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研究生:彭冠傑
研究生(外文):Pung Guan Jie
論文名稱:感質元素與品牌形象之關聯研究
論文名稱(外文):The Influence of Qualia Elements on Brand Image
指導教授:吳祉芸黃開義黃開義引用關係
指導教授(外文):Wu, Chih-YunHuang, Kai-I
口試委員:吳祉芸黃開義葉子白凢芸
口試委員(外文):Wu, Chih-YunHuang, Kai-IYe,Zi-MingBai,Fan-Yun
口試日期:2012-07-09
學位類別:碩士
校院名稱:東海大學
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:2012
畢業學年度:100
語文別:中文
論文頁數:42
中文關鍵詞:感質體驗品牌形象
外文關鍵詞:Qualiaexperiencebrand image
相關次數:
  • 被引用被引用:2
  • 點閱點閱:368
  • 評分評分:
  • 下載下載:12
  • 收藏至我的研究室書目清單書目收藏:1
現今市場上的產品品牌繁雜眾多,而產品的功能也邁入多元化,消費者在選購時有過多的選擇,產品的基本功能已無法滿足消費者的需求,必須考量到消費者的需求及感覺。因此,消費者在體驗的過程中,產品及服務的感質元素,將影響消費者心中的情感與購買意願。品牌形象將影響消費者對產品的主觀意識,顧客對市面上不同品牌的相同產品,亦有不同的認知,而產品中的感質元素將影響消費者對品牌形象的聯想。
由於過去感質元素對品牌形象關聯的研究並不多,本研究針對台灣地區,來探討家具家飾之感質元素和品牌形象三構面(功能形象、象徵形象、經驗形象)有甚麼關聯,哪些感質元素會影響其品牌形象三構面,並建議企業所著重的三大構面之不同形象,應增加哪些感質元素,以塑造企業的獨特風格。本研究共收集到160份有效問卷,以此研究資料,利用SPSS中的敘述性統計、迴歸分析、信度分析等統計法。得到之結論如下:(1) 感質元素之個人風格、美學及精緻,對功能形象影有顯著正向影響;(2) 感質元素之情感連結、創意、精緻對象徵形象有顯著正向影響;(3) 情感連結和感性工學對經驗形象有顯著正向影響。


There are more and more product brands in the market, and the function of the product forwards to diversification. Consumers have a great number of choices when they are purchasing. Nowadays, the basic function of product cannot meet consumers’ demand, so we must consider the feeling that consumers really experience. Therefore, products’ or services’ Qualia factors will influence consumers’ emotion and purchase intentions when they are experiencing. Brand image will affect customers’ subjective perception of products, and the same kind of products or services with different brand have different cognition. Finally, the Qualia elements which in the products will influence consumers’ brand association.
The purpose of this study is to discuss the relation between Qualia elements of the furniture and three components of the brand image (functional image, symbolic image, experience image), and to realize which Qualia factors will affect three components of the brand image that can help enterprise creates unique style. Totally 160 questionnaires were collected. The researcher used SPSS to conduct descriptive statistics, reliability analysis, and regression analysis. The conclusions are shown as follows: (1) personal style, aesthetic, and delicacy are positively related to functional image. (2) emotional linkage, delicacy are positively related to symbolic image. (3) emotional linkage and kansei engineering are positively related to experience image.


第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第貳章 文獻探討 4
第一節 心流的定義 4
第五節 感質的效果 11
第六節 品牌形象 12
第参章 研究方法 16
第一節 研究流程 16
第二節 研究工具 17
第四節 問項發展 18
第五節 前側 22
第肆章 統計分析與結果 24
第一節 樣本型態 24
第二節 信度分析與敘述統計 26
第三節 變數關係驗證 28
第伍章 結論與建議 32
第一節 理論意涵 32
第二節 管理意涵 33
第三節 研究限制與未來研究建議 34
【參考文獻】 35
【附錄】 39

圖目錄
圖1-1 研究流程 3
圖2-1 心流經驗模式 5
圖2-2 感性/理解模型 7
圖2-3 情感流程Picard (1997)和Nagamachi (1997) 8
圖2-4 Keller的品牌知識架構圖 14
表目錄
表1-1 心流、體驗、感質觀念之整理 11
表3-1品牌形象構面之操作型定義與衡量題項 18
表3-2 量表題項 19
表4-1 回收樣本基本資料次數分配 24
表4-1 回收樣本基本資料次數分配(續) 25
表4-2 信度分析 27
表4-3 敘述統計 27
表4-4 相關係數表 29
表4-5 迴歸分析表-功能形象 30
表4-6 迴歸分析-象徵形象 31
表4-7 迴歸分析-經驗形象 31


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