跳到主要內容

臺灣博碩士論文加值系統

(44.192.48.196) 您好!臺灣時間:2024/06/23 20:50
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:楊舒婷
研究生(外文):YANG,SHU-TING
論文名稱:直銷產業品牌創新及使用體驗對消費者行為的影響
論文名稱(外文):Influence on customer behaviors in direct selling industry through brand innovation and experimental marketing
指導教授:顧萱萱顧萱萱引用關係
指導教授(外文):Ku, Hsuan-Hsuan
口試委員:吳志英林陽助
口試日期:2019-05-29
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:83
中文關鍵詞:直銷品牌創新價值體驗經濟互動式行銷消費者行為深度訪談
外文關鍵詞:direct sellinginnovation brand valueexperience economyinteractive marketingcustomer behaviorin-depth interview
相關次數:
  • 被引用被引用:6
  • 點閱點閱:582
  • 評分評分:
  • 下載下載:239
  • 收藏至我的研究室書目清單書目收藏:0
綜觀先進的國家,不管是歐美或是亞洲地區的經濟發展,可以發現直銷產業非常蓬勃發展,同時,企業也看到了直銷模式帶來巨大的發展空間,不只是國際知名品牌想要搶占台灣市場,國內的直銷品牌也不惶多讓,不僅如此,中國知名學校像北京大學也開設了直銷行業發展研究中心,可以知道直銷舉足輕重的地位。世界直銷發展已經超過了半個多世紀,直銷簡單來說他就是直接銷售的概念,中間沒有任何的代理商,好比農產品的產地直銷、直送,筆電大廠Dell也是以”不”透過中間代理商的方式,直接設置公司店面販售電腦。
從約瑟夫.派恩(B. Joseph Pine II)以及詹姆斯.吉爾摩(James H. Gilmore)兩位共同的著作-體驗經濟時代裡,我們可以知道企業提供誘人的體驗,不僅帶來忠誠的消費者,還帶來更高的利潤,我們可以知道體驗不是最終的經濟產物,而是促成經濟產物前的過程。在各大品牌行銷方式遍地開花的時代,許多企業紛紛陷入了商品化的困境,不但是商品和服務沒有特色,更嚴重的話還因此陷入價格戰,有什麼辦法能夠去解決?就是利用體驗經濟,他的特徵是消費為一個過程,當過程結束之後,體驗的記憶將恆久存在,除了讓消費者擁有難忘、專屬的回憶,並獲得良好的品牌印象,消費者進而願意分享給身旁的親朋好友。不僅如此,也有報導指出,貼近消費者生活方式的行銷才是具有價值的行銷,那該如何貼近呢?或許「互動」會是不錯的選擇,近幾年因為運動熱潮,也讓多家直銷企業的品牌占據了上風,而這也悄悄地露出趨勢,就是結合了直銷與年輕、創新與品牌,健康是人人都在追求的,與健康事件相連接和現今社會的發展趨勢不謀而合,不但有助於聚集品牌的人氣並且提高品牌的知名度,直銷企業將直銷看作是一種有價值生活方式,也不斷創新,消費者已經不在滿足物美價廉的產品,真正追求的是品質、品牌、個性化和優質體驗已經正式成為消費者的進一步需求,這也是直銷產業發展的新趨勢,不隨便的、不局限的,有新潮的、有創意的,延伸出本論文的三大變數:品牌創新、體驗經濟以及互動式行銷。
本研究以美商NU SKIN為個案進行分析,透過深度訪談方式並且安排NU SKIN愛用者及一位高階領導人,從中搜集不同角度的資訊。研究結果發現依據訪談中所蒐集到的資訊,我們可以得到消費者對直銷品牌的知覺印象與定位的優勢及改變、品牌創新帶來品牌的知覺價值、體驗行銷在購買的決策過程中的重要性、互動式行銷在知覺品牌的優勢以及互動體驗與品牌承諾有極大的相關性。

Looking at the advanced countries, whether it is economic development in Europe, America or Asia, we can find that the direct selling industry is really booming. At the same time, enterprises also see the huge development space brought by the direct selling model, not only the international famous brands want to seize the Taiwan market. Domestic brands are also actively developing. Not only that, but also well-known Chinese schools, like Peking University, also set up a direct sales industry development research center, which can know the direct importance of direct sales. Direct selling development has been more than half a century, direct selling is simply a concept of direct sales, there is no agent in the middle, such as the direct delivery of agricultural products, the laptop manufacturer Dell is also "not" through the intermediary agent, set up a company store to sell computers directly.
