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題名 高科技產品品牌價值之研究：以手機產品為例
A Study of the Brand Value of High-Technology Products: the Case of Mobile Phone
作者 葉淑婷
Yieh, Shu Ting
貢獻者 陳建維
葉淑婷
Yieh, Shu Ting
關鍵詞 品牌價值
顧客價值
涉入程度
自我概念
國家文化
高科技
Brand value
Customer value
Involvement
Self-Concept
National Culture
High-technology
日期 2006
上傳時間 8-十二月-2010 14:31:51 (UTC+8)
摘要 高科技產品要打動消費者的心，已不能如同過去只強調其功能價值，要在激烈競爭環境中脫穎而出，無形價值更顯得重要。本研究引用Park, Jaworski and MacInnis (1986)的研究，將品牌帶給顧客的價值分為功能性、象徵性、體驗性價值。根據研究結果，在消費者心中重視的是高科技品牌的功能性與象徵性價值，因此廠商在推出高科技產品時，除產品本身功能要能具吸引力外，在行銷手法上須建立與其他品牌區隔的象徵意義，使消費者能將該產品視為自我身份象徵的徽章(badge)。另一方面，消費者在選購此項產品的涉入程度普遍都很高，而目前市面上產品功能是大同小異，廠商要能使其產品出奇制勝，同樣要以無形價值下手，以增加對消費者的吸引力。此外，本研究發現消費者購買高科技產品時，根據的並非自己的真實特性，而可能是消費者理想的自我。至於，國家文化與品牌聯想之顧客價值的關係在本研究中並不顯著。
Nowadays, the functional value of the high-tech products is not attractive enough to the consumers. For consumers, they want more values of high-tech products, especially the intangible values. According to Park, Jaworski and MacInnis’ (1986) research, the brand value from customer`s point of view could divide into the functional, symbolic and the experiential value. In this research, the consumers more care the functional and symbolic value of high-technology brands. Therefore, the merchants must emphasize on its products’ symbolic value to distinguish from the other brands, especially there is no big difference on the functional side. The customers would like to make the high-tech products as their badge. On the other hand, the consumers feel highly involvement with the high-tech products. The merchants must clothe its high-tech products with more intangible value to defeat the other brands. In addition, this research discovered the consumers might not follow their real characters but ideal self when they purchased the high-tech products. Furthermore, there is no significant relation between the national culture and the brand value in this research.
參考文獻 中文部分
1. 毛治國 (1985)，高科技企業之戰略面與管理面的特性，現代管理月刊，96期，p. 64-66
2. 何雍慶、蘇子炘、張永富 (2004)，消費者體驗與訊息處理路徑對品牌延伸購買態度之影響，行銷評論，秋季1卷1期，p.1-20
3. 李吉彬 (2004)，自我形象一致性對真實與虛擬產品購買意願之影響─功能型、享樂型與象徵型產品之比較分析，國立政治大學企業管理研究所未出版碩士論文
4. 林淑真 (2000)，生活型態與購買涉入對品牌權益的影響研究－以電子字典為例，國立政治大學廣告研究所未出版碩士論文
5. 吳祉芸 (2002)，兩岸品牌個性之跨文化比較─以報紙廣告為例，國立政治大學企業管理研究所未出版碩士論文
6. 陳光榮 (2001)，高科技產業的行銷策略，經濟情勢暨評論季刊，7卷1期
7. 陳佳慧 (2004)，模糊新服務發展模式，國立高雄第一科技大學行銷與流通管理系未出版碩士論文
8. 黃俊英 (1986)，高科技產品的行銷，現代管理月刊，108卷，p. 18-20
9. ______ (2004)，行銷管理：策略性的觀點，華泰出版
10. 張重昭 (1999)，高科技產品特質、行銷問題與行銷決策，台北市銀月刊，20卷12期，p. 38-56
11. 張淑青 (2006)，顧客忠誠驅動因子之研究—顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響，輔仁管理評論，13卷1期，p.107-132
12. 楊國樞 (1994)，中國人的價值觀--社會科學觀念，桂冠圖書公司，台北
13. 趙志揚、黃啟倫 (2004)，台灣高科技產業知識管理人員能力內涵研究，人力資源管理學報，夏季號，4卷2期 p. 01-24
14. 蔡宏明 (1999)，我國高科技產業發展面對的挑戰與因應對策，經濟情勢暨評論季刊，5卷1期
15. 劉玉琰(1999)，行銷學─理論與實務，智勝文化出版
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17. 蕭峯雄譯 (1984)，高度技術密集產業之定義，工業簡訊，14卷3期，p. 09-11
英文部分
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4. Belch, Geroge E. and Landon, E. Laird Jr. (1977), Discriminant Validity of a Product-Anchored Self-Concept Measure, Journal of Marketing Research, May, Vol. 14, p.252-256.
