隨著數位單眼相機製造成本大幅降低，家家戶戶人手一台的情況已行之多年，且持有第二台單眼相機的比例也逐漸增加。各家廠商推出的旗下產品在功能及價格上非常相近，當消費者面對不熟悉的產品時，品牌往往是消費者選購時所考量的主因，其次是品牌形象，尤其是針對功能屬性時所聯想到的第一品牌，因此許多廠商紛紛祭出免費攝影課程或體驗活動，藉此拉近與消費者之間的距離增進品牌認同感。因此本研究採用問卷調查法，針對已持有數位單眼相機者為對象，探討品牌形象、品牌認同與品牌忠誠度之間的關聯性。資料分析方法包含敘述性統計、信度分析、效度分析、因素分析、迴歸分析與變異數分析進行研究假說之探討。研究結果發現品牌形象對品牌認同有正向的影響且品牌認同對品牌忠誠度也有正向的影響，顯示消費者對於數位單眼相機品牌形象越高越好進而會影響對於單眼相機的品牌認同進而產生品牌忠誠度。最後提出單眼相機的行銷建議以供業者作為參考。

It has been a long time for a person possessing a camera because of the sharp decrease of digital single lens camera production costs.And, the proportion of possessing the second single lens camera is also increasing. The product functions and prices among manufacturers are so similar that a brand becomes the major factor in the purchase when consumers are unfamiliar with such products. Brand image, especially the first brand connected with functions and attributes, is the second consideration. For this reason, the manufacturers promote free photographic lessons or experiencing activities to reduce the distance with consumers and enhance the brand identity. This study therefore aims to discuss the relationships among brand image, brand identity, and brand loyalty to digital single lens cameras. With questionnaire survey, owners of digital single lens cameras are studied. The sample data are proceeded Descriptive Statistics, Reliability Analysis, Validity Analysis, Factor Analysis, Regression Analysis, and ANOVA Analysis for exploring the research hypotheses. The research findings show the positive effects of brand image on brand identity and brand identity on brand loyalty, revealing that consumers with higher brand image of digital single lens cameras would affect the brand identity of single lens cameras and further appear the brand loyalty. The useful suggestions are further proposed for businessespreparing their marketing plan.

摘要 I
Abstract II
目錄 III
表目錄 IV
第壹章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究範圍與對象 2
第四節研究流程 3
第貳章文獻探討 6
第一節品牌定義 6
第二節品牌態度的ABC模式 7
第三節品牌形象 8
第四節品牌忠誠度 15
第五節品牌認同 22
第六節各變數之關聯 26
第參章研究方法 28
第一節研究架構 28
第二節研究對象選擇 29
第三節研究假設 29
第五節前測信度分析 38
第六節抽樣方法 41
第七節資料分析方法 42
第肆章資料分析 45
第一節問卷樣本分析 45
第二節敘述性統計分析 47
第三節信度分析 50
第四節效度分析 53
第五節因素分析 56
第六節迴歸分析 65
第七節 Anova分析 71
第伍章結論與建議 77
第一節結論 77
第二節建議 80
第三節研究限制 81
參考文獻 82
中文部分 82
英文部分 82

 
表目錄
表2-4-1各年代學者對品牌形象定義 13
表2-4-2品牌形象之構面 15
表2-3-1品牌忠誠之構面 21
表2-5-1品牌認同之構面 26
表3-4-1品牌形象問項 34
表3-4-2 品牌認同問項 35
表3-4-3 品牌忠誠度問項 37
表3-5-1品牌形象信度分析 39
表3-5-2 品牌認同信度分析 40
表3-5-3品牌忠誠信度分析 41
表4-1-1 樣本架構分析 45
表4-1-1 樣本架構分析(續) 46
表4-2-1品牌形象敘述性分析 47
表4-2-1品牌形象敘述性分析(續) 48
表4-2-2品牌認同敘述性分析 49
表4-2-3品牌忠誠敘述性分析 50
表4-3-1品牌形象信度分析 51
表4-3-2品牌認同信度分析 52
表4-3-3品牌忠誠信度分析 53
表4-4-1品牌形象效度分析 54
表4-4-2品牌認同效度分析 55
表4-4-3品牌忠誠效度分析 56
表4-5-1品牌形象KMO與Bartlett檢定 57
表4-5-2品牌形象之因素分析表 58
表4-5-3品牌認同KMO與Bartlett檢定 59
表4-5-4品牌認同之因素分析表 60
表4-5-4品牌認同之因素分析表(續) 61
表4-5-5品牌忠誠KMO與Bartlett檢定 62
表4-5-6品牌忠誠之因素分析表 63
表4-6-1品牌形象對品牌認同之迴歸分析 65
表4-6-2品牌形象各子構面對企業之迴歸分析 66
表4-6-3品牌形象各子構面對辨識之迴歸分析 66
表4-6-4品牌形象各子構面對產品之迴歸分析 67
表4-6-5品牌形象各子構面對象徵之迴歸分析 68
表4-6-6品牌認同對品牌忠誠之迴歸分析 68
表4-6-7品牌認同各子構面對態度面之迴歸分析 69
表4-6-8品牌認同各子構面對行為面之迴歸分析 70
表4-7-1受測者性別與四大品牌之t檢定表 71
表4-7-2受測者年齡與四大品牌之ANOVA檢定表 72
表4-7-3受測者學歷與四大品牌之ANOVA檢定表 73
表4-7-4受測者職業與四大品牌之ANOVA檢定表 74
表4-7-5受測者所得與四大品牌之ANOVA檢定表 75
表5-1-1本研究假說與研究結果對照表 78
表5-1-1本研究假說與研究結果對照表(續) 79
 
圖目錄
圖1-4-1本研究流程 5
圖2-6-1標準學習階層圖 28
圖3-1-1本研究架構圖 29

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