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題名 品牌關係：顧客價值與品牌愛慕
Brand relationship: customer value and brand love作者 沈經洪
Shen, Ching Hung貢獻者 洪順慶
Horng, Shun Ching
沈經洪
Shen, Ching Hung關鍵詞 品牌愛慕
正向幻覺
品牌關係
顧客價值
brand lov
positive illusion
brand relationship
customer value日期 2011 上傳時間 30-Oct-2012 11:18:25 (UTC+8) 摘要 本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響，前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入，探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意，以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺（情人眼裡出西施）現象是否也會出現在品牌關係，藉由驗證品牌愛慕者對品牌評價的理想化，說明品牌愛慕的感性影響機制。研究一透過質化研究發掘維繫品牌關係的關鍵，兩階段研究共訪談27位受訪者，分析結果發現要讓消費者忠於品牌，光靠顧客滿意是不夠的，還要讓消費者對品牌產生愛慕，方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性，藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗，實證結果顯示：（1）品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數，顧客滿意則是體驗價值對行為忠誠的完全中介變數。（2）品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。（3）功能與象徵價值對品牌愛慕有顯著的正向影響，體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激，探究其對智慧型手機品牌評價的影響，以大學生為受測對象，得到315份完整樣本，研究發現：（1）過去研究認為正向幻覺僅存在於人際關係中，本研究發現正向幻覺可適用於顧客品牌關係。（2）相較於低品牌愛慕者，高品牌愛慕者對品牌的評價存在理想化的現象。（3）高品牌愛慕者會放大正向事件的認知重要性與頻率，並淡化負向事件的頻率。最後，參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。 參考文獻 李美枝，2002，社會心理學—理論研究與應用，第三版，台北：文笙書局。洪順慶，2002，行銷管理，第二版，台北：新陸書局。洪順慶，2003，從心行銷：從滿意到愛慕的服務訣竅，台北：天下文化。Aaker, Jennifer, Susan Fournier, & S. Adam Brasel (2004), “When Good Brands Do Bad,”Journal of Consumer Research, 31 (June), 1-16. 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國立政治大學
企業管理研究所
98355501
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355501 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun Ching en_US dc.contributor.author (Authors) 沈經洪 zh_TW dc.contributor.author (Authors) Shen, Ching Hung en_US dc.creator (作者) 沈經洪 zh_TW dc.creator (作者) Shen, Ching Hung en_US dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 11:18:25 (UTC+8) - dc.date.available 30-Oct-2012 11:18:25 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 11:18:25 (UTC+8) - dc.identifier (Other Identifiers) G0098355501 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54523 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 98355501 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 本研究分別從理性層面與感性層面探討品牌愛慕對品牌關係的影響，前者由品牌愛慕與顧客滿意在顧客品牌關係架構中扮演的角色切入，探討如何藉由功能、體驗與象徵價值增進品牌愛慕與顧客滿意，以及品牌愛慕與顧客滿意對依賴與行為忠誠的相對影響。後者探討人際關係中的正向幻覺（情人眼裡出西施）現象是否也會出現在品牌關係，藉由驗證品牌愛慕者對品牌評價的理想化，說明品牌愛慕的感性影響機制。研究一透過質化研究發掘維繫品牌關係的關鍵，兩階段研究共訪談27位受訪者，分析結果發現要讓消費者忠於品牌，光靠顧客滿意是不夠的，還要讓消費者對品牌產生愛慕，方能維繫品牌關係。