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-
people/person/david-haigh/
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/

中文文獻
一、專書

Alina Wheeler(2011),脫穎而出的品牌致勝秘密 Designing Brand Identity:An
Essenyial Guide for the Whole Branding Team. 台北：旗標出版，呂海棻譯。
B. Joseph Pine II，James H. Gilmore(2013),體驗經濟時代,The experience
economy : work is theatre ＆ every business a stage, 台北：經濟新潮社出
版,夏業良、魯煒、江麗美譯
Dawn Lacobucci（2007），凱洛格管理學院整合行銷理論與實務，台北：商周出版, 陳
智文譯。

二、期刊

吳秀倫(2010),液晶電視品牌接觸點對顧客滿意度與忠誠度的影響之研究, 國立政治大
學碩士論文。台北市
宋同正(2014)服務設計的本質內涵和流程工具， 設計學報； 19 卷 2 期
徐浩翔(2014),線上品牌體驗對品牌熱情之影響-以 google 為例,國立中央大學碩士論
文。桃園市。
陳茂鴻(2010), 品牌承諾影響顧客關係之研究。政治大學碩士論文。台北市
傅琮貿(2011), 體驗行銷、品牌形象與消費者購買意願關係之研究─以華碩資訊月為
例。國立中山大學碩士論文。高雄市。
黃苾芬(2005), 體驗設計之研究。國立雲林科技大學。斗六市。
葉美玲(2006),體驗行銷、體驗價值、顧客滿意度與忠誠度關係探討─以臺北市立北投
區運動中心為例。國立台南大學碩士論文。台南縣。


