臺灣博碩士論文加值系統

海角七號在台灣電影市場大賣之後，沉寂以久的台灣電影又開始受到消費者的矚目，消費者願意再度進入電影院支持台灣電影，並且購買電影的週邊商品及前往拍攝地點進行觀光，而賣座電影所帶來的經濟效益更是相當可觀，但因電影的消費特性使其在市場上有效壽命相對短暫，且票房隨上映時間減少，因此電影的行銷工作變得非常重要，電影產業裡「人」的價值對於電影擁有強烈且正面的影響，而導演更是電影的靈魂人物，導演透過電影畫面將電影故事做完美的詮釋，消費者一旦認同了導演也會產生心理上及行為上的支持行動，本研究認為熱迷的品牌知覺價值、品牌忠誠度及熱迷行為擁有正面相互影響關係並透過SPSS的迴歸分析驗證假說，研究結果發現:

1. 當熱迷對於品牌知覺價值越高，則對於該品牌的品牌忠誠度越高
2. 當熱迷對於品牌忠誠度越高，則熱迷行為越強烈
3. 當熱迷對於品牌知覺價值越高，則熱迷行為越強烈

研究中發現一群狂熱迷，而其在品牌知覺價值上明顯高於其他消費者，而他們在電影相關產品收藏上相當積極，並且也主動搜尋相關訊息並熱衷於電影相關討論。
品牌忠誠度對於賽德克．巴萊電影迷的品牌知覺價值與熱迷行為之間具有部分中介效果。因此魏德聖所屬之電影公司應提高熱迷的品牌忠誠度，則熱迷就會透過口碑傳播等方式幫助電影宣傳，並且主動蒐集相關訊息及週邊商品。另外本研究發現熱迷在蒐藏行為上，品牌知覺價值比口碑傳播多了品牌炫耀性及品牌自我延伸性，由此可得知，進行產品收藏的熱迷，更認為擁有品牌產品能夠展現自我，並且向其他消費者炫耀自己與他人不同。

Abstract
The Taiwan blockbusting movie “Cape No.7” has saved Taiwan movie market from long-term recession and drawn attention of consumers to support Taiwan movies. Subsequently, consumers buy tickets to watch movies while buying movie products and doing film tourism. A blockbuster brings considerable economic benefits. However, because of the consumption characteristic, the product life of cycle of a movie is relatively short and the sales reduce by time. Therefore, successful marketing of a movie is very important.
In the movie market, the value of “People” brings strong and positive effect on movies; the movie director, in particular, is the soul character, who perfectly presents a story through movie pictures. Once the director is recognized by consumers, they would like to provide psychological and physical support. In this research, it is hypothesized that the brand awareness, brand loyalty and fans behavior are related with positive effect. SPSS Regression is applied and the results listed below as the followings.
1. When the fans maintain higher brand awareness, they maintain higher brand loyalty.
2. When the fans maintain higher brand royalty, the fans behavior is stronger.
3. When the fans maintain higher brand awareness, their fans behavior is stronger.
From the research, frantic fans have higher brand awareness than other consumers. They are active to collect movie products and information and enthusiastic about discussing the topic.
For fans of the movie “Seedig Bale”, their brand awareness and fans behavior are partially influenced by brand loyalty. Therefore, the film company to which the movie director Wei Te-Shen is belonged should rise up the fans brand royalty so the fans will help to promote the movie by word of mouth and collect movie information and products on their own initiative. In addition, to compare the brand awareness and world of mouth in the fans collecting behavior, the research results show that conspicuous consumption and extended self of a brand exit in the brand awareness. As a result, the fans collecting movie products think that they are presented and the difference from other people is shown by having brand products.

