由知覺價值及品牌忠誠度的觀點檢視品牌狂熱迷的行為

A study on fandom behavior with the view of brand loyalty and perception of brand

陳重佑(Chung-yu Chen)

指導教授 ： ARRAY(0xcb3f450)

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000132

摘要

狂熱迷(fans)由於他們對於產品有著獨特的見解與能夠說服人的知識，也經常與親友討論、交換產品的資訊，也習慣散播資訊與交換意見，讓他們對晚期使用者有著奇大的影響力。因此讓消費者發自內心想要你的產品或服務，再透過消費造就自我實現， 最好的方式就是讓消費者成為狂熱迷。 本研究以問卷調查的實證研究方式，利用奢侈品牌知覺價值(Brand Luxury Index )及品牌忠誠度(Brand Loyalty)探討Hello Kitty迷和蘋果電腦迷的行為。根據參考文獻， 設計滿意度的問卷；並以迴歸分析是否互有影響。針對兩個品牌消費者為問卷發放對象，抽樣方式採便利抽樣，共回收有效問卷份。採用AMOS統計軟體，進行實證分析，得到以下結論： 不論樣本為APPLE 迷或是KITTY 迷，知覺炫耀性之影響力影 響最小，但品質價值為兩實證樣本群最關鍵之構面。本研究建議在實務上，對於有心創造狂熱迷效果的品牌， 建立專賣店來展示產品的深度是相當重要的； 而若要成功操作品牌口碑議題， 則必須重視該品牌的對一般大眾的品牌形象問題， 而非只是單單考慮目標消費群對品牌的形象認知。 品牌的狂熱迷，不論是先了解這個品牌之後才引發品牌忠誠到最後狂熱的， 甚至是跳過前兩個步驟直接變成狂熱迷的， 在口碑傳播及收藏行為上都有對整體品牌銷售有絕對的助益。不論是盲從行為或是投機心理，其第一個要素就是要有狂熱迷為參考團體。本研究結果也指出，品牌忠誠度高的狂熱迷其外顯行為不一定是高調的炫耀或是擁有非常多的商品， 可能必須是更具有典藏的、限量的元素；本研究也顯示，狂熱迷不論在學歷高低、性別上都沒有顯著的差異。因此建議品牌廠商其努力重點應該放在如何誘發目標族群向外宣傳以及大量收藏的動機。 最後，在學術上，本研究特別將口碑宣傳、收藏傾向這一個變數從品牌忠誠度中抽離，發現兩者不一定呈現正向關係，因此後續的研究者或是業界在品牌忠誠度的衡量上要稍加注意。

關鍵字

奢侈品牌知覺價值 ； 狂熱迷 ； 品牌忠誠度

並列摘要

Fanatical fan s (fans), who have a unique perspective and convincing knowledge on the product or brand, often discuss and exchange information about products with families and friends. They also have a major impact force, disseminating information and exchanging views, to give the advanced users. Therefore, if you want your consumers would express their heartfelt anxiety to your product or service, and then create self-realization through consumption, the best way will be to allow consumer to become a fan.
This research uses the empirical study to measure Brand Luxury Index, and brand loyalty into Hello Kitty and Apple Computer fans behavior. The questionnaires aimed at the fans of brand with random sampling, and valid return with 301 copies. The statistic software AMOS is used to approach the analysis with the conclusion as follows：Research results through a simple regression analysis indicated that, regardless of sample APPLE fans or KITTY fans of perception whereby the Perceived Conspicuousness minimal impact, but the Perceived Quality of two positive samples were the most crucial dimensions. This study suggests that in practice, determined to create a fanatical fan effect for the brand, the establishment of shops to show case the depth of the product is very important; and to successfully operate the brand reputation issues, you must pay attention to the brand's brand image to the general public problems, rather than just consider the target consumer group of the image of the brand awareness.
Brand's fanatical fans, whether it is to first understand the brand after the trigger to the final fanatical brand loyalty, and even skip the first two steps directly into fanatical fans, in the word of mouth dissemination and collection behavior has on the overall brands ale shave absolute benefit. Herding behavior, whether or speculative psychology, its first element is to have a fanatical fan as a reference group. The results of this study also pointed out that the high brand loyalty remarkable acts of fanatical fans away from it is not necessarily a high – profile show off or to have a very large number of goods, may have to be more a collection, the limited number of elements; This study also showed that Fanatical fans, whether in academic high or low, no significant gender differences. Therefore recommends that brands should focus its efforts on how to publicize induced and a large collection of motives by target groups.
Finally, in the academic, this study specifically word of mouth publicity and collectors tend to these two variables from the brand loyalty in the flight and found that they do not necessarily show a positive relationship. The researchers or the follow-up measure of the industry in brand loyalty should pay attention to.

並列關鍵字

fanaticalfans (fans) ； Brand Luxury Index ； Brand Loyalty

參考文獻

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