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研究生:林品慧
研究生(外文):Pin-Huei Lin
論文名稱:網路顧客參與對品牌形象與購買意圖之影響:網站體驗調節效果
論文名稱(外文):The Moderating Effect of Online Experience on the Relationship between the Customer Participation, Brand mage and Purchase Intention
指導教授:凃嘉峪凃嘉峪引用關係Na-Ting Liu
指導教授(外文):Chia-Yu Tu劉娜婷
學位類別:碩士
校院名稱:銘傳大學
系所名稱: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:顧客參與品牌形象網站體驗購買意圖
外文關鍵詞:brand imageonline experiencecustomer participationPurchase intention
相關次數:
  • 被引用被引用:6
  • 點閱點閱:304
  • 評分評分:
  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:1
現今顧客參與在網路上的活動愈來愈多,而網路上顧客之間的互動,也會影響到顧客心中對某項品牌或產品的評價。但是顧客參與在這方面的研究很少,以廠商端的新產品開發研究為多,主要是探討下游廠商顧客參與後對產品績效的影響,因此本研究認為顧客參與在消費者端也可能影響到品牌和市場的績效;另外Pine & Gilmor(1998)提出「體驗經濟」(Experience economy)的觀念,由於體驗活動結束後,這些活動所創造的價值會一直留在曾參與其中的個體的記憶裡,這就是其經濟價值高於商品、產品及服務的緣故,而網站體驗就是結合網路情境和體驗的結果。故本研究將網路體驗列為網路背景下的顧客參與可能會影響到市場績效的干擾因素。
  本研究以網路為背景的顧客參與對品牌形象和顧客購買意圖的影響,並研究顧客的網站體驗是否會干擾以上的關係,而品牌形象是否又會加深顧客的購買意圖。本研究採用國內外文獻已發展的量表,修改後設計成合適的問卷,使用利益抽樣,主要是針對參與過網路電玩論壇,並且玩過在論壇排名前十名的線上遊戲之玩家,在網路、大專院校和街頭搜集問卷,取得有效問卷共558份,並透過階層迴歸等統計方法為以上關係作驗證。
  本研究結果顯示:企業推展以網路為媒介的顧客參與活動後,對其產品品牌和購買意圖都有良好的影響,而品牌形象良好其購買意圖也會增加。企業更可以籍由網路體驗中的娛樂性其為干擾因素,來加強顧客對品牌的好感與購買意願;而網路體驗中的教育性則要視網站的屬性來搭配使用。由於過去的與網路相關的研究中,很少將網站體驗列為干擾因素,但是研究結果顯示出娛樂性和教育性都對自變數和依變數的關係達顯著的干擾效果,也証明出在進行網站相關研究時,可能需要考慮網站體驗也會影響到其他變數之間的關係。
It’s more and more now that customers participates activities in the network. Customers’ participation research on consumer in the network is few, but Customers participation research on business is often. It main subject is buyer after customers participation influence the product’s performance, so this research shows the customer participates in the consumer that may influence brand and market’s performance. Other ways, Pine & Gilmore(1998) points out experience economy, and the value is higher than product and service. Therefore, online experience is combines network environment and experience.
This goal of research: does customers participation in the network will influence brand image and purchase intention. Does customer’s internet experience will have moderation effect at that? Dose brand image will influence to more influence to purchase intention. This research uses convenient sampling to collect questionnaires from the players who use forum of online game, then got 558 questionnaires and analyzes questionnaire material to proof hypothesis.
The result of this research:Enterprises promote the customer taking network as media to participate in the activity, impact on their brand image and purchase intention of products, and brand image will increase customer’s purchase intention. Enterprises can use entertainment of online experience to makes the effect stronger. But education of online experience could be seemed to match the website attribute. In the past, the result of online experience was been minor factor very few, but this research proves online experience can be modulated factor, so other research could consider about this on the research.
目 錄 I
圖 目 錄 IV
表 目 錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究步驟與流程 3
第二章 文獻探討 4
2.1 顧客參與 4
2.1.1 顧客參與定義 4
2.1.2 顧客參與分類 5
2.2 網站體驗 6
2.2.1 體驗的定義 7
2.2.2 體驗模型與網站體驗 7
2.3 品牌形象 9
2.3.1 品牌形象定義 9
2.3.2 品牌形象分類 9
2.4 購買意圖 11
2.4.1 購買意圖定義 11
第三章 研究方法 12
3.1 研究架構 12
3.2 研究假說 12
3.2.1 顧客參與對品牌形象和購買意圖的影響 12
3.2.2 品牌形象對購買意圖的關係 13
3.2.3 網站體驗對顧客參與和品牌形象和購買意圖間之干擾效果 13
3.3 研究變數之操作性定義與衡量方式 15
3.3.1 顧客參與 15
3.3.2 網站體驗 16
3.3.3 品牌形象 17
3.3.4 購買意圖 18
3.4 研究設計 18
3.4.1問卷設計 18
3.4.2 抽樣對象和抽樣方法 19
3.5 資料分析方法 19
第四章 資料分析與結果 21
4.1 敘述性統計分析 21
4.2 信度與效度分析 24
4.2.1 信度分析 24
4.2.2 效度分析 25
4.3 相關分析 29
4.4 階層迴歸 31
第五章 結論與建議 36
5.1 學術貢獻 36
5.1.1 顧客參與對品牌形象和購買意圖以及品牌形象對購買意圖的影響 37
5.1.2 網站體驗對顧客參與和品牌形象和購買意圖間之干擾效果 38
5.2 實務貢獻 39
5.3 研究限制與建議 40
5.3.1 研究限制 41
5.3.2 研究建議 41
參考文獻 42
附 錄 一 遊戲人氣統計表 47
附 錄 二 第一次問卷修訂 48
附 錄 三 正式問卷 51
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二、中文部份
1.丁瑞華(2007)。顧客參與已成行銷顯學,2009年9月16日,取自中時部落格:http://blog.chinatimes.com/blognews/archive/2007/03/08/152336.html。
2.吳肇銘(1994)。以「網站體驗」觀點探討影響網站忠誠度之因素—以手機網站為例,資管評論,第13期,227-247。
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5.創市際市場研究顧問公司(2007)。近七成網友坐擁部落格,部落客願為空間影音上傳付費,2007年9月21日,取自創市際IX新聞室:http://www.insightxplorer.com/news/news_09_21_07.html。
6.創市際市場研究顧問公司(2009)。社群類別網站黏度高於入口網站,網友每天花15分鐘Facebook,2009年10月27日,取自創市際IX新聞室:http://www.insightxplorer.com/news/news_10_27_09.html。
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