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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33469
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| 题名: | 消費者生活型態、消費者購買涉入與促銷方式對品牌權益的關係研究 : 以行動電話為例 |
| 其它题名: | The relationships among consumer's life style, purchase involvement, promotion types and brand equity : the case of mobile phones |
| 作者: | 葉英美;Yeh, Ying-mei |
| 贡献者: | 淡江大學企業管理學系碩士在職專班
王居卿;Wang, Chu-ching;文馨瑩;Wen, Hsing-yin |
| 关键词: | 品牌權益;生活型態;購買涉入;促銷方式;Brand Equity;Life Style;Purchase Involvement;Promotion Types |
| 日期: | 2009 |
| 上传时间: | 2010-01-11 04:10:14 (UTC+8) |
| 摘要: | 近年來資訊科技技術發展迅速，各類的電子產品不斷地推陳出新，尤其是手機類產品的成長、更新與汰換更是快的驚人。面對變動快速的市場及競爭激烈的品牌之爭，該如何抓住消費者，更是各家廠商極力朝向的目標；基此，唯有經營出一個強勢的品牌，才能使公司具長久的競爭優勢，進而給公司帶來利潤。
本研究旨在探討消費者生活型態、消費者購買涉入與促銷方式對品牌權益的關係研究。本研究採用問卷調查，針對實際有效問卷共651份問卷，進行信度分析、敘述性統計、因素分析、集群分析、t 檢定、相關分析及多因子變異數分析。經實證分析和討論後，有以下重要發現：
1.不同生活型態的消費者，在不同手機品牌的品牌權益上呈現顯著差異。
2.不同購買涉入程度的消費者，對品牌權益呈現顯著差異；進一步得知，當消費者對於手機的購買涉入程度越高，則對於品牌權益也就更加重視。
3.不同促銷方式會干擾到生活型態與品牌權益構面之關係。
4.不同促銷方式會干擾到購買涉入與品牌權益構面之關係。
In recent years the rapid development of information technology, various types of electronic products continue to develop initiatives, in particular the growth of mobile phone products. Facing the rapid change in market and competition between brands, manufactures'' main goal is to seize the consumers. A company with strong brand is enable to obtain the competitive advantage and then earn the long term profit.
The main purpose of this research is to find the relationships among consumer’s life style, purchase involvement, promotion types and brand equity. This study used a questionnaire survey to collect the data. Based on 651 valid questionnaires, several quantitative analytical methods are used like the reliability, descriptive statistics, facto analysis, t-test, correlation analysis and MANOVA. After the empirical research, the major findings as below:
1.Different lifestyles of consumers, in different brands of mobile phone brand equity have shown significant differences.
2.Different degree of consumer involvement in the purchase of brand equity have shown significant differences, and further informed that, when consumers purchase mobile phones involved in a higher level, it will be for more emphasis on brand equity.
3.Different promotion ways interfere with lifestyle and brand equity of relationship.
4.Different promotion ways interfere with purchase involvement and brand equity of relationship. |
| 显示于类别: | [企業管理學系暨研究所] 學位論文
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