本研究係以台灣雙A品牌–華碩Eeepc與宏碁Aspire One為例，探討「消費者購買動機」、「購買重視因素」與「顧客滿意度」及「顧客忠誠度」之關係及影響因素，冀望能提供台灣雙A品牌業者在後續行銷策略、產品規劃與品牌形象經營之參考。
本研究採問卷調查與焦點團體方式進行研究；量化調查方面，共取得290份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；質化研究方面，採用焦點團體，藉由訪談已購買或已使用該產品超過半年之消費者，探索個案品牌形象、使用經驗與消費者未被滿足的需求。
本研究的研究結果，如下：
一、不同人口屬性對顧客滿意度與顧客忠誠度，在特定項目上確實存有差異性。
二、消費者購買動機部分要素與顧客滿意度、顧客忠誠度間具顯著相關性。
三、消費者購買重視因素部分要素與顧客滿意度、顧客忠誠度間具顯著相關性。
四、顧客滿意度與顧客忠誠度具顯著正向關係。
五、經由質化研究，台灣雙A品牌–華碩Eeepc與宏碁Aspire One 在消費者心中的品牌形象是正向的。
針對對台灣雙A品牌提出行銷策略建議：
就產品面：加強娛樂方面的功能、增加電池續航力及節能需求、衍生產品的開發（Accessory Research and Development）。就品牌形象，建議雙A品牌應將產品單純化、產品差異化，並清楚自身品牌定位。 / By using Taiwan “AA” brand – Asus EeePC & Acer Aspire One as a study case, to invesgate the relationship and influence elements among consumption motive, Value Factors, customer satisfaction, and customer loyalty. Hope to provide better marketing stratgies, product road map, and brand image as reference suggestions to Asus and Acer in the future.
The self-designed questionnaires survey and focus group are applied in the research. In quantitative research, there 290 effective samples are obtained. The data was anaylized by Descriptive satistic, T test, One-way ANOVA, Correlation anaylsis, and Regression anaylsis in order to gather assumption verification. On the other hand, in quality research, by interviewing the people who have purchased or used the product over half year are as focus group to investigate the brand image, using experience and unsatisfied needs.
The research findings are shown as belows:
1.There is diversity of opinions for some specific items about the customer satisfaction and loyalty in different segment.
2.The fators of customer consumption motive has obvious relationship between customer satisfaction, and customer loyalty.
3.Customer consumption values factors apparent relationship between customer satisfaction and loyalty.
4.There is a positive relationship between cutomer satisfaction and customer loyalty.
5.Through quality research, Consumer has positive image about Asus EeePC and Acer Aspire One.
The suggestion of marketing strategies for Asus and Acer:
At the first, the products need to ehance the entertainment function. Sencondly, using the battery can be increasing the battery life and be considered the green engery trend. Third is accessory research and development. Finally, the product line should be samplified, differeciate, and also need to indenty the brand position in the highly market share competition gamet as well.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094362003 |
| Creators | 陳貞婷 |
| 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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