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題名 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作者 張靖婕
Chang, Ching-Chieh貢獻者 邱志聖
Jyh-Shen Chiou
張靖婕
Chang, Ching-Chieh關鍵詞 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日期 2023 上傳時間 2-Aug-2023 13:09:43 (UTC+8) 摘要 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.參考文獻 連育吟（2010）。中文同音字密度對口語詞彙辨識歷程的影響。（碩士論文）取自臺灣博碩士論文知識加值系統。 魏華、汪濤、周宗奎、馮文婷、丁奎（2016）。疊音品牌名稱對消費者知覺和偏好的影響。Acta psychologica sinica, 11, 1479–1488.李佳穎、徐峻賢、張亞寧、陳薇帆、趙培君（2015）。音形一致性對中文字辨識之影響。Language and linguistics (Taipei), 16(4), 535–554.Cheong and Cheong, Y. (2021). Updating the foote, cone & belding grid revisiting the product classifications of the fcb grid for online shopping and contemporary consumers’ decision making. Journal of Advertising Research, 61(1), 12–29.Fang, S. P. and Horng, R.Y. (1985). The consistency effects in the Chinese character and pseudo-character naming tasks.Klink and Athaide, G. A. (2012). Creating brand personality with brand names. Marketing Letters, 23(1), 109–117.Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5–20.Krishna. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. Krishna, Cian, L., and Aydınoğlu, N. Z. (2017). Sensory Aspects of Package Design. Journal of Retailing, 93(1), 43–54.Krugman. (1962). AN APPLICATION OF LEARNING THEORY TO TV COPY TESTING. Public Opinion Quarterly, 26(4), 626–634.Krugman. (1966). THE MEASUREMENT OF ADVERTISING INVOLVEMENT. Public Opinion Quarterly, 30(4), 583–596.Kuehnl and Mantau, A. (2013). Same sound, same preference? Investigating sound symbolism effects in international brand names. International Journal of Research in Marketing, 30(4), 417–420.Lee, C. Y., Tsai, C. L., Su, C.I., Tzeng, J. L., and Hung, L. (2005). Consistency, Regularity, and Frequency Effects in Naming Chinese Characters. Language and Linguistics (Taipei), 6(1), 075–107.Lowrey and Shrum, L. J. (2007). Phonetic Symbolism and Brand Name Preference. The Journal of Consumer Research, 34(3), 406–414.Milliman. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46(3), 86–.Stout, P., and Leckenby, J. D. (1988). Let the music play: Music as a nonverbal element in television commercials. In S. Hecker, & D. W. Stewart (Eds.), Nonverbal communication in advertising (pp. 207–233).Sundar and Noseworthy, T. J. (2016). Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation. The Journal of Consumer Research, 43(1), 44–67.Vaughn. (1986). How advertising works: a planning model revisited. Journal of Advertising Research, 26(1), 57–.Wu, Klink, R. R., and Guo, J. (2013). Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism. Journal of Marketing Theory and Practice, 21(3), 319–330.Yorkston and Menon, G. (2004). A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments. The Journal of Consumer Research, 31(1), 43–51.Zampini, M., and Spence, C. (2005). Modifying the multisensory perception of a carbonated beverage using auditory cues. Food Quality and Preference, 16(7), 632–641. 描述 碩士
國立政治大學
國際經營與貿易學系
110351005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351005 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Jyh-Shen Chiou en_US dc.contributor.author (Authors) 張靖婕 zh_TW dc.contributor.author (Authors) Chang, Ching-Chieh en_US dc.creator (作者) 張靖婕 zh_TW dc.creator (作者) Chang, Ching-Chieh en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:09:43 (UTC+8) - dc.date.available 2-Aug-2023 13:09:43 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:09:43 (UTC+8) - dc.identifier (Other Identifiers) G0110351005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146330 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 110351005 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 2第三節 研究方法與流程 3第二章 文獻回顧與探討 4第一節 感官行銷之研究與應用 4壹、感官行銷之內涵與應用 4貳、聽覺於感官行銷的研究與應用 5第二節 產品類別之分類 5壹、消費者對產品之涉入程度 5貳、消費者認知產品之理性或感性程度 