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研究生:劉芝晴
研究生(外文):LIU, ZHI-QING
論文名稱:顧客參與、品牌親密度對虛實通路購買意願之研究
論文名稱(外文):The Effect of Customer Engagement and Brand Intimacy on Online and Offline Purchase Intention
指導教授:劉秀雯劉秀雯引用關係
指導教授(外文):LIU, HSIU-WEN
口試委員:張嘉雯鄭鈞勻
口試委員(外文):CHANG, CHIA-WENCHENG, CHUN-YUN
口試日期:2022-07-25
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2022
畢業學年度:110
語文別:中文
論文頁數:90
中文關鍵詞:品牌親密度顧客參與品牌信任實體通路購買意願虛擬通路購買意願
外文關鍵詞:brand intimacycustomer engagementbrand trustonline purchase intentionoffline purchase intentionconvenience store industry
相關次數:
  • 被引用被引用:1
  • 點閱點閱:356
  • 評分評分:
  • 下載下載:110
  • 收藏至我的研究室書目清單書目收藏:0
近年來,品牌親密度已逐漸被學術界所重視,從過去以理性方式衡量品牌-消費者關係,漸漸轉為使用感性指標—品牌親密度來衡量。我們發現於疫情期間,便利商店產業運用虛實通路整合的方式創造了台灣零售業的經濟奇蹟,因此我們選擇以便利商店產業作為研究對象,探索消費者於虛實整合的環境中,對於便利商店產業品牌親密度的前因與結果。本研究變數包含顧客參與、品牌親密度、品牌信任、實體通路購買意願及虛擬通路購買意願。
本研究透過網路發放問卷,共計回收455份有效問卷,並使用迴歸分析驗證假說。另外,本研究制定品牌親密度量表,品牌可透過品牌親密度之六大指標—滿足、認同、增強、儀式、懷舊、放縱,了解品牌於消費者心理的親密度特質。
本研究有以下三個發現:(1) 顧客參與為品牌親密度的前因。 (2) 品牌親密度、品牌信任在顧客參與對虛實通路購買意願的影響中扮演中介效果。 (3) 透過消費者分群,發現品牌親密度與APP使用習慣互相關聯,消費者的品牌親密度較高,使用APP頻率也較高。
In recent years, brand intimacy has gradually been valued by academia. More and more scholars using a new emotional indicator, which is called brand intimacy, to replace rational indicator in study of brand–customer relationship. During the epidemic of COVID-19, we find the convenience store industry use online to offline retail business models to create an economic miracle in Taiwan's retail industry. That’s why we choose convenience store industry as the research object. According to the above, we want to understand the cause and effect of brand intimacy between customer and the brand of convenience store in Taiwan. And this study can explain the effect between customer engagement, brand intimacy, brand trust, online purchase intention and offline purchase intention.
In this study, we distributed questionnaires by Internet. A total of 455 valid sample were collected. Furthermore, this study develops a brand intimacy scale. Thus, Brands can use the six indicators of brand intimacy to understand the brand’s intimacy when they plan brand strategies in the future. And the six indicators include fulfillment, identity, enhancement, ritual, nostalgia, and indulgence.
Some major findings are as follows: First, customer engagement cause brand intimacy, and has positive impact on it. Second, customer engagement positive impact on online purchase intention and offline purchase intention, and brand intimacy and brand trust have mediated effect. Third, through consumer grouping, we found that brand intimacy is related to using habits of APP. Consumers have higher brand intimacy and use APP more frequently.
