品牌功能性價值對品牌識別、品牌領導及口碑之影響-以Google Maps為例

The Influence of Brand Functional Value on Brand Identification, Brand Leadership and WOM: In the case of Google Maps

張瑋庭(Wei-Ting Chang)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系企業經營碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00740

摘要

網際網路能整合雲端與實體資料，提供帶有功能價值的軟體來滿足使用者需求，然而使用者往往只會選擇其信任且符合認同感的品牌所提供的產品，故建立自身品牌價值對科技企業而言是很重要的。本研究即是以此為出發點，選擇科技業有絕對領先優勢的Google品牌中，被視為實用性很高的功能性產品Maps(地圖)為研究核心，來了解產品的品牌功能性價值是否可以提升品牌識別，進而使品牌達到品牌領導的地位，讓使用者願意持續傳遞正向口碑。研究調查以紙本及網路問卷進行，共取得926份有效問卷，並使用SPSS AMOS 20.0做數據分析，所得研究結果如下：一、品牌功能性價值對品牌識別有顯著的正向影響；二、品牌識別對品牌領導中的品質、知覺價值、創新性、受歡迎度都有顯著正向影響；三、品牌領導中的知覺價值、創新性、受歡迎度對口碑有顯著正向影響；四、品牌領導的品質與口碑兩者無相關；五、品牌功能性價值對品牌識別會受平均使用時間短者影響較大；六、品牌領導的知覺價值對口碑會受平均使用時間短者影像較大；七、品牌領導的受歡迎度對口碑會受到平均使用時間長者影響較大。本研究最後統整了針對科技品牌的分析結果，來說明研究結論，包含理論意涵及管理意涵的詳細說明及未來研究建議，以提供參考依據於科技產業管理者或後續相關研究。

關鍵字

品牌功能性價值 ； 品牌識別 ； 品牌領導 ； 口碑

並列摘要

The Internet can integrate cloud and physical data to provide software with functional value to meet the needs of users. However, users often only choose products provided by brands that they trust and conform to their sense of identity. Therefore, building their own brand value is important for technology enterprises. This study is based on the above, we choose Google Map, which is regarded as a highly practical functional product of Google brand, which has an absolute leading edge in the technology industry, as the core of this research to understand whether the product’s brand functional value can enhance brand identification, and then make the brand reach the position of the brand leader, so that users are willing to continue to pass on positive word of mouth. The research survey was using paper and online questionnaires, and a total of 926 valid questionnaires were obtained, and SPSS AMOS 20.0 was used for data analysis. The results of the research are as follows: 1. Brand functional value has a significant positive impact on brand identification; 2. Brand identification has a significant positive impact on the quality, perceived value, innovativeness, and popularity of brand leadership; 3. the perceived value, innovativeness, and popularity of brand leadership have a significant positive impact on word-of-mouth; 4. There is no correlation between the quality of brand leadership and word-of-mouth; 5. The brand functional value has a greater impact on brand identification by people with a short average time of use; 6. The perceived value of brand leadership has a greater impact on word-of-mouth people with a short average time of use; 7. The popularity of brand leadership will have a greater impact on word-of-mouth by those with a long average time of use. This study finally consolidated the analysis results for technology brands to illustrate the research conclusions, including detailed explanations of theoretical and management implications, and future research recommendations and provides technology industry managers or follow-up related research as a reference basis.

並列關鍵字

Brand Functional Value ； Brand Identification ； Brand Leadership ； Word-of-Mouth

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