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題名 台灣「MIT微笑」共同標章知覺品質,知覺價值與購買意願,滿意度關係之研究
A study of the relationship among perceived quality,perceived value, customer satisfaction and purchase intention of the joined brand “MIT”
作者 黃琇盈
貢獻者 祝鳳岡
黃琇盈
關鍵詞 MIT微笑標章
知覺品質
知覺價值
品牌接觸點
日期 2010
上傳時間 29-Sep-2011 16:25:41 (UTC+8)
摘要 因應全球經濟貿易自由化趨勢,政府近來積極推動ECFA(兩岸經濟合作架構協議Economic Cooperation Framework Agreement),隨著雙邊貿易自由化,陸製產品的廉價優勢對台灣產業、內需市場帶來經濟衝擊,為此經濟部針對弱勢產業擬定強化輔導措施,規劃並協助國內產業推動台灣「MIT微笑」標章,藉由標章推動,使台灣人民加強對台製產品的辨識、認同與支持。
由於台灣現階段認證標章多以產業各自發展認證機制,消費者在辨識上呈現零散狀態缺乏統合辨識。因此透過台灣「MIT微笑」標章的推動,有助於整合各產業標章,達到消費者一致性辨識效果。本研究由品牌觀點切入,從消費者端出發,藉由質化與量化之研究方法,透過問卷調查及深度訪談方式,了解消費者對台灣「MIT微笑」標章的知覺品質、知覺價值,及如何影響其購買意圖及滿意度。另外本研究也加入品牌接觸點的概念,了解消費者品牌接觸歷程,以期提出有效的台灣「MIT微笑」標章推廣策略。
研究結果發現,知覺品質、知覺價對購買意願及滿意度皆有正向顯著的影響,其中知覺價值較知覺品質有更高的影響力,消費者偏好MIT標章產品乃在於其在知覺品質中提供的耐久、可靠進一步形塑安全感、品質保障等情感價值、品質功能與價格功能而影響購買意願,社會認同價值在實際購買行為上則作用不大。另外研究也發現,現階段MIT標章推廣面臨的問題在於消費者對於MIT標章的辨識模糊、認知薄弱因此滿意度低,縱使消費者有超過八成的購買意願及偏好度,但在未能正確辨識之下MIT標章所發揮的功能便十分有限,因此本研究以促進消費者認知深度與廣度出發提出MIT標章行銷推廣建議。
參考文獻 中文部分
甘美玲(2005),《知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證》,國立成功大學高階管理碩士專班論文。
林欣穎(2005),《食品安全認證標章之經濟效益分析 ─以我國「CAS」、「好畜圃」為例》,國立台灣大學農業經濟學研究所碩士論文。
林憲卿(2003),《商品標示、知覺品質與參考價格對消費者購買行為之影響》,南華大學科學管理研究所碩士論文。
黃璋如(2004),<先進國家有機農產品的標章與標示>,《農政與農情》,139,75-80。
張靜雯(2005),《證明標章之理論與實踐的研究》,世新大學法律學研究所碩士論文。
沈孝思(2005),《品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例》,國立成功大學高階管理碩士專班論文。
游柄龍(2007),《農產品標章的認知、信任度與態度對消費者購買行為影響之研究》,屏東科技大學農企業管理系所碩士論文。
劉朝銘(2002),《認知風險、涉入、品質與價值關係之研究──以網路商店為例》,國立台灣大學資訊管理研究所碩士論文。
謝佩瑜(2009),《節能標章品牌效應與產品價差之探究》,南華大學環境管理研究所碩士論文。
中華經濟研究院(2009),兩岸簽署ECFA之影響評估報告。
中華民國經濟部(2009),兩岸經濟合作架構協議(ECFA)構想及推動重點。
台灣創意設計中心(2009),台灣製產品設計標章修改設計提案。
英文部分
Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.
Aaker, David A.(1996)..Building Strong Brand , New York : Free Press.
Alan Mitchill(2006).” Touchpoints a Sore Point for Consumers in need of Delight,”Marketing Week.
