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研究生:謝佳瀛
研究生(外文):HSIEH, CHIA-YING
論文名稱:品牌設計體驗量表發展之初探性研究
論文名稱(外文):A Preliminary Study of Developing Brand Experiential Design Scales
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:林欣怡楊俊明
口試委員(外文):LIN, SHIN-YIYANG, CHUN-MING
口試日期:2017-06-28
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:文化創意產業設計與營運學系事業經營管理碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:119
中文關鍵詞:品牌體驗品牌設計策略量表發展品牌管理設計管理
外文關鍵詞:brand experiencebrand design strategyscale developmentbrand managementdesign management
相關次數:
  • 被引用被引用:0
  • 點閱點閱:243
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  • 下載下載:32
  • 收藏至我的研究室書目清單書目收藏:0
隨著科技與市場的蓬勃發展,許多產業既存的產品或服務,已不足以面對全球化的競爭趨勢。且於體驗經濟當道的市場環境,企業品牌應尋求與消費者建立情感連結的方法。面對產業轉型品牌化與體驗化的需求,設計成為品牌不可或缺的策略工具。然而,設計操作的衡量指標,卻一直停留在管理學者的理論觀點,欠缺具體的衡量工具。本研究以品牌設計體驗為主軸,探討品牌設計體驗衡量工具的發展,及對品牌體驗、品牌滿意度與品牌忠誠度的影響。以生活用品品牌為標的,透過問卷調查的方式進行資料蒐集,最終回收313份的有效樣本進行資料分析。結果發現,於品牌設計體驗量表的初步發展,本研究歸納出「設計溝通力」、「產品與服務力」、「設計美學力」與「辨識聯想力」等四個因素,且品牌設計體驗、品牌體驗、品牌滿意度與品牌忠誠度等構面間具有顯著的正向影響。本研究依照研究結果作出結論,討論量表初步發展的結果與各構面的關係,並對未來研究方向提出建議。
With the vigorous development of technology and marketing, many existing products or services of industries, are not enough to face the fierce competition of globalization trend. Furthermore, in the marketing environment of experience economy, corporates and brands need to seek to establish emotional connection with consumers. Due to the needs of branding and experiential industrial transformation, design has become an indispensable strategy tool. However, the dimensions of design strategies stay in managerial opinions, and lack of specific operational measuring tools. This study takes brand experiential design as main axis, revised and proofread the development of brand experiential design measuring tools, and the impacts on brand experience, brand satisfaction, and brand loyalty. By developing a multi-items approach survey questionnaire for data collection, gathered 313 valid responses from the consumers of household product brand. The results reveal that in the preliminary development of brand experiential design measuring tool, this study generalized four factors as “design communication”, “products & services”, “design aesthetics”, and “association & identification”, and discovered the significantly positive relationships between variables. This study concludes with discussion of the preliminary development of the scales, and the impactions between all variables, and suggestions for further research.

誌謝 i
摘要 ii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究步驟與流程 4
第四節、研究範圍與限制 7
第五節、名詞釋義 8
第二章 文獻探討 9
第一節、品牌體驗 9
第二節、品牌設計 18
第三節、品牌滿意度與品牌忠誠度 49
第四節、各構面關聯性 54
第三章 研究方法 59
第一節、研究架構及假設 59
第二節、構面操作性定義 61
第三節、問卷與衡量工具發展 67
第四節、資料蒐集與抽樣方法 71
第五節、研究預試結果 72
第六節、資料分析工具與方法 74
第四章 資料分析與研究結果 75
第一節、樣本之背景變項 75
第二節、品牌設計體驗量表的初探性發展 77
第三節、測量模型 81
第五章 結論與建議 87
第一節、研究結論 87
第二節、綜合討論與研究建議 89
第三節、研究意涵 90
參考文獻 93
Reference 93
附錄一:研究問卷 105

參考文獻
彭台光, 高月慈, & 林鉦棽. (2006). 管理研究中的共同方法變異: 問題本質, 影響, 測試和補救. 管理學報, 23(1), 77-98.

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