購後滿意度對產品品牌與通路品牌形象之影響-以電商平台為例

電子商務近幾年有相當快速的發展，尤其是在2020年COVID-19病毒爆發後，嚴重的疫情以及法令的限制讓民眾不敢甚至是不能外出時，電子商務更是在全球迎來了爆炸式的成長，臺灣也沒有例外的壟罩在這份電子商務的熱潮當中。本研究在這個背景之下針對電子商務進行文獻探討，發現有不少研究者提出現在臺灣的電子商務已經進入了由綜合型電商平台領導的電商平台經濟，部分學者更指出在這種電商平台經濟之下，會因為電商平台的收益模式不可避免的出現「大者恆大，小者恆小」中小企業經營的小電商很難在電商平台上出頭的情況發生。本研究想了解在品牌形象上是否會一樣有「強者越強，弱者越弱」的現象發生。因此本研究想探討在電商平台進行購買後，收到產品並使用後產生的品牌形象，是否會因為產品與電商平台的滿意度不同而有所影響?而這兩者滿意度的不同是否又會對電商平台的品牌形象造成影響?因為產品本身的品牌知名度較高而降低消費者購買的知覺風險時，是否又會對產品與電商平台的品牌形象產生不同的影響? 針對以上的問題本研究經過問卷調查與數據分析後的結果顯示，產品和電商平台的滿意度與產品和電商平台的品牌形象之間皆有非常顯著的正相關。其中產品的品牌形象受到產品的滿意度影響的程度，明顯的比受電商平台滿意度要多，且透過產品知名度的干擾，產品的品牌形象受電商平台滿意度影響的成分還會大幅降低。反觀電商平台的品牌形象雖然是受電商平台的滿意度影響較多，但產品的滿意度仍會對電商平台滿意度造成很大的影響，兩者之間的差距並沒有像產品的品牌形象中差距那麼大，受到產品知名度干擾時兩者影響力下降的比例也相差不大。因此可以得知中小企業在好的電商平台上架產品，對自身的品牌形象仍會是有加分作用但更重要的是要顧好自身產品的品質與知名度。電商平台方面除了顧好自身平台品質，也要監督好上架商品的質量才是最有利於電商平台品牌形象的作法。

關鍵字

電商平台；品牌滿意度；品牌形象；產品知名度

並列摘要

In recent years, there has been significant rapid development in e-commerce, especially after the outbreak of the COVID-19 virus in 2020. The severe pandemic and government restrictions prevented people from going out, which led to explosive growth in e-commerce worldwide. Taiwan is no exception and has been engulfed in this e-commerce boom. This study aims to explore e-commerce in this context through a literature review. It was found that many researchers have proposed that Taiwan's e-commerce has entered an era dominated by comprehensive e-commerce platforms. Some scholars further point out that under this e-commerce platform economy, the inevitable "rich get richer, poor get poorer" phenomenon occurs, making it difficult for small e-commerce businesses to stand out on these platforms. This study seeks to understand whether a similar "stronger get stronger, weaker get weaker" phenomenon occurs in terms of brand image. Therefore, the study aims to investigate whether the brand image formed after purchasing and using products on e-commerce platforms is influenced by different levels of satisfaction with the product and the e-commerce platform. Furthermore, whether these differences in satisfaction levels affect the brand image of the e-commerce platform. It is also explored whether the high brand recognition of the product itself, which reduces consumers' perceived risk of purchase, has a different impact on the brand image of the product and the e-commerce platform. Based on questionnaire surveys and data analysis, the results of this study show a significant positive correlation between satisfaction with the product and the e-commerce platform and the brand image of both the product and the e-commerce platform. The brand image of the product is significantly more affected by satisfaction with the product than satisfaction with the e-commerce platform. Additionally, through the interference of product recognition, the influence of satisfaction with the e-commerce platform on the brand image of the product is significantly reduced. On the other hand, although the brand image of the e-commerce platform is more influenced by satisfaction with the platform, satisfaction with the product still has a significant impact on satisfaction with the e-commerce platform. The difference between the two is not as large as the difference in the brand image of the product. When product recognition interferes, the proportion of influence reduction is also similar. Therefore, it can be concluded that for small and medium-sized enterprises, listing products on a reputable e-commerce platform can have a positive effect on their brand image, but it is more important to ensure the quality and recognition of their own products. For e-commerce platforms, besides maintaining the quality of the platform itself, supervising the quality of listed products is the most beneficial practice for the brand image of the e-commerce platform.