探討品牌體驗在產品效益與顧客產出關係中的中介角色

Explore the mediating role of brand experience in the relationship between product benefits and customer outcomes

林芝伊(Chih-I Lin)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201701163

摘要

本研究的目的在探討產品效益、品牌體驗與顧客產出之間的關係，用以了解品牌體驗在此關係中所扮演的角色，說明品牌體驗是作為此關係中的中介角色。藉此解釋產品效益可能並非內在價值，而是透過品牌體驗的中介影響滿意度、幸福度與忠誠度。本研究將產品效益分為功利效益與享樂效益，顧客產出是指滿意度、幸福度與忠誠度。具體來說，本研究認為品牌體驗會中介功利效益及享樂效益對滿意度、幸福度與忠誠度的影響。本研究透過智慧型手機品牌的情境下，利用量化研究方法實證本研究所提出的假設模型。
本研究一共蒐集了223份有效問卷，並使用SmartPLS進行結構方程模式分析資料，結果顯示本研究所提出的假設大部份都獲得證實。本研究的研究結果表明：(1) 在智慧型手機品牌的情境下，不論是享樂效益或是功利效益，品牌體驗都會中介其與顧客產出的關係。(2) 幸福度相較於滿意度而言，幸福度對忠誠度的解釋力較高。並在最後根據研究結果對學術與實務界做出相關建議。

關鍵字

功利效益 ； 享樂效益 ； 品牌體驗 ； 滿意度 ； 幸福度 ； 忠誠度

並列摘要

The main purpose of this research is to explore the relationships between product benefits, brand experience and customer outcomes, to understand the role of the brand experience in the relationships. This research wants to explain that product benefits may not be intrinsic value, but through the brand experience intermediary affect satisfaction, happiness and loyalty. In this research, we categorize product benefits into hedonic benefit and utilitarian benefit, customer outcomes refer to satisfaction, happiness and loyalty. Specifically, this research claims that hedonic benefit and utilitarian benefit will influence satisfaction, happiness and loyalty through brand experience. In the context of the smart phone brand, this research uses the quantitative research method to validate the hypothesis model proposed in this research.
We collect 223 valid questionnaires, and used SmartPLS 3.0 to conduct SEM analysis. There are two findings from the empirical study: (1) In the context of the smart phone brand, whether the hedonic benefit or utilitarian benefit, brand experience will be mediated with its relationship with the customer outcomes, (2) comparing with satisfaction, happiness can predict loyalty more precisely. Finally, we provide implications of our research.

並列關鍵字

Hedonic Benefit ； Utilitarian Benefit ； Brand Experience ； Satisfaction ； Happiness ； Loyalty

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