臺灣博碩士論文加值系統

隨著科技的進步,消費者不再跟以前一樣只注重商品本身的性能而已,也越來越重視商品所帶來的額外價值和體驗。隨著時間的過去,這些長期的品牌體驗將會儲存在消費者的記憶並影響著消費者品牌滿意和品牌忠誠。

本研究探討以品牌體驗、品牌投入、品牌認同對品牌滿意和忠誠之影響,針對智慧型手機的使用者,以問卷調查法,發出 760 份回收 713 份,有效樣本 670份,有效回收率為 93%,經檢定並無同源偏差的情況。

研究以 SPSS21.0 及 Smart PLS進行資料分析,結果發現,品牌體驗對品牌投入與品牌認同具顯著的正向影響,品牌認同與品牌投入對品牌滿意具顯著的正向影響、品牌滿意對品牌忠誠具顯著的正向影響。品牌投入為品牌體驗與品牌滿意之中介效果。最後,本研究針對研究結果提出管理意涵及後續研究提出具體之研究建議。

In pace with technological development, consumers do value not only product performance as before but also extra value and experience brought with goods. The long-term brand experience will be saved in memory of consumers over time and affect consumers’ brand satisfaction and brand loyalty.

In this study, the influence of brand experience, brand engagement, and brand identity on customers’ satisfaction and loyalty among smartphone users is explored.Questionnaire survey is adopted; 760 questionnaires were issued, in which 713 were recovered and 670 were valid, with 93% of the effective response rate. It was tested that there was no homologous deviation. Data were analyzed with SPSS21.0 and Smart PLS.

The results show that brand experience has a significantly positive impact on brand engagement and brand identity, brand identity and brand engagement have a significantly positive impact on brand satisfaction, and brand satisfaction has a significantly positive impact on brand loyalty. Brand engagement has mediating effect of brand experience and brand satisfaction. Finally, in this study, specific suggestions on management implications and follow-up researches are provided for research results.

摘要 ................................................................................................................................... i

Abstract ............................................................................................................................. ii

致謝 ................................................................................................................................. iii

目錄 ................................................................................................................................. iv

表目錄 ............................................................................................................................ vii

圖目錄 ............................................................................................................................. ix

第一章 緒論 .................................................................................................................... 1

1.1 研究背景與動機.............................................................................................................. 1

1.2 研究目的........................................................................................................................... 4

1.3 研究流程........................................................................................................................... 4

第二章 文獻探討 ............................................................................................................ 6

2.1 何謂品牌........................................................................................................................... 6

2.2 品牌體驗........................................................................................................................... 7

2.3 品牌認同........................................................................................................................... 9

2.4 品牌投入......................................................................................................................... 12

2.5 品牌滿意......................................................................................................................... 14

2.6 品牌忠誠......................................................................................................................... 16

2.7 各研究構面關係之探討與假設推論......................................................................... 19

第三章 研究方法 .......................................................................................................... 24

3.1 研究架構......................................................................................................................... 24

3.2 研究變項操作化與衡量............................................................................................... 24

3.2.1 品牌體驗 ................................................................................................................. 25

3.2.2 品牌認同 ................................................................................................................. 26

3.2.3 品牌投入 ................................................................................................................. 27

3.2.4 品牌滿意 ................................................................................................................. 28

3.2.5 品牌忠誠 ................................................................................................................. 29

3.3 研究設計......................................................................................................................... 30

3.3.1 研究對象 ................................................................................................................. 30

3.3.2 問卷設計 ................................................................................................................. 30

3.3.3 前測問卷與回收 .................................................................................................... 30

3.3.4 抽樣設計 ................................................................................................................. 37

3.3.4.1 抽樣對象.......................................................................................................... 37

3.3.4.2 抽樣方法.......................................................................................................... 37

3.3.5 問卷與回收............................................................................................................. 37

3.4 資料分析方法................................................................................................................ 38

3.4.1 敘述性統計............................................................................................................. 38

3.4.2 同源偏差 ................................................................................................................. 38

3.4.3 因素分析 ................................................................................................................. 38

3.4.4 信度分析 ................................................................................................................. 39

3.4.5 效度分析 ................................................................................................................. 39

3.4.6 資料分析方法......................................................................................................... 39

第四章 實證結果與分析 .............................................................................................. 40

4.1 一般敘述統計................................................................................................................ 40

4.1.1 品牌體驗 ................................................................................................................. 40

4.1.2 品牌認同 ................................................................................................................. 42

4.1.3 品牌投入 ................................................................................................................. 43

4.1.4 品牌滿意 ................................................................................................................. 44

4.1.5 品牌忠誠 ................................................................................................................. 44

4.2 樣本回收與樣本特性................................................................................................... 45

4.3 同源偏差......................................................................................................................... 46

4.4 因素分析......................................................................................................................... 47

4.4.1 品牌體驗因素、信度分析................................................................................... 48

4.4.2 品牌認同因素、信度分析................................................................................... 51

4.4.3 品牌投入因素、信度分析................................................................................... 52

4.4.4 品牌滿意因素、信度分析................................................................................... 54

4.4.5 品牌忠誠因素、信度分析................................................................................... 55

4.5 效度分析......................................................................................................................... 57

4.5.1 收斂效度 ................................................................................................................. 57

4.5.2 區別效度 ................................................................................................................. 57

4.6 衡量模式分析................................................................................................................ 59

4.7 研究假設驗證................................................................................................................ 61

4.7.1 適配度指標............................................................................................................. 65

4.8 假設驗證......................................................................................................................... 65

4.8.1 中介效果驗證......................................................................................................... 66

第五章 研究結果與建議 .............................................................................................. 67

5.1 研究結論......................................................................................................................... 67

5.1.1 品牌體驗對品牌投入有正向影響...................................................................... 67

5.1.2 品牌體驗對品牌認同有正向影響...................................................................... 67

5.1.3 品牌投入對品牌滿意有正向影響...................................................................... 68

5.1.4 品牌認同對品牌滿意有正向影響...................................................................... 68

5.1.5 品牌滿意對品牌忠誠有正向影響...................................................................... 68

5.2 管理意涵......................................................................................................................... 70

5.2.1 理論意涵 ................................................................................................................. 70

5.2.1.1 品牌體驗會高度的影響品牌忠誠............................................................... 70

5.2.1.2 品牌認同理論的延伸 .................................................................................... 70

5.2.2 實務意涵 ................................................................................................................. 71

5.2.2.1 品牌體驗、品牌認同和品牌滿意與企業之關聯性................................ 71

5.2.2.2 品牌體驗、品牌投入與品牌滿意企業之關聯性..................................... 71

5.2.2.3 品牌滿意、品牌忠誠與企業之關聯性...................................................... 72

5.3 未來研究方向........................................................................................................ 73

5.3.1 研究限制 ................................................................................................................. 73

5.3.2 未來研究方向......................................................................................................... 73

參考文獻 ........................................................................................................................ 74

中文參考文獻 ...................................................................................................................... 74

英文參考文獻 ...................................................................................................................... 75

其他參考文獻 ...................................................................................................................... 83

附錄 ................................................................................................................................ 84

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