牌忠誠度;包裝設計;知覺價值;顧客滿意度;再購意願
Brand loyalty;Package Design;Perceptual value;Customer satisfaction;Repurchase intention |
| 日期: | 2021 |
| 上傳時間: | 2022-08-11 10:03:16 (UTC+8) |
| 摘要: | 本研究針對香水產品的相關變數，品牌效應、知覺價值、包裝設計及顧客滿意度和品牌忠誠度等變項關係影響再購意願為研究主題。 利用問卷調查法，分別探究消費者對包裝設計、知覺價值及品牌效應上是否影響顧客滿意度，顧客滿意度是否再影響品牌忠誠度，進而影響了消費者的再購意願。 實證結果在年齡樣本上可見21~30歲可能為多數會使用香水的範圍；而在職業樣本中可見香水市場主要客群為服務業，在人與人接觸間使用香水的比例也最為廣泛，而品牌忠誠度方面，代表51歲以上消費者對於品牌忠誠度的信任較高於其他年齡層。 職業上品牌效應、知覺價值、顧客滿意度、品牌忠誠度、再購意願上都具顯著差異，分析後發現服務業比其他職業更注重相關構面的關係信任度也最高。
This research focuses on the related variables of perfume products, brand effects, perceived value, packaging design, customer satisfaction and brand loyalty and other disguised relationships that affect repurchase intentions. Using the questionnaire survey method, we separately explored whether consumers' packaging design, perceived value and brand effect affect customer satisfaction, and whether customer satisfaction affects brand loyalty, which in turn affects consumers' repurchase intentions. The empirical results show that in the age sample, 21-30 years old may be the range where most perfumes will be used. In the occupational sample, it can be seen that the main customer group of the perfume market is the service industry, and the proportion of perfumes used in person-to-person contact is the most widespread. In terms of brand loyalty, it means that consumers over 51 have higher trust in brand loyalty than other age groups. There are significant differences in professional brand effect, perceived value, customer satisfaction, brand loyalty, and repurchase willingness. After analysis, it is found that the service industry pays more attention to relevant aspects than other occupations and has the highest relationship trust. |
| 顯示於類別: | [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
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