消費者品牌依戀對品牌權益影響之研究－以臺灣五星級飯店為例

The Influence of Consumer Brand Attachment on Brand Equity: The Case of Five Star International Hotel in Taiwan

羅旭壯(She-Juang Luo)

《休閒觀光與運動健康學報》 10卷1期 (2020/02) Pp. 32-51

摘要

本研究的目的主要是探討五星級飯店品牌依戀對品牌權益影響之研究，以臺灣五星級飯店消費者為樣本，針對曾入住臺灣五星級飯店之消費者發出250份問卷，有效問卷共計195份問卷。本研究透過結構方程式整體模式配適度評估，驗證以上兩者之關係。本研究結果發現，消費者品牌依戀對品牌權益有顯著影響，因品牌依戀與品牌權益之間有所關聯，此也延伸相關領域研究的文獻，最後也提出結論與建議，以供學者與研究人員未來從事旅館業相關研究之參考。

關鍵字

消費者 ； 品牌依戀 ； 品牌權益 ； 飯店業

並列摘要

The purpose of this study is to investigate the impact of consumer brand attachment on brand equity, taking five-star hotels in Taiwan as an example. Two hundred and fifty questionnaires were sent to consumers who had stayed in five-star hotels in Taiwan, of which a total of one hundred and ninety-five questionnaires were valid. This study validates the above-mentioned two factors through overall model fit of structure equation modeling. The results of this study show that consumer brand attachment has a significant impact on brand equity, therefore, documents of relevant fields of research are extended. Finally, that related document puts forward conclusions and suggestions for scholars' and researchers' references for their future research on the related hotel industry.

並列關鍵字

consumer ； brand attachment ； brand equity ； hotel industry