目 錄
誌謝 i
摘要 ii
ABSTRACT iii
目 錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻回顧 6
2.1 零售通路發展與趨勢 6
2.1.1台灣便利商店產業的全通路發展與趨勢 7
2.1.2台灣便利商店產業的服務創新與發展趨勢 8
2.1.3四大便利商店產業營運現況 11
2.2 品牌親密度 14
2.3顧客參與 21
2.4品牌信任 22
2.5購買意願 24
第三章 研究方法 25
3.1 研究架構 25
3.2研究假說 26
3.2.1顧客參與對品牌親密度有正向影響 26
3.2.2顧客參與對品牌信任有正向影響 27
3.2.3品牌親密度對品牌信任有正向影響 28
3.2.4品牌信任對實體通路購買意願及虛擬通路購買意願有正向影響 29
3.2.5品牌親密度在顧客參與對品牌信任的影響上具有中介效果 30
3.2.6品牌信任在顧客參與對虛、實通路購買意願的影響上具有中介效果 30
3.2.7品牌信任在品牌親密度對虛、實通路購買意願的影響上具有中介效果 32
3.3 變數定義 33
3.3.1 品牌親密度 33
3.3.2 顧客參與 35
3.3.3 品牌信任 35
3.3.4 購買意願 36
3.4 問卷調查與問卷設計 37
3.4.1問卷設計與抽樣方法 37
3.4.2研究對象 38
3.5 資料分析方法 38
第四章 研究結果 40
4.1 問卷基本資料分析 40
4.1.1有效問卷回收率 40
4.1.2樣本結構 40
4.1.3消費者便利商店購物狀況 42
4.1.4台灣便利商店品牌親密度分析 42
4.2 相關分析 50
4.3 信效度分析 50
4.3.1信度分析 50
4.3.2效度分析 51
4.4 假說檢定 55
4.4.1顧客參與對品牌親密度的關係 55
4.4.2顧客參與對品牌信任的關係 56
4.4.3品牌親密度對品牌信任的關係 56
4.4.4品牌信任對實體通路購買意願及虛擬通路購買意願的關係 57
4.4.5品牌親密度於顧客參與及品牌信任之中介效果 58
4.4.6品牌信任於顧客參與、品牌親密度對虛、實通路購買意願的中介效果 58
第五章 研究結論與建議 61
5.1 理論意涵 61
5.1.1顧客參與對品牌親密度之影響 62
5.1.2顧客參與對品牌信任之影響 62
5.1.3品牌親密度對品牌信任之影響 62
5.1.4品牌信任對虛、實體通路購買意願之影響 63
5.1.5品牌親密度於顧客參與對品牌信任之中介效果 63
5.1.6品牌信任於顧客參與對虛、實通路購買意願之中介效果 63
5.1.7品牌信任於品牌親密度對虛、實通路購買意願之中介效果 64
5.2 管理與策略意涵 65
5.3 研究限制與未來研究建議 68
參考文獻 69
附錄一 問卷 86
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三、網路文獻
Beverley Golden (2011, December 16) . The Four Faces of Intimacy.
https://www.beverleygolden.com/the-four-faces-of-intimacy/
DIGITIMES (2021年7月30日) 。打通虛實通路轉型科技零售 全家OMO服務如何滿足消費者?
https://www.digitimes.com.tw/iot/article.asp?cat=158&cat1=20&cat2=40&id=0000615807_GQ37TXOC140N0M6IJJL4I
McKinsey & Company (2021, August 12) . Five-star growth: Using online ratings to design better products.
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products
MIC產業情報研究所 (2022年5月12日) 。【零售電商消費者調查系列二】7-11、全聯、新光三越、屈臣氏 四大零售通路App冠軍「便利商店、超市/量販」線上購物頻率增幅最高。MIC產業情報研究所。
https://mic.iii.org.tw/news.aspx?id=622
Neufeld, D., & Roghanizad, M. (2018年3月14日) 。顧客光顧網站的決定性因素。哈佛商業評論。
https://www.hbrtaiwan.com/article_content_AR0007826.html
Rampell, A. (2010, August 8) . Why Online2Offline Commerce Is A Trillion Dollar Opportunity.
https://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/
TIEN WU (2022年5月19日) 。【最新】全聯PX Pay是什麼?信用卡儲值/優惠比較、回饋、點數合併攻略。Money101。
https://www.money101.com.tw/blog/%E5%85%A8%E8%81%AF-px-pay-%E7%A6%8F%E5%88%A9%E5%8D%A1-%E7%94%B3%E8%AB%8B-app-%E7%B6%81%E5%AE%9A-%E4%BF%A1%E7%94%A8%E5%8D%A1
王一芝 (2021年3月31日) 。被便利商店耽誤的科技公司 你到各超商都喊的ibon,萊爾富發明的。天下雜誌。
https://www.cw.com.tw/article/5114122?template=transformers
好好逛電商市集。常見問題。好好逛電商市集。
https://haogoods.fami.life/common-problem
沈瑜 (2022年4月27日) 。超商激戰沒在怕!OKmart不衝店數,贏在服務與創新。遠見。
https://www.gvm.com.tw/article/89317
林羽彤 (2021年12月24日) 。7-11、全家 APP 功能亮點整理!新零售戰場最前線,APP 好用戶黏著度才高。科技報橘。
https://buzzorange.com/techorange/2021/12/24/familymart-7-11-app/
果仁 (2021年12月25日) 。全+1 商城在全家 App 新上線啦!體驗全面升級,天天快閃搶優惠。果仁。
https://applealmond.com/posts/124629
消費中心 (2017年1月31日) 。台灣史上第一個超商集點是它!這款磁鐵爆熱潮..冰箱一定有。ETtoday新聞雲。
https://www.ettoday.net/news/20170131/850409.htm
高敬原 (2019年12月19日) 。萊爾富把App變成提款卡,為何拚會員不跟7-11、全家走同路?。數位時代。
https://www.bnext.com.tw/article/55979/hi-life-partnership-with-cathaybk
高敬原,陳映璇,程倚華 (2022年3月1日) 。【圖解】全聯取得電子支付執照、新App搶攻年輕族群!一文看全家、全聯如何把門市變「微銀行」。數位時代。
https://www.bnext.com.tw/article/63561/digital-payment-new-era
張庭瑋 (2021年5月5日) 。咖啡寄杯、ibon 都是萊爾富發明的!超商老三創新轉型心法公開。未來商務。
https://fc.bnext.com.tw/articles/view/1347?
