品牌體驗、自我概念一致、顧客滿意與品牌偏好關係之研究

A Study of The Relationship among Brand Experiences, Self-concept Congruence, Customer Satisfaction and Brand Preference

何恭仲(Kung-Chung Ho)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

隨著體驗經濟時代的來臨，過去側重於強調產品功能的差異、重要性和效益的傳統行銷策略，已無法因應目前的消費型態的轉變。消費者對於產品或品牌的選擇除追求感官或行為上的享受之外，還期望產品或品牌能帶來情感上和展現自我的效用。要如何滿足消費者的期待，關鍵在於瞭解消費者如何體驗品牌。自2010年Apple推出iPad之後，平板電腦開始引起消費者的注目，同時也吸引諸多廠商開始投入平板電腦市場的競爭版圖。如何將品牌體驗的行銷策略應用於競爭日趨激烈的國內平板電腦市場，瞭解消費者對品牌選擇的影響，是本研究的主要動機。
本篇研究主要的目的主要為：（一）探討品牌體驗對品牌偏好之影響；（二）探討顧客滿意在品牌體驗、自我概念一致對品牌偏好間之影響；及（三） 探討自我概念一致在品牌體驗對品牌偏好之影響。研究對象為曾使用過平板電腦的使用者，採用調查法，以自我報告式問卷收集受訪者資料，並以結構方程模式（SEM）進行模型確證。研究結果顯示品牌體驗對顧客滿意與自我概念一致均有顯著之正向影響進而對品牌偏好有顯著之正向影響以及自我概念一致對顧客滿意、品牌偏好有正向顯著影響；顯示企業可經由全面品牌體驗使消費者提升對品牌的偏好與購買意願。

關鍵字

品牌體驗、自我概念一致、顧客滿意、品牌偏好

並列摘要

With the advent of experience economy, traditional marketing strategy can’t respond to the wave of transitional consumer behavior. In the past, marketers laid emphasis on the differences, importance, and efficiency of the product’s features; however, nowadays, what consumers pursue is to be more emotionally attached to the products/brands and demonstrate individuality in addition to catering to sensory or behavioral needs. The key to fulfilling consumers’ satisfaction is to understand the way consumers experience the brands. Since Apple first introduced the iPad in 2010, tablet PCs started to catch consumers’ attention, which leads to the fact that a great number of enterprises were striving for tablet PCs market share. How to apply marketing strategies of brand experiences to this gradually competitive market in an attempt to find out the connection of consumers’ brand selection is my research motive.
The purposes of this research are: 1. To investigate the impact of brand experiences to brand preference; 2. To investigate the impact of customer satisfaction among brand experiences, self-concept congruence, and brand preference; and 3. To investigate the impact of self-concept congruence between brand experience and brand preference. Our research objects are those users who have tablet PCs experience. Via internet questionnaire, the hypotheses are verified from the adoption of structural equation modeling（SEM） and hierarchical regression analysis. That is, the research testifies that sensory, affective, thinking, and behavior of brand experiences have positive effect on satisfaction and self-congruence, as well as on brand preference.

並列關鍵字

Brand experiences, self-concept congruence, customer satisfaction, brand preference

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