臺灣博碩士論文加值系統

在消費者行為的文獻中，可以看到許多關於｢經驗｣的研究。然而，在品牌行銷的領域中，研究人員大多專注於品牌權益各個面向之間的關係，以及品牌與顧客關係的探討。近年來，行銷人員已逐漸了解到品牌經驗對於發展行銷策略的重要性，由於消費者從搜尋產品、購買商品，到最後使用產品的過程都會產生經驗，因此表示品牌經驗可能影響品牌關係，以及具體的消費者行為。但是，文獻中對於品牌經驗如何影響消費者行為的研究卻非常有限，因此本研究目的以品牌經驗為前因，探討品牌經驗對品牌個性與品牌形象的影響，並進一步探討其與品牌滿意度、品牌信任和購買意圖的關係。
本研究以問卷調查的方式來蒐集資料，並採用SEM的方式對資料進行統計分析。結果顯示(1)品牌經驗透過品牌個性、品牌滿意度及品牌信任正面地影響購買意圖;(2)品牌經驗透過品牌形象及品牌滿意度正面地影響購買意圖;但是(3)品牌形象不會透過品牌信任影響購買意圖。最後，根據研究結果提出理論與管理意涵以及未來研究建議。

In prior literature, there has been plenty of investigation into the importance of experience. While the majority of researchers in brand marketing have traditionally focused on the interrelationship between various dimensions of brand equity and brand relationship, more recently marketing practitioners have realized that brand experience is also a critical element for developing marketing strategies. Since experiences are created when consumers seek out products, when they purchase them and when they use them, brand experience may influence the brand relationship and specific consumer behavior. However, there are few studies exploring how brand experience affects consumer behavior. Therefore, our research investigates whether brand experience affects purchase intention indirectly through brand image, brand personality, brand satisfaction and brand trust.
In this research, we build a model and several hypotheses based on existing literature and collect data via questionnaires. Further, Structural Equation Modeling (SEM) is applied to examine the research model and hypotheses. The results indicate that (1) brand experience affects purchase intention positively through brand personality, brand satisfaction and brand trust; (2) brand experience affects purchase intention positively through brand image and brand satisfaction; however, (3) brand image does not affect purchase intention through brand trust. Finally, theoretical and practical implications and suggestions for future research are provided according to the results.

LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER 1 - INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Process 4
CHAPTER 2 - LITERATURE REVIEW 5
2.1 Brand Experience 5
2.2 Brand Equity 7
2.2.1 Brand Loyalty 10
2.2.2 Brand Awareness 12
2.2.3 Perceived Quality 13
2.2.4 Brand Image and Brand Associations 13
2.2.5 Brand Personality 14
2.3 Brand Relationship 16
2.3.1 Brand Trust 17
2.3.2 Brand Satisfaction 18
2.4 Purchase Intention 19
CHAPTER 3 - METHODOLOGY 20
3.1 Conceptual Model 20
3.2 Hypotheses Development 20
3.3 Measures 24
3.4 Research Design and Procedure 25
3.4.1 Pretest 25
3.4.2 Main study 29
3.5 Analysis Methodology 30
CHAPTER 4 - ANALYTICAL RESULTS 31
4.1 Description of Sample 31
4.2 Mean and Standard Deviation 32
4.3 Reliability and Validity Analysis 35
4.4 Hypotheses Testing 38
CHAPTER 5 - CONCLUSION 42
5.1 Discussion 42
5.2 Theoretical and Practical Implications 43
5.3 Limitations and Future Research 46
REFERENCES 47
APPENDIX 57

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