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

英文部分
1.Aaker, D.A. (1991), Managing Brand Equity, The Free Press.
2.Aaker, D.A. (1992), “The Value of Brand Equity,” Journal of Business Strategy, 13(4):pp. 27-32.
3.Aaker, D.A. (1996), Building Strong Brands, NY: Free Press, A Division of Simon and Schuster.
4.Aaker, J.L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34(August): pp.347-356.
5.Aaker D.A. & Joachimsthaler E.(2000) Brand Leadership. Omnia Books Limited, Glasgow 2000.
6.Abdullah, M., A1-Nasser, A. D., & Husain, N. (2000), “Evaluating functional relationship betweenimage, customer satisfaction and customer loyalty using general maximum entropy.” Total Quality Management & Business Excellence, Vol. 11, pp.826-829.
7.Anderson, E. W., Fornell, C., & Lehmann D. R.( 1994), “Customer satisfaction, market share and profitability: Findings from Sweden.” Journal of Marketing, Vol. 58, pp.53-64.
8.Anderson, E., Fornell, C. & Lehmann, D. R.(1994), Customer Satisfaction, Market Share and Profitability: Findings from Sweden, Journal of Marketing, Vol.58, pp.53-66.
9.Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation form behavioral, normative, and control beliefs: An application of the theory of planned behavior. Leisure Sciences, 13, pp.185–204.
10.Alba, Joseph W., Howard Marmorstein, & Amitva Chattopadhyay (1992), “Transitions in Preference over Time: The Effects of Memory on Message Persuasiveness,” Journal of Marketing Research, 29(November), pp.406-16.
11.Batra, R., D. R. Lehmann, and D. Singh (1993), Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.
12.Berry. Leonard L. and Parasuraman A. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60, Iss.2, pp.31-46.
13.Belk, R.W. (1988), “Possessions and the Extended Itself,” Journal of Consumer Research, 15(Sep): pp.139-168.
14.Bhat, S. & Reddy, S. K.(1998), Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), pp.32-43.
15.Biel, A.L. (1993), “Converting Images into Equity,” in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, Aaker, D.A. & A.L. Biel, eds., Iowa City: Lawrence Erbaum Associates, Inc., pp.67-82.
16.Bitner, M. J.(1990),“Evaluating Service Encounters: The effect of physical surroundings and employee”, Journal of marketing, Vol54, pp.69-82.
17.Brasco, T. C.(1988). How brand name are valued for acquisitions, In: L.Leuthesser Ed., MA: Marketing Science Institute, pp.88-104.
18.Chung K. Kim, Dongchul Han, Seung-Bae Park（2001）, “The effect of brand personality and brand identification on brand loyalty :Applying the theory of social identification,” Japanese Psychological Research, Vol. 43, No. 4. pp.195-206.
19.Cronin, Jr., J.J. & Taylor, S. A. (1992). “Measuring Service Quality: A Re-Examination and Extension,” Journal of Marketing, Vol. 56(July), pp.56-68.
20.Dobni, D.,& Zinkhan(,1990), G. M. In search of brand image: A foundation analysis. Advances in Consumer Research, Vol. 17, pp.110-119.
21.Duncan, T. & S. Mariarty (1997), Driving Brand Value, New York: The Free Press.
22.Engel, James F, R.D. Blackwell & Paul W. Miniard(1984), Consumer Behavior, 6th ed., pp.62-80.
23.Engel J. F., Blackwell R. D., & Miniard, P.W.( 1995), Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas.
24.Folkes, V. S. (1988) “Recent Attribution Research in Consumer Behavior: A Review and New Directions.” Journal of Consumer Research,14(Mar), pp.548-565.
25.Gardner, B.B. and S.J. Levy (1955), “The Product and the Brand,” Harvard Business Review, Vol.33, pp.33-39.
26.Hu, L. T., & Bentler(1993), P. M. Fit indexes in covariance structural equation modeling.Unpublished manuscript.
27.Hu, L., & Bentler(1999), P. M., “Cutoff criteria for fit indexes in covariance structure analysis:Conventional criteria versus new alternatives.” Structural Equation Modeling, Vol.6(1), pp.1-55.
28.Holbrook, M. B.( 2000), The Millennial Consumer in the Ttexts of Our Times: Experience and Entertainment, Journal of Macromarketing, Vol. 20, No. 2, pp. 178-192.
29.Holbrook M. B. & Corfman K. P. (1985), Quality and Value in the Consumption Experience: Phaedrus Rides Again, 31–57 inPerceived Quality: How Consumers View Stores and Merchandise,Jacob Jacobyand Jerry C. Olson (Eds.), Lexington, MA: Lexington Books.
30.Kaiser, H. F., “An Index of Factorial Simplicity,” Psychometrika, Vol. 39, No. 1,1974, pp.31-36.
31.Keller, K.L.(1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity,” Journal of Marketing, 57(Jan): pp.1-22.