目錄
摘要 I
Abstract II
致謝辭 IV
目錄 V
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 電影產業 6
第二節 電影行銷及導演的影響 9
第三節 品牌知覺價值 10
第四節 品牌忠誠度 16
第五節 熱迷行為 18
第六節 品牌知覺價值、品牌忠誠度及熱迷行為之關係 22
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 變數操作型定義 27
第四節 問卷設計 28
第五節 資料分析方法 35
第四章 實證分析結果 37
第一節 敘述性統計分析 37
第二節 信度分析 56
第三節 迴歸分析與假說檢定 57
第四節 假說檢定結果與討論 64
第五章 結論與建議 68
第一節 研究結論 68
第二節 管理意涵 72
第三節 研究限制與未來研究建議 73
參考文獻 75
 
表目錄
表2-1-1電影生命週期行銷 9
表2-2-1 Kitty產品收藏價格範圍 12
表2-2-2品牌知覺衡量彙整 13
表3-3-1變數操作型定義與衡量構面 27
表3-4-1門檻題問項 29
表3-4-2品牌知覺價值 30
表3-4-3 表敘述統計問項 31
表3-4-4 熱迷行為問項 32
表3-4-5品牌忠誠度問項 33
表4-1-1 樣本基本資料 38
表4-1-2賽德克．巴萊電影熱迷看過賽德克．巴萊台陽旗（上）次數 39
表4-1-3熱迷看過賽德克．巴萊彩虹橋（下）次數 39
表4-1-4熱迷是否觀賞過賽德克．巴萊五分鐘試拍片及次數 40
表4-1-5熱迷是否觀賞過海角七號？ 40
表4-1-6熱迷是否觀賞過賽德克．巴萊官方部落格內資料 41
表4-1-7熱迷是否觀賞過賽德克．巴萊官方臉書內資料 41
表4-1-8每週商品相關資訊收集所花費之時間 42
表4-1-9賽德克．巴萊電影迷之相關消費訊息獲得 42
表4-1-10消費賽德克．巴萊電影之週邊商品或服務(複選) 43
表4-1-11收藏賽德克．巴萊電影之週邊商品時間 44
表4-1-12賽德克．巴萊電影之週邊商品蒐集數量 44
表4-1-13每月回應賽德克．巴萊相關文章次數 45
表4-1-14每月發表賽德克．巴萊相關文章次數 46
表4-1-15累積發表文章的次數 46
表4-1-16狂熱迷之基本資料 47
表4-1-17狂熱迷之資訊蒐集時間及網路傳播行為 48
表4-1-18BLI品牌知覺價值之平均數及標準差 50
表4-1-19熱迷行為之平均數及標準差 52
表4-1-20品牌忠誠度所表示平均數與標準差 53
表4-2-1個構面之Cronbach’s α值 56
表4-2-2各觀察變項平均數與標準差 57
表4-3-1品牌知覺對於品牌態度忠誠度影響之迴歸模式整體檢定結果分析表 57
表4-3-2品牌知覺對於品牌態度忠誠度影響之迴歸係數分析表 58
表4-3-3品牌知覺對於品牌行為忠誠度影響之迴歸模式整體檢定結果分析表 58
表4-3-4品牌知覺對於品牌行為忠誠度影響之迴歸係數分析表 59
表4-3-5品牌忠誠度對於熱迷行為之口碑傳播影響之迴歸模式整體檢定結果分析表 59
表4-3-6品牌忠誠度對於口碑傳播影響之迴歸係數分析表 60
表4-3-7品牌忠誠度對於熱迷行為之收藏行為之迴歸模式整體檢定結果分析表 60
表4-3-8品牌忠誠度對於熱迷行為之收藏行為迴歸係數分析表 61
表4-3-9品牌知覺對於口碑傳播影響之迴歸模式整體檢定結果分析表 61
表4-3-10品牌知覺對於口碑傳播影響之迴歸係數分析表 62
表4-3-11品牌知覺對於產品收藏影響之迴歸模式整體檢定結果分析表 62
表4-3-12品牌知覺對於產品收藏影響之迴歸係數分析表 63
表4-4-1各假說驗證結果 64
表5-4-1狂熱迷之各觀察變項平均數及標準差 71

