品牌形象知觉价值与忠诚度对技职学生选校实证研究-南亚技术学院.PDFVIP

桃園創新學報 第三十四期 品牌形象、知覺價值與忠誠度對技職學生選校實證研究-以知覺價值為中介因素 品牌形象、知覺價值與忠誠度對技職學生選校實 證研究 - 以知覺價值為中介因素 蔡清嵐 桃園創新技術學院視覺傳達設計系 摘要 本研究係以品牌形象、知覺價值與忠誠度的結構關係進行高中職學生選校實 證研究模式。研究採問卷調查方式進行， 並以技職院校大一新生為抽樣樣本。根 據結構方程模型之實證結果證實品牌形像確實能夠透過知覺價值的中介效果，對 忠誠度產生影響，且其中介效果屬完全中 介效果。顯示品牌形象除了會直接對知 覺價值有所影響外，也會透過知覺價值而間接對忠誠度有所影響，因此強調知覺 價值的作用，會對忠誠度產生更大的效果，進而產生選擇該校意願。 關鍵詞：品牌形像、知覺價值、忠誠度 E-mail:cltsai@tiit.edu.tw Tel:0922-431-583 209    桃園創新學報 第三十四期 品牌形象、知覺價值與忠誠度對技職學生選校實證研究-以知覺價值為中介因素 AN EMPIRICAL STUDY ON THE INFLUENCES OF BRAND IMAGES, PERCEIVED VALUES AND LOYALTY ON TECHNICAL AND VOCATIONAL STUDENTS’ SELECTING SCHOOLSWITH PERCEIVED VALUES AS INTERMEDIARY FACTOR Ching-Lan Tsai Department of Visual Communication Design Taoyuan Innovation Institute of Technology Abstract This paper conducts empirical study on the technical and vocational students’ selecting schools based on the structural relationships of brand images, perceived values and loyalty. With questionnaire survey, freshmen from technical andvocational schools are taken as samples. The empirical study results ofstructural equation model show that brand image can truly exert influences on loyalty through the mediating effects of perceived values, and the mediating effects falls into full mediation effects. It indicates that brand images have direct effects on perceived values and also have indirect effects on loyalty. Therefore, stressing the effects of perceived values may produce greater effects on loyalty, which then may affect