品牌形象、品牌愛情與品牌忠誠之關聯-以iPhone為例

在近年來對於品牌愛情的相關研究顯示出，要創造出使消費者對於品牌有喜愛、依賴及忠誠的行為，主要需透過對於品牌的熱情與依戀進而產生品牌愛情。近年來智慧型手機已逐漸取代傳統手機，在眾多智慧型手機品牌中，唯有Apple公司生產的iPhone手機每每在推出新款型號時便會引發全球排隊搶購熱潮，造成一股蘋果旋風。在現今社會或其他相關研究，年輕的消費族群是長期被忽略的一群目標消費者，在年輕消費族群中的青少年族群消費力是逐漸往上提升，青少年族群具代表性族群是大專院校學生，在3C用品上，因iPhone價格不斐且有眾多明星使用，加上Apple公司獨具創意的行銷手法更讓年輕族群產生認為使用iPhone是一種時尚象徵的知覺印象，使得這一年輕族群對於iPhone投入情感與依戀，創造出該品牌的品牌愛情，進而對於該品牌產生長期且穩定的品牌忠誠。如何於消費者心理建立良好品牌形象，使其消費族群對於該產品產生品牌滿意，並讓品牌滿意轉變成品牌愛情仍是目前一大課題，緣此，本研究將以大專院校在學學生為研究對象，探討大專院校在學學生對於iPhone之品牌形象、品牌愛情及品牌忠誠之間的關聯性，此為本研究主要動機。本研究總計發放350份問卷，有效回收樣本數為316份，有效樣本回收率為90.3%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：　　影響品牌熱情與依戀以品牌形象中之象徵與經驗性因素的影響最大；影響品牌滿意與信任之二條路徑中以品牌形象中之功能性因素的影響最大；研究分析顯示品牌愛情為關鍵中介變項，其中品牌熱情與依戀是強化品牌愛情的重要關鍵因素。若手機業者能有效提升消費者對iPhone的品牌愛情，將可有效提升消費者再惠顧意願及推薦意願。

關鍵字

品牌形象；品牌愛情；品牌忠誠；偏最小平方估計法

並列摘要

In recent years, the research for brand fancy shows that if it would like to make consumers loving, dependence and loyalty behavior for specific brand, the primarily way is required enthusiasm for the brand and produce brand of love and attachment. Recently, smart phones have gradually replaced the traditional phone. Apple iPhone is the only one brand of all smartphones to trigger a global phenomenon of selling like hotcakes whenever having a new generation iPhone. Most of contemporary society research has rarely focusing on young consumer group. Consumption of teenage group is rising up gradually and colleague student is representative group of teenage group. Except expensive price and possessed by famous, Apple has creative marketing strategy to build an image in young group that iPhone is symptom of fashion. It will introduce young group to devote emotion and attachment and then create brand fancy. Furthermore young group will generate long-term and stable loyalty for this brand. How to establish a good brand image for consumer, to feel satisfied by experienced customer and then generate brand fancy is an important issue. In view of this, the motivation of this study will focus on college students to discuss the relationships among brand image, brand love and brand loyalty of iPhone. Total 350 questionnaires had been distributed, and 316 valid samples were retrieved. The effective response rate was 90.3%. According to Descriptive Statistics, Reliability Analysis, Validity Analysis, and Partial Least Square (PLS), the major conclusions are as follows: Both symptom and experience of the brand image are the most influential factors on brand passion and attachment. In addition, the functional factor of brand image has the most influence on brand satisfaction and trust. According to researching analysis showed that brand love is a key mediator; moreover, brand passion and attachment are key point factors to intensify brand love. If the mobile phone companies can effectively enhance consumer's brand fancy on the iPhone, it will be able to effectively enhance consumers' repurchase intention and willingness to recommend.

並列關鍵字

Brand Image ； Brand Love ； Brand Loyalty ； Partial Least Square

參考文獻

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品牌形象、品牌愛情與品牌忠誠之關聯-以iPhone為例

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