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晦洞郁
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1 (297) * ** AMOS5.0 * **

2 (298) Dick and Basu 1994 Chaudhuri 1999 Mitchell and Boustani, 金省金

3 (299) Zaichkowsky 1985 (1) (2)(3) Biel 1992 Hagius, Poxanne and Charlotte 1993 (1)(2) (3) Bauer 1960 狀便 Cox 1967 Baird and Thomas 1985 Dowling 1986 Garretson and Clow 1999 若

4 (300) Featherman and Pavlou 2003 Teo and Yeong 2003 Jones and Sasser 1995 Bhote 1996 Oliver 1997 : Selnes 1993 Gronholdt, Martensen and Kristensen 2000 (1) (2) (3)(4)Heskett 2002) Dutty : Keller 2001 Macdonald and Sharp 2003 Mariola and Elena Shimp and Bearden, 1982; Rao andmonroe, 1988Chen and He 2003

5 (301) 1 H5 H1 H4 H6 H2 H3 2 Samiee, 1994; Hoyer and Brown, 1990Bulletin Mitchell and Greatorex 1988 Dodds et al. 1991Grewal et al Chen and He Dobni and Zinkhan 1990 Low Armstrong and Kotler 2002

6 (302) Baird and Thomas 1985 Mitchell and Greatorex 1988 Doolin, Dillon, Thompson and Corner Kim et al Aaker 1996 Aaker 1996 Chaudhuri 1998 Griffin 2002 Griffin 2002(1) (2) (3)Likert 1-5 狀便 %

7 (303) SPSS for Windows % 50% %1 57.8% 126.8% % 狀 60.4%39.6% 1 ( ) (%) (%) ( )

8 (304) ( ) (%) (%) 金 Cronbach s 若 Cronbach s 0.7 Cronbach s Cronbach s 若 0.35 Cronbach s 2 Cronbach s Cronbach s Cronbach s Cronbach s Cronbach s α

9 (305) 2. 若 Likert-type scale 若

10 (306)

11 (307) LSD 1. 7 F=4.634 P=0.032 F=4.426 P=0.036

12 (308) 7 F P (n=211) (n=211) * P< (0.272) (0.032)* (0.169) (0.036) * 2>1 2> (n=36) (n=192) (n=108) (n=63) (n=21) 61 (n=2) F P (0.062) (0.257) (0.055) * (0.053) 1 * P <

13 (309) 3. 9 F=2.592 P=0.036 F=2.674 P= F P (n=8) (n=45) (n=113) (n=244) (n=12) (0.184) (0.216) (0.036)* (0.032)* * P < F=3.396 P= F=3.039 P=0.010

14 (310) (n=101) 10 (n=113) (n=109) (n=8) (n=6) (n=14) (n=71) F (P ) (0.267) (0.420) (0.003)* (0.165) * P < (n=213) (n=73) (n=17) (n=7) (n=3) (n=109) F P (0.052) (0.398) (0.472) (0.010)* 5>1 3>2 5>2 5>3 5>6 1 * P <

15 (311) 6. 狀狀 12 狀 F=4.539 P=0.034 F=4.126 P=0.043 F=3.861 P= 狀狀 F (n=167) (n=255) P * P < (0.067) (0.034)* (0.043)* (0.050) * 2>1 2>1 2>1 1. measured variable latent variable (1) measurement model (2)structural model AMOS5.0

16 (312) Maximum Likelihood, ML 2 χ df 3 若 Hair, Anderson and Tatham, 1998 GFI Goodness of Fit Index AGFI Adjusted Goodness of Fit Index Root Mean Square Error of Approximation, RMSEA RMR Root Mean Square Residuals SRMR Root Mean Square Residual NFI Normed Fit Index RFI Relative Fit Index IFI Incremental Fit Index 0.968Comparative Fit Index, CFI LR X2 P >0.05 X2= P=0.000 GFI GFI> <0.05 RMSEA 0.05~ RMR RMR< SRMR SRMR< AGFI AGFI> NFI NFI> RFI RFI> IFI IFI> CFI CFI>

17 (313) 14 C.R * * * * * * *

18 (314)