研究二藉由量化研究驗證品牌愛慕與品牌關係的關聯性，藉由調查法蒐集北、中、南三所大學共130位學生對誠品書店的消費經驗，實證結果顯示：（1）品牌愛慕是功能與象徵價值對依賴與行為忠誠的完全中介變數，顧客滿意則是體驗價值對行為忠誠的完全中介變數。（2）品牌愛慕取代顧客滿意成為影響依賴與行為忠誠的主要變數。（3）功能與象徵價值對品牌愛慕有顯著的正向影響，體驗價值則對顧客滿意有顯著的正向影響。研究三以實驗法操弄品牌愛慕與行銷刺激，探究其對智慧型手機品牌評價的影響，以大學生為受測對象，得到315份完整樣本，研究發現：（1）過去研究認為正向幻覺僅存在於人際關係中，本研究發現正向幻覺可適用於顧客品牌關係。（2）相較於低品牌愛慕者，高品牌愛慕者對品牌的評價存在理想化的現象。（3）高品牌愛慕者會放大正向事件的認知重要性與頻率，並淡化負向事件的頻率。最後，參考研究結論提出品牌管理的研究與管理意涵及未來研究方向。 zh_TW dc.description.tableofcontents 內文目錄摘要 ……………………………..……………………………………………... Ⅰ目錄 ……………………………………………………………………………. Ⅱ圖目錄 …………………………………………………………………………. Ⅲ表目錄 …………………………………………………………………………. Ⅳ第一章 緒論 …………………………………………………….…..……... 1第一節 研究背景 ………………………………………….…………... 1第二節 研究目的與問題 ……………………………………………… 5第三節 研究範圍與流程 ……………………………………………… 7第二章 文獻探討 …………..…………………………………………..…… 9第一節 顧客品牌關係 …………..………………………..…………… 10第二節 品牌愛慕 ……………………………………………………… 18第三節 體驗與顧客價值 ………………………………….…………... 28第四節 正向幻覺 ……………………………………………………… 40第三章 品牌愛慕與品牌關係之初探與驗證 ……………………………….. 43第一節 研究一：品牌關係架構初探 .……………………..…………. 44第二節 研究二：觀念架構與研究假設 ………………………............ 53第三節 研究二：研究方法與設計 .……………………..………. …... 58第四節 研究二：研究分析與結果 …………………………………… 61第四章 正向幻覺、品牌愛慕對品牌評價之影響 ………………………….. 75第一節 研究三：觀念架構與研究假設 ………………………............ 75第二節 研究三：研究方法與設計 .……………………..………. …... 80第三節 研究三：研究分析與結果 …………………………………… 89第五章 結論與建議 ….………………….….…………………….………….. 106第一節 研究結論與意涵…………….……………………...………….... 106第二節 管理意涵……………………………………………………….... 115第三節 研究限制與未來研究方向 ……………………………….…... 119參考文獻 ……………………………………………………………………… 122附錄一：研究一訪談摘要整理 ….…………………………………………... 133附錄二：研究二衡量模式說明 ….…………………………………………... 136附錄三：研究二象徵價值與顧客滿意之探討……………………………….... 137附錄四：研究三正式問卷 ….……………………………………….……….. 138圖目錄圖1-1 本研究流程 ………………………………………………….………. 8圖2-1 顧客基礎品牌權益金字塔 ………………………………………….. 15圖2-2 消費者行為之資訊處理觀點與體驗觀點之比較 …………….......... 30圖2-3 價格、品質與價值之方法鏈結模式 …….…………………………. 38圖3-1 研究程序 …………………………………………………....….......... 43圖3-2 研究二之觀念架構與假設模式圖 …………………………….......... 54圖3-3 通過假設檢定之構念關係圖 ………………………………….......... 67圖3-4 中介效果（功能價值品牌愛慕依賴與行為忠誠） .................. 67圖3-5 中介效果（象徵價值品牌愛慕依賴與行為忠誠） .................. 69圖3-6 中介效果（體驗價值顧客滿意行為忠誠） ……….................. 69圖3-7 競爭模式 …….………………………………………………………. 72圖4-1 研究三之觀念架構 …………………….…………….……...………. 78圖4-2 品牌愛慕與子構念之關係 …………….…………….……...………. 96圖4-3 品牌愛慕與行銷刺激對品牌評價的交互作用 .…….……...………. 101表目錄表2-1 品牌關係型態之分類 ……………………………………...……….. 13表2-2 愛情類型之分類 …………………………………………....………. 19表2-3 品慕愛慕與其他相關構念之比較 ………………………....………. 19表2-4 態度的效果層級模式 ………………………………………………. 32表2-5 傳統行銷與體驗行銷之比較 ……….……………………............… 32表2-6 情緒之構面 ………………………………………………....………. 34表2-7 體驗之定義 ………………………………………………....………. 35表2-8 顧客價值之定義 …………………………………………....………. 35表2-9 顧客價值的分類 …….……………………………………..……….. 38表3-1 研究一第一階段受訪者之特性描述 ……………….……...………. 47表3-2 研究一第二階段受訪者之特性描述 ……………….……...