現代的行銷方式與以前有所不同，若單純依靠產品性能是難以成功的，現代消費者更加重視企業社會責任及顧客關係，因此有許多企業嘗試與消費者建立長期穩定的品牌信任關係，以達到企業穩定發展並提升營利的目的。
為了解2022年的臺灣消費品之品牌信任度，本研究利用Peter B. Gustavson商學院之品牌信任度模型，透過線上發放問卷，對40個臺灣個人消費品相關品牌進行調查，共回收1813份有效問卷，透過排名發現2022年消費者較信任的品牌為百貨批發零售品牌、家電品牌及餐飲品牌，消費者對於軟體品牌或汽車品牌等平時不會密切接觸的品牌信任度較低。
另外，本研究團隊針對台灣市場的品牌信任度研究從2020年開始已執行三年，因此本研究將今年研究結果納入，並對三年研究結果進行統整排名，透過歷年排名發現的重點如下，星巴克歷年皆位於前10名，而今年終於拿下第一；臺灣高鐵從第20名上升至第2名；中華郵政排名從第 19 名上升至第8名；百貨批發零售業品牌、家電品牌歷年皆位於前10名；捷安特排名雖然後退，但在價值信任與功能信任中仍是第一；中華航空與長榮航空2020年時排名不佳，但之後逐漸上升；在前兩年調查中，企業社會責任對品牌信任的影響並不顯著，但在2022年的調查中是顯著的，這可能與COVID-19有關，在疫情的催化下，消費者更加重視品牌是否能負起企業社會責任，若品牌能履行自身的企業社會責任，將提高消費者對品牌的態度，並提升品牌形象。

Modern marketing methods are different from before. It is difficult to succeed if you rely solely on product performance. Modern consumers pay more attention to corporate social responsibility and customer relationships. Therefore, many companies try to establish long-term and stable brand trust relationships with consumers to achieve The purpose of stable development of enterprises and improvement of profits.

To understand the brand trust of Taiwan's consumers in 2022, this study used the brand trust model of the Peter B. Gustavson School of Business to survey 40 Taiwanese personal consumer goods-related brands through online questionnaires. A total of 1813 valid questionnaires were collected. Through the rankings, it is found that in 2022, the most trusted brands by consumers are department store wholesale and retail brands, home appliance brands, and catering brands. Consumers have lower trust in brands such as software brands or automobile brands that they do not usually have close contact with.

In addition, the research team's brand trust research on the Taiwan market has been carried out for three years since 2020. Therefore, this research will include the results of this year's study and conduct a comprehensive ranking of the three-year research results. The critical points found through the rankings over the years are as follows: Starbucks has always been in the top 10 over the years, and this year finally won the first place; Taiwan's high-speed rail rose from 20th to 2nd; Chunghwa Post rose from 19th to 8th; department store wholesale and retail brands, home appliance brands over the years They are all in the top 10; Giant's ranking has fallen back, but it still ranks first in value trust and functional trust; China Airlines and EVA Air ranked poorly in 2020, but have gradually risen since then; The impact of responsibility on brand trust is not significant, but it is substantial in the 2022 survey, which may be related to COVID-19. Under the catalysis of the epidemic, consumers pay more attention to whether brands can take corporate social responsibility. Being able to fulfill its corporate social responsibility will improve consumers' attitudes towards the brand and enhance the brand image.

論文審定書 i

摘要 ii

Abstract iii

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 3
1.4 研究方法與流程 4

第二章 文獻探討 5
2.1 Gustavson Brand Trust Index(GBTI)歷年調查結果 5
2.2 價值信任(Values-based Trust) 6
2.3 功能信任(Functional Trust) 9
2.4 關係信任(Relationship Trust) 11
2.5 品牌信任(Brand Trust) 13
2.6 口碑推薦(Word of mouth) 15
2.7 數位轉型對品牌影響 15

第三章 研究設計 17
3.1 研究對象 17
3.2 品牌選擇 17
3.3 研究模型 20
3.4 研究問卷 21
3.5 資料收集方法 22
3.6 統計分析方法 23

第四章 統計分析 24
4.1 樣本敘述性統計分析 25
4.2 變量敘述性統計分析 26
4.3 信度分析 28
4.4 效度分析 28
4.5 路徑分析 30

第五章 分析與討論 32
5.1 歷年樣本分析 32
5.2 品牌信任度排名 33
5.3 價值信任度排名 34
5.4 功能信任度排名 34
5.5 關係信任度排名 34
5.6 口碑推薦度排名 35
5.7 部分品牌分析 35
5.7.1 捷安特 35
5.7.2 中華郵政 36
5.7.3 王品 37
5.7.4 日立 38
5.7.5 松下 38
5.7.6 臺灣高鐵 39
5.7.7 星巴克 41
5.7.8 中華航空與長榮航空 42
5.7.9 全家、全聯、家樂福與7-eleven 42
5.7.10 中華電信、臺灣大哥大與遠傳電信 44
5.7.11 PChome與momo 44

第六章 結論 46
6.1 研究貢獻與結論 46
6.2 研究限制與未來展望 47

參考文獻 48
附錄 56

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