臺灣博碩士論文加值系統

　　過去，消費者購買商品注重功能與利益，享受服務則講求環境與氣氛等體驗感受。隨著體驗經濟時代來臨，品牌體驗比產品功能和利益提供更大的影響力，同時給予消費者更深的意義與記憶，強化對品牌的信任也進而提高購買意圖。而近來智慧型手機在全球與國內市場熱銷，各品牌的智慧型手機除提供基本功能外，更應思考如何加強消費者對品牌的深刻體驗。綜上所述，在體驗備受關注的今日，如何藉由體驗行銷為消費者創造多元全新的感受進而提高購買意圖，為行銷策略上的一大挑戰。本研究目的包括：(1)探討品牌體驗、知覺效能風險、購買意圖間的關係；(2)探討知覺效能風險在品牌體驗與購買意圖間的中介效果；(3)針對不同的手機品牌使用者，探討品牌體驗、知覺效能風險及購買意圖有無顯著差異。

　　本研究回收703份智慧型手機使用者有效樣本作為研究調查樣本，以SPSS為統計工具，使用迴歸分析探討品牌體驗、知覺效能風險與購買意圖之關係，再以階層迴歸分析探究知覺效能風險是否扮演品牌體驗與購買意圖之中介角色。本研究結果顯示：(1)品牌體驗會對購買意圖產生正向影響；(2)品牌體驗能藉由知覺效能風險的中介效果，正向且顯著的影響購買意圖；(3)以手機品牌為例，在四個品牌體驗構面中，以感官體驗的效果為最佳，其次為行為體驗或智能體驗，最後為情感體驗；(4)不同品牌之間的品牌體驗有顯著差異。

　　In the past, consumers emphasize benefits and functions when they purchase products; in the meanwhile, they pursued special and memorable experience when enjoying services. With the experience economic era, brand experience plays an important role than products functions and benefits. It makes consumers identify the brand and raise consumers’ purchase intention. Nowadays, smart phone is really popular all around the world. When consumers are interested in smart phone, all they care about is not only functions, but also experiences. To sum up, it is a challenge and issue about how to create more innovative and emotional experiences for consumers and how to raise their purchase intention. The purpose of this study includes: (1) to explore the relationship between brand experience, perceived performance risk and purchase intention; (2) to explore the mediating effect of perceived performance risk between brand experience and purchase intention; (3) to explore the difference between brand experience, perceived performance risk and purchase intention on each brands.

　　The sample of research includes 703 consumers of smart phone in six brands. The following are the discovers in this research: (1) brand experience are partially positively associated with perceived performance risk; (2) brand experience are partially positively through the mediating effect of perceived performance risk to purchase intention; (3) sensory experiences are strong effect on each brands of smart phone; (4) there are different brand experiences between each brands.

中文摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI
第一章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章　文獻探討 5
第一節 智慧型手機 5
第二節 品牌體驗 9
第三節 知覺效能風險 14
第四節 購買意圖 20
第五節 各研究構面關係之探討 24
第三章　研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 變數操作型定義及衡量問項 28
第四節 抽樣設計與樣本結構 32
第五節 問卷前測分析 33
第六節 資料分析方法 34
第四章　研究結果分析 36
第一節 研究樣本基本資料分析 36
第二節 信度與效度分析 41
第三節 「品牌體驗」與「知覺效能風險」的關係 46
第四節 「知覺效能風險」與「購買意圖」的關係 48
第五節 「品牌體驗」與「購買意圖」的關係 49
第六節 「知覺效能風險」的中介效果 51
第七節 消費者基礎之品牌體驗分析 53
第五章　結論與建議 63
第一節 研究結果 63
第二節 研究貢獻與管理意涵 67
第三節 研究限制與未來研究方向 71
參考文獻 73
附錄一 研究問卷 79

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三、網站資料
1.IDC，http://www.gartner.com/
2.Gartner，http://www.idc.com.tw
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