跳到主要內容

臺灣博碩士論文加值系統

(18.205.192.201) 您好!臺灣時間:2021/08/05 09:05
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:李星儀
研究生(外文):LI, HSING YI
論文名稱:共創價值體驗對再購意願影響效果之研究-以品牌形象及顧客參與為中介變數
論文名稱(外文):The Effects of Co-creation Value Experience on Repurchase Intention-Brand Image and Customer Participation as Mediators
指導教授:王又鵬王又鵬引用關係
指導教授(外文):WANG,YU-PENG
口試委員:王又鵬趙琪曾忠蕙
口試委員(外文):WANG,YU-PENGChyi JawTseng Chung-Hui
口試日期:2015-06-26
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:2015
畢業學年度:103
語文別:中文
論文頁數:68
中文關鍵詞:共創價值體驗品牌形象顧客參與再購意願
外文關鍵詞:Co-Creation Value ExperienceBrand imageCustomer ParticipationRepurchase Intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:538
  • 評分評分:
  • 下載下載:129
  • 收藏至我的研究室書目清單書目收藏:0
全球行銷型態在改變, 任何產業都脫離不了服務這二字,因此許多企業提供越來越多樣化的服務,從單純買賣的行銷方式到現在共創式體驗,這也表示顧客越來越重視自我可以在生產過程中參與以及能夠表達意見。同時企業可以從活動中,因為有了顧客的參與便可以更快瞭解顧客的需求也可以立即的反應及改善,達到雙方共創價值體驗所需的平衡,企業與顧客彼此的互相回饋意見 可以建立一個良好的認同關係,企業若能夠與顧客的情感做聯結,可以提高企業的品牌形象的認同,企業擁有了顧客的認同感,願意做良善的溝通並且也有良好的品牌形象,也會提高顧客再次購買的意願。

本研究主要探討的是共創價值體驗、品牌形象、顧客參與及再購意願之關係,以台北市內湖區的覺旅咖啡(JOURNEY KOFFE)作為研究的品牌,研究對象為覺旅咖啡(JOURNEY KOFFE)陽光店消費的人為主,主要採便利性抽樣方式進行,共計發放383份實體問卷,扣除掉無效問卷17份,回收有效問卷366份。研究結果顯示:(1)共創價值體驗(能力體驗、自主體驗、享樂體驗)對品牌形象具有正向的影響,(2) 共創價值體驗(能力體驗、自主體驗、享樂體驗)對顧客參與具有正向的影響,(3)品牌形象對再購意願具有正向的影響,(4)顧客參與對再購意願具有正向的影響,(5)品牌形象在共創價值體驗(能力體驗、自主體驗、享樂體驗)與再購意願間具有中介效果,及(6)顧客參與在共創價值體驗(能力體驗、自主體驗、享樂體驗)與再購意願間具有中介效果。

The marketing has changed in the world. Every company need to provide services to customers. Furthermore the marketing model comes from traditional way to experience value of co-creation. Customers consider the self-participation to produce and give the successful to company. Enterprises can got the customer responses to improve and rapidly know the customer needs in this marketing model. They can get a well relationship between and customers to create a friendly and kindly connection. It can also improve the identification to the brand. When enterprise owns the identification from customers, it will enhance their desire to repurchase.

The purpose of this study is to investigate the relationships among co-creation experience value, brand image, customer participation, and repurchase intention. The research brand is ‘‘Journey Koffe’’ in Taipei. The study collected 383 questionnaires. And 366 valid questionnaires were analyzed. The results were as follows:

1.Co-Creation Value Experiential had positive effect to Brand Image.
2.Co-Creation Value Experiential had positive effect to Customer Participation.
3.Brand Image had positive effect to Repurchase Intention.
4.Customer Participation had positive effect to Repurchase Intention.
5.Brand image was a mediating variable between Co-Creation Value Experiential and Repurchase Intention.
6.Customer Participation is a mediating variable between Co-Creation Value Experiential and Repurchase Intention.

