品牌形象、知覺價值對顧客滿意度影響之研究-以Garmin智慧手錶為例

本研究旨在探討使用Garmin智慧手錶之顧客，品牌形象、知覺價值對顧客滿意度之影響。以使用過 Garmin智慧手錶之臺灣顧客為研究對象，使用立意抽樣之方法實施問卷發放，回收有效樣本 424 份，透過 SPSS23.0 統計軟體，以描述性統計、皮爾森積差相關及多元階層迴歸分析統計方法分析處理資料。本研究之結論如下：一、購買Garmin智慧手錶的顧客主要為31~40歲的未婚女性，具有大學(專科)以上的教育程度，月收入為40,001~60,000元間，從事規律運動年資5年以上且每周運動2-3次，主要運動以跑步及自行車為主，而Garmin智慧手錶多在線上購買。二、購買Garmin智慧手錶顧客之品牌形象與顧客滿意度有顯著相關，品牌形象的「象徵性」、「經驗性」兩個因素會正向影響顧客滿意度。三、購買Garmin智慧手錶顧客之知覺價值與顧客滿意度有顯著相關，知覺價值的「情感價值」、「功能價值」兩個因素會正向影響顧客滿意度。四、購買Garmin智慧手錶顧客，對於Garmin品牌的形象會隨著使用上的知覺價值感受的高低而影響顧客滿意度。品牌形象若伴隨著顧客高知覺價值就能產生較高顧客滿意度，反之，若品牌形象伴隨顧客低知覺價值，則會產生較低的顧客滿意度。

關鍵字

品牌形象；知覺價值；顧客滿意度； Garmin智慧手錶

並列摘要

The purpose of the study was to examine the effect on brand image, perceived value toward customer satisfaction for the users who are wearing a Garmin smartwatch in Taiwan. Field questionnaire surveys were administered through purposive sampling to Garmin smartwatch users in Taipei City Dajia Riverside Park from June to July in 2017, 424 valid samples were collected in total. The data were analyzed by descriptive statistics, Pearson Correlation and hierarchical regression and the results of this study were as followed. 1. The customer who has high brand image and perceived value will be related to high customer satisfaction. 2.The results from the hierarchical regression analysis revealed that two of the three brand image factors and that two of four perceived value factors under study were positively significant customer satisfaction. This study also examined that perceived value has brought moderating effect on the relationship between brand image and customer satisfaction. As the results conclude that Garmin should pay more attention to customer experience and customers’ emotion in order to increase their satisfaction.