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研究生:陳祈涵
研究生(外文):Chen, Chi-Han
論文名稱:應用感性工學於餐廳品牌之設計
論文名稱(外文):Using Kansei Engineering to Design Restaurant Brand
指導教授:許嘉霖許嘉霖引用關係
指導教授(外文):Hsu, Chia-Lin
口試委員:陳穆臻賴素玲
口試委員(外文):Chen, Mu-JenLai, Su-Ling
口試日期:2014-06-19
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:98
中文關鍵詞:品牌餐廳感性感性工學購買意圖偏最小平方法
外文關鍵詞:brandrestaurantKanseiKansei Engineeringpurchase intentionpartial least squares
相關次數:
  • 被引用被引用:1
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於全球化之時代下,企業更須專注於品牌之經營。唯有真正
瞭解品牌於顧客心目中之想法,企業才能建立一個理想品牌及提
升顧客知覺品牌價值,創造競爭優勢以領導市場,進而同時達到
成功開發新顧客與維繫忠誠顧客之功能。
本研究以餐廳品牌作為設計要素發展之對象,藉由問卷調查
找出顧客所想要的形容詞,以提供設計者設計出符合顧客所預期
之品牌,接著使用因素分析法分析受測者所重視之感性形容詞,
最後,運用偏最小平方法與購買意圖進行關聯連結。
於PLS 模型中,是利用標竿品牌設計流程對應非標竿品牌設
計流程,以確定標竿品牌設計流程是最符合顧客之需求。利用感
性工學與PLS 之方法,能有效的協助我們提供一套品牌設計,推
導出理想的餐廳品牌設計所應具備之屬性,以提供品牌設計者設
計出顧客所期望之品牌。
In the era of globalization, brand management has become more important for
companies. Understanding true voice of customers toward brand enables companies to
build an ideal brand and increase customers’ perception on brand value, and in turn,
create competitive advantages in the keenly competitive market, as well as successfully
achieve to attract new customers and keep loyal customers.
This study uses restaurant brand to serve as the subject of design elements, and
identifies the expected adjectives through questionnaire survey in order to offer designer
to design a brand that meets customers’ expectations. Then, this study uses factor analysis
to analyze the important Kansei, and finally uses partial least squares method to test
the relevant links to purchase intentions.
In the PLS models, this study uses the benchmarking brand design process to
correspond to the non-benchmarking brand design process to determine the
bench-marking brand design process is the most consistent with the customers' needs.
Using Kansei engineering and PLS method can effectively help us to design a brand and
derive the attributes of an ideal restaurant brand design, and further offer brand designers
to design a brand that meets customers’ expectations.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭 ..................... vi
內容目錄 ..................... vii
表目錄 ..................... ix
圖目錄 ..................... xii
第一章 緒論................... 1
第一節 研究背景............... 1
第二節 研究動機............... 2
第三節 研究目的............... 5
第四節 餐廳品牌設計流程........... 5
第二章 文獻探討................. 8
第一節 品牌................. 8
第二節 品牌識別............... 12
第三節 品牌個性............... 14
第四節 品牌形象............... 17
第五節 品牌態度............... 19
第六節 購買意圖............... 22
第七節 感性工學............... 25
第八節 偏最小平方法............. 34
第三章 研究方法................. 36
第一節 研究範圍界定............. 36
第二節 品牌特性收集與分析.......... 37
第三節 感性用語收集與挑選.......... 43
第四節 感性問卷設計............. 44
第五節 抽樣設計與問卷回收.......... 46
第六節 資料分析工具與方法.......... 48
第四章 實證結果分析............... 50
第一節 感性評量結果敘述性統計分析...... 50
第二節 感性用語重要度分析.......... 55
第三節 感性與特性之關聯分析......... 61
第四節 分析結果應用於餐廳品牌之設計..... 71
第五章 結論................... 74
第一節 研究結論............... 74
第二節 管理意涵............... 75
第三節 研究限制與未來研究方向........ 76
參考文獻 ..................... 78
附錄A 研究問卷................. 93
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