文具控的品牌忠誠：以轉換成本與品牌承諾為中介

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黃彥慈(Yen-Tzu Huang) 查詢紙本館藏

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企業管理學系

論文名稱

文具控的品牌忠誠：以轉換成本與品牌承諾為中介
(Brand Loyalty of Stationery Lovers: The Mediating Effect of Switching Costs and Brand Commitment)

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摘要(中)

近年來文具市場蓬勃發展，不只被稱作「文具控」的文具喜愛者逐漸增加，文具市場的規模也隨之逐年增加。為了深入了解文具控對文具品牌的忠誠動機，本研究以依戀與品牌創新性作為動機因素，並以轉換成本與品牌承諾作為中介要素，討論其對品牌忠誠的影響效果。本研究以文具控作為調查對象，共回收 700 份問卷，有效問卷共 472 份，有效問卷回收率為67.42%，並以結構方程式進行數據分析與驗證。實證結果顯示，信任與滿意對品牌忠誠有直接的正向顯著關係；信任、滿意與品牌創新性透過轉換成本與情感承諾對品牌忠誠有間接的正向顯著關係；情感承諾與持續承諾對品牌忠誠有正向顯著關係，且情感承諾比持續承諾對品牌忠誠有更強烈的影響力。

摘要(英)

Stationery market ¬is flourishing in recent years. Not only stationery lovers but also the scale of the market is increasing. To know the drivers by which stationery lovers are loyal to specific stationery brand, this study develops an explanatory model to explain how attachment and brand innovativensess affect consumer’s brand loyalty toward stationery brands. In addition, this study combines switching costs and brand commitment in to the model to examine their mediating effects.
This study collected 700 samples in total by online questionnaires and final usable samples were 472 (67.42%). This study analyzes the data by structural equation modeling. The findings indicate that attachment have direct effect on brand loyalty. The study also finds that attachment and brand innovativeness have indirect effect on brand loyalty mediated by switching costs and brand commitment. In addition, the results demonstrate that affective commitment has stronger effect on brand loyalty than continuance commitment does.

關鍵字(中)

★ 依戀
★ 品牌創新性
★ 轉換成本
★ 品牌承諾
★ 品牌忠誠
★ 文具控

關鍵字(英)

★ Attachment
★ Brand innovativeness
★ Switching costs
★ Brand commitment
★ Brand loyalty
★ Stationery lovers

論文目次

摘要 1
ABSTRACT 2
致謝 3
目錄 4
表目錄 6
圖目錄 7
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 5
第三節研究流程 6
第二章文獻探討 7
第一節依戀 7
第二節品牌創新性 9
第三節轉換成本 10
第四節品牌承諾 13
第五節品牌忠誠 15
第三章研究架構與研究設計 17
第一節研究架構 17
第二節研究假設 18
一、依戀與轉換成本之關係 18
二、品牌創新性與轉換成本之關係 19
三、轉換成本與品牌承諾之關係 20
四、品牌承諾與品牌忠誠之關係 21
五、依戀與品牌忠誠之關係 21
六、品牌創新性與品牌忠誠的關係 23
第三節研究變數操作型定義及問項設計 24
第四節研究對象與資料蒐集 27
第五節資料分析方法 28
第四章資料分析與研究驗證 34
第一節樣本基本資料分析 34
第二節研究變數敘述統計 38
第三節信效度分析 40
一、信度分析 40
二、效度分析 40
第四節結構模型之路徑分析 43
一、研究結構模型之配適度檢定 43
二、路徑分析結果 44
第五章結論與建議 47
第一節結果討論 47
一、依戀對轉換成本之影響 47
二、品牌創新性對轉換成本之影響 48
三、轉換成本對品牌承諾之影響 48
四、品牌承諾對品牌忠誠之影響 49
五、依戀對品牌忠誠之顯著影響 50
六、品牌創新性對品牌忠誠之顯著影響 50
七、轉換成本與品牌承諾之中介效果 51
第二節研究意涵 51
一、理論面 51
二、實務面 52
第三節研究限制與建議 55
參考文獻 56
附錄一問卷 74

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2019-4-11

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