忠誠度方案刺激類型對消費者品牌忠誠度之影響

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李佩芬(Pei-Fen Li) 查詢紙本館藏

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忠誠度方案刺激類型對消費者品牌忠誠度之影響
(The study of the type of loyalty programs' stimulate consumers' brand loyalty)

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摘要(中)

忠誠度方案(Loyalty Programs, LPs)行之已久，且廣泛應用於各種產業中。時至今日，網際網路已成為跨國界、文化、語言的溝通媒體。藉由網路廣告來提供忠誠度方案刺激，使業者能以低成本的方式提供給消費者更多的訊息。本研究整理過去相關文獻，探討影響品牌忠誠度之重要因素，並利用線上廣告告知消費者忠誠度方案訊息，以求進一步了解這些因素呈現於網路上對消費者的品牌忠誠度是否仍有影響。
本研究探討忠誠度方案刺激的提示相容性、有形無形性，及廣告重複次數對消費者品牌忠誠度的影響；產品知識對忠誠度的干擾影響；以及品牌聯想所扮演的中介變數的角色。以實驗室實驗法模擬網路廣告展露情境，並從中操弄上述各變數，研究發現：
1. 忠誠度方案的提示相容性對消費者的品牌聯想連結有顯著影響。
2. 忠誠度方案的有形無形性對消費者的品牌聯想連結有顯著影響。
3. 忠誠度方案的提示相容性*有形無形性對消費者的品牌聯想連結有顯著影響。
4. 品牌聯想連結對消費者的品牌忠誠度(廣告態度、品牌態度、購買意圖)有顯著影響。
5. 忠誠度方案的刺激會透過品牌聯想連結影響消費者的品牌忠誠度。

關鍵字(中)

★ 品牌聯想
★ 重複
★ 產品知識
★ 網路廣告
★ 忠誠度方案
★ 品牌忠誠度

關鍵字(英)

★ loyalty programs
★ product knowledge
★ brand loyalty
★ brand association
★ repeat
★ on line advertising

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究程序 4
第二章文獻探討 6
第一節廣告相關文獻探討 6
第二節涉入程度相關文獻探討 19
第三節產品知識相關文獻探討 24
第四節品牌聯想相關文獻探討 29
第五節品牌忠誠度相關文獻探討 35
第三章研究方法 45
第一節研究架構 45
第二節研究假說 46
第三節變項的定義與操作化 50
第四節研究對象 57
第五節研究設計 58
第四章資料分析 67
第一節樣本基本資料分析 67
第二節效度與信度檢測 70
第三節變異數分析基本假設檢定 75
第四節假說檢定 84
第五節假說驗證結果 110
第五章結論與建議 112
第一節研究結論 112
第二節管理實務建議 116
第三節研究限制 118
第四節未來研究方向 119
參考文獻 120
一、中文部分 120
二、英文部分 120
附錄一：前測一問卷 133
附錄二：前測二問卷 135
附錄三：前測三問卷 140
附錄四：常態性檢定Q-Q圖 143
附錄五：實驗網站畫面 158

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指導教授

李小梅(Shau-Mei Li)

審核日期

2004-6-14

推文