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研究生:何恭仲
研究生(外文):Ho, Kungchung
論文名稱:品牌體驗、自我概念一致、顧客滿意與品牌偏好關係之研究
論文名稱(外文):A Study of The Relationship among Brand Experiences, Self-concept Congruence, Customer Satisfaction and Brand Preference
指導教授:張惠真張惠真引用關係
指導教授(外文):Chang, Huichen
口試委員:蔡顯童吳師豪蔡翼擎
口試委員(外文):Tsai, HsientungWu, ShihhaoTsai, Yiching
口試日期:2011-06-16
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:中文
論文頁數:72
中文關鍵詞:品牌體驗自我概念一致顧客滿意品牌偏好
外文關鍵詞:Brand experiencesSelf-concept congruenceCustomer satisfactionBrand preference
相關次數:
  • 被引用被引用:1
  • 點閱點閱:358
  • 評分評分:
  • 下載下載:40
  • 收藏至我的研究室書目清單書目收藏:0
隨著體驗經濟時代的來臨,過去側重於強調產品功能的差異、重要性和效益的傳統行銷策略,已無法因應目前的消費型態的轉變。消費者對於產品或品牌的選擇除追求感官或行為上的享受之外,還期望產品或品牌能帶來情感上和展現自我的效用。要如何滿足消費者的期待,關鍵在於瞭解消費者如何體驗品牌。自2010年Apple推出iPad之後,平板電腦開始引起消費者的注目,同時也吸引諸多廠商開始投入平板電腦市場的競爭版圖。如何將品牌體驗的行銷策略應用於競爭日趨激烈的國內平板電腦市場,瞭解消費者對品牌選擇的影響,是本研究的主要動機。
本篇研究主要的目的主要為:(一)探討品牌體驗對品牌偏好之影響;(二)探討顧客滿意在品牌體驗、自我概念一致對品牌偏好間之影響;及(三) 探討自我概念一致在品牌體驗對品牌偏好之影響。研究對象為曾使用過平板電腦的使用者,採用調查法,以自我報告式問卷收集受訪者資料,並以結構方程模式(SEM)進行模型確證。研究結果顯示品牌體驗對顧客滿意與自我概念一致均有顯著之正向影響進而對品牌偏好有顯著之正向影響以及自我概念一致對顧客滿意、品牌偏好有正向顯著影響;顯示企業可經由全面品牌體驗使消費者提升對品牌的偏好與購買意願。

Abstract
With the advent of experience economy, traditional marketing strategy can’t respond to the wave of transitional consumer behavior. In the past, marketers laid emphasis on the differences, importance, and efficiency of the product’s features; however, nowadays, what consumers pursue is to be more emotionally attached to the products/brands and demonstrate individuality in addition to catering to sensory or behavioral needs. The key to fulfilling consumers’ satisfaction is to understand the way consumers experience the brands. Since Apple first introduced the iPad in 2010, tablet PCs started to catch consumers’ attention, which leads to the fact that a great number of enterprises were striving for tablet PCs market share. How to apply marketing strategies of brand experiences to this gradually competitive market in an attempt to find out the connection of consumers’ brand selection is my research motive.
The purposes of this research are: 1. To investigate the impact of brand experiences to brand preference; 2. To investigate the impact of customer satisfaction among brand experiences, self-concept congruence, and brand preference; and 3. To investigate the impact of self-concept congruence between brand experience and brand preference. Our research objects are those users who have tablet PCs experience. Via internet questionnaire, the hypotheses are verified from the adoption of structural equation modeling(SEM) and hierarchical regression analysis. That is, the research testifies that sensory, affective, thinking, and behavior of brand experiences have positive effect on satisfaction and self-congruence, as well as on brand preference.

目錄
謝  詞---------------------------------I
中文摘要---------------------------------II
ABSTRACT-------------------------------IV
目錄------------------------------------VI
圖次-----------------------------------VIII
表次------------------------------------IX

第一章 緒論-------------------------------------1
第一節 研究背景與動機-----------------------------1
第二節 研究問題與目的-----------------------------7
第三節 研究流程與章節架構--------------------------8

第二章 文獻探討---------------------------------11
第一節 品牌體驗---------------------------------11
第二節 自我概念一致------------------------------16
第三節 顧客滿意---------------------------------20
第四節 品牌偏好---------------------------------24

第三章 研究設計--------------------------------------29
第一節 研究架構--------------------------------------29
第二節 研究假說--------------------------------------29
第三節 變數定義與衡量---------------------------------34
第四節 問卷設計--------------------------------------37
第五節 研究對象與抽樣設計------------------------------38
第四章 資料分析與探討---------------------------------39
第一節 樣本分析--------------------------------------39
第二節 量表之信度與效度--------------------------------42
第三節 模型適配及假說之確證----------------------------49
第四節 討論------------------------------------------53

第五章 結論與建議---------------------------------55
第一節 研究結論----------------------------=-----55
第二節 管理意涵----------------------------------57
第三節 研究限制----------------------------------58
第四節 後續研究建議-------------------------------59

參考文獻--------------------------------------------61

附錄一:實證問卷--------------------------------------70

著作權聲明-------------------------------------------73


圖次
頁數
圖1-1 全球平板電腦產量---------------------------------4
圖1-2 2011年上半年平板電腦廠商市占率---------------------5
圖1-3 2010~2015年媒體平板作業系統終端銷售量預估-----------6
圖1-4 研究流程----------------------------------------9
圖3-1研究架構----------------------------------------29
圖4-1 模型之路徑係數----------------------------------52



表次
表2-1 體驗行銷與傳統行銷的比較-------------------------14
表3-1品牌體驗量表------------------------------------34
表3-2 自我概念一致量表--------------------------------35
表3-3 顧客滿意量表-----------------------------------36
表3-4 品牌偏好量表-----------------------------------36
表4-1 樣本結構分析-----------------------------------40
表4-2 模型適配指標與參考建議值------------------------43
表4-3量表因素負荷量、組合信度與Cronbach’s α------------46
表4-4 構念之相關係數及AVE----------------------------48
表4-5 適配指標與相關參考建議值------------------------49
表4-6 模型確證--------------------------------------51
表4-7 研究假說檢定結果-------------------------------52

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