謝誌 i
摘要 ii
ABSTRACT iii
目 錄 iv
表目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
第二章 文獻探討 3
第一節 共創價值體驗 3
第二節 品牌形象 7
第三節 顧客參與 9
第四節 再購意願 11
第五節 共創價值體驗對品牌形象的影響效果 12
第六節 共創價值體驗對顧客參與的影響效果 12
第七節 品牌形象及顧客參與對再購意願的影響效果 12
第八節 品牌形象及顧客參與在共創價值體驗與再購意願間的中介效果 13
第三章 研究方法 15
第一節 觀念性架構 15
第二節 研究設計 16
第三節 研究變項操作性定義及衡量問項 17
第四節 統計方法 22
第四章 資料分析 23
第一節 問卷彙整 23
第二節 描述性分析 25
第三節 信度分析 27
第四節 效度分析 28
第五節 單因子變異數分析 33
第六節 迴歸分析 34
第五章 結論與建議 46
第一節 研究結論 46
第二節 管理意涵 49
第三節 研究限制 50
第四節 研究建議 51
參考文獻 52
附錄A 56

中文
1.洪正宇譯 (2014) 山崎晴生、池田紀行原著,和顧客共創行銷:超越調查界限深入了解顧客,1,台灣:中國生產力中心,p13-197。
2.林品慧(2010),網路顧客參與對品牌形象與購買意圖之影響:網站體驗調節效果,銘傳大學管理研究所碩士論文
3.林潔盈譯 (2013) 西恩.亞當斯原著,設計大師:10+23=∞掌握全球企業品牌形象,1,美國:流行風,p57-224。
4.沈慶龍、張正昌 (2008),探討體驗價值的前因因數及其對顧客滿意度之影響,行銷評論,第5卷,第4期,頁575-602
5.易英 (2006),顧客參與與服務質量及顧客滿意及行為意向的關係研究,浙江大學碩士論文
6.陳冠秀(2014),知覺企業社會責任、顧客參與與再購意願之研究-以C跨國公司為例, 大葉大學國際企業管理學系碩士班碩士論文
7.陳寬裕、王正華(2010),論文統計分析實務SPSS與AMOS的運用,2,五南圖書田出版社。
8.黃文翰 (2002),服務補救不一致,服務補救後滿意度與消費者後續行為意圖之關係研究,東華大學觀光暨遊憩管理研究所碩士班未出版碩士論文
9.廖述賢、鐘鈺鈞、邱雅婷 (2011),消費者個性對顧客滿意度與再購意願之影響–以世代為調節變項,2011年科際整合管理研討會論文集,頁332-345
10.蔡明達、 劉宇傑 (2013),網路品牌社群認同與投入對消費者行為之影響,電子商務學報,第15卷,第2期,頁295-317
英文
1.Alford, D., Sackett, P., & Nelder, G. (2000). "Mass Customization - An Automotive Perspective. " International Journal of Production Economics, 65, pp. 99-110.
2.Arnould, E. J., Muñiz, A.M., & Schau, H.J. (2009). "How Brand Community Practices Create Value. " Journal of Marketing 73 (9), pp. 30–51
3.Auh, S., Bell, S., McLeod, C., & Shih, E. (2007). "Co-Production And Customer
Loyalty In Financial Services. " Journal of Retailing, 83(3), pp. 359-370.
4.Bagozzi R.P., & Dholakia, U.M. (2006a). "Antecedents And Purchase Consequences Of Customer Participation In Small Group Brand Communities." International Journal of Research in Marketing, 23, pp. 45–61.
5.Bagozzi, R.P., & Dholakia, U.M. (2006b). "Open Source Software User Communities: A Study Of Participation In Linux User Groups Richard." Management Science, 52(7), pp. 1099–1115.
6.Baron, R. M., & Kenny, D. A. (1986). "The Moderator-Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic, And Statistical Consideration. " Journal of Personality and Social Psychology, 51, pp. 1173-1182.
7.Bettencourt, L. A. (1997). "Customer Voluntary Performance: Customer As Partners In Service Delivery. " Journal of Retailing, 73(3) , pp. 383-406.
8.Bolton, R. N. & Drew, J. H. (1991), "A Multistage Model Of Customers' Assessments Of Service Quality And Value." Journal of Consumer Research, 17(4) , pp. 375-385.
9.Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). "Brand experience: What is it? How is it measured? Does it affect loyalty?. " Journal of Marketing, 73(5), pp. 52-68.
10.Büttgen, M., Schumann, J. H., & Ates, Z. (2012). "Locus Of Control And Customer Coproduction: The Role Of Prior Service Experience And Organizational Socialization Service. " Journal of Service Research, 15 (2), pp. 166-181.
11.Cermak, D. S. P., File, K. M., Prince, R. A.,(1994). "Customer Participation In Service Specification And Delivery. " Journal of Applied Business Research, 10 (2), pp. 90-97.
