| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh Shen | en_US |
| dc.contributor.author (Authors) | 楊育華 | zh_TW |
| dc.contributor.author (Authors) | Yang, Yu Hua | en_US |
| dc.creator (作者) | 楊育華 | zh_TW |
| dc.creator (作者) | Yang, Yu Hua | en_US |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 11-Oct-2011 16:48:45 (UTC+8) | - |
| dc.date.available | 11-Oct-2011 16:48:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Oct-2011 16:48:45 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097355045 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51547 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 97355045 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 許多學者紛紛提出專屬資產對品牌忠誠度的影響，本研究主要想探討不同的專屬資產種對品牌忠誠度的影響。其中將專屬資產種類分為：特有使用知識專屬資產；特有實體設備、軟體或服務專屬資產；忠誠客戶優惠專屬資產；無形專屬資產；心理層面認同專屬資產；特有無形社會壓力專屬資產。 隨著網路普及，網路也漸漸改變我們的購物模式。近年來許多廠商紛紛採用多重通路的模式以增加其效益，而消費者也依本身偏好利用不同通路進行產品資訊蒐集及交易等行為。因此本研究的另一主軸為專屬資產種類將如何影響消費者對品牌之官方網站的購物態度及購物意願，又此對官方網站的購物態度將如何影響消費者之多重通路購物意願。本研究以百貨公司專櫃化妝品為例，探討專櫃品牌和消費者所建立的專屬資產種類會如何影響消費者之品牌忠誠度及對官方網站的購物態度、購物意願，以及對官方網站的購物態度又會如何影響其在百貨專櫃及在官方網站的購物意願。 研究結果發現，特有使用知識專屬資產、特有實體設備、軟體或服務專屬資產、忠誠客戶優惠專屬資產、無形專屬資產、心理層面認同專屬資產都和品牌忠誠度呈正相關，唯特有的無形社會壓力專屬資產對品牌忠誠度無顯著相關。而其中僅忠誠客戶優惠專屬資產對官方網站的購買意願呈負相關。對官方網站的購物態度則和在官網蒐集資訊在專櫃購買、在專櫃試用在官網購買、在官網蒐集資訊在官網購買皆呈現正相關，表示對官網的購物態度愈正面，愈可能透過官網進行資訊蒐集或購買之行為。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 第一節 研究動機 第二節 研究目的 第三節 研究流程第二章 文獻探討 5 第一節 專屬資產與品牌忠誠度 第二節 品牌忠誠度 第三節 網路購買態度與網路購買意願 第四節 多重通路 第五節 控制變數(整體滿意度、品牌信任、品牌情感)第三章 研究方法 25 第一節 研究架構 第二節 各項變數的定義與衡量 第三節 抽樣方法與問卷設計 第四節 資料分析方法第四章 研究結果 34 第一節 樣本結構 第二節 實證結果 第三節 討論第五章 結論與建議 55 第一節 研究結論 第二節 實務上的建議 第三節 研究限制 第四節未來研究建議參考資料 61附錄：問卷 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097355045 | en_US |
| dc.subject (關鍵詞) | 專屬資產 | zh_TW |
| dc.subject (關鍵詞) | 多重通路 | zh_TW |
| dc.subject (關鍵詞) | 品牌忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 網路購物 | zh_TW |
| dc.subject (關鍵詞) | specific assets | en_US |
| dc.subject (關鍵詞) | multi-channel | en_US |
| dc.subject (關鍵詞) | brand loyalty | en_US |
| dc.title (題名) | 專屬資產種類對忠誠度與多重通路購物行為模式之影響 | zh_TW |
| dc.title (題名) | The study of the impact of specific assets to loyalty and multi-channel environment | en_US |
| dc.type (資料類型) | thesis | en |
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