32.Lasser, Walfried, Banwari Mittal & Arun Sharma.(1995), “ Measuring Customer-base Brand Equity.”Journal of Consumer Marketing, Vol.12, no.4:pp.11-20.
33.Leuthesser, Kohli and Harich. “Brand Equity: The Halo Effect Measure.”European Journal of Marketing, Vol. 29, (1995):pp.57-66.
34.Keller, K.L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice Hall.
35.Keller, K.L., Heckler, S.E. & M.J. Houston (1998), “The Effects of Brand Names Suggestiveness on Advertising Recall,” Journal of Marketing, 62(Jan): pp.48-57.
36.Knox, P. L.(1996). Globalization and Urban Change. Urban Geography, 17(1), pp.115-117.
37.Kotler, P. (2000), Marketing Management, 10th. New Jersey: Prentice-Hall Inc.
38.Kotler, P., & E.L. Roberto(1989), Social Marketing :Strategies for changing public behavior, NY: Free Press.
39.Kotler, P., Haider, D.H., ＆ Rein, I.(1993). Marketing Places. New York, NY: Free Press.
40.Kotler(1997)Analysis, Planning, Implementation and Control. 9th ed., , Marketing Management,Prentice-Hall, Englewood Cliffs, NJ, pp.246-249.
41.Kotler( 2000) Marketing Management, Tenth edition, Prentice-Hall, New Jersey, pp.36-37.
42.Kotler,(2003)Marketing Management, 11th ed., Prentice Hall, New Jersey.
43.Kim, M. K., Park, M. C., & Jeong, D. H.(2004)“The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.”Telecommunications Policy, Vol. 28, pp.145-149.
44.Kim, W. G.., Lee, C., & Hiemstra, S. J.,(2004) “Effects of an online virtual community on customer loyalty and travel product purchases.” Tourism Management, Vol. 25, pp.343 – 355.
45.Lasser, Walfried, Banwari Mittal & Arun Sharma.(1995), “ Measuring Customer-base Brand Equity.”Journal of Consumer Marketing, Vol.12, no.4:pp.11-20.
46.Lovelock, C.H.(1996). Services Marketing (3rd ed). Upper Saddle River, N.J.: Prentice Hall.
47.Millicent H. Abel & Malcolm Abel(2007),“The Effects of a Sales Clerk Smile on Consumer Perceptions and Behaviors” American Journal of Psychological Research an Electronic Journal { ISSN # 1551-3882 }
48.Neal, William & Strauss, Ron (2008). “A Framework for measuring and managing Brand Equity.”pp.7-12
49.Oxenfeldt, Alfred R., and Carroll Swann (1964), Management of the Advertising Function, Belmont, CA: Wadsworth Publishing Co.
50.Parasuraman, A., Zeithaml(1996), V. A., and Berry, L. L., The Behavioral Consequences of Service Quality, Journal of Marketing, Vol.60, pp.31-46,.
51.Park, C. W., Milberg, S., & Lawson, R.( 1991)“Evaluation of brand extensions：Therole of product feature similarity and brand concept consistency.” Journal of Consumer Marketing, 18: pp.185-193.
52.Park, C.W. & V. Srinivasan (1994), “A Survey-based Method for Measuring and Understanding Brand Equity and Extendibility,” Journal of Marketing Research, 31(May):pp. 27-38.
53.Plummer, J.T. (1985), “How Personality Makes a Difference,” Journal of Advertising Research, 24(6):pp. 27-31.
54.Putrevu, Sanjay and Kenneth R. Lord (1994),“ Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement Conditions,＂Journal of Advertising, 23(2), pp.71-91.
55.Sasser,W.E.,Olsen,R.P., & Wyckoff,D.D.(1978)."Management of Service Operations: Text and Cases'.Boston : Allyn & Bacon.
56.Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). “Survey of internet users attitudes toward internet advertising, ” Journal of Interactive Marketing, 13,pp. 34-54.
57.Yoo, B., & Donthu, N.,(2001)“Developing and validating a multidimensional consumer-based brand equity scale.” Journal of Business Research, Vol. 52(1), pp.1-14.
58.Zeithaml, V. A. (1988), Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July):pp.2-22.
中文部分
1.李天蛟(2000)：世代別於品牌個性認知與品牌關係型態差異性之研究，產品類別與自我形象干擾效果之探討，私立元智大學管理研究所碩士論文。　
2.李世昌、李敏蕙、江靜儒(2009)，銀髮族對保健食品品牌形象、涉入程度與再購意願之關係研究-以南投地區為例。管理實務與理論研究。第三卷第二期，頁74-93。
3.吳萬益(2008)，企業研究方法，華泰書局。
4.吳明隆(2008)，「SPSS操作與應用問卷統計分析實務」，三版，台北：五南圖書。
5.陳順宇(2005)，多變量分析第四版，華泰書局。
6.項退結譯(1998), Brugger, W.原著，「西洋哲學辭典」，台北：華香園