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3
E90017
3
008
服務品牌權益、消費者涉入及顧客再惠顧意願間之關係:以保險服務業為例
Relationship of Service Brand Equity, Consumer Involvement and Customer Repatronage Intention: An Example of Insurance Industries
1.關復勇
1.Fu-yeon Kuan
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology
001,002,003,004
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2001-08-01
A.14 計畫執行期間(訖):2002-07-31
2002-02-012002-04-30
A.16 收到日期:2002-09-11
2
已購買保險之消費者

1

598


598
004
01
C.2 聯絡日期:2002-09-13
2
1.國立高雄第一科技大學行銷與流通管理系
1.Department of Marketing and Distribution Management,National Kaohsiung First University of Science and Technology
1
C.7 資料公開日期:2003-08-01
2
008
2
1
1
1
2
3
3
001
1,2
1.再惠顧意願
2.品牌權益
3.消費者涉入
1.Consumer Involvement
2.Repatronage Intention
3.Service Brand Equity
本研究計畫之主要目的為針對保險服務業所引發顧客再惠顧意圖的二動機─消費者涉入及服務品牌權益進行探討,研究消費者涉入及服務品牌權益二構面各別或者同時考量時對顧客再惠顧意願之影響。結果顯示─ (一) 服務業的品牌權益與再惠顧意願間有正向關係,而又以品牌形象更能顯著地解釋再惠顧意願。 (二) 消費者涉入與再惠顧意願間有相關性,其中知覺重要性、符號價值以及愉悅價值有正向關係,而知覺風險則有負向關係,只有知覺重要性、愉悅價值以及知覺風險可以顯著地解釋再惠顧意願。 (三) 在互動效果中,品牌形象與愉悅價值或者知覺風險,及品牌知覺與知覺重要性,會產生交互效果而影響再惠顧意願評估。

The objectives of this research are to study Taiwanese insurance industry regarding topics, ex: service brand equity and consumer involvement. To discover brand equity and consumer involvement affect separately or simultaneously repatronage intention. The results suggest﹕ 1.Service brand equity and repatronage intention are right relationship, and brand image can explain significantly repatronage intention. 2.Involvement and repatronage intention are relative. Perceived importance, sign value, pleasure value and repatronage intention are right relationship, and perceived risk is left, expect sign value, these all can explain significantly repatronage intention. 3.About interactive effect‚brand image and pleasure value or perceived risk; brand awareness and perceived importance will produce interactive effects to affect repatronage intention.

D.16 完成檢誤日期:2003-11-06
D.17 預定釋出日期:2003-12-04
D.18 初次釋出日期:2003-12-09
D.19_1 最新版釋出日期:2003-12-09
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10.6141/TW-SRDA-E90017-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E90017
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