| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 林雯晴 | zh_TW |
| dc.creator (作者) | 林雯晴 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:06:44 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:06:44 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:06:44 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090351017 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35080 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 90351017 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 論文摘要內容 近年來航空業的競爭愈來愈激烈，各航空公司都極力想要以差異化的形象爭取更多消費者的關注，因此有部分業者藉由和餐廳或飯店合作推出特製餐點以吸引消費者，此種行銷手法是所謂的「成分品牌化」（Ingredient Branding），主品牌藉由成分品牌的品牌聲譽或形象來提昇消費者對主品牌之態度。過去研究成分品牌化主要著重在製造業，在服務業的部分不曾有過相關研究，因此本研究特別就針對服務業中的航空公司作成分品牌化之研究。 在本研究中主品牌為航空公司而成份品牌為飯店，欲探討兩者品牌形象契合度及飯店品牌來源國對消費者的態度會有何種影響？在品牌形象方面共區分為功能性和符號性兩種，而品牌來源國則有國際品牌和台灣品牌之分，利用實驗設計方式列出八種實驗組合，以衡量從事成分品牌化後，消費者對主品牌的態度是否有所變化。 從研究結果中發現，在從事成分品牌化時，當主品牌和成分品牌的形象一致，消費者對主品牌的態度會較高；若兩者形象不一致時，當組合為符號性—功能性時，消費者對主品牌的態度會高於功能性—符號性組合。另外成分品牌來源國也會影響消費者對主品牌的態度，消費者較偏好國際品牌。不過本研究發現航空公司推行成分品牌化對消費者態度中的認知和情感部分有顯著影響存在，但對購買意願沒有明顯效果，主要是因為機上餐飲部分並非消費者選擇航空公司時的首要關鍵因素。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論………………………………………..1第一節 研究動機…………………………………………………1第二節 研究目的…………………………………………………2第三節 研究流程…………………………………………………3第二章 文獻探討…………………………………..4第一節 品牌與品牌形象…………………………………………4第二節 成分品牌化………………………………………………7第三節 來源國形象……………………………………………...12第四節 消費者態度……………………………………………...16第五節 研究架構………………………………………………...24第六節 研究假設………………………………………………...25第三章 研究方法…………………………………..32第一節 實驗設計…………………………………………………32第二節 變數定義與衡量…………………………………………36第三節 問卷設計與抽樣方法……………………………………41第四節 資料分析方法……………………………………………43第四章 研究結果…………………………………..45第一節 樣本結構………………………………………………...45第二節 變數操弄檢查…………………………………………...47第三節 消費者態度之分析……………………………………...51第四節 假設驗證………………………………………………...75第五章 研究結論與建議…………………………..83第一節 研究結論………………………………………………...85第二節 研究建議………………………………………………...90第三節 研究限制………………………………………………...92第四節 後續研究建議…………………………………………...92參考文獻…………………………………………………………...93附錄一：預試問卷附錄二：正式問卷 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090351017 | en_US |
| dc.subject (關鍵詞) | 成分品牌化 | zh_TW |
| dc.subject (關鍵詞) | 品牌形象 | zh_TW |
| dc.subject (關鍵詞) | 來源國形象 | zh_TW |
| dc.subject (關鍵詞) | 消費者態度 | zh_TW |
| dc.title (題名) | 航空公司成分品牌化之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 參考文獻 | zh_TW |
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