| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (作者) | 黃琇盈 | zh_TW |
| dc.creator (作者) | 黃琇盈 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-九月-2011 16:25:41 (UTC+8) | - |
| dc.date.available | 29-九月-2011 16:25:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-九月-2011 16:25:41 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0974520061 | en_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) | 97452006 | zh_TW |
| dc.description (描述) | 99 | zh_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/#G0974520061 | en_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) | thesis | en |
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