 
圖目錄
圖1-1 國片歷年票房變化趨勢圖 3
圖1-2 研究流程圖 5
圖3-1 研究架構 25

參考文獻
一、中文文獻
王如鈺、王仁宏、陳重佑 (2009)，「知覺價值、品牌忠誠與熱迷行銷之研究－以HELLO KITTY迷為例」，2009年管理科學與應用研討會，广州中山大学岭南(大学)学院，頁241-252。
王秀華譯(1996) 忠誠顧客-如何培養、如何保持。Griffin , J.(1994)原著，民國85年，台北：朝陽堂出版社。
李東展 (2006)，喬丹商品收藏迷的資訊尋求行為研究，世新大學資訊傳播學系碩士論文。
吳佳倫 (2007)，電影○行銷，台北：書林出版有限公司。
吳欣潔 (2010)，品牌知覺價值、品牌忠誠度與熱迷行為之研究-以海角七號迷為例，中原大學企業管理研究所碩士論文。
吳明隆與涂金堂（2007），SPSS與統計應用分析，台北市，五南
李姿靜 （2012），品牌知覺價值、品牌忠誠度與熱迷行為之研究-以超級籃球聯賽知台啤隊迷為例，中原大學企業管理研究所碩士論文。
何文程 （2010）。奧斯卡得獎男女演員對電影票房收入效應之探討。國立暨南大學管理學院經營管理碩士學位學程碩士在職專班碩士論文。
林富美 （2004）。〈藝人與經紀人派遣勞動關係初探〉，《新聞學研究》。78〆143-186。
林宗伯 (2005)，行銷趨勢學之熱迷行銷，台北：創見文化
林翠瑩，2004，品牌形象、品牌關係品質與品牌忠誠度之關聯性研究─以零售業自有品牌為例，碩士論文，南台科技大學研究所。
林建安、李一民、陳秀芬 (2008)，「行為性品牌忠誠度對購買意願及口碑之影響—以金礦咖啡為例」，休閒暨觀光產業研究，3卷1期，pp. 61-75。
林震岩 (2007)，多變量分析： SPSS的操作與應用，台北：智勝文化
林妤蓁 (2011)，品牌知覺價值、品牌忠誠度與熱迷行為之研究-以兄弟象迷為例，中原大學企業管理研究所碩士論文。
林建煌（2002/2），「消費者行為」，p.224-228。
洪順慶 (2006)，台灣品牌競爭力，台北：天下雜誌。
俞洪亮、蔡義清與莊懿妃（2007），商管研究資料分析SPSS的應用，台北市，華泰文化。
馬志工譯 (2007)，M型社會新奢華行銷學—征服消費者的11堂必修課。 (Danziger, P. N., Let Them Eat Cake: Marketing Luxury to the Mass-As Well as the Classes, 2005) 。台北：臉譜出版社。
許木柱 1989 台灣原住民的族群認同運動：心理文化研究途徑的初步探討。刊載於徐正光、宋文里合編，台灣新興社會運動。台北：巨流。
黃琬玲, & 王信文. (2007). 建構電影文化創意產業之成功行銷模式: 以美國賣座票房電影爲例. 萬能商學學報, (12), 51-68.
陳正芬譯 (2004)，奢華，正在流行。(Silverstein, M. J., Fisk, N. and Butman, J., Trading up: the New American Luxury, 2004) 。台北：商智文化。
陳重佑 (2010)，由知覺價值及品牌忠誠度的觀點檢視品牌狂熱迷的行為，中原大學企業管理研究所碩士論文。
張智鈞 (2008) 電影院消費者消費者行為與休閒效益之研究-以台北威秀電影院為例，國立台灣師範大學運動與休閒管理研究所碩士論文。
程予誠 (2006)，行銷電影，台北：亞太圖書。
楊淳聿 (2006)，精品品牌奢侈量表建構之研究，國立政治大學企業管理研究所碩士論文。
廖珮君譯（2006）。《文化產業》。台北〆限伯文化。（原書Hesmondhalgh, D. [2002]. The cultural industries. England, Sage Pubns.）
廖淑華（2009）。《臺灣電影票房模型之建構》。世新大學傳播管理學系碩士論文。
簡妙如 (1996)，過度的閱聽人－「迷」之初探，國立中正大學電訊傳播所碩士論文。
鄭沂珊（2001）美國電影闢防影響因素之探討，國立台灣師範大學大眾傳播研究所
莊麗娟 (1999)，物質主義傾向、消費價值觀與產品涉入對收藏行為影響之研究，元智大學管理研究所碩士論文。
 
