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    Title: 品牌概念地圖：結構化與非結構化方法比較研究
    Brand concept maps: comparative research of structured and unstructured
    Authors: 凌筠婷
    Contributors: 張郁敏
    凌筠婷
    Keywords: 品牌概念地圖
    激發擴散理論
    結構化
    非結構化
    方法比較研究
    Date: 2012
    Issue Date: 2012-10-30 14:33:18 (UTC+8)
    Abstract: 在產品充斥市場的時代，追求獨特的產品功能已經不是各品牌最重要的目標，建立正確的品牌形象已經是目前最重要的議題，一個明確的品牌形象能建立長期的品牌價值，進而影響消費者的品牌滿意度、忠誠度與購買行為(Bhat & Reddy, 1998)。一般品牌形象研究者多用量化的問卷調查法來進行研究，部分研究者也使用質化的研究方法如自由聯想法、深度訪談法等，概念地圖此種研究方法在心理學領域早已開始使用，源自於激發擴散理論，認為人們腦子中對事物的概念彼此之間互相連結成一個網狀系統，若一個概念被觸動，其它的概念便會連動產生。這種圖像式的方法近年被用在品牌行銷方面，用來了解人們記憶中的品牌形象聯想結構(Henderson, Iacobucci, & Calder, 1998)。
    過去在概念地圖的操作上，各有不同的操作流程，當受試者要繪製品牌概念地圖時有提供受試者備選概念的方法稱做「結構化方法」，沒有提供備選概念而讓受試者針對研究品牌進行聯想的方法稱為「非結構化方法」，過去雖然這兩種方法皆有研究者使用，但未有研究比較這兩種方法操作結果上的差異，也沒有針對非結構化方法進行信效度檢測，故本研究目的在於了解結構化與非結構化方法在實驗之後繪製成的「品牌共識地圖」之差異，以及使用結構化方法信效度的檢測方式來檢測非結構化方法，以確定非結構化方法是否有足夠的信效度與在品牌形象研究上的適用性。
    本研究挑選與大學生較為相關的牛仔褲品類進行研究，以網路問卷方式尋找出熟悉度居中的品牌「Blue way/鬼洗」牛仔褲做為研究品牌。本研究發現，不論是結構化或非結構化方法皆無法穩定且有效地測量「Blue way/鬼洗」牛仔褲的品牌形象，但這並非代表品牌概念地圖是一個不具有信效度的研究方法，可能是因為本研究所選擇的產品品類屬於低涉入且高體驗性產品，一般消費者若沒有實際購買或使用過此類產品，較難留下深刻印象，且一般大學生在購買此類產品時品牌忠誠度不高，對品牌的印象也不深。
    本研究延伸分析未來欲研究非結構化方法的研究者一個訂定標準的方向，若非結構化方法欲繪製品牌共識地圖，可將挑選核心概念的標準稍做修正，以求更符合非結構化方法的特性。在實務建議方面，本研究發現不論是結構化或非結構化方法，在核心概念的選擇上都有一定的信度水準，可知若是新推出的品牌希望知道消費者對這個品牌的印象，或是研究競品在消費者心目中的定位，可利用品牌概念地圖來蒐集相關的概念。
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    Description: 碩士
    國立政治大學
    廣告研究所
    98452005
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0984520051
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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