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研究生:莊帛璇
研究生(外文):Juang,Bo-Shiuan
論文名稱:體驗媒介、品牌形象、品牌個性、品牌權益與行為意圖之關聯性研究—以專櫃彩妝品牌為例
論文名稱(外文):The Interrelationships among Experiential Provider, Brand Image, Brand Personality, Brand Equity and Behavioral Intention ─ A Case Study of the Cosmetic Counter Brand
指導教授:黃盈裕黃盈裕引用關係
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:89
中文關鍵詞:體驗媒介品牌形象品牌個性品牌權益行為意圖
外文關鍵詞:Experiential providerbrand imagebrand personalitybrand equitybehavioral intention
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由於科技進步、產品成熟化,商品提供給消費者的功能利益大致相同,如何提高產品價值,並在眾多相似的商品中脫穎而出,是許多企業深思熟慮的。品牌時代的來臨,產品品牌化可創造企業的價值,因此透過產品包裝、呈現以及店面、場景的營造等打造出獨特的品牌形象、品牌個性深植在消費者心中,以提高品牌權益及正向的行為意圖是必要的。
本研究以購買過專櫃彩妝的消費者為調查對象,探討體驗媒介的感受對於品牌形象、品牌個性、品牌權益以及行為意圖間關係,運用於專櫃彩妝品牌做驗證。 本研究透過便利抽樣方式,回收有效問卷為326份,經由SPSS 12.0統計軟體分別進行因素分析、相關分析、迴歸分析、逐步迴歸分析驗證實證研究後得到下列結果:
1.體驗媒介的感受對於品牌形象有正向影響。
2.體驗媒介的感受對於品牌個性有正向影響。
3.體驗媒介的感受對於品牌權益有正向影響。
4.品牌形象對於品牌權益有正向影響。
5.品牌個性對於品牌權益有正向影響。
6.品牌權益對於行為意圖有正向影響。
7.品牌形象對於行為意圖有正向影響。
8.品牌個性對於行為意圖有正向影響。
Due to advanced technology and well-developed products, function benefits looks similar among products. Hence, how to create superior value and stand out from various kinds of similar products should be deliberated for many enterprises. The time that focuses on brands is coming, the value of enterprises can be defined by the trademarks of product. The product package, product design and well-designed surroundings of the shop will contribute to a peculiar brand image and brand personality in customers’ mind, and let them be impressed by it. It is essential to enhance brand equity and behavioral intention that are just mentioned.
According to literature review and logic reasoning, the research subjects are the customers who ever bought cosmetics at the cosmetic counter of the department store. This research explores the relationships among experiential provider, brand image, brand personality, brand equity and behavioral intention.
Convenience sampling is used in this research. It receives 326 valid questionnaires, and the series of analyses are made by using SPSS 12.0, including factor analysis, correlation analysis, regression analysis, and stepwise regression analysis. The results are mainly as below:
1. Experiential provider has significantly positive effect on brand image.
2. Experiential provider has significantly positive effect on brand personality.
3. Experiential provider has significantly positive effect on brand equity.
4. Brand image has significantly positive effect on brand equity.
5. Brand personality has significantly positive effect on brand equity.
6. Brand equity has significantly positive effect on behavioral intention.
7. Brand image has significantly positive effect on behavioral intention.
8. Brand personality has significantly positive effect on behavioral intention.
目次
摘要 ii
致謝 v
目次 vi
表目錄 viii
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 3
1.3研究流程 4
第二章 文獻探討 5
2.1體驗 5
2.1.1體驗媒介的定義 6
2.2品牌的定義與功能 8
2.3品牌形象 10
2.3.1品牌形象的定義 10
2.3.2品牌形象的衡量 11
2.4品牌個性 12
2.4.1品牌個性的定義 12
2.4.2 品牌個性的衡量 13
2.5品牌權益 14
2.5.1品牌權益的定義 14
2.5.2品牌權益的衡量 17
2.6行為意圖 17
2.6.1行為意圖的定義 17
2.6.2行為意圖的衡量 18
2.7各構念間之探討 19
2.7.1 體驗媒介與品牌形象間的關聯 19
2.7.2 體驗媒介與品牌個性間的關聯 20
2.7.3體驗媒介與品牌權益間的關聯 20
2.7.4品牌形象與品牌權益間的關聯 21
2.7.5品牌個性與品牌權益間的關聯 21
2.7.6品牌權益與行為意圖間的關聯 22
2.7.7品牌形象與行為意圖間的關聯 22
2.7.8品牌個性與行為意圖間的關聯 23
第三章 研究方法 24
3.1研究架構與假設 24
3.2研究變數與操作性定義 25
3.2.1體驗媒介之操作性定義 25
3.2.2品牌形象之操作性定義 26
3.2.3品牌個性之操作性定義 27
3.2.4品牌權益之操作性定義 29
3.2.5行為意圖之操作性定義 31
3.3問卷設計 31
3.3.1研究對象與研究工具 31
3.3.2抽樣方法 32
3.3.3資料分析方法 32
3.4預試分析 34
第四章 資料分析結果 40
4.1正式問卷分析 40
4.2樣本描述 40
4.3研究變項之描述性分析 41
4.4各構面之因素分析 44
4.5信度分析 50
4.6相關分析 55
4.7迴歸分析 56
4.8逐步迴歸分析 57
第五章 結論與建議 62
5.1研究結論 62
5.1.1變數間關係的影響與驗證 62
5.2研究限制 64
5.3管理意涵 65
5.4後續研究與建議 66
參考文獻 68
附錄一專櫃彩妝品牌個性事前研究問卷 74
附錄二正式問卷 75


表目錄
表2-1體驗媒介的種類 7
表2-2品牌個性尺度(五大個性構面) 14
表3-1體驗媒介次要構面與衡量 25
表3-2品牌形象次要構面與衡量 27
表3-3品牌個性之事前調查問卷統計結果 28
表3-4品牌個性次要構面與衡量 28
表3-5品牌權益次要構面與衡量 30
表3-6行為意圖次要構面與衡量 31
表3-7體驗媒介之信度分析 35
表3-8品牌形象之信度分析 36
表3-9品牌個性之信度分析 37
表3-10品牌權益之信度分析 38
表3-11行為意圖之信度分析 39
表4-1樣本人口統計變數表 41
表4-2各研究題項之描述性統計分析 42
表4-3KMO值之衡量標準 45
表4-4體驗媒介各構面之因素分析 46
表4-5品牌形象各構面之因素分析 47
表4-6品牌個性各構面之因素分析 48
表4-7品牌權益各構面之因素分析 49
表4-8行為意圖各構面之因素分析 50
表4-9體驗媒介之信度分析 51
表4-10品牌形象之信度分析 52
表4-11品牌個性之信度分析 53
表4-12品牌權益之信度分析 54
表4-13行為意圖之信度分析 55
表4-14相關係數矩陣 56
表4-15迴歸分析之結果 57
表4-16體驗媒介各因素對品牌形象各因素之逐步迴歸 58
表4-17體驗媒介各因素對品牌個性各因素之逐步迴歸 59
表4-18體驗媒介、品牌形象、品牌個性各因素對於品牌權益各因素之逐步迴歸 60
表4-19體驗媒介、品牌形象、品牌個性各因素對於行為意圖各因素之逐步迴歸 61
表5-1研究假說結論之彙整 62
圖目錄
圖1-1研究流程圖 4
圖2-1Aaker品牌權益構面圖 16
圖3-1理論研究架構 24
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中文部分
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