………. 50表3-3 中介與結果變數衡量問項 ………………………………...……….. 58表3-4 前置變數衡量問項 …………..…………………………......………. 59表3-5 研究二受測者之特性描述 ………………………………...……….. 61表3-6 研究二之信度分析 ………………………………………..………... 62表3-7 研究二之收斂效度分析 …………………………………....………. 63表3-8 研究二之鑑別效度分析 ……………………………………………. 65表3-9 假設模式關係數值與假設檢定結果 ...…………………………….. 66表3-10 中介效果檢測（SEM法：功能價值品牌愛慕依賴與行為忠誠） 68表3-11 中介效果檢測（SEM法：象徵價值品牌愛慕依賴與行為忠誠） 69表3-12 中介效果檢測（SEM法：體驗價值顧客滿意行為忠誠） .... 70表3-13 中介效果檢測（Baron & Kenny方法與Sobel Test） ..................... 71表4-1 研究三之研究設計 …………………….…………….……...……… 80表4-2 研究三前測之受測者特性描述 …………….……….……............. 89表4-3 正、負向事件的成對T檢定結果 …………………………............ 90表4-4 研究三之受測者特性描述 …………….……………..……...……... 91表4-5 研究三之信度分析 ………………..………………………………… 92表4-6 研究三之收斂效度分析 …………………………………….............. 93表4-7 研究三之鑑別效度分析……………………………..…..…………….. 94表4-8 品牌愛慕二階驗證項因素分析結果 ………………..…..………….. 95表4-8 品牌愛慕二階驗證項因素分析結果 ………………..…..………….. 95表4-9 品牌愛慕操弄檢定之組別統計量 …………………………….......... 97表4-10 品牌愛慕操弄檢定之獨立樣本檢定 …….…………..…..…………. 97表4-11 正、負向事件之敘述統計 ……………………….…..…..…………. 98表4-12 品牌愛慕、正向事件與品牌評價之敘述統計 ……..…..………….. 99表4-13 誤差變異量的 Levene 檢定等式 …………………….……………. 99表4-14 受試者間效應項的檢定 ………………………………..….………... 100表4-15 正向事件與品牌愛慕的組別統計量 ……………………….………. 102 表4-16 正向事件對高低愛慕者品牌評價的影響（獨立樣本檢定） …….. 102表4-17 負向事件與品牌愛慕的組別統計量 ……………………….………. 102 表4-18 負向事件對高低愛慕者品牌評價的影響（獨立樣本檢定）.............. 102表4-19 品牌愛慕對正向事件重要性與頻率認知的影響 ….…..…………... 103表4-20 品牌愛慕對正向事件重要性與頻率認知的影響獨立樣本檢定 ….. 103表4-21 品牌愛慕對負向事件重要性與頻率認知的影響 …..…..…….. …... 104表4-22 品牌愛慕對負向事件重要性與頻率認知的影響獨立樣本檢定 ….. 104表5-1 功能、體驗與象徵價值對品牌愛慕與顧客滿意之影響力比較 ….. 107表5-2 品牌愛慕、顧客滿意對依賴與行為忠誠之影響力比較 ..………… 110表5-3 品牌愛慕、正負向事件對品牌評價的主、交互效果檢定結果 ….. 111 表5-4 正、負向事件與品牌愛慕對品牌評價的影響 ..…………………… 111 表5-5 品牌愛慕對正、負向事件認知重要性與發生頻率的影響 ……….. 112表5-6 品牌愛慕各子構面差異分析 ………………………..…..………….. 114表6-1 前置變數之對應訪談摘要 ……………………………….................. 133表6-2 中介變數之對應訪談摘要 ……………………………….................. 135表6-3 結果變數之對應訪談摘要 ……………………………….................. 136表6-4 構念平均數與變異數 ……………….……………………................. 138 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355501 en_US dc.subject (關鍵詞) 品牌愛慕 zh_TW dc.subject (關鍵詞) 正向幻覺 zh_TW dc.subject (關鍵詞) 品牌關係 zh_TW dc.subject (關鍵詞) 顧客價值 zh_TW dc.subject (關鍵詞) brand lov en_US dc.subject (關鍵詞) positive illusion en_US dc.subject (關鍵詞) brand relationship en_US dc.subject (關鍵詞) customer value en_US dc.title (題名) 品牌關係：顧客價值與品牌愛慕 zh_TW dc.title (題名) Brand relationship: customer value and brand love en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 李美枝，2002，社會心理學—理論研究與應用，第三版，台北：文笙書局。洪順慶，2002，行銷管理，第二版，台北：新陸書局。洪順慶，2003，從心行銷：從滿意到愛慕的服務訣竅，台北：天下文化。Aaker, Jennifer, Susan Fournier, & S. 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