Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/32542
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | 錢玉芬 | zh_TW |
dc.contributor.author | 何振維 | zh_TW |
dc.creator | 何振維 | zh_TW |
dc.date | 2004 | en_US |
dc.date.accessioned | 2009-09-17T05:22:36Z | - |
dc.date.available | 2009-09-17T05:22:36Z | - |
dc.date.issued | 2009-09-17T05:22:36Z | - |
dc.identifier | G0927520102 | en_US |
dc.identifier.uri | https://nccur.lib.nccu.edu.tw/handle/140.119/32542 | - |
dc.description | 碩士 | zh_TW |
dc.description | 國立政治大學 | zh_TW |
dc.description | 心理學研究所 | zh_TW |
dc.description | 92752010 | zh_TW |
dc.description | 93 | zh_TW |
dc.description.abstract | 本研究基於關係行銷以及品牌之重要性,以品牌關係作為研究切入角度,試圖補足在關係行銷研究中被忽略的另一端—消費者端的觀點。本研究從研究者的自身經驗出發,發現一群熱愛知名度不高、且單價昂貴的銀飾品—Chrome hearts,此種購買行為在旁人眼中是十分難以理解,本研究欲還原消費者眼中所見的意義,以深入瞭解造成此種購買行為的歷程與意涵。\n\n本研究採取質性研究中深度訪談作為資料收集的方法,以現象學方法進行資料分析,研究者先對自身進行詳實的反思,在瞭解自身的狀態之後進入對受訪者的分析。結果發現,這些喜歡Chrome hearts的受訪者共有六大主題浮現,分別是消費特性、對銀飾的鑑賞、品牌對消費者的意義、購買原因、購買行為、個人風格。研究者並據此將受訪者與Chrome hearts的關係釐出三種典型故事,分別是:自我表現、工藝極致與時尚追求,此外,在時尚追求的典型故事中發現消費者與品牌之間的關係內容會隨著消費者與品牌建立關係的時間長短而有所變化,而此部份是先前研究並未發現的,值得日後品牌關係的相關研究予以重視,並進一步研究。 | zh_TW |
dc.description.tableofcontents | 第一章 研究動機與目的…………………………………………………….1\n第二章 文獻探討…………………………………………………………….6\n第一節 關係行銷……………………………………………...……......7\n壹、關係行銷之興起…………………………………………………7\n貳、關係行銷的定義…………………………………………...........9\n參、關係行銷之現在與未來…………………………..…………...10\n第二節 品牌……………………………………………..……............12\n壹、品牌的意義…………………………………………………….12\n貳、品牌對消費者的意義…………………………………………..16\n第三節 品牌關係…………………………………………...………...20\n壹、品牌關係之意義………………………………………………..20\n貳、品牌關係之研究……………………………………………….22\n 一、品牌關係理論之浮現………………………………….……22\n 二、品牌關係理論之後續研究………………………………….30\n第三章 研究方法…………….……………………………………………..37\n第一節 質性研究取向………………………………………………..37\n第二節 研究設計…………...………………………………………...40\n壹、研究取向……………………………………………………….40\n一、互動取向……..……………..………………………………40\n二、批判取向………………………..…………………………..40\n三、建構取向……………..……………………………………..40\n貳、樣本來源……………………………………………………….41\n參、資料收集……………………………………………………….42\n一、收集方式的選擇……………..……………………….……42\n二、深度訪談………………………..………………………….43\n三、實際執行……………..…………………………………….44\n肆、資料分析過程…………………………………………………45\n一、資料分析程序……………………………………………...45\n二、本研究資料分析程序……………………………………...46\n伍、研究結果可靠性的檢驗………………………………………47\n第四章 研究結果…………….…………………………….......................51\n第一節 Chrome hearts的簡介...…………………………….……..51\n第二節 研究者的反思……………………......................................53\n壹、訪談前我與Chrome hearts…………………………………..55\n一、最棒的銀飾品…………………………………………….....55\n二、展現個人風格…………………………………………….....56\n三、挑戰社會價值……………………………………………….56\n貳、訪談後我與Chrome hearts…………………………………..57\n一、藝術品的收藏…………………………………………….....57\n二、個人風格的裝飾品……………………………………….....58\n三、專屬於我的特殊…………………………………………….60\n參、訪談前後我的差異……………………………………...……..60\n第三節 消費者與Chrome hearts關係的主題內容…………..........63\n壹、消費特性……………………………………………………….67\n一、價格昂貴才夠屌……………..…………...