From the two authors of the book:Experience Economy , B. Joseph Pine II and James H. Gilmore, we can know that companies offer attractive experiences that not only bring loyal consumers, but also bring higher profit, we can know that experience is not the final economic product, but the process leading to economic products. In this generation with many changes in marketing, many companies have fallen into the predicament of commodification. Not only are products and services no characterized, but also price reduction competition. Is there any way to solve them? It is to use the experience economy. It characteristic is that consumption is a process when the process is over, the memory of the experience will be remembered. Let customers have unforgettable memories and get a good brand impression, customers are willing to share with their friends. There are also reports said that marketing is close to the lifestyle of customers is valuable, so how close is it? Perhaps "interaction" will be a good choice. In recent years, due to the trend of sports, more direct selling brands develop rapidly, and this is quietly revealed the trend, which is combination of direct sales and youth, innovation and brand, a healthy life is pursued by people, connected with health and is in line with the current development trend of society, helping to increase the popularity of the brand, direct selling companies regard direct selling as a valuable lifestyle and continuous innovation. Consumers are no longer satisfied with the high quality and low price products, the real pursuit of quality, brand, personalization and good experience. This is also a new trend in the direct selling industry. It is not casual, unconstrained, trendy and creative. It extends the three variables of this paper: brand innovation, experience economy and interactive marketing.
This study uses NU SKIN as a case study and through in-depth interviews. Arranging NU SKIN users and a senior leader, collect information about different aspects. The study found that customers' perceptions and changes in direct selling brands, the perceived value of brand innovation, the importance of experience marketing in the buying process, and the advantages of interactive marketing in perceived brands, the interactive experience is very relevant to the brand commitment

致謝...............................I
摘要...............................II
ABSTRACT..........................IV
目錄...............................VI
表目錄.............................VIII
圖目錄.............................IX
第一章 緒論........................10
第一節 研究背景與問題.............10
第二節 研究目的 ..................12
第三節 研究流程 ..................13
第二章 文獻探討 ..................14
第一節 品牌創新價值...............14
第二節 體驗經濟 ..................17
第三節 互動式行銷.................19
第四節 消費者行為.................21
第三章 研究方法....................28
第一節 研究概要 ..................28
第二節 研究目的說明...............30
第三節 研究假說 ..................34
第四節 研究方法 ..................35
第五節 研究對象...................36
第四章 資料彙整與分析...............38
第一節 消費者對直銷品牌的知覺印象與定位分析39
第二節 創新帶來的價值分析..........43
第三節 體驗經濟在購買的決策過程中的重要性分析45
第四節 互動式行銷在知覺品牌的優勢分析48
第五節 互動體驗 VS. 品牌承諾分析結果50
第五章 結論與建議.................53
第一節 研究結果與建議............53
第二節 研究限制及未來研究方向.....56
參考文獻 ...........................57
附錄1 深度訪談大綱..................65
附錄2 訪談者A訪談紀錄...............67
附錄3 訪談者B訪談紀錄.................72
附錄4 訪談者C訪談紀錄...............78




英文部分
1.A. Dickson, A. G. Sawyer(1990), The Price Knowledge and Search of Supermarket Shoppers, Journal of Marketing, Vol.42, No.7, pp.42-53.
2.Aaker,D.A. (1991).The Value of Brand Equity. Journal of Business Strategy,13 (4),27-32.
3.Aaker,D.A (1996) ,building strong brands,New York:The Free Press.
4.Agrawal and Maheswaran,(2005) The Effects of Self-Construal and Commitment on Persuasion. Journal of Consumer Research,Volume 31, Issue 4, 1 March 2005, Pages 841–849.
5.Biggart, N. W. (1989), Charismatic Capitalism: Direct Selling Organization in America, Chicago: University of Chicago Press.
