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| Title: | 中文品牌名稱之形音一致性對消費者之偏好與認知的影響
The Effects of the Pronunciation of Chinese Brand Names on Customer Preference and Cognition |
| Authors: | 張靖婕
Chang, Ching-Chieh |
| Contributors: | 邱志聖
Jyh-Shen Chiou
張靖婕
Chang, Ching-Chieh |
| Keywords: | 感官行銷
品牌或產品名稱
產品類別
中文品牌名稱之形音一致性
Sensory Marketing
Brand (Product) Names
Product Category
Consistency of Chinese Brand Names |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:09:43 (UTC+8) |
| Abstract: | 除了訴求產品所提供之功能或心理效益，融合消費者感官（即：視覺、嗅覺、味覺、聽覺與觸覺）於建立品牌、形塑品牌個性與影響消費者認知等行銷階段的方式已日益廣泛：無論是產品的外觀設計、廣告音樂與銷售通路的音樂選用等，都可見感官行銷的實際應用，也可見學者投入研究以了解消費者感官對於其品牌認知與消費行為等面向的影響。
感官行銷之應用與研究以視覺和聽覺為多，其中，聽覺於銷售通路之應用和研究主體多以環境背景音為主，然聽覺元素之內涵甚廣，舉凡音樂、語言、聲音與讀音等都屬其範疇，且研究之語言多以表音文字為多，中文相關之研究與應用相對較少。因此本研究之目的在於了解不同產品種類之中文品牌名稱的讀音（本研究探討之語音結構為「形音一致性」）對於消費者認知與偏好之影響，研究不同產品種類搭配不同品牌名稱之形音一致性程度所產生之效果，以及產品種類與形音一致性程度兩者之間是否對消費者的認知與偏好產生影響。
本研究採用2（產品：低涉入且理性；低涉入且感性）x2（形音一致性程度：低；高）的二因子實驗設計，共分四組實驗單位。研究結果發現：不同產品類別（理性或感性）搭配形音一致性程度不同（低或高）之品牌名稱時，其對品牌或產品「聯想與感受之一致性」和「信任度」有交互作用。此外，當產品屬感性時，採取形音一致性低之品牌名稱相對一致性高者會對品牌產生較正面的效果；當產品屬理性時，若欲提升品牌之聯想與感受一致性，採用形音一致性高之品牌名稱會有較佳的效果。
In addition to appealing to a product’s functional or psychological benefits, the way of blending consumers’ five senses into different marketing stages to build brand personality and to affect consumers’ perception has been prevailing. Whether it is the product’s design or the background music used in commercials or brick-and-mortar channels, we can see the application of sensory marketing, and there are more scholars devoting themselves to understanding how sensory marketing affects consumers’ preferences, their perceptions of brands, and their buying behavior.
The research and application of sensory marketing mainly surround senses of sight and hearing, and the center of discussion of hearing mainly covers background music; however, there are many more elements of audition, take music, languages, sounds, and pronunciation for example. Moreover, little research regarding sense of hearing focuses on Chinese brand names. Therefore, the purpose of this research is to understand the effects that different Chinese brand names with different extent of consistency of different product categories have on consumers’ preference and perception, and to discuss whether there is an interrelationship between them.
A 2x2 between-subject factorial experiment with two product categories (i.e., low involvement and thinking; low involvement and feeling) and two types of brand names (i.e., low consistency; high consistency) was conducted. The result reveals that there is an interaction between them, and they have different effects on consumers’ association and perceived trustworthiness. Moreover, when the product is more “feeling”, taking a brand name that is low in consistency would yield more positive results; when the product is more “thinking”, taking a brand name that is high in consistency would yield better results when it comes to boosting consumers’ association and their perceived trustworthiness. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
110351005 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110351005 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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