6第三節 品牌名稱之語音結構對消費者的影響 8壹、品牌名稱之語音結構影響消費者認知之產品屬性 8貳、品牌名稱之語音結構影響消費者認知之品牌個性 8第四節 中文字詞語音結構之分析討論 9第五節 研究假說推論 10第六節 研究假說整理 11第三章 研究設計與方法 14第一節 研究架構與假設 14第二節 研究變數選擇 14壹、產品之理性與感性類別 15貳、品牌名稱之形音一致性 18第三節 實驗設計 19第四節 問卷設計 20第四章 研究結果 21第一節 填答人之敘述統計 21第二節 問卷之信度分析 22第三節 操控檢定 23壹、產品種類歸類（理性或感性）是否正確 24第四節 形音一致性之延伸研究 25壹、形音一致性與品牌易讀性之關係 25第五節 假設驗證 26壹、品牌名稱之形音一致性對聯想與感受一致性之影響 26貳、品牌名稱之形音一致性對喜好度之影響 30參、品牌名稱之形音一致性對信任度之影響 31第五章 結論與建議 36第一節 研究結果與討論 36第二節 應用意涵與研究貢獻 38第三節 研究限制與未來發展建議 39參考文獻 41附錄一、前測問卷（一） 44附錄二、前測問卷（二） 46附錄三、正式問卷 47附錄四、形音一致性高之感性產品敘述 52 zh_TW dc.format.extent 1369228 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351005 en_US dc.subject (關鍵詞) 感官行銷 zh_TW dc.subject (關鍵詞) 品牌或產品名稱 zh_TW dc.subject (關鍵詞) 產品類別 zh_TW dc.subject (關鍵詞) 中文品牌名稱之形音一致性 zh_TW dc.subject (關鍵詞) Sensory Marketing en_US dc.subject (關鍵詞) Brand (Product) Names en_US dc.subject (關鍵詞) Product Category en_US dc.subject (關鍵詞) Consistency of Chinese Brand Names en_US dc.title (題名) 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 zh_TW dc.title (題名) The Effects of the Pronunciation of Chinese Brand Names on Customer Preference and Cognition en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 連育吟（2010）。中文同音字密度對口語詞彙辨識歷程的影響。（碩士論文）取自臺灣博碩士論文知識加值系統。 魏華、汪濤、周宗奎、馮文婷、丁奎（2016）。疊音品牌名稱對消費者知覺和偏好的影響。Acta psychologica sinica, 11, 1479–1488.李佳穎、徐峻賢、張亞寧、陳薇帆、趙培君（2015）。音形一致性對中文字辨識之影響。Language and linguistics (Taipei), 16(4), 535–554.Cheong and Cheong, Y. (2021). Updating the foote, cone & belding grid revisiting the product classifications of the fcb grid for online shopping and contemporary consumers’ decision making. Journal of Advertising Research, 61(1), 12–29.Fang, S. P. and Horng, R.Y. (1985). The consistency effects in the Chinese character and pseudo-character naming tasks.Klink and Athaide, G. A. (2012). Creating brand personality with brand names. Marketing Letters, 23(1), 109–117.Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5–20.Krishna. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. Krishna, Cian, L., and Aydınoğlu, N. Z. (2017). Sensory Aspects of Package Design. Journal of Retailing, 93(1), 43–54.Krugman. (1962). AN APPLICATION OF LEARNING THEORY TO TV COPY TESTING. Public Opinion Quarterly, 26(4), 626–634.Krugman. (1966). THE MEASUREMENT OF ADVERTISING INVOLVEMENT. Public Opinion Quarterly, 30(4), 583–596.Kuehnl and Mantau, A. (2013). Same sound, same preference? Investigating sound symbolism effects in international brand names. International Journal of Research in Marketing, 30(4), 417–420.Lee, C. Y., Tsai, C. L., Su, C.I., Tzeng, J. L., and Hung, L. (2005). Consistency, Regularity, and Frequency Effects in Naming Chinese Characters. Language and Linguistics (Taipei), 6(1), 075–107.Lowrey and Shrum, L. J. (2007). Phonetic Symbolism and Brand Name Preference. The Journal of Consumer Research, 34(3), 406–414.Milliman. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46(3), 86–.Stout, P., and Leckenby, J. D. (1988). Let the music play: Music as a nonverbal element in television commercials. In S. Hecker, & D. W. Stewart (Eds.), Nonverbal communication in advertising (pp. 207–233).Sundar and Noseworthy, T. J. (2016). Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation. The Journal of Consumer Research, 43(1), 44–67.Vaughn. (1986). How advertising works: a planning model revisited. Journal of Advertising Research, 26(1), 57–.Wu, Klink, R. R., and Guo, J. (2013). Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism. Journal of Marketing Theory and Practice, 21(3), 319–330.Yorkston and Menon, G. (2004). A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments. The Journal of Consumer Research, 31(1), 43–51.Zampini, M., and Spence, C. (2005). Modifying the multisensory perception of a carbonated beverage using auditory cues. Food Quality and Preference, 16(7), 632–641. zh_TW
