| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh Shen | en_US |
| dc.contributor.author (作者) | 楊育華 | zh_TW |
| dc.contributor.author (作者) | 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 | 11-十月-2011 16:48:45 (UTC+8) | - |
| dc.date.available | 11-十月-2011 16:48:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-十月-2011 16:48:45 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
| dc.relation.reference (參考文獻) | 中文資料： | zh_TW |
| dc.relation.reference (參考文獻) | 資策會MIC經濟部ITIS計畫，2008資訊服務產業年鑑。 | zh_TW |
| dc.relation.reference (參考文獻) | 中文書目： | zh_TW |
| dc.relation.reference (參考文獻) | 邱志聖，策略行銷分析-架構與實務運用，二版，智勝文化，民國九十五年。 | zh_TW |
| dc.relation.reference (參考文獻) | 中文文獻： | zh_TW |
| dc.relation.reference (參考文獻) | 盧韋芊，由實體通路搜尋到虛擬通路購物知消費者道德觀與態度之研究，政治大學國際貿易研究所未出版碩士論文，民國九十六年。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃珮婷 ，顧客滿意度與顧客忠誠度之關係－交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十八年。 | zh_TW |
| dc.relation.reference (參考文獻) | 莊旻潔，消費者專屬資產量表之發展與應用，政治大學國際貿易研究所未出版博士論文，民國九十八年。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文文獻： | zh_TW |
| dc.relation.reference (參考文獻) | Anderson, E. W., & 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) | Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12. | zh_TW |
| dc.relation.reference (參考文獻) | Bitner, M. J. (1990). Evaluating Service Encounters: The Effects Of Physical Surr. Journal of Marketing, 54(2), 69. | zh_TW |
| dc.relation.reference (參考文獻) | Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95-108. | zh_TW |
| dc.relation.reference (參考文獻) | Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93. | zh_TW |
| dc.relation.reference (參考文獻) | Chiang, K.-P., & Dholakia, R. R. (2003). Factors Driving Consumer Intention to Shop Online: An Empirical Investigation. Journal of Consumer Psychology, 13(1/2), 177-183. | zh_TW |
| dc.relation.reference (參考文獻) | Chiou, J.-S., & Droge, C. (2006). Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework. Journal of the Academy of Marketing Science, 34(4), 613-627. | zh_TW |
| dc.relation.reference (參考文獻) | Churchill, G. A. J., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research 19(4), 491-504. | zh_TW |
| dc.relation.reference (參考文獻) | Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Academy of Marketing Science 22, 99-113. | zh_TW |
| dc.relation.reference (參考文獻) | Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1. | zh_TW |
| dc.relation.reference (參考文獻) | Goersch, D. (2002). Multi Channel Integration and its Implications for Retail Web Sites. Paper presented at the European Conference on Information Systems, Gdansk, Poland. | zh_TW |
| dc.relation.reference (參考文獻) | Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer`s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. | zh_TW |
| dc.relation.reference (參考文獻) | Heijden, H. v. d., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41. | zh_TW |
| dc.relation.reference (參考文獻) | Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 14(2), 147. | zh_TW |
| dc.relation.reference (參考文獻) | Kim, M. A. J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106. | zh_TW |
| dc.relation.reference (參考文獻) | Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 102(2), 375-394. | zh_TW |
| dc.relation.reference (參考文獻) | Levin, A. M., Levin, I. P., & Heath, C. E. (2003). Product category dependent consumer preferences for online and offline shopping features and their influence on multi-channel retail alliances. Journal of Electronic Commerce Research, 4(3), 85-92 | zh_TW |
| dc.relation.reference (參考文獻) | Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448. | zh_TW |
| dc.relation.reference (參考文獻) | Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29, 314-328. | zh_TW |
| dc.relation.reference (參考文獻) | Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research 10(4), 404-409. | zh_TW |
| dc.relation.reference (參考文獻) | Prasarnphanich, P., & Gillenson, M. L. (2003). The Hybrid Clicks and Bricks Business Model. Communications of the ACM, 46(12), 178-185. | zh_TW |
| dc.relation.reference (參考文獻) | Rangaswamy, A., & Bruggen, G. H. V. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing, 19(2). | zh_TW |
| dc.relation.reference (參考文獻) | Saeed, K. A., Grover, V., & Yujong, H. (2003). Creating Synergy with a Clicks and Mortar Approach. Communications of the ACM, 46(12), 206-211. | zh_TW |
| dc.relation.reference (參考文獻) | Stauss, B., Chojnacki, K., Decker, A., & Hoffmann, F. (2001). Retention effects of a customer club. International Journal of Service Industry Management, 12(1), 7-19. | zh_TW |
| dc.relation.reference (參考文獻) | Steinfield, C., Bouwman, H., & Adelaar, T. (2002). The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies. International Journal of Electronic Commerce, 7, 93. | zh_TW |
| dc.relation.reference (參考文獻) | Steinfield, C., & Whitten, P. (1999). Community Level Socio-Economic Impacts of Electronic Commerce. Journal of Computer-Mediated Communication, 5(2). | zh_TW |
| dc.relation.reference (參考文獻) | Tellis, G. J. (1988). Advertising Exposure, Loyalty, and Brand Purchase: a Two-St. Journal of Marketing Research, 25(2), 134. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1985). The Economic Institutions of Capitalism: Firms, Market, Relational Contracting NY:The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, O. E. (1991). Comparative Economic Organization: The Analysis of Discrete Structural Alternatives Administrative Science Quarterly 36(2), 269-296 | zh_TW |