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7. Butz, Howard E Jr, and Goodstein, Leonard D.(1996), Measuring customer value: gaining the strategic advantage, Organizational Dynamics, Vol. 24, Iss. 3, p. 63-78
8. Campbell, Richard M. JR. (2002), Measuring Consumers’ Evaluations of the Functional, Symbolic, and Experiential Benefits of Brands, Dissertation, Department of Marketing and the Graduate School of the University of Oregon.
9. Clark T. (1990), International Marketing and National Character: A review and proposal for an integrative theory. Journal of Marketing, Vol. 54, p.66-79
10. Dolich, Ira. J. (1969), Congruence relationships between self-images and product brands, Journal of Marketing Research vol. 6, February, p.80-84
11. Eegel, J.F., et al.（1982），Consumer Behavior，4th ed.，Hwa-Tai Co. Engel, James F. and Roger D. Blackwell and P.W. Miniard (1986), Consumer Behavior, Chicago: The Dryden
12. Engel, J. F., Blackwell, R. D., and Miniard. P. W.（1995）. Consumer behavior, New York: Dryden Press
13. Gale, Bradley T. (1994) Managing Customer Value: creating quality and service that customers can see. The Free Press, New York, NY.
14. Heard, Ed(1993), Walking the Talk of Customer value, National Productivity Review, Vol. 13 Iss. 1, p. 21-27
15. Hofstede, G. (1980), Culture’s Consequences: International differences in work-related values, Beverly Hills, CA: Sage Publications.
16. ____________ (1991), Cultures and Organizations: Software of the mind, Berkshire, England: McGrow-Hill Book Company.
17. Holbrook, Morris B. (1999), Consumer Value: A Framework for Analysis and Research, London; New York : Routledge
18. Holbrook, Morris B. (2005), Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection, Journal of Business Research, Jan, Vol. 58, Iss. 1, p. 45-61
19. Houston, Michael J. and Rothschild, Michael L. (1978), Conceptual and Methodological Perspectives in Involvement, Research Frontiers in Marketing：Dialogues and Directions ,ed. S. Jain ,Chicago：American Marketing Association, p.184-187
20. Hong, Jae. W., and Zinkhan, George M. (1995), Self-concept and advertising effectiveness, and response mode. Psychology and Marketing vol. 12, p.53-77
21. Hong, S. T. and Wyer, R. S.(1990), “Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product’s Country of Origin and Information about Its Specific Attributes,” International Marketing Review, Vol.6, p.47-58
22. Kale, S. H., and Barnes, J. W. (1992), Understanding the Domain of Cross-Cultural Buyer-Seller Interactions, Journal of International Business Studieds, Vol. 23, Iss. 1, P.101-132
23. keller, Kevin Lane (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, Jan, Vol. 57, Iss. 1, p. 1-22
24. Kluckhohn, F. R., and Strodtbeck, F. T. (1961), Variations in Value Orientations, Westport, CT: Greenwood Press.
25. Lanz, Garold and Loeb, Snadra (1996), Country-of-Original and Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory. Advance in Consumer Research, Vol. 20, p684-689
26. Lastovicka, J. L. and Gardner, D. M. (1979), Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement, Journal of Advertising Research, December, Vol. 25, p.48-56.
