臺灣博碩士論文加值系統

本研究的目的是探討品牌體驗和品牌喜愛如何影響零售業的口 碑傳播 (WOM)。 近年來，零售業發生了巨大變化，而全球家具市場發展成為一個價值數十億美元的產業，其中宜家作為最 有價值的家居用品零售商佔據了主導的地位。 根據本研究結果顯示，品牌體驗和品牌喜愛會影響消費者與品牌的關係和推 廣給他人的意願。 有別於以往的研究，本研究強調消費者在零售品牌體驗中的實際感受和體驗，而不僅僅是管理因素。 本研究說明了隨著時間的推移與發展，品牌與消費者的關係取 決於品牌體驗。 本研究以量化研究方法蒐集、分析數據，並建立理論模型和相關假設。 本研究會提供零售商管理上的建議。

關鍵字：品牌喜愛、品牌體驗、口碑、零售、宜家。

The purpose of this study is to examine how brand experience and brand love affect word-of-mouth (WOM) in the retail sector. The retail sector has changed significantly in recent years, yet the worldwide furniture market has grown to be a multi-billion dollar industry, with IKEA dominating as the most valuable provider of home furnishings. According to the study, a consumer's relationship with a brand and willingness to promote it to others is directly impacted by their brand experience and brand love. By emphasizing human feelings and experiences of consumers in the retail brand experience rather than only management factors, the study sets itself apart from prior research. The study also looks at how a brand's relationship with a customer develops over time depending on its experience aspects. The paper outlines the approach used to gather quantitative data as well as a theoretical model and associated hypotheses. Conclusions and recommendations for further research are included in the paper.

Keywords: Brand love, brand experience, word-of-mouth, retail, and IKEA.

Abstract i
摘要 ii
Acknowledgements iii
Table of Contents iv
List of Tables vi
List of Figures vii
CHAPTER 1:
INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 3
1.3 Research Process 3
CHAPTER 2: LITERATURE REVIEW 5
1.4 Furniture Retail Industry 5
1.5 Case Company IKEA 6
1.6 Brand Experience 9
1.7 Brand Love 12
1.8 Word of Mouth (WOM) 13
CHAPTER 3: METHODOLOGY 14
3.1 Research Framework 14
3.2 Hypotheses Development 15
3.3 Questionnaire Design 17
3.4 Data Analysis 21
3.4.1 Descriptive Analysis 22
3.4.2 Reliability Test 22
3.4.3 Regression Analysis 22
3.4.4 T-Test 23
CHAPTER 4: RESULTS AND FINDINGS 25
4.1 Descriptive Statistic 25
4.2 Reliability Analysis 26
4.3 Regression Analysis 27
4.4 Comparing Group (T-Test) 29
CHAPTER 5: CONCLUSION AND LIMITATION 35
5.1 Conclusion 35
5.2 Managerial Implications 38
5.3 Research Limitations 39
REFERENCES 40
APPENDIX 48

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