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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59785


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    題名: 品牌體驗、涉入程度、顧客滿意度與品牌權益關係之研究
    The research of relationship among brand experience、involvement、customer satisfaction and brand equity
    作者: 解睿凱
    貢獻者: 韓志翔
    李嘉林
    解睿凱
    關鍵詞: 品牌體驗
    體驗行銷
    顧客滿意度
    品牌權益
    智慧型手機
    日期: 2010
    上傳時間: 2013-09-03 14:41:22 (UTC+8)
    摘要: 本研究以Schmitt (1999) 提出之體驗行銷為研究基礎，並採用Brakus et al. (2009) 將體驗由行銷功能導向提升至以品牌作為體驗媒介之層面，探討智慧型手機品牌之品牌體驗對消費者滿意度以及品牌權益的影響；同時，加入消費者涉入程度作為影響滿意度及品牌權益之一構面，形成本研究之架構。
    本研究以問卷分析法作為研究方法，並針對智慧型手機品牌之消費者作為研究對象，透過便利抽樣之方式於實體店面回收研究架構前半部有效樣本259份；於網路回收研究架構後半部有效問卷288份。經由相關分析及迴歸分析後得到以下之結論：
    1.不同品牌體驗讓消費者在眾多品牌之間產生區別。在產品齊一的情況下，當消費者打算買某一項產品時，往往會先考慮哪一個品牌較優良，因此強化品牌的認知與感受也就是品牌體驗帶給消費者的強化作用。
    2.涉入程度越高的消費者因為對產品或品牌的了解較深，會對其做出對自身而言較正確的選擇，因此對品牌會更有滿意感。
    3.顧客對某品牌越滿意，即會對此品牌具有越高的忠誠度，當消費者對某品牌具有滿意度，透過口耳相傳或是網路社群的方式對其他消費者進行推薦動作，此時滿意度即可轉化為其他消費者的品牌知名度，進而影響品牌權益。
    4.消費者接觸品牌時，會由外觀來對此品牌有初步的認知與感覺，對外顯體驗具有高度反應的消費者則會加深品牌的忠誠度、品牌聯想程度以及知覺品質。
    5.涉入程度是消費者對某事某物重視的程度或投入的程度。當消費者對某品牌投入越多，則會對此品牌越加了解，因此品牌知名度與品牌聯想皆會提高。
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    國立政治大學
    企業管理研究所
    98355036
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    顯示於類別:[企業管理學系] 學位論文

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