旅遊網站之行銷溝通組合與品牌權益關係之研究－以涉入程度、顧客價值為干擾變數

A Study of the Relationship between Marketing Communication Mix and Brand Equity in Internet Travel Using Involvement and Customer Value as Moderating Variables

孫儷芳(Li-Fang Sun) ； 鄧怡君(Yi-Chun Teng)

《行銷評論》 6卷4期 (2009/12) Pp. 485-499

https://doi.org/10.29931/MR.200912.0001

摘要

多樣化的行銷溝通工具若無有效的整合，很容易造成資源的浪費，甚至造成顧客認知混淆而導致反效果。因此，行銷理論與實務建議行銷人員應該在了解產品與顧客的特性下，周密規劃與整合各類的溝通工具，此不僅可清楚、一致的傳達產品與服務訊息，並可建立顧客對企業的品牌權益。隨著網際網路的普及，企業行銷溝通模式亦隨之改變，本文旨在探討行銷溝通組合（廣告／公共關係／直效行銷／促銷／事件行銷）與品牌權益之關係，並以涉入程度與顧客價值為干擾變數進行研究。研究對象為曾在旅遊網站有購物經驗之顧客，採問卷調查法蒐集研究資料。研究發現：(1)事件行銷對品牌權益有顯著正向影響；(2)顧客價值對品牌權益有顯著正向影響；及(3)顧客價值對促銷對品牌權益具有干擾效果。

關鍵字

行銷溝通組合 ； 品牌權益 ； 涉入程度 ； 顧客價值

並列摘要

With the popularity of internet increasing in recent years, the enterprises have incorporated different strategies in marketing. The marketers have applied integrated marketing communication to distribute product and service information as well as to establish customer-to-enterprise brand equity. The purpose of this research is to explore how the marketing communication mix (advertisement/sales promotion/direct marketing/public relationship/marketing event) affect brand equity in Internet Travel, adding involvement and customer value as mediating factors. The research is conducted using customers who have purchasing experience in Internet travel agencies as subjects, and data are collected through questionnaires. The results indicate that (1) marketing event has significant positive effect on brand equity, (2) customer value has significant positive effect on brand equity, and (3) the customer value is significant as a mediator variable of sales promotion on brand equity.

並列關鍵字

Marketing Communication mix ； Brand Equity ； Involvement ； Customer Value

參考文獻

Kotler P.(2002).Marketing Management.Prentice Hall Inc.

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