臺灣博碩士論文加值系統

行銷學者和業者都表示，對於品牌給予消費者之體驗是獨特和難忘的。因此，品牌體驗的概念已成為行銷中極大興趣。本研究進行實證研究消費者，探討品牌體驗、品牌認同、滿意度、信任度和忠誠度之間的關係。品牌體驗是一種情感關係的概念，體驗是感覺、感受、認知和品牌相關刺激誘發的行為反應。本研究目的是實證性調查品牌關係中對品牌忠誠度的決定因素和結果，並發展品牌關係模式，包括品牌體驗、品牌認同、滿意度和品牌信任之品牌忠誠度的決定因素。以「吳寶春(麥方)ㄆㄤ店」消費者為抽樣對象，進行便利抽樣以得到樣本資料，共有330個消費者參加本研究。在品牌體驗和品牌忠誠度之間加入滿意度和品牌信任反應作為中介變項，利用結構方程式探究品牌體驗、品牌認同、滿意度和品牌信任與品牌忠誠度之間的因果關係，依研究目的及驗證假說，本研究以描述統計、信度分析、項目分析、信度分析、獨立樣本t檢定、因素分析、皮爾森相關分析、多元回歸分析與結構方程式進行檢測。
研究結果顯示品牌體驗會影響滿意度、信任度和忠誠度。品牌認同會影響滿意度、信任度和忠誠度。從顧客的角度來看，品牌是關係的建設者，在研究中提出建立長久的品牌和顧客關係，品牌體驗、品牌認同、品牌信任度、滿意度和忠誠度關係的影響。品牌關係與品牌忠誠度存在著4種來源，包含品牌體驗、品牌認同、滿意度和品牌信任，品牌體驗影響滿意度、品牌信任和品牌忠誠度呈正相關；品牌認同與滿意度和品牌信任呈正相關，滿意度比品牌信任和品牌體驗對品牌忠誠度的影響更大，滿意度和品牌信任間接的影響品牌體驗和品牌忠誠度，品牌認同對品牌忠誠度有顯著影響。顯示品牌體驗、認同、滿意度和信任對於品牌的忠誠度有正面顯著的影響。

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types create the relationships between brand experiences, identification, satisfaction, trust and loyalty. Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. The purpose of this research is to empirically investigate the determinants and consequences of brands relationship with brands loyalty. A total of 330 customer participated in this research. Wu Pao Chun bakery consumers for the sample object, the sample data for convenience sampling. The most important contribution of this study is the introduction of brand identification responses as an intervening variable between brand experiences and brand loyalty with brands relationship. This study posits the brand trust and satisfaction side of the consumption experience as a fundamental determinant of brand loyalty. The study attempts to explore the relationships among brand experiences, identification, trust, satisfaction, and loyalty. This study by the descriptive statistics analysis, item analysis, reliability analysis, exploratory factor analysis, confirmatory factory analysis, independent-samples t test, Pearson product-moment correlation coefficient, multiple regression analysis and structural equation modeling (SEM) analysis.
Brand experience affects satisfaction, trust and loyalty. Brand identification affects satisfaction, trust and loyalty. From the customer viewpoint, brands are relationship builders. In this present research, we propose the effects of brand experiences to build long-lasting brand and customer relationship with brand identification, trust, satisfaction, and loyalty. Results reveal that there exist four sources of brands relationship with brand loyalty: brand experiences, identification, satisfaction and trust. Brand satisfaction has more impact on brand loyalty than brand trust and experiences. Brand satisfaction and trust mediate the impact of brand experiences on brand loyalty. Finally, brand identification has a significant impact on brand satisfaction, trust and loyalty. As a result of this study, brand experiences, identification, satisfaction, trust have positively effects brand loyalty.