12.Claycomb, C., Lengnick-Hall, C. A. & Inks, L. W. (2001). "The Customer As A Productive Research: A Pilot Study And Strategic Implications. " Journal of Business Strategies, 18(1), pp. 47-68.
13.Dahl, D. W. & Moreau, C. P. (2007) "Thinking Inside The Box: Why Consumers
Enjoy Constrained Creative Experiences." Journal of Marketing Research, 44(8), pp. 357-369.
14.Dong, B., Evans K. R. & Zou S. (2008) "The Effects Of Customer Participation In Co-Created Service Recovery." Journal of the Academy of Marketing Science, 36(1), pp. 123-137.
15.Fang, E., Palmatier, R. W., & Evans, K.R. (2008). "Influence Of Customer Participation On Creating And Sharing New Product Value." Journal of the Academy of Marketing Science, 36(9), pp. 322-336.
16.Fornell, C., & Larcker, D. F. (1981). "Evaluating Structural Equation Models With Unobservable And Measurement Error: A Comment." Journal of Marketing Research, 18(3), pp. 39-50.
17.Francis Galton (1877) "Typical Laws Of Heredity", Proceedings of the Meetings of the Members of the Royal Institution of Great Britain 8., pp. 282-301
18.Howard, J. A. (1994). "Buyer Behavior In Marketing, Englewood Cliffs NJ: Prentice Hall. " Journal ofMarketing Research, 10(1), pp. 1-9.
19.Hubbert, A.R. (1995) "Customer Co-Creation Of Service Outcomes: Effects Of Locus Of Causality Attributions. " unpublished doctoral dissertation,Arizona State University.
20.Kamins, M. A. & Marks, L. J. (1991). "The Perception Of Kosher As A Third Party Certification Claim In Advertising For Familiar And Unfamiliar Brands. " Journal of the Academy of Marketing Science, 19(3), pp. 177-185
21.Kaynak, H. (2003). "The Relationship Between Total Quality Management Practices And Their Effects On Firm Performance. " Journal of Operations Management, 21(4), pp. 405-435.
22.Kaiser, H.F. (1974) "An Index Of Factorial Simplicity. " Psychometrika, 39, pp.31-36.
23.Keller, K. L. (1993). "Conceptualizing, Measuring, And Managing Customer-Based Brand Equity." Journal of Marketing, 57(1), pp.1-22.
24.Kotler, P. (1997). "Marketing Management, Analysis, Implementation And Using The Servoual Model." The Service Industries Journal, 11(3), pp.324-343.
25.Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999)., Priciples of Marketing, 2., Upper Sadle River: Prentice Hall Inc.
26.Kotler, P., & Gertner, D. (2002)." Country As Brand, Product, And Beyond: A Place Marketing And Brand Management Perspective." Journal of Brand Management, 9(4), pp.249-261.
27.Kristensson, P., Matthing, J., & Johansson N. (2008). "Key Strategies For The Successful Involvement Of Customers In The Co-Creation Of New Technology-Based Services." International Journal of Service Industry Management, 19(4), pp. 474-491.
28.Laroche, M., Kim, C., & Zhou, L. (1996). "Brand Familiarity And Confidence As Determinants Of Purchase Intention: An Empirical Test In A Multiple Brand Context. " Journal of Business Research, 37(2), pp. 115–120
29.McWilliam, G. (2000). "Building Stronger Brands Through Online Communities. " Sloan Management Review, 41(3), pp. 43-54.
