臺灣博碩士論文加值系統

論文摘要
關係的研究在當代的行銷研究中已經扮演了很重要的角色，但是能夠驗證關係現象的實務卻不多，尤其是探討品牌關係的文獻仍然不足。近年來，隨著資訊科技的進步，消費者對於產品的服務認知已不再只是購買商品或被動地接受商品資訊，消費者更希望能得到快速且正確的客製化的服務，因此，本研究的目標即在於建立一個臺灣電視購物頻道的品牌與客戶關係品質之模型，以提供臺灣企業做為提升競爭力的參考。
本研究以Fournier提出的品牌關係品質與對關係穩定性的影響度之模型為基礎，闡述電視購物此一品牌與客戶各個關係類型及面向，再透過訪談電視購物頻道消費者的採買與收看心得，以三角測量法(Triangulation)來檢驗資料的真實性，歸結出電視購物臺的消費群眾，會受主持人依附行為及攝影棚氣氛營造的影響，而決定下單。以故，本研究第四章即基於觀眾最易接納的行銷手法為基礎，對各種類型的商品提出銷售手法的建言。期能藉由本研究，為企業及公司主參考，提高產品的銷售量，建立品牌形象，為企業帶來更緊密的品牌關係品質。且透過訪談的多位個案，證明銷售手法的改善，確實為電視購物頻道帶來更緊密的品牌關係品質，為理論提供足供範例的事證，提升了消費者與品牌之間的關係信度。

Abstract
The study of relationship has played an important role in the contemporary marketing research; however, few empirical cases to testify the phenomena of relation exist, especially the insufficient documents of discussing brand relationship. Recently, with the advance of technology, customers’ recognitions about the service of products are not only to purchase commodities or to accept the information about products passively, but to hopefully receive fast and correct customized service. Therefore, the goal of this paper is to set up a model of the relationship quality between the brands of TV shopping channels and customers and to provide enterprises in Taiwan as the reference to elevate competition.
This study is on the basis of Fournier’s preliminary model of brand relationship quality and its effect on relationship stability and illustrates the various relationship types and domains between TV shopping brands and customers. Moreover, through the interviews with TV shopping customers about their feedbacks after watching and purchasing and through the adoption of Triangulation to exam the authenticity of data, we can conclude that the customer groups of TV shopping channels will put orders under the influence of host’s attachment behaviors and the buildings of atmosphere in the studios. Therefore, Chapter Four in this study, according to audience’s mostly accepted marketing techniques, provides suggestions about selling modes of various commodities. Through this study, I hope to offer the enterprises and their owners a reference to increase the total sales volume, to establish the brand images and to bring closer brand relationship for enterprises. Through many interviewed cases, I can prove that the improvement of selling techniques can actually bring closer brand relationship quality for TV shopping channels. This study provides facts as sufficient examples for theories and elevates the relationship reliability between customers and brands.

目次
中文摘要 Ⅲ
Abstract Ⅳ
目次 Ⅵ
圖次 Ⅷ
表次 Ⅸ
第一章　緒　論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 4
第四節　研究範圍 6
第二章　文獻探討 9
第一節　品牌關係 9
第二節　品牌關係品質 14
第三節　服務環境、場景 25
第四節　依附行為 32
第三章　研究方法 35
第一節　研究架構 35
第二節　研究方法 36
第三節　質性訪談 40
第四節　資料收集與驗證 43
第五節　資料處理 45
第四章　產品研究分析 48
第一節　「主持人依附」特性的商品類別 48
第二節　「現場營造」特性的商品類別 51
第五章　命題發展 54
第一節　品牌行為與消費者行為間的互動關係對 「主持人依附」與「現場營造」的影響 54
第二節　主持人依附對品牌關係品質的影響 55
第三節　現場營造對品牌關係品質的影響 69
第六章　結論與建議 84
第一節　研究結論 84
第二節　研究貢獻 85
第三節　研究限制與後續研究建議 89
參考文獻 90
圖次
圖1-1研究流程 5
圖2-1品牌關係品質之初步模型 19
圖2-2 品牌關係品質模型 24
圖2-3 服務環境模型 31
圖3-1 研究架構 36
圖6-1本研究模型 88
表次
表2-1品牌關係定義彙整 12
表2-2品牌關係類型 13
表2-3品牌關係品質構念 17
表2-4品牌關係品質量表 20
表2-5 服務品質構面 26
表2-6「SERVQUAL」量表 27
表2-7單一服務環境因素的研究整理 29
表2-8 多元服務環境因素的研究整理 30
表3-1六種證據來源 39
表3-2深度訪談之六大特性與三大優點 41
表3-3經常購買者訪談對象時間表 46
表3-4鮮少購買者訪談時間表 47
表6-1 研究命題彙總表 84

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