品牌經驗對顧客滿意影響之研究─以地位消費為調節變數

The Effect of Brand Experience on Customer Satisfaction- The Moderating Role of Status Consumption

顏琬陵(Wan-Ling Yen)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

至今，仍然沒有一個研究深入探討品牌經驗中與顧客滿意度之間的關係，因此，本研究除了探討這四個組成構面(感官經驗、情感經驗、行為經驗與認知經驗)與滿意度之關係，更針對不同層級的地位性消費之調節效果進行研究。本研究採用4×2之因素設計調查去測驗品牌經驗對顧客滿意度之影響，研究資料來自網路問卷，並採用線性迴歸分析。結果顯示品牌經驗中的感官經驗、行為經驗及認知經驗對顧客滿意度有正向影響。此外，當消費者具有較高地位性消費傾向，感官經驗和認知經驗將影響其對品牌之滿意度。

關鍵字

品牌經驗 ； 地位消費 ； 顧客滿意

並列摘要

Until now there has not been an in-depth analysis for the link between the four brand experience dimensions (sensory, affective, intellectual, and behavioral) and customer satisfaction. This study focuses on four dimensions of brand experience that may influence customer satisfaction when consumer has different types of status consumption. This experiment using a 4 × 2 between- subject design to examine the effect of brand experience on consumer satisfaction. In this study, the data obtained by questionnaire is conducted with Regression analysis. The results indicated that three dimensions (sensory experience, behavioral experience, and intellectual experience) of brand experience would positively affect on customer satisfaction. Besides, consumers who were high level of status consumption receive sensory experience and intellectual experience would influence consumer satisfaction.

並列關鍵字

Brand experience ； Status consumption ； Customer satisfaction

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