香港理工大学研究型硕士申请表范例.doc

FORM RDC/1A (Revised Mar 2009) THE HONG KONG POLYTECHNIC UNIVERSITY RESEARCH DEGREE PROPOSAL (To be typewritten by the Applicant) Note: Please note that the information given in this form will only be used for processing this application. 1. Project Title: Research of consumer multi-loyalty behavior 2. Project Objectives: (Purpose of proposed investigation) First, finish the redefinition of consumer multi-loyalty. In the literature review, we learned that some scholars have discussed multi-band loyalty or multi-store buying; they either defined it from behavior dimension or from attitude dimension. However, we should not regard the two dimensions as mutually exclusive in order to reach the essence meaning of consumer loyalty. The research will employ study theory to explain consumer attitudinal loyalty and recognition maladjustment theory to explore consumer multi-loyalty behavior. Second, develop new tool for segmentation of consumer behavior. The research will compare premise variables of multi-loyalty and single-loyalty, such as trust, satisfaction, perceive risky perceive value, and promises, and the results of those types loyalty such as sensitivity to price and public praises, find the difference and provide new segment tool for further research of consumer behavior. Some conclusions of the compare research may turn out inconsistent with prevalent views. If so, I will stand cautious and give judgment according only to empirical data. Third, establish driving mechanism of consumer multi-loyalty. By scrutinizing the external factors, such as the enforcement of competition and homogenization, and the internal factors, such as consumer’s ability to recognize the differences between brands, the research will seek the driving mechanism of consumer multi-loyalty. 3. Scope and Background of Research: (Please identify key issues/problems to be addressed) The multi-loyalty issue is actually not unfamiliar to any of us. Just think, how many brands of toothpastes do we