………………...67\n二、強調價格反映價值……………………..…………………..68\n三、重視產品的獨特性…………………………………............69\n貳、對銀飾的鑑賞…………………………………………………..70\n一、銀飾中只喜歡Chrome hearts……………..……….…….70\n二、對銀飾具有普遍知識…………………………..…………..70\n三、對銀飾深具專業知識……………………………………....71\n參、品牌對消費者的意義………………………….………………71\n一、Chrome hearts讓我看起來很特殊……………..…………73\n二、Chrome hearts手工的質感表現出我的品味..…………...73\n三、強烈男性表徵的設計風格…………………………………74\n四、其餘個別的意義…………………………………………….76\n肆、購買原因……………………………………………………….78\n一、為了展現個人風格……………..…………………………...78\n二、因為喜歡藝術品…………………..………………………..79\n三、沒有理由的……………………………………...................80\n伍、購買行為……………………………………………………….81\n一、對Chrome hearts的熱愛……………..…………………...81\n二、少見的購買行為…………………..………………………..83\n陸、個人風格………………………………………………………..85\n一、打扮新潮的Dark……………..………………………….... 85\n二、內斂、簡單的Cohiba…………………..…………………..86\n三、嘗試Chrome hearts風格的受訪者………………………87\n第四節 消費者與Chrome hearts的典型故事………….................89\n壹、透過Chrome hearts來自我展現……………………………93\n貳、欣賞Chrome hearts是工藝極致的一種表現………………97\n參、以擁有Chrome hearts表達追求時尚……………………..100\n一、才與Chrome hearts相識不久的Seraph…………..……101\n二、仍與Chrome hearts熱戀的Ason…………..…………..103\n三、已對Chrome hearts熱情逐漸消退的Raul…………..…105\n第五章 結論與建議……………………………………………...….……107\n第一節 消費者與Chrome hearts...…………………………..…..107\n壹、消費特性………………………………………………………108\n貳、對銀飾的鑑賞…………………………………………………108\n參、品牌對消費者的意義…………………………………………109\n肆、購買原因………………………………………………………109\n伍、購買行為………………………………………………………110\n陸、個人風格……………………………………………………...110\n第二節 消費者與Chrome hearts典型故事之整合…………........112\n壹、首次接觸Chrome hearts……………………………………114\n貳、與Chrome hearts的初期關係………………………………114\n參、與Chrome hearts的後續關係………………………………115\n肆、影響消費者與Chrome hearts之間關係的因子……………118\n伍、意義、行為與關係三者之間的相互影響與建構…………….119\n第三節 與文獻對話…………......................................................123\n壹、品牌相關的研究…………………………………….………..123\n一、品牌關係研究之對應……………..………………….……123\n二、關係品質的相互對照……………..……………………….125\n三、忠誠的消費者?……………………………………..........126\n貳、奢侈品的研究…………………………..……………………128\n參、男性研究………………………………………………………129\n第四節 檢討與建議……………………………….………..............132\n壹、研究歷程的檢討………………………………………………132\n一、受訪者選取方面…………………………………………..132\n二、研究方法的選擇…………………………………………..133\n貳、品牌關係的未來研究…………………………………………133\n一、擴大產品的選擇…………………………………………..133\n二、加入時間的面向…………………………………………..134 | zh_TW |
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dc.language.iso | en_US | - |
dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0927520102 | en_US |
dc.subject | 品牌 | zh_TW |
dc.subject | 品牌關係 | zh_TW |
dc.subject | 深度訪談 | zh_TW |
dc.subject | 質性研究 | zh_TW |
dc.title | 品牌關係的質性研究─以Chrome hearts為例 | zh_TW |
dc.type | thesis | en |
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item.grantfulltext | open | - |
item.fulltext | With Fulltext | - |
item.languageiso639-1 | en_US | - |
item.openairetype | thesis | - |
item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
item.cerifentitytype | Publications | - |
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