Anderson, E. W. and Sullivan, M. W.(1993). “The antecedents and consequences of customer satisfaction for firms,” Marketing Science,12(2), 125-143.
Bagozzi and Burnkrant (1979). “Attitude organization and the attitude-behavior relationship,” Journal of Personality and Social Psychology, 37( 6), 913-929.
Banerjee, A. & Solomon, B. D. (2003). “Eco-labeling for energy efficiency and sustainability: a meta-evaluation of US programs,” Energy Policy, 31, 109-123
Bearden, W. and Shrimp, T.
-1982a. “The Use of Extrinsic Cues to Facilitate Product Adoption,” The Journal of Marketing Research ,29.
-1982b. “Warranty and Other Extrinsic Cue Effects on Consumer Risk Perceptions,” Journal of Consumer Research ,9, 38-46.
Boris Snoj, Aleksandra Pisnik Korda, Damijan Mumel(2004).”The Relationship Among Perceived Quality,Perceived risk and Perceived Product Value,” The Journal of Product and Brand Management,13.
Brady, M. K., & Cronin, J. J. (2001). “Customer Orientation : Effects on Customer Service Perceptions and Outcome Behaviors,” Journal of Service Research, 3(3), 241-251.
Bredahl, L., Brunso, K., & Grunert, K. G. (2004). “Consumer Perception of Meat Quality and Implications for product development in the meat sector-A reviews,” Meat Science, 66,259-272.
Bhuian, S. N. (1997). “Marketing Cues and Perceived Quality: Perceptionsof Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K.and France,” Journal of Quality Management, 2(2), 217-235.
Carol A. Reeves, & David A. Bednar (1994).”Defining Quality: Alternatives and Implications,”Academy of Management Review,19(3), 419-445.
Churchill, G. A., & Surprenant, C. (1982). “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19, 133-147.
Cox, (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University.
Cronin, J.J., Brady, M.K. and Hult, G.T.M.(2000).“Assessing the Effect of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing,76 (2), 193-218.
Davis, S.M., and M. Dunn, (2002). Building the Brand-Driven Business-Operationalization Your Brand to Drive Profitable Growth. John Wiley & Sons, Inc.
Dodds, William B., Kent B. Monroe and Dhruv Grewal(1991). “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research, 28, 307-319.
Erevelles, S. Roy, A. and Vargo, S. L. (1999). “The Use of Price and Warranty Cues in Product Evaluation: A Comparison of U. S. and Hong Kong Consumers,” Journal of International Consumer Marketing, 11(3), 67-91.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and be-havior: An introduction to theory and research. Addison-Wesley Publishing Co.
Garvin, David A. (1984).” What does product quality really means, “ Sloan Management Review, 26, 25-43.
Garvin, David A.(1987), “Quality on the Line,”Harvard Business Review, 61,65-73.
Golan, Kuchler and Mitchell(2001).“Economics of food Labling” Journal of consumer policy,24(2),117-84.
Grewal, Dhruv and R. Krishnan (1998).“The Effects of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions, ” Journal of Retailing, 74(3), 331-352.
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Jacoby J and J. C. Olson (1972) “Cue Utilization in the Quality Preception Process”, in Proceeding of the Third Annual Conference of the Association For Consumer Research, 167-179.
Monroe, Kent B. and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluations,”,in Perceived Quality, MA Lexington Books, 209-232.
Olsavsky, Richard W.(1985), “Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective”, in Perceived Quality, MA: Lexington Books, 3-29.
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Oliver, R. L. (1980). “A cognitive model of the antecedents and conse-quences of satisfaction decision,” Journal of Marketing Research, 17, 460-469.
Jones, T. O. & Sasser, W. E. (1995). “Why satisfied Customers Defect,” Harvard Business Review, 73, 88-99.
Kotler(1999).Kotler on Marketing, New York : Free Press.
Karl Albrecht (1992).The Only Thing That Matters, New York : Harper Collins Publishers.
Spreng, Richard A.,MacKenzie, Scott B., and Olshavsky, Richard W. ”A reexamination of the determinants of consumer satisfaction,” Journal of Marketing, 60(3).
