臺灣博碩士論文加值系統

行銷學之父-科特勒在《科特勒精要》中談到，網路和全球化的趨勢讓行銷
正經歷一場革命，企業經營的焦點已轉向必須和顧客建立深厚的長期關係，並且
不只要讓顧客滿意，還要讓顧客開心，而世界前十大品牌行銷公司執行長馬克．
葛伯認為經營品牌最重要的投資是要懂得打造正確的情感氛圍，且過去十餘年來
情感品牌策略已成為相當有影響力的品牌管理模式。國內學者林建煌在《行銷管
理》中談到網路行銷成功之關鍵因素為企業必須集中焦點於消費者，並且要強化
消費者的忠誠度，才能為企業本身指向豐厚利潤之路。品牌權益可為企業提供一
系列的商業效益，包括在包括了在行銷活動上較少的劣勢、更豐厚的利潤、更多
的共同合作對象和其支持來源、以及較多的品牌延伸機會。而情感品牌的訴求是
否可為企業建立品牌忠誠與品牌權益，且在這過程當中又有哪些關鍵的條件或因
素，是本研究所欲探討之主要課題。
本研究主要探討(一)情感品牌之品牌情意和品牌信任各自對品牌忠誠之影
響。(二)探討情感品牌之品牌忠誠對品牌權益之影響。(三)情感品牌之品牌忠誠
在品牌情意以及品牌信任各自對品牌權益之中介效果。
為探究以上之課題，本研究以訴求情感為經營理念並曾榮獲「年度最感動廣
告」之獎項的－PayEasy 購物網站為研究對象，並針對其目標客群作線上或紙本
的抽樣調查，鎖定曾經瀏覽或具購買經驗之女性消費者為有效樣本，藉由回收之
228 份有效樣本來進行資料分析，根據本研究實證結果顯示情感品牌之品牌情意
和品牌信任對品牌忠誠皆有正向影響且信任影響大於情意。此外本研究亦發現
情感品牌之品牌忠誠於品牌情意和品牌信任各自對品牌權益之間扮演著部分中
介的角色。

Kotler talking about the Internet and globalization trends marketing is
undergoing a revolution,and business shifted to focus establish deep and long-term
relationship with customer,and not only make customer satisfaction but also make
them happy. The world's top ten brand-marketing-company CEO - Marc Gobe said
the most important investment in brand management is create right emotional
atmosphere,and emotional brand strategy over the past ten years has become quite
influential brand management mode.
This study investigated:(1)The influence of Brand Affect and Brand Trust of
Emotional Brand their respective on Brand Loyalty.(2)The influence of Brand
Loyalty of Emotional Brand on Brand Equity.(3)Research on the partial mediating
effects of Brand Loyalty of Emotional Brand on Brand Affect and Brand Trust their
respective on Brand Equity.
To explore above subject, this research choose the emotional business
philosophy and won the-year-most-touching-advertising award - PayEasy,a shopping
Website for our research object. By the recovery of 228 valid samples were used for
data analysis,and then the empirical results display Brand Affect and Brand Trust of
Emotional Brand both has positive influence on Brand Loyalty, and Brand Trust
influences greater than Brand Affect.In addition, this study also found that Brand
Loyalty of Emotional Brand plays partial mediating role on Brand Affect and Brand
Trust their respective on Brand Equity.

第一章 緒論
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
第一節 情感品牌…………………………………………………...6
第二節 品牌情意……………………………………………….....11
第三節 品牌信任………………………………………………….13
第四節 品牌忠誠……………………………………………..…...15
第五節 品牌權益………………………………….………………18
第三章 研究方法
第一節 研究架構………………………………………………….23
第二節 研究設計…………………………………………….……25
第三節 研究變數操作型定義及衡量…………………….………27
第四節 資料分析方法……………………………….……………37
第四章 資料分析
第一節 信度與效度分析…………………………….……………37
第二節 敘述性統計分析…………………………….……………41
第三節 相關分析…………………………………….……………46
第四節 研究假設之驗證…………………………….……………47
第五章 結論與建議
第一節 研究結論…………………………………….……………60
第二節 理論與實務意涵…………………………….……………62
第三節 研究限制與後續研究建議………………….……………66
參考文獻
中文部分……………………………………………….……………67
英文部分……………………………………………….……………68
附錄
附錄A…………………………………….……………….…………75
附錄B…………………………………….……………….…………79
表 次
表3-1 情感品牌之問卷量表…………………………………………28
表3-2 品牌情意之問卷量表…………………………………………29
表3-3 品牌信任之問卷量表…………………………………………30
表3-4 品牌忠誠度之問卷量表………………………………………31
表3-5 品牌權益之問卷量表…………………………………………32
表3-6 前測之情感品牌敘述性分析…………………………………33
表3-7 本研究量表前測之信度值……………………………………34
表4-1 本研究之量表信度值…………………………………………38
表4-2 本研究之量表效度值(共同性)……………………………….38
表4-3 本研究之量表效度值(KMO 與Bartlett 檢定)……………….39
表4-4 本研究之量表效度值(反映像矩陣)………………………….39
表4-5 本研究之量表效度值(解說總變異量)……………………….39
表4-6 本研究樣本之同質性檢定(組別統計量)…………………….40
表4-7 本研究樣本之同質性檢定(獨立樣本檢定)………………….40
表4-8 人口統計變數之次數分配表…………………………………42
表4-9 情感品牌之敘述性分析………………………………………43
表4-10 品牌情意之敘述性分析……………………………………..44
表4-11 品牌信任之敘述性分析……………………………………..44
表4-12 品牌忠誠之敘述性分析……………………………………45
表4-13 品牌權益之敘述性分析……………………………………45
表4-14 各變數之相關係數…………………………………………46
表4-15 品牌情意和品牌信任對品牌忠誠之複迴歸分析…………49
表4-16 品牌忠誠對品牌權益之簡單迴歸分析……………………51
表4-17 品牌情意對品牌權益之簡單迴歸分析……………………52
表4-18 品牌信任對品牌權益之簡單迴歸分析……………………52
表4-19 品牌情意對品牌忠誠之簡單迴歸分析……………………53
表4-20 品牌信任對品牌忠誠之簡單迴歸分析……………………53
表4-21 品牌情意與品牌忠誠對品牌權益之複迴歸分析…………55
表4-22 品牌信任與品牌忠誠對品牌權益之複迴歸分析…………57
表5-1 本研究假說之結果…………………………………………..61
圖 次
圖1–1 本研究之研究流程圖…………………...……………...............5
圖2-1 先行學者之研究架構圖……………………….……...………14
圖3-1 研究架構圖………………………………………….…….…..22
圖4-1 本研究各變數Sobel test 應用之對照圖…...………………….53
圖4-2 本研究各變數Sobel test 應用之對照圖…...………….………56

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