賽德克．巴萊電影之品牌知覺價值、品牌忠誠度與熱迷行為關係研究-以魏德聖導演熱迷為例

A Study of Relationship among Perceived Value of Brand, Brand Loyalty and Fans Behavior of Movie Seediq Bale： Take the Fan's of Movie Director Wei Te-Shen as An Example

盧羽莘(Yu-Shin Lu)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300668

摘要

海角七號在台灣電影市場大賣之後，沉寂以久的台灣電影又開始受到消費者的矚目，消費者願意再度進入電影院支持台灣電影，並且購買電影的週邊商品及前往拍攝地點進行觀光，而賣座電影所帶來的經濟效益更是相當可觀，但因電影的消費特性使其在市場上有效壽命相對短暫，且票房隨上映時間減少，因此電影的行銷工作變得非常重要，電影產業裡「人」的價值對於電影擁有強烈且正面的影響，而導演更是電影的靈魂人物，導演透過電影畫面將電影故事做完美的詮釋，消費者一旦認同了導演也會產生心理上及行為上的支持行動，本研究認為熱迷的品牌知覺價值、品牌忠誠度及熱迷行為擁有正面相互影響關係並透過SPSS的迴歸分析驗證假說，研究結果發現:

1. 當熱迷對於品牌知覺價值越高，則對於該品牌的品牌忠誠度越高
2. 當熱迷對於品牌忠誠度越高，則熱迷行為越強烈
3. 當熱迷對於品牌知覺價值越高，則熱迷行為越強烈

研究中發現一群狂熱迷，而其在品牌知覺價值上明顯高於其他消費者，而他們在電影相關產品收藏上相當積極，並且也主動搜尋相關訊息並熱衷於電影相關討論。
品牌忠誠度對於賽德克．巴萊電影迷的品牌知覺價值與熱迷行為之間具有部分中介效果。因此魏德聖所屬之電影公司應提高熱迷的品牌忠誠度，則熱迷就會透過口碑傳播等方式幫助電影宣傳，並且主動蒐集相關訊息及週邊商品。另外本研究發現熱迷在蒐藏行為上，品牌知覺價值比口碑傳播多了品牌炫耀性及品牌自我延伸性，由此可得知，進行產品收藏的熱迷，更認為擁有品牌產品能夠展現自我，並且向其他消費者炫耀自己與他人不同。

關鍵字

品牌忠誠度 ； 品牌知覺價值 ； 熱迷行為 ； 品牌知覺指標 ； 電影行銷

並列摘要

Abstract
The Taiwan blockbusting movie “Cape No.7” has saved Taiwan movie market from long-term recession and drawn attention of consumers to support Taiwan movies. Subsequently, consumers buy tickets to watch movies while buying movie products and doing film tourism. A blockbuster brings considerable economic benefits. However, because of the consumption characteristic, the product life of cycle of a movie is relatively short and the sales reduce by time. Therefore, successful marketing of a movie is very important.
In the movie market, the value of “People” brings strong and positive effect on movies; the movie director, in particular, is the soul character, who perfectly presents a story through movie pictures. Once the director is recognized by consumers, they would like to provide psychological and physical support. In this research, it is hypothesized that the brand awareness, brand loyalty and fans behavior are related with positive effect. SPSS Regression is applied and the results listed below as the followings.
1. When the fans maintain higher brand awareness, they maintain higher brand loyalty.
2. When the fans maintain higher brand royalty, the fans behavior is stronger.
3. When the fans maintain higher brand awareness, their fans behavior is stronger.
From the research, frantic fans have higher brand awareness than other consumers. They are active to collect movie products and information and enthusiastic about discussing the topic.
For fans of the movie “Seedig Bale”, their brand awareness and fans behavior are partially influenced by brand loyalty. Therefore, the film company to which the movie director Wei Te-Shen is belonged should rise up the fans brand royalty so the fans will help to promote the movie by word of mouth and collect movie information and products on their own initiative. In addition, to compare the brand awareness and world of mouth in the fans collecting behavior, the research results show that conspicuous consumption and extended self of a brand exit in the brand awareness. As a result, the fans collecting movie products think that they are presented and the difference from other people is shown by having brand products.

並列關鍵字

Brand Awareness Index ； Brand Loyalty ； Fans Behavior ； Brand Awareness ； Movie marketing

參考文獻

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