27. Levy, S. J. (1959), Symbols by which we buy, In L. H. Stockman (Ed.), Advancing marketing efficiency Chicago: American Marketing Association, p. 409-416
28. Malhotra, Naresh K. (1981), A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts, Journal of Marketing, Nov, Vol. 18, p. 456-464.;
29. McCarty, J. A., and Hattwick, P. M. (1992), Cultural Value Orientations: A Comparison of Magazine Advertisements from the United States and Mexico. Advances in Consumer Research, Vol: 19, P.34-38
30. Monroe, Kent B. (1990), Pricing: Making Profitable Decisions, 2nd, McGraw-Hill
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33. Park, C. W., Jaworski, B. J., & MachInnis, D. J. (1986), Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, Iss.4, p.135-145.
34. Petty, Richard E. and Cacioppo, John T.(1981), Attitude and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: Wm. C. Brown Company.
35. Rosenberg, M. (1979), Conceiving the self. New York: Basic Books, Inc.
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p. 164-171
37. Sirgy, Joseph M. (1982), Self-Concept in Consumer Behavior: A Critical Review, Journal of consumer Research, Dec., Vol. 9, Iss. 3, p.287-300
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39. Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th, New Jersey: Prentice-Hall, Inc.
40. ___________ and Douglas, S. P. (1987), Diversity in Product Symbolism: The Case of female executive clothing, Psychology and Marketing p Vol. 4, p.189-212
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46. ___________, (1986), Conceptualizing Involvement, Journal of Advertising, Vol. 15 Iss. 2 p.4-14
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48. Zhang, Y. and Gelb, B. D. (1996), Matching Advertising Appeals to Culture: the Influence of Products’ Use Conditions. Journal of Advertising, Vol. 25, Iss. 3, p.29-46
描述 碩士
國立政治大學
管理碩士學程(AMBA)
94362030
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094362030
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (作者) 葉淑婷zh_TW
dc.contributor.author (作者) Yieh, Shu Tingen_US
dc.creator (作者) 葉淑婷zh_TW
dc.creator (作者) Yieh, Shu Tingen_US
dc.date (日期) 2006en_US
dc.date.accessioned 8-十二月-2010 14:31:51 (UTC+8)-
dc.date.available 8-十二月-2010 14:31:51 (UTC+8)-
dc.date.issued (上傳時間) 8-十二月-2010 14:31:51 (UTC+8)-
dc.identifier (其他 識別碼) G0094362030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49584-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 管理碩士學程(AMBA)zh_TW
dc.description (描述) 94362030zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 高科技產品要打動消費者的心，已不能如同過去只強調其功能價值，要在激烈競爭環境中脫穎而出，無形價值更顯得重要。本研究引用Park, Jaworski and MacInnis (1986)的研究，將品牌帶給顧客的價值分為功能性、象徵性、體驗性價值。根據研究結果，在消費者心中重視的是高科技品牌的功能性與象徵性價值，因此廠商在推出高科技產品時，除產品本身功能要能具吸引力外，在行銷手法上須建立與其他品牌區隔的象徵意義，使消費者能將該產品視為自我身份象徵的徽章(badge)。另一方面，消費者在選購此項產品的涉入程度普遍都很高，而目前市面上產品功能是大同小異，廠商要能使其產品出奇制勝，同樣要以無形價值下手，以增加對消費者的吸引力。此外，本研究發現消費者購買高科技產品時，根據的並非自己的真實特性，而可能是消費者理想的自我。至於，國家文化與品牌聯想之顧客價值的關係在本研究中並不顯著。zh_TW