6.Biswas, A.(1992)“The Moderating Role of Brand Familiarity in Reference Price Advertisement,” Journal of Business Research, Vol. 25, No.3, pp. 251-262.
7.Biel,A.(1992) ,How brand image drives brand equity. Journal of Advertising Research,32,6-12.
8.Baker,J. and M. Cameron, (1996) “The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An integrative review and research propositions,” Journal of the Academy of Marketing Science, 24, 338-349.
9.Blackston, M. (2000). Observations: Building brand equity by managing the brand's
relationships. Journal of Advertising Research, 40(6), 101-105.
10.Chernatony L. D. and Schultz M. (2002),"Introduction:The Challenges of Corporate Branding,”Corporate Reputation Review,Vol.5,Iss2/3,pp.105-112.
11.CharlaMathwickaNareshMalhotrabEdwardRigdonc(2001)Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environmen,Journal of Retailing,Volume 77, Issue 1, Spring 2001, Pages 39-56.
12.Cheung, M. Y., Luo, C., Sia, C. L., and Chen, H., (2007), How Do People Evaluate Electronic Word-of-Mouth? Informational and Normative Based Determinants of Perceived Credibility of Online Consumer Recommendationsin China, Pacific Asia Conference on Information Systems, 18(4), 69-81.
13.Dodds, Monroe & Grewal(1991). The Effects of Price,Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28 ,307-319.
14.Engel, J. F., R. D. Blackwell & P. W. Miniard(1990). Consumer Behavior, 6th edition. New York:The Dryden Press. P.482.
15.Evrard, Y., & Aurier, P. (1996). Identification and validation of the components of the person-object relationship. Journal of Business Research, 37(2), 127-134.
16.Flipo, J. P., (1986), “Service Firms: Interdependence of External and Internal Marketing
Strategies,” European Journal of Marketing, Vol. 20, No. 8, 5-14.
17.Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.
18.Grönroos, C., (1998), “Marketing Services: The Case of a Missing Product,” Journal of
Business and Industrial Marketing, Vol. 13, No. 4-5, 322-338.
19.Gefen, D.,( 2000) “E-commerce: The Role of Familiarity and Trust,” Omega, Vol. 28, No. 6, 2000, pp. 725-737.
20.Hartline, M. D. and Ferrell, O. C., (1996), “The Management of Customer-Contact Service Employees: An Empirical Investigation,” Journal of Marketing, Vol. 60, No. 4, 52-70.
21.Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259−274.
22.Joseph W. Alba J. Wesley Hutchinson (1987) Dimensions of Consumer Expertise,Journal of Consumer Research, Volume 13, Issue 4,1 March 1987, Pages 411–454.
23.K. B. Monroe(1990), Price: Making Profitable Decisions,New York: McGraw- Hill.
24.Kotler, Philip, Haider D. H & Rein I.(1993), “Marketing Places:Attracting Investment, Industry, and Tourism to Cities, Satates and Nations The Free Press”, New York,.
25.Kim, H. B. and Kim, W. G.(2005),”The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants, ”Tourism Management , Vol.26,pp. 549-560.
26.Kotler, Philip and Nancy Lee.(2007). Marketing in a Public Sector: A Roadmap for Improved Performance. Prentice-Hall/Financial Times.
27.Lenderman, M. (2006). Experience the message: How experiential marketing is changing the brand world. New York, NY: Perseus Books Group.
28.Martin, C. L.(1998).Relationship marketing: A high-involvement product attribute approach.Journal of Product & Brand Management,7(1),6-26 .
29.Marcel Corstjens, Rajiv Lal (2000) Building Store Loyalty Through Store Brands. Journal of Marketing Research: August 2000, Vol. 37, No. 3, pp. 281-291.
30.McLuhan, R.( 2000), Go live with a big brand experience, Marketing, Oct. 26, 2000, p.45.
31.McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42.
32.Michael Sadowski & Aaron Roth(2016),Technology Leadership Can Pay Off,Original Articles,Pages 32-33 | Published online: 27 Jan 2016.
33.Ogilvy,D.,(1983) Ogilvy on Advertising,New York:Vintage Books.
