精品消費者類型與精品網站品牌屬性對於品牌關係之影響—品牌數位體驗之觀點

The influence of consumer types and brand attributes of websites on the brand relationship for luxury goods—brand digital experience perspective

林家帆(Chia-Fan Lin)

指導教授 ： 黃哲盛

淡江大學/商管學院/國際商學碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00702

摘要

在現今數位時代中，企業們必須在不同平台上，驅使消費者與企業欲傳達之目標做互動。企業組織們需透過動人心弦的故事與體驗，經由網站、APP、社群媒體、廣告看板、廣播電視等多重媒介，消費者有機會認識您的品牌，提升消費者與品牌之間的關係。
本研究主要針對不同之精品消費者類型，研究精品網站品牌屬性與體驗價值對國際時尚品牌Louis Vuitton、Chanel、Tiffany 與Cartier之品牌關係的影響進行研究探討，分析使用者的品牌情感體驗，以探討其品牌網站的體驗價值表現程度。本研究之目的為，(1) 探討時尚精品消費者類型在評估精品網站屬性之後對於品牌關係的影響。(2) 探討精品消費者類型對於精品網站重視程度及滿意度評價。(3) 探討精品消費者類型是否瞭解精品網站之數位接觸的方式、途徑，是否會改變精品消費者與這些精品品牌的品牌關係。
本研究以曾經購買過精品並且對精品有一定喜愛程度的消費者為研究對象, 採用焦點群體訪談法收集資料，以質性資料分析法做綜合歸納與分析。研究發現，受訪者在訪談完對於本研究四大精品網站的數位品牌體驗評價後，整體而言，對於LV與Cartier的品牌關係皆提升，但對於Chanel與Tiffany的品牌關係則下降。

關鍵字

時尚精品消費者類型 ； 網站品牌屬性 ； 品牌關係 ； 品牌數位體驗

並列摘要

In digital life, cooperation have to transmit the goal to make the interaction with consumers and businesses on a different platform. Cooperation organizations through touching stories and experiences from the Website, APP, social media, Facebook, radio, television and multi-media so that consumers have the opportunity to know your brand in order to enhance the relationship between consumers and brands.
This study focuses on the different types of consumers, research website brand attributes and experiential value to the international brand Louis Vuitton, Chanel, Tiffany and Cartier brand relationship. This study is to investigate the influence analysis of the brand users affective experience, to explore experience value and the level of its brand website performance. The purpose of this study, (1) To investigate the influence of consumer types on the brand relationship after evaluating brand attributes of websites. (2) To explore how much consumer types put emphasis on the website and satisfaction evaluation. (3) To investigate consumers types whether understand the digital website, channel and if consumer types will change with luxury brand and brand relationships.
This objects of study are consumers who ever bought luxury goods or love luxury goods. This study uses focus group interview to collect information in order to do qualitative data analysis and synthesis. This study found out brand relationship , overall, for the LV and Cartier brand relationships are up, but for the Chanel with Tiffany down after respondents completed four websites in the interviews for this study.

並列關鍵字

Consumer types ； Brand attributes of websites ； Brand relationship ； Brand digital experience

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