30.Meuter, M. L., & Bitner, M. J. (1998). "Self-Service Technologies:Extending Service Framework And Identifying Issue For Reasearch. " AMA Winter Educators’ Conference, Chicago., pp.12-19.
31.Oliver, R. L. (1999). "Whence Customer Loyalty? " Journal of Marketing, 63, pp. 33–44
32.Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). "Strategic Brand Concept-Image Management." Journal of Marketing, 50(4), pp.135-145.
33.Prahalad, C. K. & Ramaswamy, V. (2004). "Co-Creating Unique Value With Customers." Strategy and Leadership, 32(3), pp. 4-9.
34.Prahalad, C. K. & Ramaswamy, V. (2004). "Co-Creation Experiences: The Next Practice In Value Creation." Journal of Marketing Management, 18 (3), pp. 5-14.
35.Preacher, K. J., & Hayes, A. F. (2004). "SPSS And SAS Procedures For Estimating Indirect Effects In Simple Mediation Models. " Behavior Research Methods, Instruments, & Computers, 36(4), pp. 717-731.
36.Ramírez, R. (1999). "Value Co-Production : Intellectual Origins And Implications For Practice And Research" Strategic Management Journal, 20(1), pp. 49-65.
37.Wathne, K. H., Biong, H., & Heide, J. B. (2001). "Choice Of Supplier In Embedded Markets: Relationship And Marketing Program Effects. " Journal of Marketing, 65(2), pp. 54-66.
38.Schmitt, B. (1999). "Experiential Marketing." Journal of Marketing Management, 15(1-3), pp. 53-67.
39.Schmitt, B. H. (1999). "Experiential Marketing: How To Get Customers To Sense, Feel, Think, Act And Relate To Your Company And Brand." New York. pp.56-233.
40.Schmitt, B.H. (2009). "The Concept Of Brand Experience." Journal of Brand Management, 16(7), pp.417-419.
41.Selnes, F. (1993). "An Examination Of The Effect Of Product Performance On Brand Reputation Satisfaction And Loyalty. " European Journal of Marketing, 27(9), pp.19-35.
42.Silpakit, P. & Fisk, R. P.,(1985)"Participatizing The Service Encounter: A Theoretical Framework. " in Bloch, T. M., Upah, G. D. and Zeithaml, V. A. eds., Services Marketing in a Changing Environment, Chicage American Marketing Association., pp.117-121.
43.Zeithaml & Valarie, A. (1981). "How Consumer Evaluation Processes Differ Between Goods And Services." In Marketing Of Services. J. Donnelly and W. George, eds., Chieageo: American Marketing., pp.186-190.
44.Zhang, X. & Chen, R. (2008). " Examining The Mechanism Of The Value Co-Creation With Customers." International Journal of Production Economics, 116(2), pp.242-250.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究-以銀行業為例
2. 品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例
3. 以自行車產業為例探討品牌形象、知覺品質與網路口碑對於再購買意願之關係
4. 服務品質、品牌形象、顧客滿意度與再購意願之關係-以國際品牌手機為例
5. 不動產估價服務之品牌形象、顧客關係、顧客滿意與再購意願間關係之研究-以中華徵信所為例
6. 以服務創新的觀點來探討品牌形象與顧客忠誠度的關聯性之研究-以休閒運動用品產業為例
7. 品牌權益對壽險行銷之重要性研究--以國泰人壽為例
8. 品牌信任、認知價值與再購意願之研究-以王品集團為例
9. 部落格之品牌形象、顧客參與及顧客價值對顧客滿意度與網路忠誠度影響之研究-以「無名小站」為例
10. 服務品質、品牌形象、顧客忠誠與顧客再購買意願的關係―以台北市銀行產業的顧客為例
11. 品牌知名度、品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之實證研究-以化妝品為例
12. 體驗行銷、品牌形象、顧客滿意與顧客重複購買意願之研究
13. 連鎖租書店的消費者再購意願因素之研究
14. 促銷活動、品牌形象、顧客滿意度、再購意願之研究-開架式化妝品實證
15. 品牌形象與知覺品質對於再購買意願影響之研究-以筆記型電腦為例