隨著代工產業毛利率日漸下滑，發展品牌已被各產業視為提高業績及營收的法門之一。尤其台灣產業多以代工業起家，面對國際競爭日益激烈，近年來政府及產業亦積極推動品牌的發展。本研究以台灣3C產業中的筆電產業為研究對象，探討品牌權益和購買意圖間的相互關係，以及可能影響品牌權益的要素。以消費者問卷調查方式配合統計數據分析的結果，探討產業在發展品牌權益時應注意哪些要素。結果得出若提高品牌權益將有助於增強消費者購買意願，而要提高品牌權益可以先加強品牌形象、品牌信任及顧客滿意度。另外忠程度會受到價格影響進而影響品牌權益。

With the gradual decline in gross margin in OEM industry, the development of the brand has been seem as the key to improve revenue performance. Taiwan's industries mostly started from OEM industry, and facing increasingly fierce international competition in recent years, government and industry are also actively promoting the branding. This study takes Taiwan’s notebook industry in 3C industry as the research object and study to explore the relationship between brand equity and purchase intentions and examine the factors that may affect the brand equity. This research uses consumer survey results of the statistical data analysis to explore what key elements should industry pay attention to when they are doing branding. The result shows that by enhancing brand equity, it will also enhance purchase intention. Better brand equity can be achieve by strengthen the brand image, brand trust and customer satisfaction. Moreover, the degree of loyalty will be affected by price and therefore it affects brand equity.

目錄
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究對象與範圍 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 品牌形象 6
第二節 品牌信任 10
第三節 品牌權益 13
第四節 顧客滿意度 23
第五節 購買意願 30
第三章 研究設計 32
第一節 研究架構與假設 32
第二節 研究變數之操作型定義 33
第三節 問卷設計 36
第四節 抽樣計畫 38
第五節 資料分析方法 38
第四章 資料分析與討論 41
第一節 樣本特性分析 41
第二節 問卷之信效度 48
第三節 構面效度 54
第四節 筆電購買意願之影響因素 59
第五節 研究假設驗證 63
第五章 結論與建議 65
第一節 研究結論與建議 65
第二節 研究限制與後續研究建議 67
參考文獻 68
附錄 78

朱如幸 (2002)。地方特產包裝設計對品牌形象之影響。銘傳大學設計管理研究所碩士論文。
吳明隆 (2009)。SPSS操作與應用-問卷統計分析實務。台北市：五南書局。
吳萬益和林清河 (2002)。行銷研究，台北：華泰書局。
李青峰 (1999)。產品涉入、品牌權益與市場特性對品牌評估與選擇之影響－以筆記型電腦產品為例。國立成功大學企業管理研究所碩士論文。
林南耀 (2008)。PZB 品質模式與顧客滿意度實證研究-大型診斷醫療設備售後服務為例。國立成功大學經營管理研究所碩士論文。
林聖偉和李君如 (2006)。品牌形象、知覺價值、顧客滿意度與顧客忠誠度關係之研究－以旅行社海外團體套裝旅遊為例。旅遊管理研究，第六卷第一期，pp.63~81。
邱皓政 (2010)。量化研究與統計分析：SPSS資料分析範例。第五版。台北市：五南書局。
張紹勳 (2002)。研究方法。台北：滄海書局。
陳振燧 (1995)。顧客基礎的品牌權益衡量與建立之研究。國立政治大學企業管理研究所博士論文。
陳振燧和洪順慶 (1999)。消費品品牌權益衡量量表之建構-顧客基礎觀點。中山管理評論，第七卷第四期，p.1192。
陳澤義和葉香麟 (2003)。品牌形象、品牌關係與知覺品質關係之研究－以美白化妝品案為例。銘傳大學管理科學研究所碩士論文。
彭玥箖和林谷鴻 (2010)。自行車品牌權益要素之分析－分析網路程序法之應用。工程科技與教育學刊，第七卷第三期 pp.456~457。
黃俊英 (2000)。行銷學的世界。天下遠見出版有限公司。
黃寶茹 (2005)。照相手機消費者市場區隔以及知覺偏好之研究。國立台北大學合作經濟學系國際企業組碩士論文。
廖婉婷 (2007)。手機品牌之品牌權益研究。逢甲大學企業管理學系碩士論文。
蔣永寵 (2004)。國外顧客滿意度技術引介。中國生產力中心。
鄭安盛、陳禎祥和王英宏 (2006)。通路自有品牌定位、形象與品牌權益關係之研究。遠東學報第，二十三卷第一期。

Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, Vol. 13, 29.
Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, Vol. 38, No.3, 315-327.
Abdullah, M., Al-Nasser, A.D. & Husain, N. (2000). Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum. Total Quality Management, Vol.11 No.4-6, S826-S829.
Amerstrong, M. & Baron, A. (2000). Performance Management: The New Realities. Institutes of Personnel and Development.
Anderson, E.W., Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, Vol.12, 125-143.
Anderson, J. C. & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, Vol.103, No.3, 411-423.
Bagozzi, R. P., & Phillips, L. W. (1982). Representing and Testing Organizational Theories: A Holistic Construal. Administrative Science Quarterly, Vol.27, 459-489.
Barwise, P. (1993). Introduction to The Special Issue on Brand Equity. International Journal of Research in Marketing, Vol 10, No. 1.
Bhat, S. & Reddy, S. (1998). Symbolic and Functional Positioning of Brands. Journal of Consumer Marketing, Vol. 15(1), 32-44.
Biel, A. L. (1991). Converting Image into Equity. Lawrence Erlbaum Associates.
Biel, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, 32, 6-12.
Bird, M., Channon, C. & Ehrenberg, A.S.C. (1970). Brand image and brand usage. Journal of Marketing Research, 7, 3, 307-314.
Blackett, T. (1991). The Valuation of Brands. Marketing Intelligence & Planning, 9(1), 27-35
Blackston (1992). Observations: Building Brand Equity by Managing the Brand's Relationships. Journal of Advertising Research, May /June, pp.78-83
Brasco (1988). How Brand Name are Valued for Acquisitions. MA: Marketing. Science Institute, pp. 88-104
Chaudhuri, A. & Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, Vol. 65, 81-93.
Chen, Yu-Shan (2010), “The Drivers of Green Brand Equity: GreenBrand Image, Green Satisfaction,and Green Trust”Journal of Business Ethics 93:307–319
Chernatony, Leslie de & Dall' Olmo Riley Francesca (1998). Modelling the components of the brand. European Journal of Marketing, Vol.32, No.11, 1074-1085.
Chiou, J. S. (1999). The Effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Consumers' Purchase Intentions: The Moderating Effects of Product Knowledge and Attention to Social Comparison Information. Proceedings of the National Science Council (Part C: Humanities and Social Sciences), Vol. 9, No.2.
Churchill, G. A. (Jr.) & Surprenant, C. (1982), An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, Vol. 19, No. 4, 491-504.
Cote, J. A. & Buckley, M. R. (1987). Estimating Trait, Method, and Error Variance: Generalizing Across 70 Construct Validation Studies. Journal of Marketing Research, 24 (August), 315-18.
Dawar, N. & Pillutla, M M., (2000). Impact of Product-ham Crises on Brand Equity: The Moderating Role of Consumer Expectations. Journal of Marketing Research, 37(2), 215-226.
Day, R. L. (1977). Extending the Concept of Consumer Satisfaction in Advance in Consumer Research. Association for Consumer Research, pp. 149-154.
Dobni, D. & Zinkhan, G.M. (1990). In search of brand image: a foundation analysis. Advances in Consumer Research, 17, 1, 110–119.
Dodds, W. B., Monroe, K.B. & Grewal, D. (1991). Effects of Price, Brand, ans store Information on Buyers Product Evaluations. Journal of Marketing Research, 28(Auguest), pp. 307-319.
Elena, D.B., & Jose L.M.A.(2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, Vol.35, No.11/12, 1238-58.
Elliot, A. J. (1997). Integrating the "classic" and "contemporary" approaches to achievement motivation: A hierarchical model of approach and avoidance achievement motivation, In M. Maehr & P. Pintrich (Eds.), Advances in motivation and achievement ,Vol. 10, 143-179, Greenwich,CT: JAI.
Engel, J. F., Miniard, P.W., & Backwell, R.D. (2001). Consumer Behavior. 2th ed., Orlando Florida, Dryden Press.
Engel, J. F. (1993). Consumer Behavior. 7th ed., NY: The Dryden.
Engel, J. F. and Blackwell, R. D. (1982). Consumer Behavior. 4th ed., New York: Holt, Rinehart and Winston.
Engel, J. F., & Blackwell, R.D., & Miniard, P. W.（1995). Consumer Behavior, USA, The Dryden Press. Harcourt Brace College publishers. Eighth Edition.
Farauhar, P., (1980). Managing Brand Equity. Marketing Research (Sep), pp. 24-33.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford, Califomia: Stanford University Press.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 55, 1-21
Fornell, C. & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, Vol. 18, No.3, 382-389.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose and Findings,Journal of Marketing, Vol. 60 (4), 7-18.
Fournier, S., and Mick, D. G. (1996). Rediscovering satisfaction, Journal of Marketing, 63(Oct.), pp. 5-23.
Francken, D. A. (1993). Postpurchase Consumer Evaluation, Complaint Actions and Repurchase Behavior. Journal of Economic Psychology, 4(3), 273-290.
Fredericks, J. O., & Slater, J. M. (1998). What does your customer really want? Quality Progress, 31, 63-65.
Gitelson, R. J., & Crompton, J. L. (1984). Insights into the repeat vacation phenomenon. Annals of Tourism Research, 2(11), 199-217.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Date Analysis. Pearson Education, Inc. 6th.
Hempel, D.J. (1977). Consumer satisfaction with the home buying process: In: H.K. Hunt (Ed.) The Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge, Marketing Science Institute.
Hovland, C.I., Harvey, O.J. & Sherif, M. (1957). Assimilation and contrast effects in reactions to communication and attitude change. Journal of Abnormal and Social Psychology, 55, 244–252.
Howard, J. & Sheth, J. N. (1969). The Theory of Buyer Behavior, N.Y: John Wiley & Sons Inc.
Huppertz, J. W., Sindney J. A. & Evans, R. H. (1978). An Application of Equity Theory to Buyer-Seller Exchange Situations. Journal of Marketing Research, 15(May): 250-260.
Johnson, M. D., Anderson, E. W. & Fornell, C. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 21: 695-707.
Keller, K. L. & David A. Aaker (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, 29, 35-50
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, Jan. pp. 1–22.
Keller, K. L.(2001). Building Customer-Based Brand Equity. Marketing Management, Vol.10, No.2, 14-19.
Keller, K. L. ( 2001a). Building Customer-Based Brand Equity. Marketing Management, Vol.10 (Jul/Aug), 14.
Keller, K. L. (2001b). Strategic Brand Management, 2th ed., Prentic- Hall Inc.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ.
Kim, P. (1990). A Perspective on Brands. Journal of Consumer Marketing, Vol. 7, No.4, 63-68.
Kotler, P. (1996). Marketing Management, New Jesey, Prentic-Hall Inc.
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implemention and Control (9th ed.) New Jersey: Prentice Hall.
Kotler, P. (1999). Kotler on Marketing: How to Create, Win, and Dominate Markets, Free Press, Detroit.
Kotler, P. (2000). Marketing Management, NY：The Free Press.
Kotler, P. and Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand Management, 9 (4/5), 249–61.
Kotler, P. & Keller, K.L. (2005). Marketing Management. Upper Saddle River, NJ: Prentice Hall.
Krishman, H. S. (1996). Characteristics of Memory Associations : A Consumer- Based Brand Equity Perspect. International Journal of Research Marketing Vol.58, 97-105.
Lassar, W., Mittal, B. & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12, 4, 11-19.
Lau, G. T. & Lee, S. H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management, 4 (4), 341-370.
Leuthesser, Kohli & Harich (1995). Brand Equity: The Halo Effect Measure. European Journal of Marketing, Vol. 29, 57-66.
Liebermann, Yehoshua & Amir Flint-Goor. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3): 237-250.
Mahajan, V., Rao, V. R., & Srivastava, R. K. (1993). An Approach to Assess the Importance of Brand Equity in Acquisition Decisions. Journal of Product Innovation Management, 11, 221-235.
Margulies, W. P. (1977). Make the most of your corporate identity. Harvard Business Review 55(July/August): 66-77.