統一超商。統一超商永續發展:關於統一超商。統一超商。
https://www.7-11.com.tw/company/csr/aboutus.aspx
陳毅龍,鐘敏瑜 (2021年4月11日) 。為什麼「超商界老二」全家,突然變好強大?6個招數攻陷全台灣的心,不說真的沒發現啊!。風傳媒。
https://www.storm.mg/lifestyle/369484?page=1
程倚華 (2021年11月19日)。店到店取貨夯!萊爾富跨界合作,騎馬場、五金百貨、超市都能寄取包裹和繳費。數位時代。
https://www.bnext.com.tw/article/66283/hi-life-shop-to-shop
程倚華 (2021年12月22日) 。全家會員數突破1450萬!用刮刮樂、擲骰子玩出點數新生命,有哪些留粉妙招?。數位時代。
https://www.bnext.com.tw/article/62083/familymart-app-play-game
程倚華 (2021年5月10日) 。foodomo進駐統一超,年底擴大到集團內1萬間店!如何與外送兩大巨頭抗衡?。數位時代。
https://www.bnext.com.tw/article/60883/7-11-foodomo
程倚華 (2022年5月23日) 。去7-11還可以遠距辦公!開箱首間「多功能包廂專區」,預計年底展店40間。數位時代。
https://www.bnext.com.tw/article/69366/7-11-remote-office
溫子豪 (2021年11月23日) 。4大超商自有支付全集 7-11錢包綁卡送25.8%。卡優新聞網。
https://www.cardu.com.tw/news/detail.php?44808
葉冠玟 (2018年6月17日) 。被 7-11、全家兩大超商夾擊!OK 超商的野心:靠「超小店舖」逆襲市場。經理人。
https://www.managertoday.com.tw/articles/view/56207
廖珮君 (2022年1月1日) 。全聯、全家聯手 銀行支付叫苦。聯合新聞網。
https://udn.com/news/story/7239/6001824
維基百科 (2022年3月) 。台灣便利商店列表。維基百科。
https://zh.m.wikipedia.org/zh-tw/%E5%8F%B0%E7%81%A3%E4%BE%BF%E5%88%A9%E5%95%86%E5%BA%97%E5%88%97%E8%A1%A8
數位時代 (2022年2月22日)。統一整合旗下通路倉儲需求,砸百億蓋首座物流中心、未來北中南都有!。數位時代。
https://www.bnext.com.tw/article/67801/uni-president-logistics-park
蔡幸儒 (2022年4月12日) 。一趟超商物流「回頭車」,竟帶動台灣電商加速發展?。食力。
https://tw.stock.yahoo.com/news/%E9%A3%9F%E5%8A%9B-%E8%B6%9F%E8%B6%85%E5%95%86%E7%89%A9%E6%B5%81-%E5%9B%9E%E9%A0%AD%E8%BB%8A-%E7%AB%9F%E5%B8%B6%E5%8B%95%E5%8F%B0%E7%81%A3%E9%9B%BB%E5%95%86%E5%8A%A0%E9%80%9F%E7%99%BC%E5%B1%95-152535992.html
蔡茹涵 (2022年5月4日) 。OK超商「店面變倉庫」 營運績效竟大勝統一超、全家。商周雜誌。
https://www.businessweekly.com.tw/magazine/Article_mag_page.aspx?id=7005850
閻芝霖 (2022年1月10日) 。全家超商為何崛起?網友點兩大關鍵:APP真的好用。網路溫度計。
https://udn.com/news/story/7241/5979602
嚴雅芳 (2021年12月22日) 。超商雙雄會員數攻1,500萬 全家秀新功能、小七祭三策略。聯合新聞網。
https://dailyview.tw/Popular/Detail/1325
蘇君薇 (2022年3月31日) 。全家推APP訂便當!單店1天可賣70個 董座曝「這麼做」就不怕超商飽和。今周刊。
https://www.businesstoday.com.tw/article/category/80392/post/202203310025/

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