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研究生:林芝伊
研究生(外文):Chih-I Lin
論文名稱:探討品牌體驗在產品效益與顧客產出關係中的中介角色
論文名稱(外文):Explore the mediating role of brand experience in the relationship between product benefits and customer outcomes
指導教授:翁崇雄翁崇雄引用關係
口試委員:孔令傑練乃華
口試日期:2017-06-29
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
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:65
中文關鍵詞:功利效益享樂效益品牌體驗滿意度幸福度忠誠度
外文關鍵詞:Hedonic BenefitUtilitarian BenefitBrand ExperienceSatisfactionHappinessLoyalty
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本研究的目的在探討產品效益、品牌體驗與顧客產出之間的關係,用以了解品牌體驗在此關係中所扮演的角色,說明品牌體驗是作為此關係中的中介角色。藉此解釋產品效益可能並非內在價值,而是透過品牌體驗的中介影響滿意度、幸福度與忠誠度。本研究將產品效益分為功利效益與享樂效益,顧客產出是指滿意度、幸福度與忠誠度。具體來說,本研究認為品牌體驗會中介功利效益及享樂效益對滿意度、幸福度與忠誠度的影響。本研究透過智慧型手機品牌的情境下,利用量化研究方法實證本研究所提出的假設模型。
本研究一共蒐集了223份有效問卷,並使用SmartPLS進行結構方程模式分析資料,結果顯示本研究所提出的假設大部份都獲得證實。本研究的研究結果表明:(1) 在智慧型手機品牌的情境下,不論是享樂效益或是功利效益,品牌體驗都會中介其與顧客產出的關係。(2) 幸福度相較於滿意度而言,幸福度對忠誠度的解釋力較高。並在最後根據研究結果對學術與實務界做出相關建議。
The main purpose of this research is to explore the relationships between product benefits, brand experience and customer outcomes, to understand the role of the brand experience in the relationships. This research wants to explain that product benefits may not be intrinsic value, but through the brand experience intermediary affect satisfaction, happiness and loyalty. In this research, we categorize product benefits into hedonic benefit and utilitarian benefit, customer outcomes refer to satisfaction, happiness and loyalty. Specifically, this research claims that hedonic benefit and utilitarian benefit will influence satisfaction, happiness and loyalty through brand experience. In the context of the smart phone brand, this research uses the quantitative research method to validate the hypothesis model proposed in this research.
We collect 223 valid questionnaires, and used SmartPLS 3.0 to conduct SEM analysis. There are two findings from the empirical study: (1) In the context of the smart phone brand, whether the hedonic benefit or utilitarian benefit, brand experience will be mediated with its relationship with the customer outcomes, (2) comparing with satisfaction, happiness can predict loyalty more precisely. Finally, we provide implications of our research.
謝辭 I
論文摘要 II
ABSTRACT III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 產品效益 (PRODUCT BENEFITS) 4
2.1.1 功利效益 (Utilitarian Benefits) 5
2.1.2 享樂效益 (Hedonic Benefits) 5
第二節 品牌體驗(BRAND EXPERIENCE) 7
第三節 顧客產出 (CUSTOMER OUTCOMES) 10
2.3.1 滿意度(Satisfaction) 10
2.3.2 幸福度 (Happiness) 11
2.3.3 忠誠度 (Loyalty) 12
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 17
第三節 問項定義與衡量 19
3.3.1 功利效益 19
3.3.2 享樂效益 20
3.3.3 品牌體驗 20
3.3.4 滿意度 22
3.3.5 幸福度 22
3.3.6 忠誠度 23
第四節 研究抽樣與資料搜集 23
第五節 資料研究方法 24
第四章 資料分析與研究結果 25
第一節 問卷回收及樣本結構分析 25
第二節 信效度分析 28
4.2.1 信度分析 28
4.2.2 效度分析 29
第三節 結構模式分析 33
4.3.1 整體模型配適度檢定 33
4.3.2 研究假設檢定 35
第四節 敘述統計量分析 42
第五章 結論與建議 50
第一節 研究結論 50
第二節 學術及實務意涵 51
第三節 研究限制與未來研究方向 52
參考文獻 53
附錄一:問卷 62
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