Moorman, R. H., & Podsakoff, P. M. (1992). A meta-analytic review and empirical test of the potential confounding effects of social desirability response sets in organizational behaviour research. Journal of Occupational and Organizational Psychology, 65, 131-149.
Mullen and Mainz. (1989). Brands, bids and balance sheet: putting a price on protected products, acquistions monthly. pp. 26-27.
Nunnally, J. C. (1978). Psychometric Theory, 2nd Edition, McGraw-Hill, New York.
Oliver, R. L. (1980). A Congitive Model of the Antecedents and Consequences of Satisfaction Decision. Journal of Marketing Research, Vol. 17, No. 4, 460-469.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Process in Retail Setting. Journal of Retailing, Vol. 57, Fall, 25-48.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Ostrom, A., & Iacobucci, D. G. (1995). Customer Satisfaction Fables, Sloan Management Review, Summer. pp.93-96.
Overall., & Klett.(1972). Applied Multivariate Analysis. NY:McGraw -Hill.
Park, C. W., Jaworski, B. J., & MachInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, Iss.4, 135-145.
Penrose, N.(1989). Valuation of Brand Name and Trade-marks. in Brand Valuation：Establishing a True and Fair View. The Interbrand Group.
Peter, J. P., & Olson. P. (1994). Understanding Consumer Behavior. Burr Ridge, IL, Richard D. Irwin, Inc.
Randall, G. (1997). A Practical Guide to Branding. New York: The Free Press.
Rao, A. R., & Monroe, K. B. (1988). The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research 15 (2): 253-264.

