| Summary: | 碩士 === 國立勤益科技大學 === 工業工程與管理系 === 99 === As the rapid development of Internet network, making the network a lot of people get important information outside the pipe, and to promote Internet users rapidly increased, showing that the Internet plays an important role in the Chinese mind. User satisfaction and loyalty will affect the people once again using the search engine will find information, and these reference indicators and the search engine itself, between the value of brand equity and customer have a significant impact.
This study was to explore the Internet search engine Yahoo's brand equity and customer value, customer satisfaction and customer loyalty on the impact of research subjects to the main users of Yahoo Internet search engine, using a questionnaire survey to collect data, the sample data obtained by SPSS 12.0 for descriptive statistics, reliability and validity analysis, a single sample T-test analysis, correlation analysis, multiple regression analysis, and important - the performance level of analysis to the analysis to understand the site's brand equity customer satisfaction and customer value and loyalty of the relationship between the variables and differences between variables to understand the impact, according to the research and analysis that stated the following:
1. Brand equity of "brand awareness" on the part of a significant impact on customer value, "brand equity" has a significant impact.
2. Brand equity, some significant impact on customer satisfaction, and have significant impact on customer loyalty.
3. Customer value on customer satisfaction and customer loyalty both have significant impact.
4. Have a significant impact on customer satisfaction on customer loyalty.
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