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研究生:梁珮毓
研究生(外文):Pei-Yu Liang
論文名稱:品牌體驗、品牌摯愛與忠誠度之研究─以速食業為例
論文名稱(外文):The Study on Brand Experience, Brand Love and Loyalty: Fast-Food Industry as an Example
指導教授:巫喜瑞巫喜瑞引用關係
指導教授(外文):Cedric Hsi-Jui Wu
學位類別:碩士
校院名稱:國立東華大學
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:2016
畢業學年度:104
論文頁數:142
中文關鍵詞:品牌體驗自我一致性品牌信任品牌形象品牌摯愛品牌忠誠度品牌態度忠誠品牌行為忠誠品牌情感品牌關係
外文關鍵詞:brand experienceself-congruitybrand trustbrand imagebrand lovebrand loyaltybrand attitudinal loyaltybrand behavioral loyaltybrand affectbrand relationships
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中文摘要
論文名稱:品牌體驗、品牌摯愛與忠誠度之研究─以速食業為例
頁數:142
校(院)別:國立東華大學企業管理研究所
畢業時間及提要:一O四學年度第二學期碩士班學位論文摘要
研究生:梁珮毓
指導教授:巫喜瑞博士
論文摘要:
過去關於情緒層面變數的相關研究中,鮮少有學者置焦於速食業品牌作探討,
故本研究整合過去學者投入品牌摯愛的研究,以愛情三角理論與品牌關係為基準,
從消費者經由品牌體驗的視角,深刻感受與自我是否相符,對於品牌的信任、形
象是否有所提升,進而影響品牌情緒表現-品牌摯愛,以及最終在品牌忠誠度上
有所展現,在各變數之間的關係上作深入探究。
本研究以 16 歲以上曾到過臺灣地區之速食店(麥當勞、摩斯漢堡、肯德基)
消費的民眾為抽樣對象,總計 516 位有效樣本進行模式相關檢驗分析,經由資料
驗證假設關係所得出的結果分述如下:
一、品牌體驗對自我一致性有正向顯著的影響
二、品牌體驗對於品牌信任有正向顯著的影響
三、品牌體驗對品牌形象有正向顯著的影響
四、自我一致性對品牌摯愛有正向顯著的影響
五、品牌信任對品牌摯愛有正向顯著的影響
六、品牌形象對品牌摯愛有正向顯著的影響
七、品牌摯愛對品牌態度忠誠有正向顯著的影響
八、品牌摯愛對品牌行為忠誠有正向顯著的影響

關鍵詞:品牌體驗、自我一致性、品牌信任、品牌形象、品牌摯愛、品牌忠誠度、
品牌態度忠誠、品牌行為忠誠、品牌情感、品牌關係
Abstract
Title of Thesis: The Study on Brand Experience, Brand Love and Loyalty: Fast-Food
Industry as an Example
Number of Pages: 142
Graduate School and University: Graduate School of Business Administration, National
Dong- Hwa University.
Category of Abstract and Graduation Time: Thesis for Master Degree, The Second
Semester, and 2016 Academic Year.
Name of Student: Pei-Yu Liang
Adviser: Dr. Cedric Hsi-Jui Wu
Abstract:
In the previous of brand research, very few researchers have put the focus on the
brand love on its own fast-food industry area. In this study, use the triangular theory of
love and brand relationships. From the angle of consumer and through brand experience
that deeply feel consistent with self-concept. With regard to the variable including the
brand trust and brand image rise or not. Then has an influence on the presentation of the
emotional branding -brand love. In the end of presentation, that research result shows on
the brand loyalty.
Related to that up to 16 years old had fast-food store experiences for consumers in
Taiwan (McDonald's, MOS Burger, KFC) and a total of 516 valid samples for
analysis. The results of this study show that:
1. The brand experience has significant positive effect on self-congruity.
2. The brand experience has significant positive effect on brand trust.
3. The brand experience has significant positive effect on brand image.
4. The self-congruity has significant positive effect on brand love.
5. The brand trust has significant positive effect on brand love.
6. The brand image has significant positive effect on brand love.
7. The brand love has significant positive effect on brand attitudinal loyalty.
8. The brand love has significant positive effect on brand behavioral loyalty.
Keywords: brand experience, self-congruity, brand trust, brand image, brand love, brand
loyalty, brand attitudinal loyalty, brand behavioral loyalty, brand affect, brand
relationships.
目錄
誌謝 I
中文摘要 III
Abstract V
目錄 VII
圖目錄 IX
表目錄 XI
第一章 緒論 1
第一節 研究背景 1
第二節 台灣速食業現況 5
第三節 研究目的 7
第四節 研究流程與步驟 8
第二章 文獻探討 11
第一節 品牌體驗 11
第二節 自我一致性 20
第三節 品牌信任 25
第四節 品牌形象 28
第五節 品牌摯愛 32
第六節 品牌忠誠 41
第七節 變數之間關係分析與假設推導 45
第三章 研究方法 51
第一節 研究架構 51
第二節 研究變數衡量 53
第三節 研究對象與產業範圍 61
第四節 資料分析方法 64
第五節 問卷前測結果分析 66
第四章 資料分析結果 69
第一節 敘述性統計 69
第二節 共同方法變異檢測 76
第三節 信度分析 80
第四節 效度分析 84
第五節 相關分析 92
第六節 結構方程式模型分析 94
第七節 研究假設檢定 96
第五章 結論與建議 99
第一節 研究結論 99
第二節 學術與管理意涵 101
第三節 研究限制 105
第四節 後續研究之方向與建議 106
參考文獻 107
附錄一 正式問卷 125