19 (315) Aaker, D. A. (1996), Measuring brand equity across products and markets, California Management Review, Vol. 38, No. 3, pp Armstrong, G. and Kotler, P. (2002), Marketing: An Introduction (6 Ed.), Prentice Hall, Upper Saddle River, NJ. 7. Baird, I. S. and Thomas, H. (1985), Toward a contingency model of strategic risk taking, Academy of Management Review, Vol. 10, No. 2, pp Bauer, R. A. (1960), Consumer behavior as risk taking, Dynamic Marketing for a Changing World, Edited by American Marketing Association, pp , Chicago, IL. 9. Biel,A.(1992),How brand image drives brand equity,journal of Advertising Research, Vol.32,pp Bhote, Keki R. (1996), Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability, American Management Association, New York, Chaudhuri, A. (1999), Does brand loyalty mediate brand equity outcomes, Journal of Marketing Theory & Practice, Vol. 7, No. 2, pp Chen, R. and He, F. (2003), Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer, Total Quality Management & Business Excellence, Vol. 14, No 6, pp Cox, D. F. (1967), Risk Handling in Consumer Behavior - An Intensive Study of Two Cases, In Cox, D. F. 9(Ed.), Risk-Taking and Information-Handle in Consumer Behavior, pp , Harvard University Press, Boston. 14. Dick, A. S. and Basu, K. (1994), Customer loyalty: Toward an integrated conceptual framework, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp Dobni, D. and Zinkhan, G. M. (1990), In search of brand Image: A foundation analysis, Advances in Consumer Research, Vol. 17, No. 1, pp Dodds, W. B., Monroe, K. B. and Grewal, D. (1991), Effects of price, brand, and store information on buyers' product evaluations, Journal of Marketing Research, Vol. 28, No. 3, pp Doolin, B., Dillon, S. Thompson, F. and Corner, J. L.(2005), Perceived risk, the internet shopping experience and online purchasing behavior: A New Zealand perspective, Journal of Global Information Management, Vol.13, No. 2. pp Dowling, G. R.(1986), Perceived risk-the concept and its measurement, Psychology and Marketing, Vol. 3 No. 3, pp Featherman, Mauricio S. and Paul A. Pavlou (2003), Predicting e-service Adoption: A Perceived Risk Facets Perspective, International Journal of Human-Computer Studies, 59, pp

20 (316) 20. Garretson, J. A. and Clow, K. E. (1999), The influence of coupon face value on service quality expectations, risk perceptions and purchase, Journal of Services Marketing, Vol. 13, No. 1, pp Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998), The effects of store name, brand name and price discounts on consumers' evaluations and purchase intentions, Journal of Retailing, Vol. 74, No. 3, pp Griffin, J. (2002), Customer Loyalty How to Earn It,How to Keep It., Jossey-Bass Inc. 23. Gronholdt, L., Martensen, A., and Kristensen, K., (2000), The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences, Total Quality Management, 11: Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Boston, MA: Pearson Education Inc 25. Hoyer, W. D. and Brown, S. P. (1990), Effects of brand awareness on choice for a common, repeat-purchase product, Journal of Consumer Research, Vol. 17, No. 2, pp Keller, K. L. (2001), Building customer-based brand equity (cover story), Marketing Management, Vol. 10, No. 2, pp Kim, H. B., Kim, W. G. and An, J. A. (2003), The effect of consumer-based brand equity on firms' financial performance, Journal of Consumer Marketing, Vol. 20, No. 4, pp Lefkoff-Hagius, Poxanne and Charlotte H. Mason, (1993). Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference, Journal of Consumer Research, Vol.20,pp Low, G. S. (2000), The measurement and dimensionality of brand associations, Journal of Product & Brand Management, Vol. 9, No. 6, pp Macdonald, E. and Sharp, B. (2003), Management perceptions of the importance of brand awareness as an indication of advertising effectiveness, Marketing Bulletin, Vol. 14, No. 2, pp Mariola, P. V. and Elena D. B. (2005), Sales promotions effects on consumer based brand equity, International Journal of Market Research, Vol. 47, No. 2, pp Mitchell, V. W. and Boustani, P. (1993), Market development using new products and new customers: A role for perceived risk, European Journal of Marketing, Vol. 27, No. 2, pp Mitchell, V. W. and Greatorex, M. (1988), Consumer risk perception in the UK wine market, European Journal of Marketing, Vol. 22, No. 9, pp Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Customer, McGraw-Hill, N. Y. 35. Rao, A. R. and Monroe, K. B. (1988), The moderating effect of prior knowledge on cue utilization in product evaluations, Journal of Consumer Research, Vol. 15, No. 2, pp Samiee, S. (1994), Customer evaluation of products in a global market, Journal of International Business Studies, Vol. 25, No. 3, pp Selnes, F., (1993), An Examination of the Effect of Product Performance on Brand Reputaion, Satisfaction and Loyalty, European Journal of Marketing,. 27(9): Shimp, T. A. and Bearden, W. O. (1982), Warrant and other extrinsic cue effect on consumer risk perception, Journal of Consumer Research, Vol. 9, No. 1, pp Zaichkowsky, J. L., (1985). Measuring the involvement construct. Journal of Consumer Research, 17,

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B2烏魚子 (99) 100 5 1 100 10 31 ( D) D (Marguiles, 1977) D D (LOGO) (SLOGAN) 1 ( 2006) (brand image) (Marguiles,1977) Dobni& Einkhan(1990) (Romaniuk& Sharp,2003) Kotler (2000) Keller Lehmann (2006) (1) (Logo and