品牌形象與口碑對主觀幸福感以產品涉入為干擾之效果

A Research of the Impact of Brand Image and WOM on subjective well-being - A Case of Zeng Zhi-Yuan Chocolate

許芝嘉 ； 劉家瑜 ； 張玉萱 ； 林奕廷

《圖文傳播藝術學報》 2021 (2021/03) Pp. 80-91

摘要

曾志元巧克力結合在地化的情感價值，經過獨特發酵製成以及精美包裝的高級巧克力為市場定位，其產品充分展現了地方特產的魅力。本研究探究三個構面：「品牌形象」、「口碑」、「產品涉入」對消費者對曾志元巧克力的主觀幸福感受影響程度，也探討「產品涉入」作為干擾變數對口碑與品牌形象跟消費者主觀幸福感之間的關係。研究結果指出曾志元巧克力的品牌形象與口碑會正向影響到消費者主觀幸福感，而產品涉入程度會負向影響到消費者主觀幸福感以及口碑、品牌形象與主觀幸福感之間的關係，即產品涉入導致消費者對於其品牌之主觀幸福感降低。本研究成果期待能提供曾志元巧克力在產品推廣行銷策略之參考，從消費者的主觀幸福感受度來探究並強化消費者對於曾志元巧克力的品牌形象和口碑的認知價值。

關鍵字

曾志元巧克力 ； 品牌形象 ； 口碑 ； 產品涉入 ； 主觀幸福感 ； 在地化

並列摘要

Recently the Ping-Tong government has been actively promoting cocoa cultivation in terms of the COA provision in order to transform the economic agriculture of betel nuts into the coca nuts industry which corresponds to the subtropical climate, among which the coca is one of the major promotions from Ping-Tong government. Merged with the value of localization and the indigenous product essence , processed with unique fermentation, recognized as high-end market positioning, Zheng Zhi-Yuan Chocolate and its product line fully showcases the charisma of local products. This essay deconstructs down on three major aspects (Brand image, Reputation, and Product Involvement) and how those three aspects influence the consumers on the level of subjective well-being of Zheng Zhi-Yuan Chocolate. Besides, this essay also analyzes the product involvement, functioned as a market variable, influences among the relation of reputation, brand image and subjective well-being. The final result of this research indicates that the brand image of Zheng Zhi-Yuan Chocolate and reputation can positively affect the subjective well-being whereas the product involvement can negatively affect the relation among the reputation, brand image and subjective well-being, lowering the levels of consumer subjective well-being. The result of this research aims at providing the references of product marketing strategy for Zheng Zhi-Yuan Chocolate, initiating from the perspective of consumers in strengthening the brand image and reputation. Therefore, the brand recognition shall be established.

並列關鍵字

Zheng Zhi-Yuan Chocolate ； Brand image ； WOM ； Product involvement ； Subjective well-being ； Localization