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博碩士論文 etd-0506120-223408 詳細資訊
Title page for etd-0506120-223408
論文名稱
Title
個人消費品牌信任度調查
The Brand Trust Survey Study for Consumer Brands
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
106
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2020-05-20
繳交日期
Date of Submission
2020-06-06
關鍵字
Keywords
個人消費品、企業社會責任、品牌信任、價值信任、功能信任、關係信任
brand trust, value trust, functional trust, relationship trust, corporation social responsibility, consumer goods
統計
Statistics
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中文摘要
為了解台灣個人消費品行業之品牌信任度,製作年度排名,並探尋人口統計數據與品牌信任之間的聯繫。本文採用Peter B. Gustavson商學院品牌信任度模型,對40個台灣個人消費品品牌進行問卷調查,線上收集了2010份來自18歲以上台灣居民的有效回覆,使用SPSS、Mplus進行統計分析。
研究結果顯示,功能信任及關係信任對品牌信任有正向影響關係;年齡與品牌信任呈現正向關係,且不同年齡層的群體其信任程度具有顯著差異;男性的品牌信任高於女性,消費者性別與品牌具有的性別特征相符時,品牌信任度較高;居住地人口介於10萬至100萬的人群其品牌信任度高於居住地人口大於100萬的人群;家庭年收入與品牌信任呈現正向關係。此外,本文認為民眾收入水平較低以及東亞的謙遜文化,可能是企業社會責任對品牌信任的影響在台灣不顯著的主要原因。最後本文對捷安特與星巴克在品牌信任的優異表現進行了個案分析。
Abstract
The purpose of the study is to measure and rank the brand trust of consumer goods sector in Taiwan and try to explore the link between demographic and brand trust. Based on the brand trust model of Peter B. Gustavson School of Business, online questionnaires was created and aimed to 40 brands in consumer goods sector. 2010 valid samples from age over 18 years Taiwan resident were collected. Data analysis is conducted using SPSS and Mplus.
The result revealed that functional trust and relationship trust has positive effects on brand trust. Different age groups have significant differences in trust. The brand trust of males was higher than females. The more corresponding between consumer gender and brand’s gender characteristics is, the more trust builds. The people who lived in a place with a population of between 10 thousands and 1 million have a higher brand trust than those with a population of more than 1 million. Household income can positive impacted brand trust. Besides, we analyzed the possible factors of less significant between corporation social responsibility (CSR) and brand trust, and attribute to the low levels of income and humble culture of East Asia. At the end, the relevant case analysis to GIANT and Starbucks were made in view of the high performance of brand trust.
目次 Table of Contents
論文審定書 i
中文摘要 ii
英文摘要 iii
致謝 iv
目錄 v
圖次 viii
表次 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究範圍 2
1.4 研究流程 3

第二章 文獻探討 4
2.1 品牌信任 4
2.2 價值信任 7
2.3 功能信任 8
2.4 關係信任 9
2.5 口碑推薦 9
2.6 小結 10

第三章 研究設計 11
3.1 受訪對象 11
3.2 品牌選擇 11
3.3 模型與問卷 13
3.4 資料收集方法 15
3.5 統計分析方法 15
3.6 前測 16
3.6.1 第一次前測 16
3.6.2 第二次前測 16

第四章 統計分析 18
4.1 描述性統計分析 18
4.1.1 樣本描述性統計分析 19
4.1.2 變量描述性統計分析 21
4.2 信度檢驗 22
4.3 效度檢驗 23
4.3.1 內容效度 23
4.3.2 結構效度 23
4.3.2.1 區分效度 23
4.3.2.1 收斂效度 23
4.4 相關程度 24
4.5 多元回歸分析 24
4.6 結構方程模型分析 25
4.6.1 適配指標分析 25
4.6.2 路徑分析 26
4.7 小樣本驗證 28

第五章 分析與討論 32
5.1 品牌熟悉度 32
5.2 品牌信任度調查結果 34
5.3 年齡對信任之影響 38
5.4 性別對信任之影響 43
5.5 居住地對信任之影響 47
5.6 家庭年收入對信任之影響 52
5.7 「價值信任度」與「品牌信任度」呈現負相關的原因分析 55
5.8 部分品牌之個案分析 60
5.8.1 捷安特 60
5.8.1.1 品牌與公司簡介 60
5.8.1.2 價值信任度之成因探討 61
5.8.1.3 功能信任度之成因探討 62
5.8.2 星巴克 63
5.8.2.1 品牌與公司簡介 63
5.8.1.2 關係信任度之成因探討 63

第六章 結論與展望 65
6.1 結論與貢獻 65
6.2 局限性與展望 66

參考文獻 67
附表 74
附錄 89
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