dc.description.abstract (摘要) Nowadays, the functional value of the high-tech products is not attractive enough to the consumers. For consumers, they want more values of high-tech products, especially the intangible values. According to Park, Jaworski and MacInnis’ (1986) research, the brand value from customer`s point of view could divide into the functional, symbolic and the experiential value. In this research, the consumers more care the functional and symbolic value of high-technology brands. Therefore, the merchants must emphasize on its products’ symbolic value to distinguish from the other brands, especially there is no big difference on the functional side. The customers would like to make the high-tech products as their badge. On the other hand, the consumers feel highly involvement with the high-tech products. The merchants must clothe its high-tech products with more intangible value to defeat the other brands. In addition, this research discovered the consumers might not follow their real characters but ideal self when they purchased the high-tech products. Furthermore, there is no significant relation between the national culture and the brand value in this research.en_US
dc.description.tableofcontents 第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究步驟
第二章 文獻探討
第一節 高科技產品特性
第二節 品牌與顧客價值
第三節 消費者特性與購買決策
第四節 國家文化
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 變數定義與衡量方法
第四章 問卷分析
第一節 樣本描述
第二節 信度分析
第三節 資料分析
第四節 其他發現
第五章 結論與建議
第一節 結論與討論
第二節 建議與貢獻
第三節 研究限制與未來研究方向
參考文獻
附錄一 品牌聯想之顧客價值衡量指標
附錄二 問卷內容(英文版 貨幣單位：歐元)
附錄三 問卷內容(英文版 貨幣單位：英鎊)
附錄四 問卷內容(法文版 貨幣單位：歐元)		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094362030en_US
dc.subject (關鍵詞) 品牌價值zh_TW
dc.subject (關鍵詞) 顧客價值zh_TW
dc.subject (關鍵詞) 涉入程度zh_TW
dc.subject (關鍵詞) 自我概念zh_TW
dc.subject (關鍵詞) 國家文化zh_TW
dc.subject (關鍵詞) 高科技zh_TW
dc.subject (關鍵詞) Brand valueen_US
dc.subject (關鍵詞) Customer valueen_US
dc.subject (關鍵詞) Involvementen_US
dc.subject (關鍵詞) Self-Concepten_US
dc.subject (關鍵詞) National Cultureen_US
dc.subject (關鍵詞) High-technologyen_US
dc.title (題名) 高科技產品品牌價值之研究：以手機產品為例zh_TW
dc.title (題名) A Study of the Brand Value of High-Technology Products: the Case of Mobile Phoneen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 1. 毛治國 (1985)，高科技企業之戰略面與管理面的特性，現代管理月刊，96期，p. 64-66zh_TW
dc.relation.reference (參考文獻) 2. 何雍慶、蘇子炘、張永富 (2004)，消費者體驗與訊息處理路徑對品牌延伸購買態度之影響，行銷評論，秋季1卷1期，p.1-20zh_TW
dc.relation.reference (參考文獻) 3. 李吉彬 (2004)，自我形象一致性對真實與虛擬產品購買意願之影響─功能型、享樂型與象徵型產品之比較分析，國立政治大學企業管理研究所未出版碩士論文zh_TW
dc.relation.reference (參考文獻) 4. 林淑真 (2000)，生活型態與購買涉入對品牌權益的影響研究－以電子字典為例，國立政治大學廣告研究所未出版碩士論文zh_TW
dc.relation.reference (參考文獻) 5. 吳祉芸 (2002)，兩岸品牌個性之跨文化比較─以報紙廣告為例，國立政治大學企業管理研究所未出版碩士論文zh_TW
dc.relation.reference (參考文獻) 6. 陳光榮 (2001)，高科技產業的行銷策略，經濟情勢暨評論季刊，7卷1期zh_TW
dc.relation.reference (參考文獻) 7. 陳佳慧 (2004)，模糊新服務發展模式，國立高雄第一科技大學行銷與流通管理系未出版碩士論文zh_TW
dc.relation.reference (參考文獻) 8. 黃俊英 (1986)，高科技產品的行銷，現代管理月刊，108卷，p. 18-20zh_TW
dc.relation.reference (參考文獻) 9. ______ (2004)，行銷管理：策略性的觀點，華泰出版zh_TW
dc.relation.reference (參考文獻) 10. 張重昭 (1999)，高科技產品特質、行銷問題與行銷決策，台北市銀月刊，20卷12期，p. 38-56zh_TW
dc.relation.reference (參考文獻) 11. 張淑青 (2006)，顧客忠誠驅動因子之研究—顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響，輔仁管理評論，13卷1期，p.107-132zh_TW
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