Title page for etd-0722125-161800

URN	etd-0722125-161800	Statistics	This thesis had been viewed 22 times. Download 2 times.
Author	Yu- Hsin Chen
Author's Email Address	No Public.
Department	Institute of Industrial Management
Year	2024	Semester	2
Degree	Master	Type of Document	Master's Thesis
Language	zh-TW.Big5 Chinese	Page Count	71
Title	A study on consumers' knowledge, importance, satisfaction and brand loyalty to eyewear
Keyword	IPA analysis eyewear knowledge importance satisfaction brand loyalty brand loyalty satisfaction importance eyewear knowledge IPA analysis
Abstract	This study conducted a survey targeting Taiwanese consumers to explore the correlations and differences in their knowledge, perceived importance, satisfaction, and brand loyalty toward eyewear products. A total of 483 valid samples were collected through a questionnaire, and the data were analyzed using reliability analysis, one-way ANOVA, Pearson product-moment correlation, and Importance-Performance Analysis (IPA). The study examined the correlations among consumers’ knowledge, satisfaction, and brand loyalty scores, as well as the differences in knowledge, importance, satisfaction, and loyalty among consumers with different backgrounds. The results showed that consumers’ eyewear knowledge scores were generally low. The highest correct response rate was for “Full-rim glasses are more durable than semi-rimless or rimless glasses,” followed by “Glass lenses have the best light transmittance.” In terms of importance, consumers considered “after-sales service” as the most important factor, followed by “staff with professional skills and knowledge.” Corresponding satisfaction results also showed that consumers were most satisfied with “good after-sales service,” followed again by “staff with professional skills and knowledge,” indicating a positive correlation between importance and satisfaction. In addition, brand loyalty was positively correlated with eyewear knowledge, suggesting that consumers with higher levels of knowledge tend to have higher brand loyalty. The IPA analysis identified “brand image” and “fast delivery” as priority areas for improvement. Among different consumer background variables, significant differences were only found in “occupation” and “income” with respect to eyewear-related variables.
Advisor Committee	Cheng-Yi Lin - advisor Shau-Yea Huang - advisor Chiu-Tang Lin - co-chair Mei-Mei Lin - co-chair Shau-Yea Huang - co-chair
Files	etd-0722125-161800.pdf indicate access worldwide
Date of Defense	2025-07-01	Date of Submission	2025-07-22

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