臺灣博碩士論文加值系統

現今知消費者，越來越多以「品牌」做為辨識產品或服務的依據，在實際市場觀察發現，消費者仍然會購買自己所認識的品牌。而品牌承諾，會讓消費者直接做品牌聯想，使得消費者在購買此品牌時，會產生品牌共鳴。另外，購物價值則在探討購物環境及實體設施對於消費者行為之影響，且購物價值與動機息息相關，消費者藉由購買產品與消費活動來滿足生理與心裡需求，並創造購物價值。而透過品牌置入的方式，會有助喚起消費者的記憶，並增強與消費者的連結，將兩者聯結起來。
因此，品牌置入、購物價值認知、品牌承諾具有互為影響的關係，本研究欲探討此三項變項間之影響關係；過去研究極少探討品牌置入、品牌承諾、購物價值共同置入同一研究模型中，故本研究將此三變項同置於一個模型中，探討此三者間的關係，以釐清三者之影響關係，期能彌補該學術領域之缺口，並有助於實務之運作。研究結果顯示：（一）品牌置入對品牌承諾有顯著之影響；（二）「品牌置入」對「購物價值」有顯著之影響；（三）「購物價值認知」在「品牌置入」對「品牌承諾」影響關係中具有中介效果。此外，因人口統計變項對於研究三變項會產生影響，因此本研究將人口變項作為控制變項，使變項間關係更為純化。最後，本研究並進一步對研究限制與未來研究建議有所探討與分析。

For customers, “brand” becomes the basis for identification of goods or services, and normally customers will buy product which they can recognize its brand.
The “brand commitment” will bring resonance to customers when they are buying specific brand products. And “shopping value” focus on the influence of shopping environment and facilities on customer behavior, and it is closely related to shopping motivation. Besides, customers’ physical and mental demand will be satisfied by purchasing goods and doing shopping that also result in shopping value.
Through the “brand placement”, it will help to remind customers of specific brand name and stronger its image. Thus, there is an interaction relationship among brand placement, shopping value and brand commitment. However, past reviews rarely discussed the relationship among these three elements, so this research aims to explore the relationship between brand placement, brand commitment and shopping value. Here are the results:
a) Brand placement has a significant effect on brand commitment;
b) Brand placement has a significant effect on shopping value;
c) Shopping value has an itermediary significant effect between brand placement and brand commitment.
The research limitation and future research recommendation had been discussed in the last research.
Key Words: brand placement, shopping value, brand commitment

內容目錄
中文摘要 i
英文摘要 ii
誌謝辭 iii
內容目錄 iv
表目錄 vii
圖目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 3
第三節 研究架構 4
第四節 研究範圍 5
第五節 研究流程與架構 6
第二章 文獻分析 8
第一節 品牌置入 8
第二節 購物價值 19
第三節 品牌承諾 30
第四節 本研究各變項間關係之探討 36
第三章 研究方法 40
第一節研究變項操作性定義與衡量 40
第二節 研究對象與問卷設計發放 43
第三節 資料分析方式 44
第四章 研究結果 47
第一節 個人基本資料分析 47
第二節 效度及信度分析 52
第三節 不同個人背景變項與品牌置入的差異性分析 56
第四節 不同個人背景變項與購物價值認知的差異性分析 63
第五節 不同個人背景變項與品牌承諾的差異性分析 68
第六節 相關分析 73
第七節 迴歸分析 76
第五章 研究結論 102
第一節 研究結論 102
第二節 研究意涵 109
第三節 研究限制 111
第四節 研究建議 112
參考文獻 115
中文文獻 115
英文文獻 119
附錄 問卷 132














表目錄
表2- 1學者提出品牌置入的定義整理 10
表2- 2國外學者品牌置入相關研究整理 15
表2- 3消費者價值類型 22
表2- 4品牌承諾定義整理 32
表3- 1品牌置入操作性定義及問卷題項與內容 41
表3- 2購物價值認知操作性定義及問卷題項與內容 42
表3- 3品牌承諾問卷題項與內容 43
表4- 1 受訪者個人基本資料統計 48
表4-2 品牌置入構面分析 50
表4- 3 購物價值構面分析 51
表4- 4 品牌承諾分析 52
表4- 5 品牌置入因素及信度分析 54
表4-6 購物價值因素及信度分析 55
表4- 7 品牌承諾因素及信度分析 56
表4- 8 性別對品牌置入之獨立樣本t檢定 57
表4- 9 婚姻對品牌置入之之獨立樣本t檢定 58
表4- 10年齡對品牌置入之單因子檢定 59
表4- 11 教育程度對品牌置入之單因子檢定 60
表4- 12 可支配所得對品牌置入之單因子檢定 61
表4- 13 職業對品牌置入之單因子檢定 62
表4- 14 性別對購物價值認知之獨立樣本t檢定 63
表4- 15 婚姻對購物價值認知之獨立樣本t檢定 64
表4- 16 年齡對購物價值認知之單因子檢定 65
表4- 17 教育程度對購物價值之單因子檢定 66
表4- 18 每月可支配所得對購物價值之單因子檢定 67
表4- 19 職業對購物價值認知之單因子檢定 68
表4- 20 性別對品牌承諾之獨立樣本t檢定 69
表4- 21 婚姻對品牌承諾之之獨立樣本t檢定 69
表4- 22 年齡對品牌承諾之單因子檢定 70
表4- 23 教育程度對品牌承諾之單因子檢定 71
表4- 24 每月可支配所得對品牌承諾檢定 72
表4- 25 職業對品牌承諾檢定 73
表4- 26 相關分析 74
表4- 27 「品牌置入」對「品牌承諾」及其子構面迴歸分析 77
表4- 28 「螢幕畫面置入」對「品牌承諾」及子構面迴歸分析 78
表4- 29「劇本台詞置入」對品牌承諾迴歸分析 79
表4- 30「戲劇情節置入」對品牌承諾迴歸分析 80
表4- 31「品牌置入」對品牌承諾及其子構面之多元迴歸分析 82
表4- 32「品牌置入」對購物價值認知及其子構面迴歸分析 83
表4- 33「螢幕畫面置入」對購物價值認知及其子構面迴歸分析 84
表4- 34「戲劇台詞置入」對購物價值認知及其子構面迴歸分析 85
表4- 35「戲劇情節置入」對購物價值認知及子構面多元迴歸分析 86
表4- 36「品牌置入」對購物價值認知及子構面之多元迴歸分析 88
表4- 37「購物價值認知」對品牌承諾及其子構面迴歸分析 89
表4- 38「購物實用價值認知」對品牌承諾及其子構面迴歸分析 90
表4- 39「購物享樂價值認知」對品牌承諾及其子構面迴歸分析 92
表4- 40「品牌置入」對購物價值認知及其子構面之多元迴歸分析 94
表4- 41品牌置入與購物價值認知對品牌承諾階層迴歸分析探討 97
表4- 42品牌置入與實用價值認知對品牌承諾階層迴歸分析探討 99
表4- 43品牌置入與享樂價值認知對品牌承諾階層迴歸分析探討 101
表5- 1 假設檢驗彙總 102
圖目錄
圖1- 1研究架構 5
圖2- 1 Russell 品牌置入類型分類 19

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