隨著時代的進步與網路科技的發達，汽車已經是日常生活的一部分，而大家也愈來愈注重汽車的安全性，從汽車本身的安全性到駕駛人的安全性，甚至是乘坐汽車乘客的安全性都考慮到了，但台灣是自中華民國九十三年六月一日起，才開始實行「小客車附載幼童安全乘坐辦法」，因此才開啟了台灣汽車安全座椅的市場。
隨著品牌在台灣日趨重要，本論文將以研究台灣自創品牌「奇哥」為主要研究的品牌。過去有許多學者對品牌的效應做研究，但大部分是利用產品外顯線索提供的資訊，來探討消費者購買的意願，為求建構更合理且貼近消費者購買行為影響的因素，本論文將藉由研究產品的外在線索－商店形象，及內在線索－消費者的產品知識、品牌態度，來分別探討產品知識、品牌態度與商店形象對消費者購買汽車安全座椅商品滿意度與品牌忠誠度之影響。 / Along with the time progress and internet technology development, the automobile has already become part of daily life. However, everybody also increasingly pays great attention to the automobile security, from automobile itself security to driver's security, even the car passenger's security all to be considered. Taiwan started to implement a new traffic law about considering children’s security from June 1st, 2004, therefore opened the Taiwan auto safety chair market.
With “brand” in Taiwan has become more and more important, this research will study the Taiwan homemade brand “Chick” as the main research brand. In the past time, many scholars did the research about brand effect, but majority of them used the information which provided using the product apparent clues, discussed consumers’ intentions for being more reasonable to the consumers’ behavior. This research uses product external clue- store image and the intrinsic clues, such as consumers’ product knowledge and brand attitude to discuss the influence of consumers’ satisfaction and loyalty to the auto safety chair.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095362023 |
| Creators | 王薰岑, Wang,Hsun Tsen |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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