ㄧ、緒論 -------------------------------------------------- 1
1.1研究背景與動機 ------------------------------------------ 1
1.2研究目的 ----------------------------------------------- 3
1.3研究流程 ----------------------------------------------- 3
1.4名詞定義 ----------------------------------------------- 4
二、文獻回顧 ----------------------------------------------- 5
2.1品牌(brand) ------------------------------------------- 5
2.2品牌體驗(Brand experience) ----------------------------- 7
2.3品牌認同(Brand identification) ------------------------ 11
2.4品牌滿意度(Brand satisfaction) ------------------------ 13
2.5品牌信任(Brand trust) --------------------------------- 15
2.6品牌忠誠度(Brand loyalty) ----------------------------- 17
2.7吳寶春(Wu Pao Chun) ----------------------------------- 18
2.8本文參考之相關研究架構 ---------------------------------- 19
三、研究方法 ----------------------------------------------- 20
3.1研究假設 ------------------------------------------------ 20
3.2研究架構 ------------------------------------------------ 20
3.3研究對象 ------------------------------------------------ 20
3.4抽樣方法 ------------------------------------------------ 21
3.5問卷設計 ------------------------------------------------ 21
3.5.1品牌體驗(Brand experience) ---------------------------- 21
3.5.2品牌認同(Brand identification) ------------------------ 22
3.5.3滿意度(satisfaction) ---------------------------------- 23
3.5.4品牌信任(Brand trust) --------------------------------- 24
3.5.5品牌忠誠度(Brand loyalty) ----------------------------- 25
3.5.6社經背景(Socio-demographic characteristics) ----------- 26
四、結果與討論 ---------------------------------------------- 28
4.1問卷前測 ------------------------------------------------ 28
4.2進行正式問卷測試 ----------------------------------------- 33
4.2.1各量表之信度與項目分析 ---------------------------------- 33
4.3各量表之敘述性分析 --------------------------------------- 37
4.3.1敘述性分析 -------------------------------------------- 37
4.4樣本「社經背景」資料次數統計分析 --------------------------- 39
4.5因素分析 ------------------------------------------------ 41
4.5.1品牌體驗因素分析 --------------------------------------- 41
4.5.2品牌認同因素分析 --------------------------------------- 42
4.5.3滿意度因素分析 ----------------------------------------- 43
4.5.4品牌信任因素分析 --------------------------------------- 43
4.5.5品牌的忠誠度因素分析 ------------------------------------ 44
4.6相關分析 ------------------------------------------------ 44
4.7迴歸分析 ------------------------------------------------ 45
4.7.1品牌體驗、品牌認同對滿意度多元迴歸分析 ------------------- 45
4.7.2品牌體驗、品牌認同對品牌信任多元迴歸分析 ----------------- 45
4.7.3品牌體驗、滿意度、品牌信任對品牌忠誠度多元迴歸分析 -------- 46
4.8結構方程式分析 ------------------------------------------ 48
4.8.1結構方程式模式評鑑 ------------------------------------- 49
4.8.2整體結構模式 ------------------------------------------ 66
4.8.3替代結構模式適配度檢定比較分析 -------------------------- 73
4.8.4滿意度和品牌信任在品牌體驗與品牌忠誠度間的中介效果比較分析 -- 81
五、結論 --------------------------------------------------- 83
5.1結論 --------------------------------------------------- 83
5.1.1研究樣本分析 ------------------------------------------ 83
5.1.2瞭解消費者品牌關係的背景變項 ---------------------------- 84
5.1.3瞭解研究架構變項中的潛在因素 ---------------------------- 84
5.1.4多元迴歸分析 ------------------------------------------ 84
5.1.5品牌關係模式之驗證 ------------------------------------- 86
5.2建議 --------------------------------------------------- 88
5.2.1對烘焙業者行銷方面建議 --------------------------------- 88
5.2.2對後續研究者的建議 ------------------------------------- 90
5.3研究限制 ------------------------------------------------ 90
5.3.1研究樣本限制 ------------------------------------------- 90
5.3.2測量模型上的限制---------------------------------------- 90
參考文獻 ---------------------------------------------------- 91

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