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研究生:顏琬陵
研究生(外文):Yen, Wanling
論文名稱:品牌經驗對顧客滿意影響之研究─以地位消費為調節變數
論文名稱(外文):The Effect Of Brand Experience On Customer Satisfaction- The Moderating Role Of Status Consumption
指導教授:方文昌方文昌引用關係
指導教授(外文):Fang, Wenchang
口試委員:朱素玥徐雅惠
口試委員(外文):Chu, SuyuehHsu, Yahui
口試日期:2012-05-29
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2012
畢業學年度:100
語文別:英文
論文頁數:41
中文關鍵詞:品牌經驗地位消費顧客滿意
外文關鍵詞:Brand experienceStatus consumptionCustomer satisfaction.
相關次數:
  • 被引用被引用:1
  • 點閱點閱:275
  • 評分評分:
  • 下載下載:18
  • 收藏至我的研究室書目清單書目收藏:0
至今,仍然沒有一個研究深入探討品牌經驗中與顧客滿意度之間的關係,因此,本研究除了探討這四個組成構面(感官經驗、情感經驗、行為經驗與認知經驗)與滿意度之關係,更針對不同層級的地位性消費之調節效果進行研究。本研究採用4×2之因素設計調查去測驗品牌經驗對顧客滿意度之影響,研究資料來自網路問卷,並採用線性迴歸分析。結果顯示品牌經驗中的感官經驗、行為經驗及認知經驗對顧客滿意度有正向影響。此外,當消費者具有較高地位性消費傾向,感官經驗和認知經驗將影響其對品牌之滿意度。

Until now there has not been an in-depth analysis for the link between the four brand experience dimensions (sensory, affective, intellectual, and behavioral) and customer satisfaction. This study focuses on four dimensions of brand experience that may influence customer satisfaction when consumer has different types of status consumption. This experiment using a 4 × 2 between- subject design to examine the effect of brand experience on consumer satisfaction. In this study, the data obtained by questionnaire is conducted with Regression analysis. The results indicated that three dimensions (sensory experience, behavioral experience, and intellectual experience) of brand experience would positively affect on customer satisfaction. Besides, consumers who were high level of status consumption receive sensory experience and intellectual experience would influence consumer satisfaction.
CONTENT
ABSTRACT II
CONTENT III
Figure V
Table VI
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 3
2.1 Brand experience 3
2.2 The relationship between Brand experience and customer satisfaction 4
2.3 Status consumption 7
2.4 The moderating role of status consumption 8
CHAPTER 3 METHODOLOGY 13
3.1 The Conceptual Framework of the Study 13
3.2 Experimental Design and Procedure 14
3.3 Measurement 14
CHAPTER 4 RESULTS 17
4.1 Preliminary Data Collection 17
4.2 Summary Statistics, Reliability and Validity 18
4.3 Control Variable Analysis 23
4.4 Hypotheses Testing 24
CHAPTER 5 CONCLUSIONS 27
5.1 Findings 27
5.2 Contributions and Implications 28
5.3 Limitations and Directions for Future Research 29
REFERENCES 31
APPENDIX 1 39


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