英文文獻
Aaker, David A. (1991). Managing brand equity: Capitalizing on the value of
a brand name. New York: The Free Press.
Aaker, David A. ,Keller,& Kevin Lane（1990）, Consumer Evaluations of Brand
Extensions, Journal of marketing, 54, pp.27-41.
Aaker, David A.（2005）, Strategic Marketing Management, Seventh edition,
Chapter 8-12, John Wiley & Sons Inc.
Aaker,D. A.(1995). Strategix Market Management.New York:John Wiley & Sons,
Inc.
Agustin, Clara & Jagdip Singh (2005), “Curvilinear Effects of Consumer
Loyalty Determinants in Relational Exchanges,” Journal of Marketing
Research, 42 (1), pp.96–108.
Alam, K., Iqbal, M.J., Blaschke, T., Qureshi, S. & Khan, G. (2010).
Monitoring the Spatio Temporal Variations in Aerosols and Aerosol-cloud
Interaction over Pakistan Using MODIS Data. Adv. Space Res. 46,
pp.1162–1176.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences
of customer satisfaction for firms.Mark. Sci., 12, 125-143.
Anderson, E. W., Fornell, C., ＆ Lehmann, D. R. (1994). “ Customer
satisfaction, market share, and profitability: Findings from Sweden.”
Journal of Marketing, 58, pp.53-66.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in
practice: A review and recommended two-step approach. Psychological
Bulletin, 103 (3), pp.411-423.
Arjun Chaudhuri & Morris B Holbrook (2001) . The chain of effects from
brand trust and brand affect to brand performance: The role of Brand
loyalty. Journal of Marketing, 65(2), pp.81
B Moggridge, B Atkinson .(2007) Designing interactions, The MIT Press; 1
edition
B Schmitt.(1999) Experiential marketing, Journal of marketing management 15
(1-3), pp.53-67
Bernd Schmitt (2012), The consumer psychology of brands, Journal of
Consumer Psychology 22, pp.7–17
Boonghee Yoo , Naveen Donthu ,(2001) Developing and validating a
multidimensional consumer-based brandequity scale, Journal of Business
Research 52, pp. 1 - 14
Boonghee Yoo, Naveen Donthu & Sungho Lee(2000), An Examination of Selected
Marketing Mix Elements and Brand Equity, Journal of the Academy of
Marketing Science , 28; pp.19-50
Cardozo, R. N.（1965）, An Experimental Study of Consumer Effort,
Expectation and Satisfaction, Journal of Marketing Research, 21, pp.
224-249.
Christoph Spengler , Prof. Dr. Werner Wirth & Renzo Sigrist (2010),360°
Touchpoint Management – How important is Twitter for our brand?
Marketing Review St. Gallen
Chuang, P. T.(2007). Combining Service Blueprint and FMEA for Service
Design. The Service Industries Journal 27(2), 91-104.
Cina, Craig (1989), “Creating an Effective Customer Satisfaction
Program,” The Journal of Business and Industrial Marketing, 4 (2), 33-
42.
Csikszentmihalyi M.（1975）.Beyond boredom and anxiety. San Francisco
Jossey-Bass.
Davis, Scott M. & Dunn, Michael（2003）. Building brands from the inside,
pp.32~37
Delgado C.L., Wada N., Rosegrant M.W.& Meijer S.(2003), Ahmed M. Fish to
2020: supply and demand in a changing world. IFPRI; Washington, DC:
2003.
Diamantopoulos, A., & Siguaw, J. A. (2000). Introducing LISREL: A guide for
the uninitiated. Thousand Oaks, CA: Sage.
Ding, B., Li, Q-b., Nguyen, L., Palukaitis, P. & Lucas, W.J.(1995) Cucumber
mosaic virus 3a protein potentiates cell-to-cell trafficking of CMV RNA
in tobacco plants. Virology, 207,345-353.
Doney, P.M, & Cannon, J.P. (1997). An Examination of the nature of
trust in buyer-seller relationships. Journal of Marketing, 61(2),
35-51.
Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior.
8th, Forth Worth, Dryden Press, Texas.
Farquhar, Reter - herr, Paul - Fazio, Russell (1990) A Relational Model for
Category Extensions of Brands. Advances in Consumer Research 1990:17,pp.
856-860.
Fornell, C.（1992）, A National Customer Satisfaction Barometer：The
Swedish Experience, Journal of Marketing, Vol.56, p.6-21.
Fornell, C., Johson, M. D., Anderson, E. W., Cha, J. & Bryant, B. E（1996）.
The American Customer Satisfaction Index: Nature, Purpose, and Finding,
Journal of Marketing, 60, pp.7-18
Ganesan, Shankar (1994), "Determinants of Long-Term Orientation in Buyer-Seller Relationships," Journal of Marketing, 58 (April), pp.1-19.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value
on service quality expectation, risk perceptions and purchase
intentions in the dental industry. The Journal of Service Marketing,
13(1), pp.59-70.
Harrison Frank（2009）. Unravelling the Gordian knot of brand contact,
Market Leader Quarter 4, pp.38~41
Hempel, Donald J. (1977), “Consumer Satisfaction with the Home Buying
Process: Conceptualization and Measurement,” in The Conceptualization
of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Cambriage,
Mass: Marketing Science Institute.
Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: Emerging
concepts, methods and propositions. Journal of Marketing, 46(Summer),
pp. 92-101
Hyun Seung Jin, Jaebeom Suh, & D. Todd Donavan（2008）, Salient effects of
publicity in advertised brand recall and recoggniition, Journal of
Advertising 37(1) pp.45~57
JJ Brakus, BH Schmitt & L Zarantonello. Brand experience: what is it? How
is it measured? Does it affect loyalty?, Journal of marketing 73 (3),
pp.52-68
John C. Mowen, (1988) "BEYOND CONSUMER DECISION MAKING", Journal of
Consumer Marketing, 5(1), pp.15–25
Jordi Montaña, Francisco Guzmán & Isa Moll(2007), Branding and design
management: a brand design management model , JOURNAL OF MARKETING
