臺灣博碩士論文加值系統

過去研究探討全通路零售前因變數不多，本研究主要針對再購意願、品牌認同與全通路一致性等變數探討其對於使用態度的影響，以知覺價值為中介變數，在選擇實證樣本時，以有使用過全通路零售者做為研究對象。
研究共收回120份有效問卷，利用迴歸分析，研究之結果分述如下：(1) 在購意願正向影響知覺價值；(2)品牌認同正向影響知覺價值 ；(3)品牌認同透過知覺價值影響再購意願；(4)全通路一致性正向影響知覺價值；(5)全通路一致性透過知覺價值影響再購意願；(6)全通路一致性正向影響品牌認同。並依據本研究之結果，提出相關建議供參考。
關鍵字：再購意願、知覺價值、品牌認同、全通路一致性

In this study, we mainly focus on the variables of repurchase intention, brand identity, and channel consistency to explore their effects on usage attitudes, and use perceived value as a mediating variable.
A total of 120 valid questionnaires were returned, and the results of the study were analyzed by regression analysis as follows: (1) intention to purchase positively affects perceived value; (2) brand identity positively affects perceived value; (3) brand identity affects repurchase intention through perceived value; (4) channel-wide consistency positively affects perceived value; (5) channel-wide consistency affects repurchase intention through perceived value; (6) channel-wide (5) Channel consistency affects repurchase intention through perceived value; (6) Channel consistency positively affects brand identity. Based on the results of this study, we propose relevant suggestions for reference.
Key words: repurchase intention, perceived value, brand identity, channel consistency

摘要 i
ABSTRACT ii
誌謝 ii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 再購意願 5
第二節 知覺價值 5
第三節 品牌認同 11
第四節 全通路一致性 17
第三章 研究方法 21
第一節 研究架構 21
第二節 研究變項之操作型定義與衡量 22
第三節 問卷設計 26
第四節 研究方法 27
第四章 研究分析與結果 28
第一節 敘述性統計分析 28
第二節 信度分析 30
第三節 各變數間之相關係數分析 34
第四節 各變數與人口統計變項之差異性分析 35
第五節 假設驗證 37
第六節 假設結果檢定 39
第五章 結論與建議 40
第一節 研究結論 40
第二節 研究理論貢獻與實務管理意涵 42
第三節 研究限制與建議 44
參考文獻 46
一、中文文獻 46
二、英文文獻 49
附錄 55

參考文獻
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