臺灣博碩士論文加值系統

本研究比較品牌情感與品牌信任對於消費者購買意願上影響力；其次以結構方程模式探討構成消費者品牌情感之七大核心構面：自我一致性、熱情驅使行為、正向情感連結、長期間的關係、分離的悲痛、正價態度、強烈想法組成，哪一個因子對於消費者在購買決策上影響力較大，最後探討在不同產品及品牌時模式有何不同，回收的有效問卷共計791份樣本進行量化分析。本研究結果發現無論是任何產品及品牌時消費者最在意的仍然是品牌情感，而正向情感連結是品牌情感中最重要的構面。

In this study the impacts between brand emotion and brand trust on consumers’ purchase intentions was compared. We also used structural equation model to examine a higher-order model of brand love including seven core elements: self–brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs and find out the most important factor influencing consumers’ brand choices. Finally, we discussed the differences in the model of brand love across different products or brands. A total of 803 questionnaires were handed out and 791 effective ones were received back, and a quantitative analysis was based on those samples. The present results indicated that whatever the product and brand used, brand emotion is a better construct predicting consumers’ purchase intentions and loyalties and positive emotional connection is the most important factor in the brand love model.

第一章　緒論 1
第一節　研究背景與動機 1
第二節　問題陳述與研究目的 3
第三節　研究流程 3
第二章　文獻探討 6
第一節　品牌情感 6
第二節　品牌情感與品牌信任對購買意願影響 10
第三節　品牌情感、高品質與忠誠度關係 13
第三章　研究方法 14
第一節　研究架構 14
第二節　研究變項操作型定義與衡量 16
第三節　研究設計 20
第四節　資料分析方法 26
第四章　研究結果與討論 32
第一節　樣本結構分析 32
第二節　信效度分析 36
第三節　假說檢定 41
第五章　結果與建議 60
第一節　研究結論 60
第二節　研究貢獻 61
第三節　研究限制與後續研究建議 62
參考文獻 63
一、中文部份 63
二、英文部份 64
附錄 68
附錄A　前測問卷 68
附錄B　正式問卷 71
附錄C　正式問卷 78
附錄D　正式問卷 85
圖　次
圖1–1　研究流程 5
圖2-1　品牌情感之衡量模型 9
圖3-1　研究架構一 14
圖3-2　研究架構二 14
圖4-1　品牌情感高階結構路徑係數 56
表　次
表3－1　前測樣本資料結果統計 22
表3－2　前測結果統計 23
表3－3　SEM整體模式適配度的評鑑指標與評鑑標準 31
表4－1　正式實驗問卷之樣本資料輪廓 33
表4－2　正式實驗問卷之樣本資料輪廓 35
表4－3　各構面之Cronbach’s α 36
表4－5　品牌情感之KMO與因素分析 40
表4－6　品牌信任之KMO與因素分析 40
表4－7　整體樣本品牌情感、品牌信任對購買意願相關分析摘要表 41
表4－8　休閒服飾產業品牌情感、品牌信任對購買意願相關分析摘要表 41
表4－9　手機產業品牌情感、品牌信任對購買意願相關分析摘要表 42
表4－10　連鎖咖啡店品牌情感、品牌信任對購買意願相關分析摘要表 42
表4－11　連鎖咖啡店品牌情感、品牌信任對購買意願相關分析摘要表 42
表4－12　休閒服飾業－UNIQLO情感、品牌信任對購買意願相關分析摘要表 42
表4－13　休閒服飾業－ZARA情感、品牌信任對購買意願相關分析摘要表 43
表4－14　手機產業－iPhone情感、品牌信任對購買意願相關分析摘要表 43
表4－15　手機產業－Samsung情感、品牌信任對購買意願相關分析摘要表 43
表4－16　手機產業－HTC情感、品牌信任對購買意願相關分析摘要表 43
表4－17　咖啡連鎖店產業－星巴克情感、品牌信任對購買意願相關分析摘要表 44
表4－18　咖啡連鎖店產業－85度C情感、品牌信任對購買意願相關分析摘要表 44
表4－19　咖啡連鎖店產業－多那之情感、品牌信任對購買意願相關分析摘要表 44
表4－20　自我一致性二階測量模型之因素負荷量表及信效度檢驗摘要表 46
表4－21　熱情驅使行為二階測量模型之因素負荷量表及信效度檢驗摘要表 47
表4－22　正向情感連結二階測量模型之因素負荷量表及信效度檢驗摘要表 48
表4－23　品牌情感二階測量模型之因素負荷量表及信效度檢驗摘要表 50
表4－24　自我一致性二階測量模式驗證性因素分析之適配度檢定摘要表 52
表4－25　自熱情驅使行為二階測量模式驗證性因素分析之適配度檢定摘要表 52
表4－26　正向情感連結二階測量模式驗證性因素分析之適配度檢定摘要表 53
表4－27　品牌情感二階測量模式驗證性因素分析之適配度檢定摘要表 53
表4－28　品牌情感整體模式之適配度檢定摘要表 54
表4－29　品牌情感高階結構模式之適配度檢定摘要表 55
表4－30　品牌情感高階結構模式之路徑分析檢定結果摘要表 56
表4－31　品牌情感之休閒服飾業高階結構模式之適配度檢定摘要表 57
表4－32　品牌情感之手機產業高階結構模式之適配度檢定摘要表 57
表4－33　品牌情感之產業類別高階結構模式路徑係數分析結果 58
表4－34　手機產業品牌之品牌情感高階結構模式路徑係數分析結果 59

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