兩岸百貨公司購物價與品牌情感對品牌承諾影響之比較研究

The Comparison on the Influence among Shopping Value, Brand Affect and Brand Commitment of Department Stores between Taiwan and Mainland China

封德台(De-Tai Fon) ； 曾子津(Tzu-Chin Tseng)

《華人前瞻研究》 7卷1期 (2011/05) Pp. 1-14

https://doi.org/10.6428/JCTF.201105.0001

摘要

百貨公司係屬於眾多零售業型態中的一種，相對於量販店的賣點，在百貨公司精緻化的經營方式下，各自擁有自己的市場，但隨著經濟自由化與市場國際化的推動，國外的流通業業者更是利用各種合資和技術合作的管道，於是百貨公司業者是否能在目前競爭激烈的市場中利用不同的品牌經營策略來求得生存，將是一個有趣且值得研究探討的課題。本研究皆在探討兩岸百貨公司購物價與品牌情感對品牌承諾影響之比較研究。本研究以兩岸百貨公司的消費者為研究對象，以問卷調查方式進行研究，並採信度分析、因素分析、t檢定、單因子變異數分析及AMOS分析，來探討購物價是否會對品牌產生更強烈的信任與情感。此外，以探討品牌信任與品牌情感對品牌承諾之影響力。本研究結果顯示：1.百貨公司購物價對品牌信任有正向顯著影響。2.百貨公司之品牌信任對品牌承諾有正向影響。3.百貨公司之品牌情感對品牌承諾有正向影響。最後，依據上述發現提出理論與行銷實務上之意涵。

關鍵字

購物價 ； 品牌信任 ； 品牌情感 ； 品牌承諾

並列摘要

Department stores are large retail types in one of the selling points relative to the discount stores, department stores refined in the operating mode, each has its own market, but with the internationalization of economic liberalization and market driven, country outside the circulation industry is use of the pipeline joint venture and technical cooperation, was whether the department store industry in the current competitive market, using a different brand management strategy in order to survive, will be an interesting and worthy of study subjects. This study explored the value of cross-strait department store shopping and brand impact of emotional commitment on the Comparative Study of the brand.This study took shoppers between Taiwan and Mainland China of department stores as the study object. This research used the questionnaires. The data were analyzed by reliability analysis, factor analysis, independent sample t-test, one-way ANOVA and AMOS to inquires the shopping value whether will produce stronger trust and affect to the brand. In addition, also inquire into brand trust and brand affect to the influence of brand commitment.We got the following results: 1. Brand trust is positively related to shopping value. 2. Brand commitment is positively related to brand trust. 3. Brand commitment is positively related to brand affect. Finally, we put forward concrete theories and marketing actual situation by the basis which is above-mentioned.

並列關鍵字

Shopping value ； Brand trust ； Brand affect ； Brand commitment