臺灣博碩士論文加值系統

本研究旨在探討之品牌體驗、品牌個性、品牌依戀與品牌忠誠度之關係。採用問卷調查法，研究對象為台北地區使用Samsung智慧型手機的消費者，回收367份有效問卷，使用結構方程模式進行資料分析。研究結果發現，品牌體驗會顯著正向影響品牌個性與品牌依戀，再透過品牌個性與品牌依戀間接提高品牌忠誠度，豐富了品牌體驗相關文獻。本研究並提出管理意涵，以供業者擬定行銷策略之參考。

This study investigated the relationships among brand experience, brand personality, brand attachment and brand loyalty. A questionnaire survey was administered to Samsung smartphone users in the Taipei region. We received 367 valid questionnaires, which were subsequently analysed using structural equation modelling. The result indicated that brand experience has a significant positive influence on brand personality and brand attachment, through which it indirectly enhances brand loyalty. This finding enriched the extant literature related to brand experience, and the managerial implications of this finding were also elucidated, providing a reference for enterprises to develop marketing strategies.

目錄
中文摘要 I
英文摘要 II
目錄 III
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第貳章 理論與假說 6
第一節 品牌體驗 6
一、 定義 6
二、 構面與衡量方法 7
第二節 品牌個性 9
一、 定義 9
二、 構面與衡量方法 10
第三節 品牌依戀 15
一、 定義 15
二、 構面與衡量方法 16
第四節 品牌忠誠度 18
一、 定義 18
二、 衡量方法 19
第五節 假說發展 21
一、 品牌體驗對品牌個性與品牌依戀之影響 21
二、 品牌牌個性與品牌依戀對品牌忠誠度之影響 22
第參章 研究方法 24
第一節 觀念性架構 24
第二節 變數操作性定義與衡量 25
一、 品牌體驗 25
二、 品牌個性 26
三、 品牌依戀 27
四、 品牌忠誠度 28
第三節 研究設計 29
一、 產品與品牌選擇 29
二、 問卷設計 30
三、 資料蒐集 30
第四節 資料分析方法 32
一、 樣本結構分析 32
二、 效度與信度分析 32
三、 共同方法變異 32
四、 敘述性統計 32
五、 樣本同質性分析 32
六、 相關分析 32
七、 結構方程模型分析 32
第肆章 結果 33
第一節 樣本結構分析 33
第二節 效度與信度分析 35
一、效度分析 35
二、信度分析 38
第三節 共同方法變異 40
第四節 常態分配檢定與敘述性統計 41
第五節 樣本同質性分析 42
第六節 結構方程模型分析 43
第伍章 結論 46
第一節 研究結果與討論 46
第二節 研究貢獻與管理意涵 46
第三節 研究限制與未來研究方向 47
參考文獻 48
附錄-問卷 62

 
表目錄
表2- 1品牌體驗量表 8
表2- 2品牌個性量表 13
表2- 3品牌依戀的定義與構面 17
表2- 4品牌忠誠度量表 20
表3- 1品牌體驗衡量問項 25
表3- 2品牌個性衡量問項 26
表3- 3品牌依戀衡量問項 27
表3- 4品牌忠誠度衡量問項 28
表4- 1樣本結構 34
表4- 2驗證性因素分析 36
表4- 3區別效度檢定 38
表4- 4信度分析 39
表4- 5探索性因素分析 40
表4- 6敘述性統計 41
表4- 7樣本同質性分析 42
表4- 8整體模型適配度指標檢核 43
表4- 9迴歸係數分析與假說檢定 44
表4- 10整體效果分析 45

圖目錄
圖3- 1觀念性架構 24
圖4- 1整體模型配適圖 45

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國家實驗研究院科技政策研究與資訊中心(2012c)，Interbrand公布2012年全球百大品牌及台灣國際品牌排名。http://cdnet.stpi.narl.org.tw/techroom/analysis/2012/pat_12_A004.htm，引用時間2012/11/28。
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