二、英文文獻
Aaker David, A. (1991). Managing brand equity.Capitalizing on the value of a brand name.
Arndt, J. (1967).Word of mouth advertising: A review of the literature. Advertising Research Foundation.
Belk, R. W. (1995). Collecting as luxury consumption: Effects on individuals and households. Journal of Economic Psychology,16(3), 477-490.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer research, 139-168.
Bettig, R. V. (1996). Copyrighting culture: The political economy of intellectual property (pp. 19-22). Boulder: Westview Press.
Bocock, R. (1993), Consumption. New York : Routledge.
Brock, T. C. (1968), Implication of commodity theory for value change. In: Greenwald, A. G., Brock, T. C., &; Ostrom, T. M. (Eds), Psychological Foundations of Attitude. New York: Academic Press
Campbell, C. (1995). Conspicuous confusion? A critique of Veblen's theory of conspicuous consumption. Sociological Theory, 13, 37-37.
Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International journal of hospitality management,29(3), 405-412.
Copeland, M. T. (1923). Relation of consumers' buying habits to marketing methods. Harvard Business Review,1(3), 282-289.
Cornell, A. (2002). Cult of luxury: The new opiate of the masses.Australian Financial Review, 27.
Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes.International Journal of Research in Marketing,17(1), 55-78.
Dubois, B., & Laurent, G. (1994). Attitudes toward the concept of luxury: An exploratory analysis.Asia-Pacific Advances in Consumer Research,1(2), 273-278.
Dubois, B., Laurent, G., & Czellar, S. (2001).Consumer rapport to luxury: analyzing complex and ambivalent attitudes(No. 736). HEC Paris.
Ellis, L. (1985). On the rudiments of possessions and property. Social Science Information,24(1), 113-143.
Fiske, J. (2010).Understanding popular culture. Taylor & Francis.
Garfein, R. T. (1989). Cross-cultural perspectives on the dynamics of prestige.Journal of Services Marketing,3(3), 17-24.
Gelb, B. D., & Sundaram, S. (2002). Adapting to" word of mouse". Business Horizons, 45(4), 21-25.
Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle: the basis for prestige racing. Journal of Consumer Marketing, 10(1), 10-16
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. The Journal of Marketing, 78-92.
Harrington, C. L., & Bielby, D. D. (1995). Soap fans: Pursuing pleasure and making meaning in everyday life. Philadelphia: Temple University Press.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Hepworth, M., & Mateus, P. (1994). Connecting customer loyalty to the bottom line. Canadian Business Review, 21, 40-40.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101.
Hunt, K. A., Keaveney, S. M., & Lee, M. (1995). Involvement, attributions, and consumer responses to rebates. Journal of business and psychology, 9(3), 273-297.
Kapferer, J.-N. (1998),“Why Are We Seduced by Luxury Brands? ”Journal of Brand Management, Vol. 6, No. 1, pp. 44-49
Konovsky, M. A., & Cropanzano, R. (1991). Perceived fairness of employee drug testing as a predictor of employee attitudes and job performance. Journal of applied psychology, 76(5), 698.
Jacoby, J. &; R. W., Chestnut (1978), Brand loyalty: Measurement and Management. New York: John Wiley and Sons.
Jenkins, H. (1992). We Sing': Filking and the Social Construction of the Science Fiction. The adoring audience: Fan culture and popular media, 208.
Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. The Quarterly Journal of Economics, 64(2), 183-207.
Levin, A. M., Levin, I. P., & Heath, C. E. (1997). Movie stars and authors as brand names: Measuring brand equity in experiential products. Advances in consumer research, 24, 175-181.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 234-245.
Li, X. R., & Petrick, J. F. (2008). Examining the antecedents of brand loyalty from an investment model perspective. Journal of Travel Research, 47(1), 25-34.