圖目錄
圖1-1 2014年速食店市佔率圖 5
圖1-2 2014年台灣主要速食品牌版圖 6
圖1-3研究流程圖 9
圖2-1 Pine and Gilmore體驗四類型圖 14
圖2-2 Pine and Gilmore品牌體驗階段圖 16
圖2-3 Keller品牌形象圖 31
圖2-4 Strernberg愛的三因論圖 34
圖2-5 Roberts愛的標章 35
圖3-1本研究架構圖 51
圖4-1整體結構模式 96

表目錄
表3-1本研究假設變數統整 52
表3-2品牌體驗的操作性定義與衡量問項 53
表3-2品牌體驗的操作性定義與衡量問項(續) 54
表3-3自我一致性的操作性定義與衡量問項 54
表3-4品牌信任的操作性定義與衡量問項 55
表3-5品牌形象的操作性定義與衡量問項 56
表3-6品牌摯愛的操作性定義與衡量問項 57
表3-7品牌態度忠誠的操作性定義與衡量問項 58
表3-8品牌行為忠誠的操作性定義與衡量問項 59
表3-9本研究問卷題項統整 63
表3-10信度分析(前測) 66
表3-10信度分析(前測)(續) 67
表3-10信度分析(前測)(續) 68
表4-1樣本結構分析表 70
表4-1樣本結構分析表(續) 71
表4-1樣本結構分析表(續) 72
表4-2品牌體驗表現之敘述性統計分析 72
表4-3自我一致性表現之敘述性統計分析 73
表4-4品牌信任表現之敘述性統計分析 73
表4-5品牌形象表現之敘述性統計分析 74
表4-6品牌摯愛表現之敘述性統計分析 74
表4-7品牌態度忠誠表現之敘述性統計分析 75
表4-8品牌行為忠誠表現之敘述性統計分析 75
表4-9 Harman’s 因子檢定法 76
表4-10驗證性因素分析檢測(單一因子檢測) 77
表4-10驗證性因素分析檢測(續-單一因子檢測) 78
表4-10驗證性因素分析檢測(續-單一因子檢測) 79
表4-11品牌體驗之信度分析 80
表4-11品牌體驗之信度分析(續) 81
表4-12自我一致性之信度分析 81
表4-13品牌信任之信度分析 81
表4-14品牌形象之信度分析 82
表4-15品牌摯愛之信度分析 82
表4-16品牌態度忠誠之信度分析 83
表4-17品牌行為忠誠之信度分析 83
表4-18品牌體驗之驗證性因素分析 84
表4-19自我一致性之驗證性因素分析 85
表4-20品牌信任之驗證性因素分析 86
表4-21品牌形象之驗證性因素分析 87
表4-22品牌摯愛之驗證性因素分析 88
表4-23品牌態度忠誠之驗證性因素分析 88
表4-24品牌行為忠誠之驗證性因素分析 89
表4-25變數間之相關係數分析 91
表4-26研究變數之相關分析 93
表4-27整體模式適配度與適配度標準表 95
表4-28理論結構模型之路徑係數與假設檢定彙整 96

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