涉入程度、品牌試驗與品牌忠誠度關係之研究--以行動電話為例

Abstract

根據ITU『2003世界電信發展報告』，強調未來為換機市場，台灣行動電話普及率為全球第一，目前台灣各大行動電話廠商與系統商結合推出許多促銷方案，以及換機管道多樣化，促使許多消費者汲汲於品牌試驗，本研究欲瞭解此種消費者是屬於何種涉入程度的消費者？在品牌忠誠度上是否又有所差異？並探討人口統計變數與涉入程度、品牌試驗和品牌忠誠度的關係。

本研究以問卷的形式收集相關的資料數據，研究的母體包含台北、桃園及新竹縣市，主要採用便利性抽樣，共收集了三百九十一份有效樣本，經過統計分析，獲得以下幾點結論： 1、人口統計變數在涉入程度、品牌試驗和品牌忠誠度上是否有顯著的差異，結果為部分成立。性別在三變數上皆為無顯著差異，年齡在三變數上皆達到顯著差異，而月所得僅在品牌忠誠度此變數上為無顯著差異。 2、涉入程度對品牌試驗、品牌忠誠度確實有顯著的正向關係；但產品重要性此一構面與品牌試驗及品牌忠誠度間為負向不顯著的關係。 3、品牌試驗對品牌忠誠度確實有顯著的正向關係。 文末根據上述的研究發現，提出實務上的意涵與未來研究的建議。

According to 『World Telecommunication Development report』 of ITU in 2003, there will be a change-cellular-phone market, and Taiwan’s cellular phone penetration rate is the first in the world. Now each cellular phone factory and system company implements many promotion programs in Taiwan, and there are lot channels of changing cellular phone. So, more and more consumers are anxiously in brand experimentation, on the cellular phone market in Taiwan. Which are the consumers in involvement level? Are they different with others in brand loyalty? This study also explores demographics which effect involvement, brand experimentation and brand loyalty. This research uses questionnaire to collect correlated data. The population are from Taipei, Taoyuan and Hsin-Chu city. It depends on convenience sampling method to sample appropriate answerers. Three hundred ninety-one valid samples are collected. Through statistics analysis , conclusions are as follows： 1、Demographics have some differences on involvement、brand experimentation and brand loyalty: Gender has no significant differences on three variables, Age has significant differences on three variables, and Income only has no significant differences on brand loyalty. 2、Involvement is positively related with brand experimentation and brand loyalty. But product importance is negatively related with brand experimentation and brand loyalty. 3、Brand experimentation is, in turn, positively associated with brand loyalty. The practical implications and suggestions further studies are discussed at the end of this thesis.