本研究以日本UMPC超級行動電腦品牌KJS為例，探討「消費者購買動機」、「品牌形象」與「顧客滿意度」、「顧客忠誠度」間之關係及影響因素，以期提供小型可攜式電腦產業及UMPC品牌業者行銷策略與品牌發展之參考。
本研究採問卷調查與深度訪談方式進行研究，問卷調查方面，共取得267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；深度訪談方面，共進行兩次的深度訪談，藉由訪談專業人士，探索個案品牌行銷策略與產品規劃。
研究結果得知，消費者對個案品牌產品之滿意度，受人口統計變項中之性別、年齡、教育程度及擁有可攜電腦數量等變項之影響；而消費者對個案品牌產品之忠誠度，不受人口統計變項的影響。此外，消費者對個案品牌產品之滿意度，受消費者購買動機及品牌形象部分變項的影響；而消費者對個案品牌產品之忠誠度，也受消費者購買動機及品牌形象部分變項的影響。整體而言，個案品牌產品顧客滿意度之高低，會影響顧客忠誠度之高低，且呈現正相關。
針對目前個案及市場現狀，在產品方面，建議個案可再加強宣傳觸控螢幕及產品娛樂功能的開發，品牌方面則是不論從問卷資料及訪談資料中，均顯示出KJS在台灣市場擁有很好的品牌形象，因此應以此為品牌核心價值，專注於原本的利基市場，雖然可以視市場狀況延伸產品系列，然不宜投入過多資源進入低價市場，與低價小筆電作正面廝殺，而應作適當區隔。 / This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry.
This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand.
According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied.
According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094932321 |
| Creators | 許敦傑 |
| 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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