Steenkamp, Jan-Benedict E.M.(1990), “Conceptual Model of the Quality Perception Process,” Journal of Business Research , 21,309-333.
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-1991a. “Consumption Values and Market Choice”.Cincinnati, Ohio: South Western Publishing
-1991b. “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, 22, 159–170.
Singh, J. (1991). “Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery,” Journal of Academy of Marketing Sciences, 19, 223-234.
Schmidt, J. B., and R. A. Spreng (1996). “A Proposed Model Of External Consumer Information Search,” Journal of Academy Of Marketing Science, 24( 3), 246-256.
Stum & Thiry. (1991).“Building Customer Loyalty,” Trainning and Development Journal, April, 34-36.
Sweeney, J.C., Soutar, G.N. (2001). “Consumer perceived value: The development of a multiple item scale,” Journal of Retailing. 77( 2).

Richard Thaler, (1985). “Mental Accounting and Consumer Choice,“ Marketing Science, l4(3),199-214.
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A.Parasuraman, Valarie A.Zeitham, & Leonard L. Berry.(1985).”A conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing ,49,41-50.
Zeithaml, Valarie A.(1988). “Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis of Evidence,” Journal of Marketing,(52), 2-22.
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描述 碩士
國立政治大學
廣告研究所
97452006
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0974520061
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 黃琇盈zh_TW
dc.creator (作者) 黃琇盈zh_TW
dc.date (日期) 2010en_US
dc.date.accessioned 29-Sep-2011 16:25:41 (UTC+8)-
dc.date.available 29-Sep-2011 16:25:41 (UTC+8)-
dc.date.issued (上傳時間) 29-Sep-2011 16:25:41 (UTC+8)-
dc.identifier (Other Identifiers) G0974520061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/50713-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 97452006zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 因應全球經濟貿易自由化趨勢,政府近來積極推動ECFA(兩岸經濟合作架構協議Economic Cooperation Framework Agreement),隨著雙邊貿易自由化,陸製產品的廉價優勢對台灣產業、內需市場帶來經濟衝擊,為此經濟部針對弱勢產業擬定強化輔導措施,規劃並協助國內產業推動台灣「MIT微笑」標章,藉由標章推動,使台灣人民加強對台製產品的辨識、認同與支持。
由於台灣現階段認證標章多以產業各自發展認證機制,消費者在辨識上呈現零散狀態缺乏統合辨識。因此透過台灣「MIT微笑」標章的推動,有助於整合各產業標章,達到消費者一致性辨識效果。本研究由品牌觀點切入,從消費者端出發,藉由質化與量化之研究方法,透過問卷調查及深度訪談方式,了解消費者對台灣「MIT微笑」標章的知覺品質、知覺價值,及如何影響其購買意圖及滿意度。另外本研究也加入品牌接觸點的概念,了解消費者品牌接觸歷程,以期提出有效的台灣「MIT微笑」標章推廣策略。
研究結果發現,知覺品質、知覺價對購買意願及滿意度皆有正向顯著的影響,其中知覺價值較知覺品質有更高的影響力,消費者偏好MIT標章產品乃在於其在知覺品質中提供的耐久、可靠進一步形塑安全感、品質保障等情感價值、品質功能與價格功能而影響購買意願,社會認同價值在實際購買行為上則作用不大。另外研究也發現,現階段MIT標章推廣面臨的問題在於消費者對於MIT標章的辨識模糊、認知薄弱因此滿意度低,縱使消費者有超過八成的購買意願及偏好度,但在未能正確辨識之下MIT標章所發揮的功能便十分有限,因此本研究以促進消費者認知深度與廣度出發提出MIT標章行銷推廣建議。
zh_TW
dc.description.tableofcontents 第一章 緒論
第一節 研究背景……………………………………………1
第二節 研究動機……………………………………………4
第三節 研究問題與目的……………………………………5

第二章 文獻回顧
第一節 台灣標章研究………………………………………6
第二節 知覺品質……………………………………………11
第三節 知覺價值……………………………………………21
第四節 購買意願與滿意度…………………………………27
第五節 知覺品質、知覺價值與購買意圖、滿意度關係…30

第三章 研究方法
第一節 研究架構……………………………………………34
第二節 研究與假設變項……………………………………35
第三節 研究對象與樣本選取………………………………39

