品牌知覺價值、品牌忠誠度與熱迷行為之研究
-以電影KANO迷為例

近年來文創產業受到各國政府的重視，而電影產業不僅原本在休閒娛樂上就有著舉足輕重的地位，在文創產業上也逐漸被重視；而台灣國片市場開始受到重視是在2008年，由魏德聖導演所拍的海角七號，本片因票房極佳，使得國片又開始引起消費者的注意，雖電影為生命週期較短的一個產業，但先前已有研究證實，這種短期時效性之品牌也能為明星、導演等創造出一群死忠熱迷。本研究透過AMOS結構方程模式來驗證BLI品牌知覺價值、品牌忠誠度、熱迷行為假說與關聯性，並以電影迷為本研究之對象，研究結果發現： 1. 消費者對BLI品牌知覺價值愈高，則對該品牌忠誠度愈高。 2. 消費者之品牌忠誠度愈高，則對該品牌熱迷行為愈強。 3. 消費者對品牌之知覺價值愈高，則對該品牌熱迷行為愈強。實證中發現BLI品牌知覺價值中的五個構面：炫耀性、獨特性、品質性、獨特性、品質性及自我延伸性皆為顯著，代表「新奢侈品」也能對消費者帶來「傳統奢侈品」的舒適、愉悅的感受。近年來由於網路的普及，一部有高票房的電影幕後一定有許多行銷宣傳手法，但電影行銷已不是單純在傳統媒體上打廣告這麼簡單，必需善用網際網路、電子媒體及網路社團的曝光與口碑傳播，使其花費最低成本來達到最高效果，許多公司甚至出現「網路粉絲團管理員」的職缺，畢竟這對預算不高的國片商來說極其重要，但前提是電影本身內容要讓觀眾喜歡，否則這種手法將會讓片商信譽全失，往後再有新電影時，再好的行銷手法都不見得會引起消費者的關注。最後，本研究驗證了品牌忠誠度有部分中介的效果存在，因此只要透過行銷手法來提高熱迷的品牌忠誠度，熱迷們就會自發性地透過口碑傳播的方式來幫助電影宣傳，並主動蒐集週邊商品及相關訊息，當品牌忠誠度提高，正面口碑將會一直被傳播下去，且會再培養出新的忠誠顧客。

關鍵字

熱迷行為；品牌知覺價值；品牌忠誠度；品牌知覺指標；電影行銷

並列摘要

The Cultural and Creative Industries have been highly valued by many counties in recent years, and the movie industry plays an important part not only in people’s entertainment but also in the Cultural and Creative Industries. However, people didn’t pay much attention to the cinema of Taiwan until 2008, when the movie Cape No. 7 directed by Wei Te-Shen received huge box office success and aroused consumers’ interest in Taiwanese movies. Although the life cycle of movies is relatively short, some studies have proven that the short-term brands can also bring a great number of fans to the movie stars and the movie directors. In this study, we set the fans of KANO as the research target and applied Amos structural equation modeling to verify the relationship among perceived value of brand, brand loyalty and fan’s behavior. The result shows as follow： 1. The higher consumer perceived value of the brand is, the higher brand loyalty is. 2. The higher consumer brand loyalty is, the stronger fans behavior is. 3. The higher consumer perceived value of the brand is, the stronger fans behavior is. The result shows that the Five Dimensions of perceived value of brand are noticeable, indicating “New Luxuries” can also bring consumers the feelings of comfort and pleasure that “Luxuries” provide. Due to the wide spread of the Internet these years, a blockbuster usually results from various marketing and promotion strategies. Nevertheless, movie marketing is not simply to advertise on the traditional media, but rather to achieve the best effect at the lowest cost by making good use of the exposure and word-of-mouth effects on the Internet, electronic media, and the social networking sites. For this reason, many companies even have vacancies for fan page managers because this method is beneficial to filmmakers on a tight budget. In addition, these marketing strategies must be carried out on the condition that the movie appeals to audiences. Otherwise, this technique may undermine the reputation of the filmmaker, and when a new movie is released, the filmmaker will have difficulty attracting consumers’ attention, even with the best marketing strategy. Last but not least, this study verifies that partial mediation exists in brand royalty. Therefore, if fans’ brand royalty is strengthened through marketing strategies, fans will spontaneously help to promote the movie via word of mouth and collect accessories as well as related information. When brand royalty rises, positive word of mouth will be spread widely and hence create new royal customers.

並列關鍵字

Fans ； Brand Awareness ； Brand Loyalty ； Movie marketing

參考文獻

林伯修、林國棟 (2012)，媒體再現與臺灣國球的系譜，體育學報，45卷3期，pp.227-245。

林建煌(2002)，「消費者行為」，p.224-228。

盧羽莘 (2013)，賽德克．巴萊電影之品牌知覺價值、品牌忠誠度與熱迷行為關係研究-以魏德聖導演熱迷為例，中原大學企業管理研究所碩士論文。

Aaker, D. A. (1991). Managing Brand Equity： Capitalizing on the Value a of a Brand Name. New York： The Free Press.

Agustin, C., & Singh, J. (2005). “Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges.” Journal of Marketing Research , Vol. 42, No. 1, pp.96-108.

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品牌知覺價值、品牌忠誠度與熱迷行為之研究 -以電影KANO迷為例

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