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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/50713
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50713


    Title: 台灣「MIT微笑」共同標章知覺品質,知覺價值與購買意願,滿意度關係之研究
    A study of the relationship among perceived quality,perceived value, customer satisfaction and purchase intention of the joined brand “MIT”
    Authors: 黃琇盈
    Contributors: 祝鳳岡
    黃琇盈
    Keywords: MIT微笑標章
    知覺品質
    知覺價值
    品牌接觸點
    Date: 2010
    Issue Date: 2011-09-29 16:25:41 (UTC+8)
    Abstract: 因應全球經濟貿易自由化趨勢,政府近來積極推動ECFA(兩岸經濟合作架構協議Economic Cooperation Framework Agreement),隨著雙邊貿易自由化,陸製產品的廉價優勢對台灣產業、內需市場帶來經濟衝擊,為此經濟部針對弱勢產業擬定強化輔導措施,規劃並協助國內產業推動台灣「MIT微笑」標章,藉由標章推動,使台灣人民加強對台製產品的辨識、認同與支持。
    由於台灣現階段認證標章多以產業各自發展認證機制,消費者在辨識上呈現零散狀態缺乏統合辨識。因此透過台灣「MIT微笑」標章的推動,有助於整合各產業標章,達到消費者一致性辨識效果。本研究由品牌觀點切入,從消費者端出發,藉由質化與量化之研究方法,透過問卷調查及深度訪談方式,了解消費者對台灣「MIT微笑」標章的知覺品質、知覺價值,及如何影響其購買意圖及滿意度。另外本研究也加入品牌接觸點的概念,了解消費者品牌接觸歷程,以期提出有效的台灣「MIT微笑」標章推廣策略。
    研究結果發現,知覺品質、知覺價對購買意願及滿意度皆有正向顯著的影響,其中知覺價值較知覺品質有更高的影響力,消費者偏好MIT標章產品乃在於其在知覺品質中提供的耐久、可靠進一步形塑安全感、品質保障等情感價值、品質功能與價格功能而影響購買意願,社會認同價值在實際購買行為上則作用不大。另外研究也發現,現階段MIT標章推廣面臨的問題在於消費者對於MIT標章的辨識模糊、認知薄弱因此滿意度低,縱使消費者有超過八成的購買意願及偏好度,但在未能正確辨識之下MIT標章所發揮的功能便十分有限,因此本研究以促進消費者認知深度與廣度出發提出MIT標章行銷推廣建議。
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    Description: 碩士
    國立政治大學
    廣告研究所
    97452006
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0974520061
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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