第四章 資料分析與統計
第一節 樣本結構……………………………………………42
第二節 因素分析與信度檢驗………………………………51
第三節 假設驗證……………………………………………55
第四節 深度訪談……………………………………………65
第五節 小結…………………………………………………78

第五章 結論
第一節 結論…………………………………………………81
第二節 研究建議……………………………………………84
第三節 研究限制與未來研究建議…………………………86

參考文獻………………………………………………………………………87
附件一:研究問卷……………………………………………………………93
附件二:訪談記錄……………………………………………………………99
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0974520061en_US
dc.subject (關鍵詞) MIT微笑標章zh_TW
dc.subject (關鍵詞) 知覺品質zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 品牌接觸點zh_TW
dc.title (題名) 台灣「MIT微笑」共同標章知覺品質,知覺價值與購買意願,滿意度關係之研究zh_TW
dc.title (題名) A study of the relationship among perceived quality,perceived value, customer satisfaction and purchase intention of the joined brand “MIT”en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 甘美玲(2005),《知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證》,國立成功大學高階管理碩士專班論文。zh_TW
dc.relation.reference (參考文獻) 林欣穎(2005),《食品安全認證標章之經濟效益分析 ─以我國「CAS」、「好畜圃」為例》,國立台灣大學農業經濟學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 林憲卿(2003),《商品標示、知覺品質與參考價格對消費者購買行為之影響》,南華大學科學管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 黃璋如(2004),<先進國家有機農產品的標章與標示>,《農政與農情》,139,75-80。zh_TW
dc.relation.reference (參考文獻) 張靜雯(2005),《證明標章之理論與實踐的研究》,世新大學法律學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 沈孝思(2005),《品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例》,國立成功大學高階管理碩士專班論文。zh_TW
dc.relation.reference (參考文獻) 游柄龍(2007),《農產品標章的認知、信任度與態度對消費者購買行為影響之研究》,屏東科技大學農企業管理系所碩士論文。zh_TW
dc.relation.reference (參考文獻) 劉朝銘(2002),《認知風險、涉入、品質與價值關係之研究──以網路商店為例》,國立台灣大學資訊管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 謝佩瑜(2009),《節能標章品牌效應與產品價差之探究》,南華大學環境管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 中華經濟研究院(2009),兩岸簽署ECFA之影響評估報告。zh_TW
dc.relation.reference (參考文獻) 中華民國經濟部(2009),兩岸經濟合作架構協議(ECFA)構想及推動重點。zh_TW
dc.relation.reference (參考文獻) 台灣創意設計中心(2009),台灣製產品設計標章修改設計提案。zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.zh_TW
dc.relation.reference (參考文獻) Aaker, David A.(1996)..Building Strong Brand , New York : Free Press.zh_TW
dc.relation.reference (參考文獻) Alan Mitchill(2006).” Touchpoints a Sore Point for Consumers in need of Delight,”Marketing Week.zh_TW
dc.relation.reference (參考文獻) Anderson, E. W. and Sullivan, M. W.(1993). “The antecedents and consequences of customer satisfaction for firms,” Marketing Science,12(2), 125-143.zh_TW
dc.relation.reference (參考文獻) Bagozzi and Burnkrant (1979). “Attitude organization and the attitude-behavior relationship,” Journal of Personality and Social Psychology, 37( 6), 913-929.zh_TW
dc.relation.reference (參考文獻) Banerjee, A. & Solomon, B. D. (2003). “Eco-labeling for energy efficiency and sustainability: a meta-evaluation of US programs,” Energy Policy, 31, 109-123zh_TW
dc.relation.reference (參考文獻) Bearden, W. and Shrimp, T.zh_TW
dc.relation.reference (參考文獻) -1982a. “The Use of Extrinsic Cues to Facilitate Product Adoption,” The Journal of Marketing Research ,29.zh_TW
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