品牌體驗、消費者滿意度與品牌忠誠度關係之研究-以虛擬體驗及虛擬社群為干擾變項

The Exploration of the Realationship among Brand Experience, Consumers’ Satisfaction and Brand Loyalty- Virtual Experience and Virtual Community as Intervening Variables.

陳昱慈(YU-CIH CHEN)

指導教授 ： 蕭 嬋

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

體驗行銷使消費者開始重視品牌喚貣的感受與體驗。故本研究探討品牌體驗與消費者行為，同時，網際網路的興貣使得消費者行為受到關注，Web2.0的出現讓消費者與網站上的互動以及網站設計的真實性，成為虛擬體驗的重要因素，因此本研究關鍵問題更進一步探索「虛擬網路的運作是否會影響消費者對實體品牌體驗的感受與反應」。從過去研究截至目前為止，還未有學者研究網絡虛擬環境的運作是否會影響品牌體驗到品牌忠誠度的關係，特別是進一步瞭解品牌體驗、虛擬體驗與虛擬社群之間的關係，故本研究探討品牌體驗，並以虛擬體驗及虛擬社群做為干擾變項。針對台灣Apple線上社群成員作為研究對象，共回收516份問卷，有效問卷為497份，有效回收率為96%。結果發現品牌體驗會正向顯著影響消費者滿意度與忠誠度；並且虛擬體驗會正向干擾品牌體驗對消費者滿意度；虛擬社群會正向干擾消費者滿意度對品牌忠誠度間影響關係。

關鍵字

品牌體驗 ； 虛擬經驗 ； 虛擬社群 ； 消費者滿意度 ； 品牌忠誠度

並列摘要

Experience marketing let consumers begin to pay attention to experience of the brand. Therefore, the main discussion of this research includes both brand experience and consumer behaviors .At the same time, the development of the internet makes consumers’ behavior be concerned. The phenomenon of Web2.0 makes the interaction among consumers , the websites and the authenticity of website designs become one of important factors for virtual experience. Therefore, the key issue of this study is to explore weather virtual network will affect the operation of the consumers’ brand experiences. So far, few studies discuss how the network affects the relationship between brands experience and brand loyalty, especially the interaction among brands’ experience, virtual experience and virtual communities. In this case, this research investigates the impacts of Brand Experience on Consumers’ Satisfaction and Brand Loyalty. Also,the Virtual Experience and Virtual Community is set to exam the Moderating Effects of Brand Experience on Brand Loyalty. This analysis is based on questionnaires of a 96% response rate which were collected from Apple online community. The results show that the Brand Experience had a positive effect on the Consumers’ Satisfaction and Brand Loyalty. In addition, the Virtual Experience has a positive moderating effect on the relationship of brand experience and consumer satisifaction ,as well as the relationship between Brand Experience and Consumer satisfaction. Finally, this study also discovered that the Virtual Community will also has a positive moderating effect on the relationship of the relationship between Virtual Community and Brand Loyalty.

並列關鍵字

Brand Experience ； Virtual Experience ； Virtual Community ； Consumers’ Satisfaction ； Brand Loyalty

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