品牌形象、品牌忠誠度、顧客滿意度與個人涉入在近期的研究皆為重要的討論議題。然而，過去的研究主要關注在UNIQLO的個案研究以及與其他服飾品牌的比較，沒有任何研究探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。因此，本研究目的在探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的關係，以及影響到購買意願的主因。
本研究採用量化研究方法，以找出品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。研究結果顯示品牌形象與顧客滿意度呈現正相關，品牌形象與顧客滿意度皆會影響到品牌忠誠度，而個人涉入會影響到品牌形象、顧客滿意度與品牌忠誠度之間的關係。 / Recent surveys have regarded customer satisfaction, brand loyalty, brand image and personal involvement as fundamental issues. The previous research has been focused on investigating the case study of UNIQLO and the comparison between other apparel brands. However, brand image, brand loyalty, customer satisfaction and personal involvement have not been extensively studied yet. Therefore, the research purpose is to examine the relationships among brand image, brand loyalty, customer satisfaction and personal involvement that could affect UNIQLO’s profitability.
Quantitative research approaches were employed in this study in order to find out the relationships among these factors. Results of this research showed that Brand image is positively related to customer satisfaction, Brand image and Customer satisfaction significantly predicts brand loyalty. Brand image and Customer satisfaction would affect brand loyalty through its effect on personal involvement. / Table of Contexts
Table of Contexts iv
Table vi
Figure vii
CHAPTER ONE: INTRODUCTION 1
1.1Background 1
1.2 Statement of problems 2
1.3 Purpose of the study 3
1.4 Research question 4
1.5 Significance of the study 4
CHAPTER TWO: LITERATURE REVIEW 6
2.1 Brand image 6
2.1.1 Brand Image: Mystery, Sensuality, and Intimacy 8
2.2 Brand loyalty 9
2.2.1 Attitudinal brand loyalty 11
2.2.2 Significance of brand loyalty 13
2.3 Customer satisfaction 14
2.3.1 Significance of customer satisfaction 15
2.4 Personal involvement 16
2.5 The overview of the global apparel industry 18
2.5.1 ZARA 23
2.5.2 H&M 26
2.5.3 GAP 29
2.6 The overview of UNIQLO 32
2.6.1 Background 32
2.6.2 Global market share 35
2.6.3 Business mode 36
CHAPTER THREE: METHODOLOGY 38
3.1 Research frameworks and hypothesis 38
3.2 Research design 40
3.3 Measurement 40
3.3.1 Section I- Demographics 42
3.3.2 Section II – Brand image 42
3.3.3 Section III - Attitudinal Brand loyalty 43
3.3.4 Section IV- Customer satisfaction 45
3.3.5 Section V- Personal involvement 47
3.4 Participant 47
3.5 Data collection 48
3.6 Data analysis 48
CHAPTER FOUR: RESULTS 50
4.1 Description of Samples 50
4.2 Factorial Structure of the Questionnaire 52
4.3 Internal Consistency of the Questionnaire 58
4.4 Correlation analysis 59
4.5 Regression Analysis 60
4.5.1 Multiple regression analysis 60
4.5.2 Hierarchical regression analysis 63
4.6 Structural Equation Modeling 69
CHAPTER FIVE: DISCUSSION AND CONCLUSIONS 72
5.1 Discussion of research results 72
5.2 Implications 77
5.3 Limitations of the study 77
5.4 Recommendations for future research 78
References 79
APPENDIX A 83
APPENDIX B 85
APPENDIX C 87
| Identifer | oai:union.ndltd.org:TW/103YUNT0615027 |
| Date | January 1900 |
| Creators | 林筱涵, Hsiao-Han, Lin |
| Contributors | 賴志超, Chih-Chao, Lai |
| Publisher | 國立雲林科技大學, 應用外語系 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | 英文 |
| Detected Language | English |
| Type | 碩士 |
| Format | 99 |
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