34.Ono, A., Nakamura, A., Okuno. A., and Sumikawa, M., (2012), Consumer Motivations in Browsing Online Stores with Mobile Devices, International Journal of Electronic Commerce, 16(4), 153-177.
35.Peterson, Robert A. and Thomas R. Wotruba (1996) “What is Direct Selling? ---Definition, Perspectives, and Research Agenda” Journal of Personal Selling & Sales Management, Volume XVI, Number 4 (Fall), PP1-16.
36.Paul Richardson、Arun K. Jain、Alan Dick (1996) The influence of store aesthetics on evaluation of private label brands,Journal of Product & Brand Management 5(1):19-28 · February 1996 with 99 Reads.
37.Pine II, B. J., & Gilmore, J. H.(1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
38.Richardson,P.S., A. S.Dick, &;A. K. Jain(1994) .Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality. Journal of Marketing Research, 58(4),28-36.
39.Randall, G.(2000),《塑造品牌的威力》,蔡佩娟譯,台北:小知堂文化事業有限公司。
40.Rafiq, M. and Ahmed, P. K., (2000), “Advances in the Internal Marketing Concept:
Definition, Synthesis and Extension,” Journal of Service Marketing, Vol. 14, No. 6,
449-462.
41.Raju, S. and Unnava, H.R., (2009), The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process, Journal of Consumer Research, 35(5), p. 851-863.
42.Stephan H. Haeckel (1998),About the nature and future of interactive marketing,Volume12, Issue1,Winter 1998,Pages 63-71.
43.Susan Fournier(1998),Consumers and Their Brands: Developing Relationship Theory in Consumer Research,The Journal of Consumer Research, Vol. 24, No. 4 (Mar., 1998), pp. 343-373
44.Schmitt B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1), 53-67.
45.Schultz, D. E. and B. E. Barnes(2003),《品牌策略》,郭瓊俐、曾慧琦、陳柏安譯。台北:五南出版社。
46.Vézina, R. (1999) `Pour comprendre et analyser l`expérience du consommateur' , Gestion 24(2): 59-65 .
47.Wansink, Brain, Robert J. Kent and Stephen J. Hoch(1998),”An Anchoring and Adjustment Model of Purchase Quantity Decisions, ”Journal of MarketingResearch,(February)Vol.35(1998),Issue.1,71-81
48.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end
model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
49.Zeithaml,V.A., and M.J.Binter.(2000).service Marketing,NY:McGraw Hill.
中文部分
1.王志剛、謝文雀編譯 (1995) 。消費者行為,台北:華泰,譯自Engel J. F.
2.何裕寧(2006)。「論企業品牌的形象創新」。商場現代化,484期,頁241 - 241。
