臺灣博碩士論文加值系統

科技的進步以及 COVID-19 大流行的爆發對越南消費者的觀念和習慣產生了影響。隨著競爭的加劇和無盡的選擇，開發一種新的方式來加強品牌差異化是很重要的。利用刺激有機體反應理論，外部因素會影響有機體（人的認知和情緒）而有機體會影響反應（如行為）。在本研究中，咖啡店的品牌識別作為外部刺激，品牌知名度作為有機體，顧客參與和願付溢價作為反應。問卷包括人口統計、品牌識別、品牌知名度、願付溢價、顧客參與和敘事移轉。這些數據是通過對 500 名越南人的調查收集，回收 479 份為有效問卷。數據分析的方法包括描述性統計分析與驗證性因素分析對合成信度、區分效度和收斂效度進行檢驗。多元迴歸分析則用於檢驗研究假設。這項研究的結果表明，品牌識別正向影響品牌知名度；品牌知名度正向影響願付溢價與顧客參與；此外，敘事移轉可以正向調節品牌識別與品牌知名度以及品牌知名度與顧客參與之間的關係。在高度競爭環境下，本研究之結果可作為越南咖啡店改善自身的依據。擁有高品牌識別與高品牌知名度的咖啡店，可以增加顧客參與願付溢價。另外，對咖啡店而言，敘事移轉也扮演重要角色，可以增強品牌識別與品牌知名度之關係，同時激發品牌知名度與顧客參與之關係。本研究協助咖啡店品牌根據購買行為制定行銷策略，為管理者提出實務建議及未來研究方向。

The advancement of technology, as well as the outbreak of the COVID-19 pandemic, have an impact on Vietnamese consumer perceptions and habits. With competition on the rise and continuous options to choose from, it's important to develop a new way to reinforce brand differentiation. Drawing on the stimulus organism response theory, stimuli (external factor) will affect organisms (cognition and emotion of people) and organisms will affect the response (behavior). In this study, brand identity of coffee shops as external stimuli, brand awareness as organism, willingness, and customer engagement to buy a premium price as responses. The questionnaire includes demographics, brand identity, brand awareness, willingness to pay a premium price, customer engagement and narrative transportation. The data was collected via a survey of 500 Vietnamese and 479 returned questionnaires were valid. The methods of data analysis include descriptive statistical analysis. Confirmatory factor analysis was used to test the composite reliability, discriminant validity and convergent validity. Multiple regression analysis was used to test the research hypotheses. The outcome of this study indicates that brand identity positively affects brand awareness; brand awareness positively affects willingness to pay a premium price and customer engagement; In addition, narrative transportation can positively moderate the relationship between brand identity and brand awareness as well as the relationship between brand awareness and customer engagement. The results could be used as the basis for improving Vietnamese coffee shops in such a competitive environment. Coffee shops with high brand identity, brand awareness can increase customer engagement and willingness to pay a premium price. In addition, narrative transportation also plays an important role to strengthen the relationship between brand identity and brand awareness and inspire the relationship between brand awareness and customer engagement for coffee shops. This research has contributed to marketing management in buying behavior for coffee shops. Practices suggestions for managers in future research are discussed.

Table of Contents

Acknowledgement i
摘要 ii
Abstract iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Motivation 1
1.2 Research Questions & Purposes 4
1.3 Definition of term 5
Chapter 2 Literature Review 6
2.1 SOR Theory 6
2.2 Brand Identity 7
2.3 Brand Awareness 8
2.4 Narrative Transportation 9
2.5 Willingness to Pay a Price Premium 11
2.6 Customer Engagement 12
2.7 The effect of Brand identity on Brand awareness 14
2.8 The effect of Brand awareness on Willingness to pay a premium price and Customer Engagement 15
2.9 The moderating role of Narrative transportation 17
Chapter 3 Methodology 19
3.1 Conceptual Framework 19
3.2 Participants and Sampling Methods 20
3.2.1 Sample 20
3.2.2 Sampling method 20
3.2.3 Calculation of sample site 21
3.3 Measurement 21
3.3.1 Screening Process 21
3.3.2 Demographics 22
3.3.3 Brand Identity 23
3.3.4 Brand Awareness 24
3.3.5 Narrative transportation 25
3.3.6 Willingness to pay a premium price 26
3.3.7 Customer Engagement 27
3.4 Analysis plan 28
3.4.1 Descriptive statistical analysis 28
3.4.2 Confirmatory factor analysis 28
3.4.3 Reliability analysis 28
3.4.4 Regression Analysis 28
Chapter 4 Results 29
4.1 Descriptical statistical Analysis 29
4.2 Confirmatory Factor Analysis 39
4.3 Reliability and validity analysis 45
4.4 Hypothesis testing 46
Chapter 5 Conclusion and suggestion 51
5.1 Conclusion 51
5.2 Discussion 51
5.3 Implication 52
5.4 Limitation and Future Research 54
References 55
Appendixes 67
Appendix 1 – English Version 67
Appendix 2 – Vietnamese Version 73

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