消费者购买行为与品牌忠诚度关系之研究.pdf

管理科學研究 2007第二屆管理與決策學術研討會特刊 第 177-188頁 消費者購買行為與品牌忠誠度關係之研究 The Study of Customer Purchasing Behavior and Brand Loyalty 呂季芳 1 簡嘉瑩 2 葉華瑋 3 摘要 本研究為探討消費者在更換手機時，是否存在品牌忠誠度，並以競爭激烈的行動電 話市場為探討的主題，運用統計方法做出忠誠度調查，探討顧客整體滿意度與忠誠度之 關係，以作為將來制定行銷決策時之參考。研究方法採用敘述分析及複迴歸分析，並以 高雄市戶外流動人口為研究對象，進行抽樣調查，以行動電話手機為研究範圍，探討人 口統計變數、產品特性、採購型態及消費者滿意度對消費者的品牌忠誠度之影響關係。 研究結果顯示：在人口統計變數方面對品牌忠誠度沒有影響；品牌忠誠度對消費者 購買產品特性有顯著差異，顯示產品特性會影響消費者的購買動機，進而影響消費者對 品牌的忠誠度；品牌忠誠度對消費者購買行為有顯著差異，由此證明本研究的品牌忠誠 度與消費者的購買行為有相關性，最後依據上述研究結果，再研擬適當的行銷策略給予 手機相關業者建議。 關鍵字 ：消費者滿意度、消費者購買行為、品牌忠誠度、行動電話、品牌形象 Abstract The purpose of this study is to explore and describe the customer satisfactions and brand loyalty in the market of mobile phone business and draw the relationship between the customer satisfactions and brand name loyalty of using mobile phone when purchasing. The objectives of this study are to determine: (a) the relationship between demographic characteristics of customers, customer satisfactions and brand loyalty, (b) the influence of brand name loyalty when purchasing. The descriptive analysis and multi-regression analysis were adapted to determine among the demographic characteristics of customers, products attribute, customer purchasing styles, customer satisfactions and customer brand loyalty. A questionnaire was designed to gather information about customers’ satisfactions and customer brand loyalty of changing or purchasing mobile phone and the relationship between the customers satisfactions and brand loyalty. The results of this study show: (a) the among of demographic characteristics do not affect the brand loyalty of customers, (b) there’s signific