品牌體驗模型：探討產品類別、購物價值與通路類型之干擾效果

Brand Experience Model: Exploring the Moderating Effect of Product Type, Shopping Value and Channel Type

林姵婷(Pei-Ting Lin)

指導教授 ： 陳嬿伊

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00151

摘要

近年來，隨著體驗行銷與感性品牌行銷的風行，品牌體驗的議題備受重視。過去學者關注品牌體驗、品牌個性、忠誠度、滿意度與品牌體驗前因間的交互作用關係，然而，這關係是否會受到某些變數的影響而有所改變，卻未被驗證。因此，本研究以過去的理論為基礎，提出三個干擾變數：產品類別（搜尋品與體驗品）、購物價值類型（效用價值與享樂價值）、通路類型（品牌專賣店與非品牌專賣店），以探討品牌體驗與品牌體驗前因間的正向關係，是否會受到這些干擾變數的影響而有強度上的改變。研究結果顯示，在品牌體驗的提升上：（1）產品知覺的品牌刺激方面，搜尋品品牌所創造的品牌體驗會高於體驗品品牌；（2）品牌資訊刺激方面，擁有高效用價值的品牌購物者會獲得比擁有低效用價值的品牌購物者獲得更高的品牌體驗；（3）在實體環境、與銷售人員互動以及產品知覺的品牌刺激方面，擁有高享樂的品牌購物者會獲得比擁有低享樂價值的品牌購物者獲得更高的品牌體驗；（4）實體環境以及與銷售人員互動的品牌刺激方面，消費者在品牌專賣店中所獲得的品牌體驗會高於非品牌專賣店。因此，品牌管理者應該根據產品類型、通路型態與不同目標族群的購物價值偏好，提供顧客與品牌相關不同的刺激，才能有效地創造與提升品牌體驗。

關鍵字

品牌體驗 ； 搜尋品 ； 體驗品 ； 效用購物價值 ； 享樂購物價值 ； 品牌專賣店

並列摘要

The popularity of experiential marketing and emotional branding make the issue of brand experience become important. Research has investigated the concepts among brand experience, brand personality, loyalty, satisfaction and antecedents of brand experience, but is limited in exploring the boundary conditions of the effect of brand stimuli on enhancing customers’ brand experience. This study contributes to the theory by adding product type (search goods and experience goods), shopping value (utilitarian shopping value and hedonic shopping value) and channel type (brand store and retailer store) as the moderators to examine whether these variables influence strength of the correlation between brand experience and its antecedents. With regards to the enhancement of brand experience, the result indicates (1) product perception enhances more brand experience for consumers of search goods than those of experience goods; (2) information source enhances more brand experience for consumers of high utilitarian shopping value than those of low utilitarian shopping value; (3) physical environment, interaction with salesperson and product perception enhances more brand experience for consumers of high hedonic shopping value than those of low hedonic shopping value; (4) physical environment and interaction with salesperson in brand store enhances more brand experience than in retailer store. Hence, based on the finding of this study, brand managers should enhance the brand experience of their customers with an understanding of the characteristics of product, shopper and channel types, and then provide appropriate brand-related stimuli (antecedent of brand experience).

並列關鍵字

utilitarian shopping value ； hedonic shopping value ； brand store ； retailer store ； Brand experience ； search goods ； experience goods

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