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題名 顧客體驗性價值、自我概念、品牌個性、品牌形象對品牌忠誠度影響之研究-以智慧型手機為例
A Study of the Impact of Experiential Value, Self-Concept, Brand Identity, Brand Image to Brand Loyalty-Take Smartphone as Example作者 杜家瑜 貢獻者 陳建維<br>鄭鴻章
杜家瑜關鍵詞 品牌個性
品牌形象
自我概念
體驗性價值
品牌忠誠度
智慧型手機日期 2013 上傳時間 21-七月-2014 15:34:58 (UTC+8) 摘要 近年來台灣民眾對於智慧型手機的依賴程度越來越高，隨著通訊費率調降、無線網路發展進步及平價化等因素,智慧型手機已融入民眾生活，不僅是通訊工具，也同時反映著使用者的生活風格與型態,並具有形象傳達的功能．從2008年在Apple宣布以iPhone 3G進軍電信業之後,許多國際品牌大廠開始重視原本只著重在滿足利基型市場的智慧型手機產品；因此，智慧型手機市場 也從2008年開始迅速由以往的利基型市場轉變為高度競爭的「紅海」戰區。當國際手機大廠皆注意到智慧型手機市場且當功能性手機市場幾乎已達到飽和狀態下,智慧型手機的廠商就必須絞盡腦汁來因應即將到來的激烈市場競爭。因此,除了智慧型手機廠商在硬體規格上的不斷推陳出新及價格上的低價競爭，如何去開發品牌以增加顧客忠誠度已是今日各廠商需重視的課題之一。本研究以問卷調查的實證研究方式，共得到有效問卷 226份，探討品牌形象、品牌個性、自我概念、顧客體驗性價值會如何影響品牌忠誠度,期望本研究能夠找出提供品牌廠商在品牌事業上的經營或行銷策略建議以期提升消費者的長期品牌忠誠度。研究結果發現：自我概念對於品牌個性與品牌形象皆有不同顯著的影響，而顧客體驗性價值受到產品使用行為的影響，顧客體驗價值對於品牌忠誠度也有顯著的影響，品牌個性及品牌形象對於品牌忠誠度皆有正向影響，其中象徵性品牌形象影響最為顯著; 最後,本研究針對不同自我概念下的智慧型手機消費者，根據本研究所論述之品牌個性和品牌形象因素,提出相關行銷建議與策略。 參考文獻 一、 中文部分1. 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國立政治大學
國際經營與貿易研究所
102351002
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351002 資料類型 thesis dc.contributor.advisor 陳建維<br>鄭鴻章 zh_TW dc.contributor.author (作者) 杜家瑜 zh_TW dc.creator (作者) 杜家瑜 zh_TW dc.date (日期) 2013 en_US dc.date.accessioned 21-七月-2014 15:34:58 (UTC+8) - dc.date.available 21-七月-2014 15:34:58 (UTC+8) - dc.date.issued (上傳時間) 21-七月-2014 15:34:58 (UTC+8) - dc.identifier (其他 識別碼) G0102351002 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67575 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 102351002 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 近年來台灣民眾對於智慧型手機的依賴程度越來越高，隨著通訊費率調降、無線網路發展進步及平價化等因素,智慧型手機已融入民眾生活，不僅是通訊工具，也同時反映著使用者的生活風格與型態,並具有形象傳達的功能．從2008年在Apple宣布以iPhone 3G進軍電信業之後,許多國際品牌大廠開始重視原本只著重在滿足利基型市場的智慧型手機產品；因此，智慧型手機市場 也從2008年開始迅速由以往的利基型市場轉變為高度競爭的「紅海」戰區。當國際手機大廠皆注意到智慧型手機市場且當功能性手機市場幾乎已達到飽和狀態下,智慧型手機的廠商就必須絞盡腦汁來因應即將到來的激烈市場競爭。因此,除了智慧型手機廠商在硬體規格上的不斷推陳出新及價格上的低價競爭，如何去開發品牌以增加顧客忠誠度已是今日各廠商需重視的課題之一。本研究以問卷調查的實證研究方式，共得到有效問卷 226份，探討品牌形象、品牌個性、自我概念、顧客體驗性價值會如何影響品牌忠誠度,期望本研究能夠找出提供品牌廠商在品牌事業上的經營或行銷策略建議以期提升消費者的長期品牌忠誠度。研究結果發現：自我概念對於品牌個性與品牌形象皆有不同顯著的影響，而顧客體驗性價值受到產品使用行為的影響，顧客體驗價值對於品牌忠誠度也有顯著的影響，品牌個性及品牌形象對於品牌忠誠度皆有正向影響，其中象徵性品牌形象影響最為顯著; 最後,本研究針對不同自我概念下的智慧型手機消費者，根據本研究所論述之品牌個性和品牌形象因素,提出相關行銷建議與策略。 zh_TW 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 3第三節 研究流程 4第二章 論文文獻探討 5第一節 品牌形象 5第二節 品牌個性 10第三節 自我概念 14第四節 顧客體驗性價值 17第五節 產品使用行為 21第六節 品牌忠誠度 23第三章 研究方法 24第一節 研究架構 24第二節 研究假說 25第三節 變數定義與衡量方式 31第四節 問卷設計與抽樣方法 36第五節 資料分析方法 38第四章 資料分析結果 39第一節 受訪者基本背景與資料 39第二節 因素分析 43第三節 問卷的信度與效度分析 49第四節 迴歸分析 51第五章 研究結論與建議 58第一節 研究結論與發現 58第二節 行銷實務與建議 62第三節 研究限制與未來研究方向發展 64參考文獻 65附錄一 研究問卷 74 zh_TW dc.format.extent 1728023 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351002 en_US dc.subject (關鍵詞) 品牌個性 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 自我概念 zh_TW dc.subject (關鍵詞) 體驗性價值 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.subject (關鍵詞) 智慧型手機 zh_TW dc.title (題名) 顧客體驗性價值、自我概念、品牌個性、品牌形象對品牌忠誠度影響之研究-以智慧型手機為例 zh_TW dc.title (題名) A Study of the Impact of Experiential Value, Self-Concept, Brand Identity, Brand Image to Brand Loyalty-Take Smartphone as Example en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文部分1. 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