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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56299


    Title: 由品牌互動與品牌延伸的角度探討品牌行動應用程式對品牌態度的影響
    Evaluation of the effectiveness of branded mobile phone application from brand interactivity and brand extension
    Authors: 魏皓瑜
    Wei, Hao Yu
    Contributors: 張愛華 (Chang, Ai Hwa)
    魏皓瑜
    Wei, Hao Yu
    Keywords: 行動應用程式
    互動行銷
    媒體經驗
    品牌延伸
    外溢效果
    Date: 2011
    Issue Date: 2012-12-03 11:19:23 (UTC+8)
    Abstract: 　　隨著新生活娛樂型態興起，以及可攜式行動裝置愈來愈普及，行動廣告的重要性也與日俱增，品牌行動應用程式與消費者的高互動特性，已引起行銷人員相當大的興趣，承載品牌識別圖案與訊息的品牌行動應用程式，無疑是最新崛起的行銷戰場。然而本研究認為，品牌行動應用程式不單純只是品牌的廣告，實際上也是品牌延伸後的新產品，因為它提供使用者不同於原品牌的新功能與服務，且擁有一套獨特的設計理念，因此，本研究在探討行動應用程式互動的效果時，還加入了“品牌延伸”的概念。
    　　本研究選擇五個品牌行動應用程式為研究主體，依照受測對象為使用者與非使用者，調整問卷內容與次序，共設計十份問卷。資料分析結果證實，消費者與品牌行動應用程式的互動而產生的媒體經驗，確實能提升其母品牌的態度；由品牌延伸的角度，研究結果亦證實，品牌行動應用程式與母品牌的認知契合度越高，消費者對品牌行動應用程式的態度就越好，而且品牌延伸存在正向的外溢效果，意即品牌行動應用程式的好感會正向回饋至母品牌的態度。另外，本研究發現體驗型的品牌App較能觸發多元、獨特、且專屬於該品牌的聯想。
    　　本研究的結果不僅可以提供廠商在使用品牌行動應用程式作為行銷工具時的參考，更能在廠商實際建置品牌行動應用程式時，建議提供何種互動經驗給目標消費者較為適當、設計的概念是否要與母品牌概念一致、或者依據行銷目標的不同，推出不同類型的品牌App。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    99355023
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099355023
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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