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研究生:李育萱
研究生(外文):Lee,Yuhsuan
論文名稱:品牌體驗對品牌忠誠度影響之研究-以品牌關係為中介變數
論文名稱(外文):The Influence of Brand Experience on Brand Loyalty- Brand Relationships as The Mediator
指導教授:王又鵬王又鵬引用關係曾忠蕙曾忠蕙引用關係
口試委員:謝明宏邱文彬吳長生
口試日期:2011-07-19
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理學系碩士班
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:100
語文別:中文
論文頁數:84
中文關鍵詞:品牌體驗品牌忠誠度品牌關係
相關次數:
  • 被引用被引用:3
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Pine II & Gilmore(1998)於Harvard Business Review發表「Welcome to Experience Economy」,說明體驗經濟時代的到來,消費者已別於以往在消費產品時,僅在乎產品具體屬性的呈現(Holbrook&Hirschman,1982),Schmitt(1999)提出「策略體驗模組」及「體驗媒介」兩個概念,說明藉由不同的體驗模式和媒介為顧客創造不同的體驗感受,以此作為體驗行銷的基礎。Brakus,Schmitt & Zarantonello(2009)以體驗行銷為基礎,進一步提出品牌體驗的觀念,以四種體驗模式來說明什麼是品牌體驗。本研究欲探究品牌關係在品牌體驗與品牌忠誠度間的中介影響效果。
本研究以台北地區350位民眾為調查對象,問卷樣本有效率為92%,採用以SPSS AMOS 18.0進行假設驗證。結果顯示(1)品牌體驗對品牌關係有正向影響;(2) 品牌關係對品牌忠誠度有正向影響;(3)品牌關係在品牌體驗與品牌忠誠度間具有中介效果。本研究之後續研究建議如下:(1)3C品牌的消費過程仍有許多的探討空間,除了品牌體驗外,應還有許多潛在的因素會影響消費者的品牌關係與品牌忠誠度的行為,需要後續研究者加入其他影響變數加以探討;(2)由於本研究的研究標的鎖定於3C品牌,建議後續研究者可以廣泛研究不同產業的品牌來做比較,例如零售業、精品業、服務業,以增強此研究架構的相關驗證;(3) 品牌體驗、品牌關係兩個變數,在不同個體的主觀認知中會產生差異性,在不同族群、地區的受測對象亦可能因為生活習慣與文化背景的差異而使得研究結果有所不同,因此建議研究對象可以針對不同的族群、地區的受測對象進行研究,並將受測結果加以比較,可使研究結論更加完整。

Pine II & Gilmore(1998) indicate that the experience economy are coming and proclaim “Welcome to Experience Economy” on Harvard Business Review. Consumers don’t only focus on product attributes anymore such as before. (Holbrook&Hirschman,1982). Schmitt(1999) describes how to create different feelings by different SEM(Strategic Experiential Modules ) and experience providers. Then it will become a foundation in marketing domain. Brakus,Schmitt & Zarantonello(2009) define brand experience from experience marketing and explain brand experience by four experiences. This study explores how effective that brand relationships as a moderator between brand experience and brand loyalty is.
The survey is carried out on 350 subjects in Taipei arena with the valid rate of questionnaires at 92%. Furthermore, this study adopted SPSS AMOS 18.0 to test and verify hypotheses. The results are (1) brand experience positively impact brand relationships; (2) brand relationships positively impact brand loyalty; (3) brand relationships has a mediation effect between the brand experience and the brand loyalty. The suggestions for future research are summarized as follows :(1)there are a lot of topics in consuming process. So many latent variables will be influenced by brand experience and the brand loyalty. Future researchers can put other latent variables and discuss it; (2)3C industry is the main research in this study. Future researchers can explore different industries such as retail business, luxury industry, service industry then compare it; (3) individuals have different subjective senses on brand experience and brand relationships. The result of study is probably difference because consumers’ different customs or their culture context in different areas. Future researchers can survey by different groups in different areas then compare it.

目錄
摘要 3
Abstract 4
第一章 緒論 9
第一節 研究背景 9
第二節 研究動機 10
第三節 研究問題 12
第二章 文獻探討 13
第一節 品牌體驗 13
第二節 品牌關係 19
第三節 品牌體驗與品牌關係的影響效果 28
第四節 品牌忠誠度 29
第五節 品牌關係與品牌忠誠度的影響效果 34
第三章 研究方法 35
第一節 研究架構與假設 35
第二節 變數操作性定義及衡量 38
第三節 研究品牌 42
第四節 研究對象與資料分析 43
第四章 研究結果 44
第一節 資料初步分析 44
第二節 信效度分析 45
第三節 整體模型分析 54
第四節 品牌體驗各構面對品牌關係各構面的影響 58
第五節 品牌關係各構面對品牌忠誠度的影響 61
第六節 品牌關係的中介效果 62
第五章 研究結論與建議 64
第一節 研究結論 64
第二節 行銷涵義 68
第三節 研究限制 70
第四節 後續研究建議 70
參考文獻 72
附錄一 問卷 80

表目錄
表2.1 體驗行銷的策略基礎:策略體驗模組 15
表2.2 體驗媒介的種類與形式 16
表2.3 品牌關係定義 22
表2.4 品牌關係類型 24
表2.5 品牌關係構面 27
表2.6 品牌忠誠度定義 31
表3.1 研究假設 36
表3.2 品牌體驗之操作型定義與問卷衡量問項 38
表3.3 品牌關係之操作型定義與問卷衡量問項 39
表3.4 品牌忠誠度之操作型定義與問卷衡量題項 41
表4.1 有效樣本消費者基本特徵敘述 44
表4.2 信度分析 45
表4.3.1題項之因素負荷量 47
表4.3.2題項之因素負荷量 48
表4.3.3題項之因素負荷量 49
表4.4各構面AVE值 50
表4.5各構面相關係數值 51
表4.6區別效度分析 51
表4.7各構面相關係數值 52
表4.8區別效度分析 53
表4.9 整體模型配適度評鑑指標 54
表4.10模型適配度檢定結果 55
表4.11整體模型路徑分析結果 56
表4.12 品牌體驗各構面對品牌關係各構面路徑分析結果 58
表4.13 品牌關係各構面對品牌忠誠度路徑分析結果 61
表4.14 品牌體驗、品牌關係與品牌忠誠度關係之非標準化路徑回歸係數 62
表4.15品牌關係在品牌體驗與品牌忠誠度間的中介效果(Sobel test) 63
表5.1 研究假設檢定結果 64


圖目錄
圖2.1 經濟價值遞進 13
圖2.2 人際關係的基本內涵 20
圖2.3 品牌關係發展階段 23
圖2.4 品牌忠誠金字塔 30
圖3.1 本研究觀念性架構 35
圖4.1 整體模型路徑估計值 56


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