- 學位論文
感性行銷與顧客行為意向之關係－以品牌聯想為中介變數
The Relationship Between Emotional Marketing and Intention of Behaviour－The Mediating Roles of Brand Associations
摘要
在現今以顧客為導向的行銷市場中，感性行銷創造有別於以往以推式行銷手法，利用令顧客感動的人性化產品及服務，來拉近與顧客之間的距離，並成為現代企業行銷發展趨勢。此外，感性行銷在企業品牌價值傳遞上不僅扮演著重要角色，對於顧客在品牌忠誠度及支付酬溢上亦有著的重要影響。 本研究感性行銷為出發點，並品牌聯想加入為中介變數，探討感性行銷是否可透過品牌聯想對顧客的行為意向之關係為何。在研究方式上採用驗證性方法，以問卷調查方式進行，研究對象以與感性行銷主題相配合之星巴克及SONY新力公司的消費購買者為主，分別回收548份及338份有效樣本數，並以LISREL進行實證分析，結果發現理論模式適配情形良好，研究結果多數假說被支持，證實感性行銷可透過品牌聯想提高顧客忠誠度與支付價格溢價的顧客行為意向。
並列摘要
In today’s customer-oriented marketing market, Emotional Marketing is differen from the push marketing strategies, it use of moving our customers personal products and services to narrow the distance between customers and become the trend of development of contemporary corporation. The value of Emotional Marketing in the corporate brand also play an important delivery role, and improve customer loyalty and influence customers to pay more. In this study, the starting point for Emotional Marketing, and add brand association as mediators then discussed what relationship between brand association and coustomer behavioural intention. In the research methods we used confirmatory method and distribute questionnaires to the companies which fit in our research topic, there are Starbucks and Sony. This paper used 548 and 338 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The result show that Emotional Marketing and customer behavioral intention have positive relationship through brand association.