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研究生:梁家禎
研究生(外文):LIANG,JIA-ZHEN
論文名稱:品牌設計對消費者體驗、品牌信任與滿意之關係研究: 以手工具產業為例
論文名稱(外文):The Study Of Brand Design Touchpoint, Brand Experience, Brand Trust and Brand Satisfaction. ─An Example Of Hand Tools Brand
指導教授:拾已寰拾已寰引用關係
指導教授(外文):SHYR, YI-HWAN
口試委員:李泊諺李君如
口試委員(外文):LEE, PO-YENLi, Chun-Ju
口試日期:2016-06-21
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:文創設計管理產業碩士專班
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:108
中文關鍵詞:體驗設計消費者體驗品牌信任品牌滿意度品牌設計接觸點
外文關鍵詞:Experience DesignConsumers’ ExperienceBrand trustBrand satisfactionBrand’s designing touch point
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在體驗經濟時代來臨的二十一世紀,傳統代工產業面臨轉型需求。代工產業若要成功轉型為品牌,則必須讓消費者能夠在使用品牌的產品及服務─即「品牌接觸點」時,有完美的體驗。本研究以台灣手工具產業品牌為例,進行品牌設計以及其設計接觸點對於消費者內化之體驗、品牌信任、品牌滿意的關係探討,期望本研究能讓台灣手工具代工產業以品牌設計體驗點作為設計工具,精準切入消費者體驗,進而影響並完善自身品牌權益。研究方法主要透過文獻探討以及量化問卷調查,並在問卷調查後進行檢定分析,進行最後結論與建議。
本研究問卷數據蒐集採用網路以及紙本方式,研究對象以台灣手工具品牌久允工業使用者為標的,最終取得150份有效樣本進行相關統計分析。分析方法採用結構方程式模型分析驗證構面之間之因果關係,以及模型配適度;並且利用迴歸分析分析各個子構面的關係。研究結果條列如下:
1.品牌的設計接觸點對於消費者品牌體驗呈現正向顯著關聯性
2.消費者品牌體驗對品牌信任度呈現正向顯著關聯性
3.消費者品牌體驗對品牌滿意度呈現正向顯著關聯性
4.學生族群和製造業族群的品牌接觸點對體驗,體驗對滿意度和信任度結果不盡相同。
本研究證實手工具品牌的品牌設計接觸點對於品牌體驗和品牌信任、品牌滿意之正向關聯性,由此研究結果可以得知未來台灣手工具代工產業若欲要轉型為自有品牌,首先可依照品牌價值主張進行品牌設計接觸點規劃,再進行消費者品牌體驗規劃設計,藉此增加消費者的滿意度以及信任,且針對學生或製造業族群進行不同企劃策略,進一步擴張品牌資產。
The 21st century is a time to experience the advent of economic era, or for traditional subcontracting industries to face the requirement of transformation. If the subcontracting industry anticipates to be successfully transformed into a “Brand”, it shall manage to provide consumers with a perfect experience on products and services  which means, the “Touch Point of the Brand”. This study is taking industrial brand of the hand tools in Taiwan as an example to conduct the brand design, and internalize the touch point into consumers’ experiences, so as to explore the relation between brand credit and brand satisfaction. We expect, this study may have subcontracting industry of the hand tools able to use brand-designed experiencing point as a designing instrument to cut into consumers’ experience precisely and influence or improve the brand equity interest. The studying method is primarily using the reference exploration and the quantitative questionnaire to verify, analyze and produce the final conclusion and proposal.

We adopt the network and paperwork method to collect the questionnaire data in this research while the studying object is taking users of the K&W Tools Co., Ltd. (a famous brand of Hand Tools in Taiwan) as our subject to secure 150 copies of effective sample and conduct a related statistic analysis. We also use the mode of structural equation to analyze causations amid the verifying frameworks, as well as the mode acceptance. The research findings are specified as follows:

1. The positive and significant relevance appears in the relevance of brand’s designing touch point onto consumers’ brand experience;
2. The positive and significant relevance appears in the relevance of consumers’ brand experience onto brand’s trusted level;
3. The positive and significant relevance appears in the relevance of consumers’ brand experience onto brand’s satisfying level.

This study has approved, brand’s designing touch point of the Hand Tools has a positive relevance with the brand experience, trust, and satisfaction. We may also learn from the research findings, if subcontracting industry of the Hand Tools in Taiwan anticipates to be transformed into its own brand, it can first project the brand’s designing touch point in accordance with the brand value, then, design and project the consumers’ brand experience thereby to increase consumers’ satisfaction and trust and further to expand the brand asset.
摘要...................................................................... 6
Abstract.................................................................. 7
一. 緒論.............................................................. 8
第一節、 研究背景與動機 ............................................... 8
第二節、研究目的與貢獻................................................... 10
第三節、研究步驟與流程................................................... 11
第四節、論文章節......................................................... 13
二. 文獻探討......................................................... 14
第一節、體驗............................................................. 14
第二節、品牌相關文獻..................................................... 19
第三節、台灣手工具產業................................................... 33
第四節、構面關係探討與小結............................................... 36
三. 研究設計與方法 .................................................. 42
第一節、研究架構......................................................... 42
第二節、研究假設......................................................... 43
第三節、變數之操作型定義與衡量方法....................................... 45
第四節、資料收集與分析方法............................................... 49
四. 資料分析與研究結果 .............................................. 54
第一節 樣本基本分析...................................................... 54
第二節、量表之收斂效度、區別效度與組合信度檢測........................... 59
第三節、假設驗證......................................................... 66
五. 結論與建議 ...................................................... 80
第一節. 研究結論......................................................... 80
第二節. 研究在實務上之管理意涵........................................... 87
第三節、後續研究建議..................................................... 88
第四節、研究限制......................................................... 89
參考文獻................................................................. 91
網路文獻................................................................. 91
中文文獻................................................................. 91
英文文獻................................................................. 92
附錄.................................................................... 100
網路文獻
David Haigh, Brand Finance. http://brandfinance.com/who-we-are/our-
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美國行銷學會 http://www.marketingpower.com/
財團法人金屬工業研究發展中心 http://www.mirdc.org.tw/
IT IS 智網 http://www2.itis.org.tw/

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