臺灣博碩士論文加值系統

品牌體驗的已成為行銷的主軸之一，本研究探討品牌體驗、品牌滿意、品牌信任、品牌投入和品牌忠誠間的關係，並驗證品牌滿意與品牌信任的中介效果。以「3C量販店產品」消費者為研究對象，採便利抽樣方式取得 335 名有效樣本。以SPSS 22.0統計軟體進行資料分析，結果發現，品牌體驗對品牌滿意、品牌信任皆呈正向顯著影響；品牌信任對品牌投入呈負向顯著影響；品牌滿意對品牌投入呈正向顯著影響；品牌投入對品牌忠誠呈正向顯著影響。品牌滿意對品牌體驗與品牌投入有中介效果；品牌投入對品牌滿意與品牌忠誠有中介效果。最後，依據研究結果提出實務建議及後續研究之方向。

Brand experience has become one of the main marketing issue, this study explores the relationship between brand experience, satisfaction, trust, brand engagement, and explores the mediating effect of satisfaction and trust. Form the sampling of the consumers who buy "3C hypermarket products", obtained 335 valid samples by convenience sampling method. Using the SPSS 22.0 analysis data, the results show that the brand experience has a significant positive impact on brand satisfaction and brand trust; Brand trust has a significant negative impact on brand engagement; Brand satisfaction has a significant positive impact on brand engagement; Brand engagement has a significant positive impact on brand loyalty. Brand satisfaction has mediating effect of brand experience and brand engagement, brand engagement has mediating effect of brand satisfaction and band loyalty. Finally, according to the results of the study, this paper puts forward some practical suggestions and directions for future research.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VIII
圖目錄 X
第一章 緒論 1
1.1 研究背景與研究動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻探討 7
2.1定義 7
2.1.1 品牌( brand) 7
2.1.2 品牌體驗( Brand experience) 10
2.1.3 品牌忠誠( Brand loyalty) 14
2.1.4 品牌信任( Brand trust) 16
2.1.5 品牌滿意( Brand satisfaction) 19
2.1.6 品牌投入( Brand engagement) 22
第三章 研究方法 24
3.1 研究架構 24
3.2 研究假設 25
3.3 研究變數定義及衡量問項 31
3.3.1 品牌體驗 32
3.3.2品牌滿意 34
3.3.3品牌信任 35
3.3.4 品牌忠誠 36
3.3.5品牌投入 38
3.4 研究資料蒐集 39
3.4.1 研究對象 39
3.4.2 資料蒐集 39
3.4.3 問卷設計 39
3.4.4 前測問卷與回收 40
3.5 統計分析方法 46
3.5.1 敘述性統計分析 46
3.5.2 信度分析( Reliability) 46
3.5.3 效度分析( Validity) 47
3.5.4 迴歸分析( Regression Analysis) 48
第四章 資料分析與結果 49
4.1 樣本回收情形與基本資料分析 49
4.1.1 性別 50
4.1.2 年齡 51
4.1.3 學歷 52
4.1.4 平均月收入 53
4.1.5 常購買商品的量販店品牌 54
4.1.6 一年內購買頻率 55
4.1.7 常購買產品 56
4.2 同源偏差檢定 57
4.3 因素分析 58
4.3.1 品牌體驗 58
4.3.2 品牌滿意 60
4.3.3 品牌信任 61
4.3.4 品牌投入 62
4.3.5 品牌忠誠 63
4.4 信效度檢定 64
4.4.1 信度分析 64
4.4.2 效度分析 65
4.5 迴歸分析 67
4.5.1 品牌體驗對品牌信任之迴歸分析 67
4.5.2 品牌體驗對品牌滿意之迴歸分析 68
4.5.3 品牌信任、品牌滿意對品牌投入之迴歸分析 69
4.5.4 品牌投入對品牌忠誠之迴歸分析 70
4.5.5 各研究構面迴歸分析結果 71
4.6 研究假設與驗證結果 72
4.7 中介效果檢定 73
4.8研究結論 76
4.8.1 品牌體驗對品牌信任具有顯著的正面影響 76
4.8.2 品牌體驗對品牌滿意具有顯著的正面影響 76
4.8.3 品牌信任對品牌投入無顯著的正面影響 77
4.8.4 品牌滿意對品牌投入具有顯著的正面影響 77
4.8.5 品牌投入對品牌忠誠具有顯著的正面影響 78
第五章 結論與建議 79
5.1 管理意涵 79
5.2 研究限制與未來研究方向 82
參考文獻 83
附錄一 前測問卷 97
附錄二 正式問卷 99
附錄三 各構面區別效度分析 101

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