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研究生:陳珮娟
研究生(外文):Chen, Pei-Chuan
論文名稱:顧客體驗、體驗價值、品牌形象與品牌權益之關係
論文名稱(外文):The Relationships among Customer Experience, Experiential Value, Brand Image and Brand Equity
指導教授:周文賢周文賢引用關係
指導教授(外文):Wayne S. Chow
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:78
中文關鍵詞:體驗行銷體驗價值品牌形象品牌權益
外文關鍵詞:Experiential MarketingExperiential ValueBrand ImageBrand Equity
相關次數:
  • 被引用被引用:22
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  • 收藏至我的研究室書目清單書目收藏:15
Pine and Gilmore(1998)指出經濟演進的過程隨著消費型態之改變,已進入到體驗經濟的時代。而行銷觀念的演進,也逐漸發展成體驗行銷導向。消費者著重的已不再是有形的商品或服務本身,而是尋求在消費過程中獨一無二的體驗感受。所以當企業所提供的產品及服務,與競爭對手的同質性越來越高時,行銷戰場將集中於消費體驗的建立,目的在給予消費者有價值的體驗。
Schmitt(1999)認為體驗行銷所訴求的,乃是由商品體驗擴大到品牌體驗,透過多元媒介使品牌更加豐富化,進而和消費者的生活型態有所連結。因此品牌所代表的象徵意義具有更豐富的內涵與個性,並可以透過體驗形成。
Aaker(1991)認為品牌權益可以建立企業的優勢與利潤來源。雖然近年來國內外文獻對體驗行銷的探討已有逐年增加的跡象,然綜觀過去的研究,大多是以體驗行銷為主,探討其對體驗價值、品牌形象、顧客忠誠、顧客滿意、行為意向等影響的議題,對於體驗行銷所能創造出的體驗價值與品牌形象,是否能夠進而達成影響品牌權益的目的仍尚未知。
因此,本研究利用結構方程模式(SEM)檢驗顧客體驗、體驗價值、品牌形象與品牌權益間之關係,期望能達成下列三項目的:(1)驗證顧客體驗與體驗價值之間的關聯性。(2)探究品牌形象是否能透過顧客體驗而形成。(3)建立顧客體驗、體驗價值、品牌形象與品牌權益的關聯模式。
研究結果證實,四變數之關聯模式具有良好的配適。顧客體驗能透過體驗價值的創造與品牌形象的建立,更進一步地影響品牌權益,進而建立企業的競爭優勢與利潤來源。此外,研究發現顧客體驗中最重大的影響因素為關聯體驗,體驗價值中最為顯著的乃是趣味性價值,且相較於功能性形象而言,象徵性形象更為關鍵。因此,在資源有限的情況下,企業應首重關聯體驗的塑造、掌握趣味性價值的傳遞以及強調象徵性形象的建立,進而達成提昇品牌權益的最終目的。
Pine and Gilmore(1998) said that the process of the economic evolution changed along with the consuming type, have already entered the era of experiential economy. The development of marketing also becomes Experiential Marketing. The tangible commodities and services are not important to consumers anymore, now they look for the unique experience in the process of consumption. When the products and services become more and more similar to the rivals, the marketing strategy should focus on consumer experience. The enterprise must provide valuable experience to consumers.
Schmitt(1999) thought that Experiential Marketing extends the experiences by the merchandise to the brand, through the diverse medium to make the brand enrich, and link with the living type of consumers. So the symbol meanings of the brand have more abundant contents and characters, and can be created by the experience.
Aaker(1991) thought that brand equity can build up the source of the advantages and profits of the enterprise. Although there are more and more studies of Experiential Marketing in recent years, most studies focused on the impacts of Experiential Marketing on brand image, customer loyalty, customer satisfaction and behavior intention. There is no answer about whether experience value and brand Image those are created by Experience Marketing can reach the purpose of influencing brand equity.
Therefore, the study uses SEM to examine the relationships among customer experience, experiential value, brand image and brand equity, and hopes to achieve the following three purposes:
(1)To examine the relationship between customer experience and experiential value.
(2)To find out whether brand image can be created by customer experience.
(3)To Establish the relation model of customer experience, experiential value, brand image, and brand equity.
The result suggests that the relation model of those four variables has well goodness of fit. Customer experience can influence brand equity through experiential value and brand image. According to the result, relation experience is the most important factor in customer experiences, playfulness value is the most important factor in experiential values and symbolic image is the most important factor in brand image. Therefore, in order to reach the final purpose of increasing brand equity, enterprises should focus on relation experience, playfulness value and symbolic image when the resource is limited.
第一章 緒論
1.1 研究背景…………………………………………………………1
1.2 研究動機…………………………………………………………2
1.3 研究目的…………………………………………………………2
1.4 研究範圍…………………………………………………………3
1.5 章節結構…………………………………………………………3

第二章 文獻回顧
2.1 顧客體驗…………………………………………………………5
2.2 體驗價值…………………………………………………………10
2.3 品牌形象…………………………………………………………13
2.4 品牌權益…………………………………………………………17
2.5 文獻彙整…………………………………………………………24

第三章 研究方法
3.1 研究架構…………………………………………………………26
3.2 變數定義…………………………………………………………27
3.3 統計方法…………………………………………………………30
3.4 研究假說…………………………………………………………40
3.5 問卷設計…………………………………………………………42
3.6 抽樣設計…………………………………………………………43

第四章 實證分析
4.1 資料蒐集…………………………………………………………45
4.2 樣本分析…………………………………………………………45
4.3 信度與效度分析…………………………………………………48
4.4 因素分析…………………………………………………………50
4.5 模式評估…………………………………………………………53
4.6 假說檢定…………………………………………………………57
4.7 交叉分析…………………………………………………………58
4.8 小結………………………………………………………………62

第五章 結論與建議
5.1 研究發現…………………………………………………………64
5.2 策略涵意…………………………………………………………65
5.3 研究貢獻…………………………………………………………66
5.4 研究限制…………………………………………………………66
5.5 後續研究建議……………………………………………………67

參考文獻………………………………………………………………68

附錄……………………………………………………………………74
中文部份
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