產品知識、品牌態度與商店形象對消費者購買汽車安全座椅商品滿意度與品牌忠誠度之影響-以北區奇哥為例

• Main Authors: Wang,Hsun Tsen, 王薰岑
• Other Authors: 祝鳳岡
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/55270345053196602482

碩士 === 國立政治大學 === 管理碩士學程(AMBA) === 96 === Along with the time progress and internet technology development, the automobile has already become part of daily life. However, everybody also increasingly pays great attention to the automobile security, from automobile itself security to driver's security, even the car passenger's security all to be considered. Taiwan started to implement a new traffic law about considering children’s security from June 1st, 2004, therefore opened the Taiwan auto safety chair market. With “brand” in Taiwan has become more and more important, this research will study the Taiwan homemade brand “Chick” as the main research brand. In the past time, many scholars did the research about brand effect, but majority of them used the information which provided using the product apparent clues, discussed consumers’ intentions for being more reasonable to the consumers’ behavior. This research uses product external clue- store image and the intrinsic clues, such as consumers’ product knowledge and brand attitude to discuss the influence of consumers’ satisfaction and loyalty to the auto safety chair.