MANAGEMENT, (2007), 23(9-10), pp. 829-840
Joreskog, K.G.(1971). Simultaneous factor analysis in several populations.
Psychometrika, 36, pp.409-426.
Keller, K. L. (2002). Branding and brand equity. In Bart Weitz, & Robin
Wensley (Eds.), Handbook of Marketing (pp. 151–178). London: Sage
Publications.
Keller, K. L.（2003）. Strategic Brand Management : Building, Measuring and
Managing Brand Equity（2nd Ed.）. Upper Saddle River, N.J. : Prentice
Hall.
Keller, K. L., (1993). Conceptualizing, Measuring and Managing Customer-
based Brand Equity. Journal of Marketing, 57(1), pp. 1-22.
Kevin Jackson（2009），Influencing behavior towards a brand through
experiential marketing and sponsorship , Henry Stewart Publications
1754-1360 Journal of Sponsorship 2.(2) pp.164-169
Kotler. Philip, (1994), Marketing Management: Analysis, Planning,
Implementation and Control, 8th ed, N.J, Prentice-Hall Press.
L Fortini-Campbell - Journal of Consumer Marketing, (1992) The Consumer
Insight Workbook: How Consumer Insights Can Inspire Better Marketing
and Advertising. Journal of Consumer Marketing, 9 (4), pp.73 – 74
Lee Po-Yen, Hui-Tzu Lin, Hung-Hsin Chen & Yi-Hwan Shyr, (2011). Dynamic
capabilities exploitation of market and hierarchy governance structures:
An empirical comparison of Taiwan and South Korea. Journal of World
Business, 46(3), 359-370
Lee Po-Yen, Hung-Hsin Chen & Yi-Hwan Shyr, (2011). Driving dynamic
knowledge articulation and dynamic capabilities development of service
alliance. Firms. The Service Industries Journal, 31(13), pp. 2223-2242
Lee, P. Y., Lin, H. T., Kim, H. J., & Yi-Hwan Shyr, (2011). Knowledge
articulation and dynamic capabilities in firm collaborations: an
empirical comparison of Taiwanese and South Korean enterprises. African
Journal of Business Management, 5 (11) ,pp. 4196-4208
Marty Neumeier(2007), The Brand Gap. Published in: Technology,
Mitchell Alan（2006）. Touchpoints a sore point for consumers in need of
delight, Marketing Week, pp.24~25
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective
product evaluations. In Jacoby, J., & Olson, J. (Eds.), The Perception
of Merchandise and Store Quality ,pp.209-232
Moorman, Christine, Gerald Zaltman, & Rohit Deshpand6 (1992),
"Relationships Between Providers and Users of Market Research: The
Dynamics of Trust Within and Between Organizations," Journal of
Marketing Research, 29, pp.314-29.
Morris B. Holbrook & Elizabeth C. Hirschman. The Experiential Aspects of
Consumption: Consumer Fantasies, Feelings, and Fun. The Journal of
Consumer Research, 9(2), pp.132-140
Mullen & Mainz（1989）, Brands, Bids and Balance Sheet: Putting a Price on
Protected Products, Acquistions Monthly, 24, pp.26- 27.
Park, C.W.B.J. Jaworski, & D.J. MacInnis, (1986). “Strategic Brand
Concept-image Management,” Journal of Marketing 50(4), pp.135-145
Pine, B. J. & J. H. Gilmore, (1998). Welcome to the experience economy.
Harvard Business Review, 76, pp.97-105.
Reid Mike（2005）, Performance auditing of integrated marketing
communication（IMC）action and outcomes, Australia：Journal of
Advertising, 34(4), pp.41~54
Reid Mike, Luzton Sandra, & Mavondo Felix（2005）, The relationship between
integrated marketing communication market orientation, and brand
orientation, Australia：Journal of Advertising 34(4), pp.12~23
Risitano, Romano & Quintano(2014) , The impact of brand experience and
brand trust on brand-self connection: a comparative analysis.
International Marketing Trends Conference (2014)
Robert M. Morgan & Shelby D. Hunt, (1994) The Commitment-Trust Theory of
Relationship Marketing, Journal of Marketing 58(3), pp. 20-38
Rockwell Chris, Presidenet & Lextant（2008）. The Mathematics of Brand
Satisfaction. Design Management Review, pp.75~81
Sahin, Azize, Zehir, Cemal & Kitapci, Hakan, (2011). The Effects of Brand
Experiences, Trust and Satisfaction on Building Brand Loyalty: An
Empirical Research on Global Mobile Phone Brands, Procedia Social and
Behavioral Sciences, 24 (2011). p. 1288-1301.
Schultz, Don E. & Heidi Schultz（2004）. IMC-the Next Generation: Five
Steps for Delivering Value and Measuring Financial Returns. New York :
McGraw-Hill.
Shyr, Yi-Hwan, Chieh-Ting Huang, We-Ni Ko, Pei-Chun Hung & Tai-Ning
Kuo,(2013). Product Innovation Management: A Case Study of New Product
Development from Concept Design to Mass Production. Proceeding of 2013
2nd International Conference on Economics Marketing and Management.
Shyr, Yi-Hwan, Yu-Min Fang, Yuan-Hau Cheng, Meng-Xian Sun & Chien-Cheng
Chen,(2013). Adding Value to Company Branding from the Perspective of
Service Design using X-company Corporation as an Example. Proceeding of
2013 2nd International Conference on Economics Marketing and Management.
Smith, Shaun & Wheeler, Joe (2002). Managing the Customer Experience.
Financial Times Prentice Hall.
Stefan Moritz (2005). Service Design Practial access to an evolving field.
Suzanne Hogan, Eric Almquist & Simon E. Glynn, (2005) "Brand‐building:
finding the touchpoints that count", Journal of Business Strategy, 26
(2), pp.11 – 18
Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost -control world. Journal of Advertising Research, 28, pp.26-30.
Zomerdijk, L. G. & C. A. Voss(2010), Service Design for Experience
Centric Services. Journal of Service Research, 13 (1), pp.67-82.