品牌形象、品牌認同、顧客品牌投入及購買意願之關聯性研究－以Z世代消費者為例

The Effect of The Study of Impact from Brand Image, Brand Identity, and Customer Brand Engagement on Purchase Intention-Take Generation Z as an Example

蔡昕妤(H.Y. Tsai) ； 高欣(H. Kao) ； 施善贏(S. Y. Shih)

《紡織綜合研究期刊》 32卷3期 (2022/07) Pp. 109-127

https://doi.org/10.6439/TTRJ.202207_32(3).0014

摘要

美國巴克萊投資銀行研究指出（2018）Z世代逐漸成為消費主力的時代，其影響力及消費力也相對的是未來一項重要的指標。美國皮尤研究中心（2019）定義Z世代是出生於1997至2012之間的新興世代。Z世代消費者喜歡購物，尤其他們享受參與整個購物的流程，包含搜尋、比價、接觸、瀏覽等等，在他們可以負擔的情況下也會願意購買更高價的品牌（Thomas Rüdiger Smith, 2020）。Z世代是科技的重度使用者，他們把科技視為一種工具去善用它（Van den Bergh & Behrer, 2016）。他們崇尚互惠的精神，善用社群分享專業、喜好、理念及近況，享受社群帶來的歸屬感，也渴望其賦予的連結感（Facebook, 2019）。他們將社群媒體視為一個工具並且透過社群媒體的頻繁使用，關注世界各地最新的趨勢，再經由社群媒體散播想法、表達意識及拓展影響力。社群媒體平台的出現，為人類提供了一個虛擬的溝通交流平台，隨著新科技的發展，現今已有各種不同形式的社群媒體平台，且各有不同的使用族群，企業可藉由社群媒體行銷活動，向顧客傳遞品牌資訊，建立起與顧客之間的關係。本研究以Z世代為主軸，藉由社群媒體行銷活動的四個構面，娛樂性、互動性、潮流性，與口碑，探討該族群的社群媒體使用情形與偏好，以及對於品牌形象、品牌認同、顧客品牌投入及購買意願之間的影響。以問卷發放方式蒐集量化資料，研究結果顯示，品牌形象與品牌認同，會正向影響顧客品牌投入的程度，顧客品牌投入程度會正向影響顧客的購買意願。社群媒體行銷活動在品牌形象與顧客品牌投入之間扮演中介角色，社群媒體行銷活動也會在品牌認同與顧客品牌投入之間扮演中介角色。

關鍵字

Z世代 ； 社群媒體行銷活動 ； 品牌形象 ； 品牌認同 ； 顧客品牌投入 ； 購買意願

並列摘要

Barclays Investment Bank (2018) pointed out that Generation Z is gradually becoming the main consumer, and its influence and consumption power are relatively important indicators in the future. The Pew Research Center (2019) defines Gen Z as an emerging generation born between 1997 and 2012. Gen Z consumers love shopping, especially they enjoy being involved in the entire shopping process, including search, price comparison, contact, browsing, etc., and are willing to buy higher-priced brands if they can afford it. Gen Z are heavy users of technology, and they see technology as a tool to make good use of it. They advocate the spirit of reciprocity and make good use of the community to share their professions, preferences, ideas and current situations, enjoy the sense of belonging brought by the community, and yearn for the sense of connection it gives (Facebook, 2019). Social media platforms provides a virtual communication platform for human beings. With the development of new technologies, there are now various forms of social media platforms, and each has different user groups. Enterprises can transport brand information to customers and establish relationships with customers by social media marketing activities. This research mainly explores Gen Z's social media usage and preferences according to the four dimensions of social media marketing activities: entertainment, interactivity, trendiness, and word of mouth. Quantitative data is collected by questionnaire distribution. The research results shows that brand image and brand identity will positively affect the degree of customer brand engagement, and the degree of customer brand engagement will positively affect customers' purchase intentions. Furthermore, both brand image and brand identity can affect customer brand engagement through the mediator of the social media marketing activities.

並列關鍵字

Generation Z ； brand image ； brand identity ； customer brand engagement ； purchase intention ； social media marketing activities