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研究生:林宜動
研究生(外文):Ye-Hsun Lin
論文名稱:品牌經驗與品牌個性對品牌忠誠度影響之研究-以筆記型電腦為例
論文名稱(外文):The Effect of Brand Experience,Brand Personality on Brand Loyalty-A Case study on Notebook Computer
指導教授:陳怡昌陳怡昌引用關係
學位類別:碩士
校院名稱:崑山科技大學
系所名稱:企業管理研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:64
中文關鍵詞:品牌經驗品牌個性品牌忠誠度筆記型電腦
外文關鍵詞:Brand ExperienceBrand PersonalityBrand LoyaltyNotebook Computer
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隨著經驗經濟時代的來臨,消費者在消費時除了重視產品性能或服務效益外,亦同時重視能否從消費過程中獲得新鮮、愉悅的感受。消費者經由購買產品及接觸服務所獲得的經驗,可顯著地提升顧客價值。當商品存在高度同質性時,品牌可能是唯一能夠與其他競爭者有所區別的方法。品牌是一種無形資產,它的價值可以附加在產品之上,在產業中達到差異化的一種基礎。
在高科技的資訊時代、品牌至上的商業環境競爭裡,促使消費者在購買時,不再以銷售功能導向的解決問題,而是以整合服務為目標的顧客導向,更重視於消費者的購買經驗過程中顯示個人特質及象徵意義。
本研究以台南地區大學學生為研究對象,採階層抽樣法蒐集初級資料,共蒐集到有效問卷402份,以結構方程進行資料分析。研究結果發現如下:(1)品牌經驗對品牌個性有顯著的正向關係;(2)品牌個性對品牌忠誠度有顯著的正向關係;(3)品牌經驗並不會直接影響品牌忠誠度,須透過品牌個性的中介效果,而影響品牌忠誠度,故表示品牌個性在品牌經驗與品牌忠誠度兩者關係具有完全中介效果。最後研究者依據實證結果提出管理建議及後續研究建議。


Except the product performance or the service benefit, customers gradually pay attention to obtain the joyful and freshly feeling from the expense activity, because of the experience economical approach. Therefore, sell by the perceptual experience to at-tract consumers will be the future tendency. Moving beyond commodities, goods, and services to being in the business of staging experiences greatly increases the value to customers.When there is a high degree of similarity exists in the merchandise, brand may be the only resort to distinguish oneself from competitors. Brand is an invisible asset and its value can be added to the product, which may be laid as a foundation of differentiation from other competitors. The bright individuality is one of the main characters of a strong trend brand. The brand personality is one of the major communications between the brand and the consumer.The brand personality can strengthen consumer’s brand loyalty, thus forms the long-lasting brand competitive power.
In this study, data were collected through questionnaires and then analyzed using Stratified Random Sampling. The following is result:(1) Brand Experience has significant positive influence on brand personality; (2) Brand personality has significant positive influence on brand loyalty;; (3) Moreover, brand experience affect brand loyalty directly and indirecty through brand personality associations. Finally, suggestions for management and recommendations for future research are presented.


摘要 i
謝誌 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的與問題 4
1.4研究流程 5
第二章 文獻探討 7
2.1品牌忠誠度(Brand Loyalty) 7
2.1.1品牌忠誠度定義 7
2.1.2品牌忠誠度重要性 10
2.1.3品牌忠誠度前因 11
2.2品牌個性(Brand Personality) 12
2.2.1品牌個性定義 12
2.2.2品牌個性的重要性 14
2.2.3品牌個性之衡量 15
2.3品牌經驗(Brand Experience) 17
2.3.1品牌經驗定義 17
2.3.2品牌經驗重要性 18
2.3.3品牌經驗之衡量 19
2.3.4品牌經驗相關研究 23
2.4各變數關係之相關實証研究 24
2.4.1 品牌經驗與品牌個性之間關聯性 24
2.4.2 品牌個性與品牌忠誠度之關聯性 24
2.4.3 品牌經驗與品牌忠誠度之關聯性 25
2.4.4 品牌個性中介效果 26
2.5 結論 26
第三章 研究方法 27
3.1研究架構 27
3.2研究標的物選擇 27
3.3變數操作型定義與衡量 28
3.3.1品牌經驗 29
3.3.2品牌個性 31
3.3.3 品牌忠誠度 33
3.3.4 個人基本資料 34
3.4抽樣設計 35
3.4.1抽樣對象 35
3.4.2資料蒐集 35
3.4.3前測 35
3.5問卷調查及有效樣本結構 36
第四章 研究結果 42
4.1因素分析 42
4.1.1探索性因素分析 42
4.1.2驗証性因素分析 43
4.1.3共同方法變異分析 46
4.2研究結果 46
4.2.1理論模式配適分析 46
4.2.2 研究假設驗證 46
第五章 結論 49
5.1研究限制 49
5.2研究結論 49
5.3實務管理建議 51
5.4未來研究建議 53
參考文獻 54



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三、網路部份
資策會(2009),2009年第三季資訊硬體產業回顧與展望,。 http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091130006
資策會(2009),2009年第四季大中華筆記型電腦產業產銷暨重要趨勢分析要。
http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091201007
資策會(2009),2009年第四季大中華筆記型電腦產業產銷動態瞭望http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20091106011
資策會(2009),2009年下半年全球筆記型電腦市場展望,。http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC2009082101


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