| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 94 === The main purpose of this research would gather the following several questions to probe into:
1. The consumers'' individual factors and their cognitions of the corporate image and the product image whether will influence cognitions on the brand image of Taiwan High Speed Railway Corporation or not.
2. The different brand image cognitions of consumers whether will make different cognitions on the brand equity of Taiwan High Speed Railway Corporation or not.
3. The consumers whether have significant differences on attitudes between the product image and the brand image of Taiwan High Speed Railway Corporation or not.
4. The different demographics of consumers whether have significant differences on the cognitions of the brand image of Taiwan High Speed Railway Corporation or not.
Besides the aforesaid, this research also made some market surveys and analyses what the product characteristics of High Speed Railway are, and then will offer the worthy information to the national High Speed Railway policies and administrations, the social response of the public opinion and the academic research of High Speed Railway for the final purpose of this research.
This research adopted the quantitative approach and questionnaire survey that investigated consumers who were above 18 years old in the large area of Taipei region as samples; The final valid samples were 400 persons. According to the retrievable result and using the several analytical methods of statistic for proving each research hypotheses, we gained the final conclusions and suggestions.
As the result of the factor analysis and cluster analysis for each researched variable, we divided the lifestyle into “high quality life type” and “lack of management type”, divided the risk propensity into “ high risk propensity type” and “ low risk propensity type”, divided the corporate image into “high reputation evaluation type” and “low reputation evaluation type”, divided the product image into “symbol experience type” and “ function feel type”, then divided the brand image into “positive brand image type” and “ negative brand image type”. Finally, this research also probed into the brand equity that according to the result of the cluster analyses was divided into “brand loyalty type”, “perceived quality type” and “purchase intention type”. The results of this research were:
1. The lifestyle and the risk propensity of consumers would not influence their cognitions on the brand image of Taiwan High Speed Railway Corporation.
2. The consumers'' cognitions on the corporate image and the product image would influence their cognitions on the brand image of Taiwan High Speed Railway Corporation.
3. The different brand image cognitions of consumers would make different cognitions on the brand equity of Taiwan High Speed Railway Corporation.
4. The consumers have significant differences on attitudes between the product image and the brand image of Taiwan High Speed Railway Corporation.
5. The different sex, marital status, age and supported political parties of consumers would have no significant differences on the cognitions of the brand image of Taiwan High Speed Railway Corporation.
6. The different position title, occupation, education level and monthly incomes of consumers would have significant differences on the cognitions of the brand image of Taiwan High Speed Railway Corporation
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