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研究生:王心雨
研究生(外文):WANG, HSIN-YU
論文名稱:使用者經驗、數位轉型、品牌策略、競爭策略對品牌績效之研究-以虛擬/擴增實境頭戴式裝置產業為例
論文名稱(外文):Research on User Experience, Digital Transformation, Brand Strategy, Competitive Strategy & Brand Performance – Virtual /Augmented Reality Head-mounted Devices as an Example
指導教授:胡同來胡同來引用關係耿慶瑞耿慶瑞引用關係
指導教授(外文):HU, TUNG-LAIKENG, CHING-JUI
口試委員:胡同來耿慶瑞紀舒哲許鉅秉
口試委員(外文):HU, TUNG-LAIKENG, CHING-JUICHI, SHU-JEHEU, JIUH-BIING
口試日期:2023-05-23
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
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:2023
畢業學年度:111
語文別:中文
論文頁數:91
中文關鍵詞:虛擬/擴增實境頭戴式裝置使用者經驗數位轉型品牌策略競爭策略品牌績效
外文關鍵詞:Virtual /Augmented Reality productsUser ExperienceDigital TransformationBrand StrategyCompetitive StrategyBrand Performance
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於2020年疫情影響下,使消費者和企業皆受到大大的打擊,消費者的消費模式從實體轉為線上,探討的產品需強化消費者導向,企業需了解使用者對產品的感受和想法,以及利用數位科技來增強與使用者的連結,使品牌策略更貼近消費者所需,與競爭對手做出區別,以提升整體品牌的績效,再加上元宇宙的發展,讓消費者對虛擬/擴增實境頭戴式裝置的選擇越來越重視。因此本研究以虛擬/擴增實境頭戴式裝置為實證,探討消費者以使用者經驗、品牌策略、數位轉型與競對爭策略對品牌績效的看法,使用 SPSS 統計軟體與 AMOS 結構方程模式,進行資料分析與驗證模式配適度,其消費者對虛擬/擴增實境頭戴式裝置的研究結果顯示:(1)使用者經驗「正向影響」品牌策略;(2) 使用者經驗「正向影響」競爭策略;(3)數位轉型認知「正向影響」品牌策略;(4) 數位轉型認知「正向影響」競爭策略;(5) 競爭策略「正向影響」品牌績效。
In 2020, both consumers and businesses were greatly affected by the impact of the pandemic. Consumer consumption patterns shifted from physical to online, emphasizing the need for products that enhance consumer orientation. It became crucial for businesses to understand user preferences, utilize digital technology to enhance user connections, and align their brand strategies with consumer needs to differentiate themselves from competitors and improve overall brand performance. Furthermore, with the development of the metaverse, consumers increasingly value their choices regarding virtual/augmented reality headsets. Therefore, this study focuses on virtual/augmented reality headsets as empirical evidence and explores consumer perceptions of user experience, brand strategy, digital transformation, and competitive strategies in relation to brand performance. Data analysis and model fit verification were conducted using SPSS statistical software and AMOS structural equation modeling. The research findings on consumer perspectives of virtual/augmented reality headsets indicate the following: (1) User experience has a positive impact on brand strategy. (2) User experience has a positive impact on competitive strategies. (3) Perceived digital transformation positively influences brand strategy. (4) Perceived digital transformation positively influences competitive strategies. (5) Competitive strategies have a positive impact on brand performance.
摘要 i
ABSTRACT ii
誌 謝 iii
表目錄 viii
圖目錄 x
第一章 緒論 1
1.1 研究背景與問題 1
1.2 研究目的 3
1.3 研究範圍 3
1.4 研究流程 4
第二章 文獻探討 5
2.1 VR/AR產業 5
2.1.1 虛擬實境(VR)定義與演變 5
2.1.2 擴增實境(AR)定義 6
2.1.3 混合實境(MR)定義 7
2.1.4 VR/AR產品分類 7
2.1.5 元宇宙 9
2.2 使用者經驗 10
2.2.1 使用者經驗定義 10
2.2.2 使用者經驗衡量構面 10
2.2.3 使用者經驗相關研究 11
2.3 數位轉型 12
2.3.1 數位轉型的原因與定義 12
2.3.2 數位轉型三階段 14
2.3.3 數位轉型衡量構面 14
2.3.4 數位轉型相關研究 17
2.4 品牌策略 17
2.4.1 品牌定義 17
2.4.2 品牌策略定義 18
2.4.3 品牌策略衡量構面 19
2.4.4 品牌策略相關研究 19
2.5 競爭策略 20
2.5.1 策略定義 20
2.5.2 競爭策略衡量構面 20
2.5.3 競爭策略相關研究 22
2.6 品牌績效 23
2.6.1 品牌績效定義 23
2.6.2 品牌績效衡量構面 23
2.6.3 品牌績效相關研究 24
第三章 研究方法 25
3.1 研究架構 25
3.2 研究假設 27
3.2.1 使用者體驗與品牌策略間的關係 27
3.2.2 使用者體驗與競爭策略間的關係 27
3.2.3 數位轉型與品牌策略間的關係 28
3.2.4 數位轉型與競爭策略的關係 28
3.2.5 品牌策略和競爭策略的關係 29
3.2.6 品牌策略和品牌績效的關係 30
3.2.7 競爭策略和品牌績效的關係 30
3.3 研究變數定義與衡量 31
3.3.1 觀念性定義與操作性定義 31
3.4 問卷設計 35
3.5 研究對象抽樣設計 40
3.5.1 研究區域與對象 40
3.5.2 抽樣方法 40
3.6 問卷發放與回收分析 40
3.6.1 問卷發放方式 40
3.6.2 問卷回收 41
3.7 資料分析方法 41
3.8 效度與信度分析 42
第四章 資料分析與結果 46
4.1 受訪者資料分析 46
4.1.1 樣本結構分析 46
4.1.2 頭戴式裝置使用經驗調查 48
4.1.3 品牌選擇概況 51
4.2 相關分析 52
4.3 結構方程模式之建立與分析 53
4.3.1 結構方程模式架構分析 53
4.3.2 AMOS模式配適度評鑑 54
4.4 模式之假說檢定 58
4.4.1 使用者經驗對品牌策略與競爭策略的影響 58
4.4.2 數位轉型對品牌策略與競爭策略的影響 59
4.4.3 品牌策略對競爭策略的影響 60
4.4.4 品牌策略與競爭策略對品牌績效的影響 61
4.4.5 小結 62
4.5 變數間影響效果分析 64
第五章 研究結論與建議 66
5.1 研究結果與討論 66
5.1.1 使用者經驗與品牌策略之關係 68
5.1.2 使用者經驗與競爭策略之關係 68
5.1.3 數位轉型與品牌策略之關係 69
5.1.4 數位轉型與競爭策略之關係 69
5.1.5 品牌策略與競爭策略之關係 69
5.1.6 品牌策略與品牌績效之關係 69
5.1.7 競爭策略與品牌績效之關係 70
5.2 研究貢獻 70
5.2.1 學術貢獻 71
5.2.2 實務貢獻 71
5.3 研究限制 72
5.4 未來研究建議 73
參考文獻 74
附錄一 研究問卷 80
附錄二 產業分析 89

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