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標題: 消費者品牌轉換行為之探討-以商業類雜誌為例
A Study of Consumer Brand Switching Behavior-with Business Management Magazine As an Example
作者: 徐志誼
Hsu, Chih-Yi
出版社: 行銷學系
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摘要: 本研究探討消費者品牌轉換之行為,回顧品牌轉換相關文獻,建構發展一套影響品牌轉換的行為模式,以『消費者滿意度』、『口碑行為』、『產品涉入程度』以及『品牌忠誠度』等變數,來分析影響消費者在購買商業類雜誌之行為。另外,探討消費者之不同『價值觀』以及不同的人口統計變數對消費者之品牌轉換行為是否存在顯著差異性。 進一步運用購買商業類雜誌的消費者調查資料,驗證本研究建構發展之品牌轉換行為模式的適配性,結果顯示本研究所發展之品牌轉換行為模式具有良好適配程度。並且利用單因子變異數分析進行檢定,結果顯示不同之教育程度消費者對品牌轉換行為間具顯著差異性。研究假設檢驗:消費者品牌轉換行為受到消費者滿意度的影響,但口碑行為在滿意度與品牌轉換行為間之中介效果不顯著;另外消費者品牌轉換行為亦會受到產品涉入程度的影響,涉入程度並透過品牌忠誠度與品牌轉換行為產生間接影響效果。本研究品牌轉換行為構面和要項可提供國內商業類雜誌業者擬定雜誌行銷之有用資訊。
其他識別: U0005-2607200612132800
Appears in Collections:行銷學系所



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