品牌設計對消費者體驗、品牌信任與滿意之關係研究：以手工具產業為例

Research into Relationship between Brand Design and Consumer Experience, Brand Trust and Satisfaction: A Case Study of Hand Tool Industry

拾已寰(Yi-Hwan Shyr) ； 李泊諺(Po-Yen Lee) ； 梁家禎(Jia-Zhen Liang)

《績效與策略研究》 14卷2期 (2017/09) Pp. 21-38

https://doi.org/10.6736/JPSR.201709_14(2).0002

摘要

在體驗經濟時代來臨的二十一世紀，傳統代工產業面臨轉型需求。代工產業若要成功轉型為品牌，則必須讓消費者能夠在使用品牌的產品及服務－意即「品牌接觸點」時，有完美的體驗。本研究以台灣手工具產業為例，進行品牌設計接觸點對於消費者內化之體驗、品牌信任、品牌滿意的關係進行探討，期望本研究能讓台灣手工具代工產業以品牌設計體驗點作為設計、消費者體驗、乃至品牌價值發展提供重要參考軌跡。本研究問卷數據蒐集採用網路以及紙本方式，研究對象以台灣手工具產業為標的，最終取得150份有效樣本進行相關統計分析。分析方法採用結構方程式模型驗證構面之間之因果關係。研究結果如下；1.品牌的設計接觸點對於消費者品牌體驗呈現正向顯著關係2.消費者體驗對品牌信任度呈現正向顯著關係3.消費者體驗對品牌滿意度呈現正向顯著關係本研究結果顯示：手工具產業的品牌設計接觸點對於消費者體驗和品牌信任、品牌滿意有正向之影響關係，因此若台灣手工具產業若欲要轉型為自有品牌，首先可依照品牌設計接觸點進行產品規劃設計，然後將有效影響消費者品牌體驗，進而增加增加消費者的滿意度以及信任，這將有助於該產業品牌價值之提升。

關鍵字

體驗設計 ； 消費者體驗 ； 品牌信任 ； 品牌滿意 ； 品牌設計接觸點

並列摘要

With the advent of the era of economy of 21st century, traditional subcontracting industries are faced with the need for transition. If subcontracting industries intends to transit into brand successfully, consumer must have the perfect experience during their use of brand product and service -- ＂brand touch point＂. This research takes Taiwan's hand tool industry as the example to discuss the relationship between brand design touch point and consumer experience, brand trust and brand satisfaction. The findings can provide reference to the hand tool subcontracting industry in Taiwan for consumer experience and even brand value development. This study used both online and paper-based questionnaires to collect data. The target was the hand tool industry in Taiwan. A total of 150 valid samples were obtained for statistical analysis. Structural Equation Modeling was used to verify the causal relationship between dimensions. The research findings are as follows: 1. The brand design touch point has a significantly positive relationship with consumer experience. 2. Consumer experience has a significantly positive relationship with brand trust. 3. Consumer experience has a significantly positive relationship with brand satisfaction. The research results suggest that brand design touch point has a positive influence on consumer experience, brand trust and brand satisfaction in hand tool industry. Therefore, if the hand tool industry in Taiwan intends to transit into private brand, the product should be first planned and designed according to brand design touch point. Consumer brand experience will then be effectively affected to further increase consumer satisfaction and trust, which will be helpful to improve brand value of this industry.

並列關鍵字

experience design ； consumer experience ； brand trust ； brand satisfaction ； brand design touch point

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