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研究生:葉怡亨
研究生(外文):Yeh, Yiheng
論文名稱:從品牌體驗觀點探討消費者忠誠度─以智慧型手機為例
論文名稱(外文):The Process to the Customers' Loyalty in Smart Phone Market:Brand Experience Perspective
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Ho, Yungching
口試委員:池進通張永富
口試日期:2011/6/16
學位類別:碩士
校院名稱:國立中正大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:81
中文關鍵詞:智慧型手機品牌體驗知覺效能風險購買意圖
外文關鍵詞:Smart PhoneBrand ExperiencePerceived Performance RiskPurchase Intention
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  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

一、中文部分
1.林慧珊,2009。女性網路使用者的網路購物知覺風險與降低風險策略之研究─以化妝、保養品為例,國立中正大學電訊傳播研究所碩士論文。
2.徐千祐,2007。中古車原廠保證等外部線索對消費者知覺風險的影響,東吳大學企業管理學系碩士班。
3.莊紹翔,2010。品牌體驗如何影響手機消費者行為,國立中正大學企業管理學系碩士論文。
4.陳敏華,2006。由品牌觀點探討如何建立品牌關係之研究─以連鎖咖啡店為例,國立交通大學經營管理研究所博士論文。
5.許惠青,2004。消費者知覺風險、網站特質與賣方特質對拍賣網站購物意願影響之研究,國立東華大學國際企業學系碩士班碩士論文。
6.張元馨,2006。影響消費者網路購物購買意圖關係之探討,國立東華大學企業管理學系碩士論文。
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8.楊惠琴,2006。網路合購知覺風險與合購意向影響因素之研究,東吳大學國際貿易學系碩士班國際企業組碩士論文。
9.楊銀濤,2009。智慧型手機發展的趨勢研究,國立成功大學企業管理研究所碩士論文。
10.戴武成,2008。個人價值觀、社會階層意識、規範性評估與顧客價值對購買意圖之探討─以台灣汽車市場為例,國立成功大學高階管理碩士在職專班碩士論文。



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三、網站資料
1.IDC,http://www.gartner.com/
2.Gartner,http://www.idc.com.tw
3.高端訓,2010。品牌研究:創造品牌體驗利益總裁學苑,http://www.ceolearning.org/gcf/index.php

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