3.邵瑤春(2007),「品牌關係對直銷產品消費者購買意向的影響」,研究碩士論文,中南大學。
4.李仁芳,(2005),「創意生活產業的經營」,『創意生活產業魔法書』,台北,典藏藝術家庭股份有限公司。
5.李亞林(2006),規範化進程中的我國直銷業發展問題,商業時付。
6.李奇勳、蘇瑞蓮(2008)。服務品質、知覺價值、滿意度及旅遊行為意圖關係之探討─以休閒旅遊業為例。顧客滿意學刊,4(2),1-26。
7.李曄淳、呂佳茹(2012)。服務互動程度與關係品質相關性之比較。育達科大學報,(32),105-121。
8.吳淑鶯、蕭雅如、林婉婷、何雅琳、黃詵莤、紀伯融(2012),「綠色行銷對知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響-以有機食品為例」,創新與經營管理學刊,第3卷,第1期,頁19 - 41。
9.吳立偉、林呈昱、林瑋琳(2015)。「自有品牌之名人代言:品牌熟悉度、知覺風險、知覺價值與品牌關係」。管理研究學報;15卷1期(2015/06/01),P85 - 116。
10.汪志堅、周峰莎(2017),「消費者行為研究的發展與回顧」,行銷評論;14卷1期 (2017 / 03 / 01),P1 – 22。
11.林南宏、王文正、邱聖媛、鍾怡君(2007) 。產品知識及品牌形象對購買意願的影響-產品類別的干擾效果。
12.林碧霞(2007)。「品牌形象及產品知識對購買意願之影響-價格折扣干擾效果之探討」,大同大學事業經營研究所碩士論文。
13.林伯勳(2009),「顧客關係、網站服務品質、信任、顧客滿意度與顧客忠 誠度影響關係之研究—以台灣產物保險業為例」, 國立成功大學高階管理碩士在職專班碩士論文。
14.林建煌(2010)。消費者行為概論。台北:華泰。
15.林妙姿、張杏翎(2015)。女性嬰兒潮世代美容保養品涉入程度對購買決策過程影響之研究,創思學刊;34期(2015/10/01),P21 – 48。
16.林志鈞、楊麗寬、蔣佩芬,「伴手禮購買動機、購買情境、感官體驗與炫耀性消費之關係」,康大學報;6期(2016/06/01),P149 - 169。
17.周文瓊、蕭君華、游慧婷 (2017)。「直銷公司冠名贊助之效果-以消費者涉入程度與體驗行銷效果為干擾變數」。直銷管理評論,2卷3期,頁89- 107。
18.范麗娟(1994),「深度訪談簡介,戶外遊憩研究」,7卷2期 (1994/06/01),P25 – 35。
19.陳得發、李信興,「體驗理論應用於直銷業之研究」,直銷管理評論 ; 1卷1期(2007/09/01), P107–135。
20.翁逸群、張鈞堡(2012)。廣告訴求對消費者購買意願之影響效果研究-以產品屬性、產品知識、知覺風險及品牌承諾為干擾因子。創新研發學刊,第8卷第1期,頁77-97。
21.張春興(1989)。張氏心理學辭典。台北市。東華書局。
22.許士賢(2005)。「品牌形象、廣告訴求對消費者購買意願之影響」。碩士論文,東吳大學企業管理研究所。
23.莊立民、陳志龍(2007),「服務業組織創新況散模式之研究-以台灣直銷業為例」,中華管理評論國際學報,2007年2月,第十卷一期。
24.黃思明、耿慶瑞,(2003),「互動行銷技術對顧客服務再工程之影響」,電子商務研究,1卷2期:P119~146。
25.程楨(2004),「品牌創新的動因及策略」,管理現代化,2004年6期:P39-40。
26.童鳳嬌、林志成(2007)。「學校經營管理與品牌創新策略」。學校行政雙月刊,50,P64-86。
27.黃建榮、戴鄂(2007),「消費體驗、信任與購後行為只關聯性研究:以直銷公司之實體通路為例」,第十二屆直銷學術研討會論文集。
28.黃國峯、周文卿(2015),「Web2.0之價值共創模式」,創新與管理;11卷3期 (2015 / 07 / 01),P1 - 27。
29.黃靖文、李勇輝、顏曼婷(2016),「行銷評論,綠色創新與經營績效關係之研究-品牌形象之中介效果」,Marketing Review (Xing Xiao Ping Lun)Vol. 13, No. 1, p.89-118, Spring。
30.趙自強、張斌(2004),「服務創新與物業管理品牌的培育」,中原工學院學報;15卷5期(2004/10/ 25),P34 – 37。
31.廖述賢、張文榮(2010)。「市場導向、創新能力、行銷能力與經營績效」。商略學報,2(2),87-107。
32.蔡純姿(2004),學校經營創新模式與衡量指標建構之研究(未出版之博士論文)。國立台南大學,台南市。
33.盧蘇、韓曉燕、薑峰(2008),「歸因和態度對消費者購買直銷產品億元的影響-友誼和商業友誼的比較」,第十三屆直銷學術研討會論文集。
34.盧超(2010),「消費者信任機制實證研究-以我國家電業為例」,碩士論文,山東大學。
35.蕭富峰(2008)。『消費者行為』。台北:智勝。
36.薛偉業(2005),「試論品牌價值及其提升」,商場現代化;451期(2005/12/01),P254 – 255。
37.鍾政偉、曾宗德、劉嘉麒(2017),「遊客對於休閒漁業體驗感受之研究」,運動休閒餐旅研究;12卷4期(2017/12/01),P75 - 93。

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