網路品牌個性對品牌權益影響效果探究

企業經常會利用各種行銷活動，使顧客建立強烈的品牌個性知覺，進而産生品牌權益，以維其競爭優勢；在網路産業中亦然。雖然近年來網路産業發展快速，但過去卻甚少研究對網路品牌個性及其影響效果進行深入探計，因此，本研究旨在探究網路品牌權益之影響效果，針對台灣21大知名網路品牌進行研究，並分為「內容與服務提供型」、「社交型」及「電子商務型」三類加以分析。本研究採用網路問卷調查方式，收集4341個經常造訪之網路使用者樣本，結果發現「信任」、「吸引力」、「分享」、「有用性」、「創新」及「積極」等六個網路品牌個性構面，會對網路品牌權益會産生不同程度的影響效果；其次，三種不同類型的網路品牌在品牌個性構面對品牌權益的影響效果上亦有明顯差異。最後，本研究根據實證研究發現，提出對網路産業經營與研究上之結論與建議。

關鍵字

網路品牌；網路品牌個性；網路品牌權益；網路行銷

並列摘要

To build strong brand personality, companies often employee a wide variety of marketing tactics to enhance brand equity as well as sustain their competitive advantages, and so do the online businesses. Although online businesses have flourished in the past decade, few researches have actually discussed in-depth on e-brand personality and its impacts. Therefore, this study aims to probe into e-brand personality and its impacts on e-brand equity. This research analyzes top 21 Taiwanese e-brands and classifies them into three categories, content/service provider, social network and e-commerce. The study conducts an online survey collecting samples from 4341 frequent online users. The online survey result reveals that six e-brand personality factors-trustworthiness, attraction, share, usefulness, innovation and aggressiveness-show different degrees of influence on brand equity. In addition, the impact of e-brand personality on e-brand equity also varies diversely for the three categories of e-brands classified above. Finally based on the findings, further discussions and implications are provided for the online industry and research.