Litman, B. R. (1982). Decision‐Making in the Film Industry: The Influence of the TV Market. Journal of Communication, 32(3), 33-52.
Mizerski, R. W. (1982). An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 301-310
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 20-38.
Nelson, P. (1970). Information and consumer behavior. The Journal of Political Economy, 78(2), 311-329.
O’Cass, A. &; H., Frost (2002), “Status Brands: Examining the Effect of Non-Product-Related Brand Associations on Status and Conspicuous Consumption,” The Journal of Product and Brand Management, Vol. 11, No. 2, pp. 67-86.
Oliver, R. L. (1999). Whence consumer loyalty?. the Journal of Marketing, 33-44.
Page, C. M. (1992). A history of conspicuous consumption (Master's thesis, University of Colorado).
Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
Pham, A., Watson, N., & Durie, J. (1993). The Film Marketing Handbook: a practical guide to marketing strategies for independent films. British Film Inst.
Phau, I., & Prendergast, G. (2000). Consuming luxury brands: the relevance of the rarity principle. The Journal of Brand Management, 8(2), 122-138.
Reitzle, W. (2001). Luxus schafft Wohlstand. Rowohlt.
Reysen, S., & Branscombe, N. R. (2010). Fanship and fandom: Comparisons between sport and non-sport fans. Journal of Sport Behavior, 33(2), 176-193.
Rowohlt Verlag GmbH(2003), Luxus schafft Wohlstand. Germany: Rowohlt Verlag.
Tuan, Y. F. (1980). The significance of the artifact. Geographical Review, 462-472.
Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.
Veblen, T., & Almy, C. (1899). The theory of the leisure class: An economic study in the evolution of institutions. Macmillan & Company, Limited.
Vigneron, F. &; L.W., Johnson (2004) “Measuring perceptions of brand luxury,” Journal of Brand Management, Vol. 11, No. 6, pp. 484-506.
Schiffman, L. and L. L. Kanuk (1991), Consumer Behavior (2nd Ed.), Englewood Cliffs, NJ: Prentice-Hall.
Silverstein, M., Fiske, N., & Butman, J. (2003). Trading up: The new American luxury. Portfolio (Hardcover).
Solomon, M. R. (1994). Consumer Behavior (2nd Ed.). Boston: Allyn and Bacon.
Stum, D. L., & Thiry, A. (1991). Building customer loyalty. Training and Development Journal, 45(4), 34-36.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. Marketing of services, 9(1), 25-32.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
Grossberg, L., (1992), Is There a Fan in the House?: The Affective Sensibility of Fandom, in The Adoring Audience: Fan Culture and Popular Media, Lewis, L. A. (Eds.), New York: Routledge.
Gelb, B. D. and S. Sundaram (2002), “Adapting to Word of Mouse,” Business Horizons, Vol. 45, No. 4, pp. 21-25.
Hennig-Thurau, T., K. P. Gwinner, G. Walsh and D. D. Gremler (2004) “Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
Holbrook M. B. (1999), “Introduction to Consumer Value” in Consumer Value/ a Frame Work for Analysis and Research, ed. Holbrook M. B., London and New York: Rout ledge.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., Jr., & Schlesinger L. A. (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review, Vol. 72, No. 2, pp. 164-174.
Raphel, N. & Raphel, M., 1995, Loyalty Ladder, Harper Collins Publishers Inc, New York.
Lascu and Zinkhan(1999) “Consumer conformity: Review and applications for marketing theory and practice” Journal of Marketing Theory and Practice, 7, 3,
Neal, William D. (1999), "Satisfaction is Nice, But Value Drives Loyalty", Marketing Research, Vol. 11, pp. 21-23
Parasuraman, &; Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Academy of marketing science journal, 28(1).
Keller, K. L. (2001), “Building Customer-Based Brand Equity,” Marketing Management, Vol. 10, No. 2, pp. 14-19.
Grewal, D. and A. Parasuraman (2000), “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 168-174.