Rao, A. R., & Monroe, K. B. (1989). The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review. Journal of Marketing Research, 26 (August), 351-57.
Reynolds, F. D., & Wells, W. D. (1977). Consumer behavior, NY: McGraw-Hill.
Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis and interpretation. Journal of Advertising Research, 28(1), 11-31.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2 : 244-249.
Rothman, G. A. (1989). Learning style, vocational interest, and choice of major for a population of hearing-impaired college students. State University of New York at Buffalo.
Shocker, A. D. & Weitz, B. (1988). A Perspective on Brand Equity Priniciples and Issues. in: L. Leuthesser, ed., Report #88-104, MA: Marketing Science Institute: Cambridge.
Simon, C. J. & Sullivan, M. W. (1990). The Measurement and Determinants of Brand Equity: A Financial Approach. Working paper, Graduate School of Business. University of Chicago.
Simon, C. J., & Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, Vol.12(1), 28-52.
Spreng, R. A., & Mackoy, R. (1996). An Empirical Examination of a Model of Perceived Service Quality and Satisfaction. Journal of Retailing, 72(2), 201-214.
Spreng, R. A., MacKenzie, S. B., & Olshavsky, R.W. (1996). A reexamination of determinants of customer satisfaction. Journal of Marketing, 60(July), 15–32.
Srinivasan, V. (1979). Network Models for Estimating Brand Specific Effects in Multi- Attribute Marketing Models. Management Science, Vol. 25, No. 1 (January), 11-21.

Stobert, P. (1989). Alternative Methods of Brand Valuation. In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, The Interbrand Group: London.
Tauber (1988). Brand Leverage: Strategy for Growth in a Cost Control World. Journal of Advertising Research, August/September, 26-30.
Tse, D. K., & Wilton, P. C. (1988). Model of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, Vol. 25, No. 5, 204-212.
Walters, C. G. (1978). Consumer Behavior: An integrated framework. New York: Richard D. Irwin Inc.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92, 548–573.
Westbrook, R. A., & Oliver, R. L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18, 84-91.
Perreault, W.D., & McCarthy, E.J. (2005). Essentials of Marketing: A Global - Managerial Approach. McGraw-Hill College
Woodruff, R. B., Cadotte, E. R. and Jenkins, R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-Based Norms. Journal of Marketing Research, 20(3),296-304.
Wortzel, R. (1979). New Life Style Determinants of Women’s Food Shopping Behavior. Journal of Marketing, Vol. 43, 28-29.
Zaltman, G., & Burger, P. C. (1975). Marketing research: Fundamentals and dynamics. Hinsdale, Illinois: The Dryden Press.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, Vol. 52, 2-22.
Zikmund, W. G., & Scott, J. E. (1973). A Multivariate Analysis of Perceived Risk, Self-Confidence and Information Sources. Advances in Consumer Research, Vol.1, 406-416.