在我們生活周遭裡時常有熱迷的相關資訊流通,發現具有短期時效性之品牌、產品等也能創造一群熱迷,一部部偶像劇的推出,如:敗犬女王、痞子英雄,或是一檔電影的上映,如:海角七號、哈利波特,其熱迷行為引起眾人口耳相傳成為流行外,並帶來一股龐大的消費,不僅是本身品牌、產品的消費,也連帶相關週邊商品的熱賣。 本研究利用AMOS結構方程模式來驗證品牌知覺價值、品牌忠誠度與熱迷行為之間關聯性,並以國片《海角七號》迷為研究對象,研究發現: 1. 當消費者對品牌之知覺價值愈高,則對該品牌忠誠度愈高; 2. 當消費者之品牌忠誠度愈高,則熱迷行為愈強; 3. 當消費者對品牌之知覺價值愈高,則熱迷行為愈強。 從實證中發現品牌知覺價值衡量的五構面:知覺炫耀性、知覺獨特性、知覺品質性、知覺愉悅性及知覺自我延伸性皆為顯著,顯示出品牌知覺指標量表亦可用於衡量非高價位產品上,代表Luxury並非一般所認知產品上奢華,更泛指非必要能帶來愉悅及舒適的事物。 此外,研究驗證品牌忠誠度有部分中介效果,因此在行銷實務上品牌或商品想要創造出一群熱迷,除了品牌或商品本身必須給予消費者品牌知覺價值感受要高外,亦須透過行銷手法來提高熱迷的品牌忠誠度,來使得品牌或商品口碑推薦行為以及購買商品數量上增加。
With regard to fans information, we find out particularly the short-term effective brand or product could create a group of fans such as idol drama, movies etc and the fans behavior cause for word-of-mouth as well as popular culture, moreover, bring a great deal of consumer between main product and merchandise. In this study, we adopt structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior and take the movie entitled Cape No.7 as example. The result of Amos show as following: 1. The higher consumer perceived value of brand, the higher brand loyalty is. 2. The higher consumer brand loyalty is, the stronger fans behavior is. 3. The higher consumer perceived value of brand, the stronger fans behavior is. According to the significant of five dimensions within perceived value of brand, it indicating the brand luxury index (BLI) also can be used to measure that product isn’t high-end. That is to say, the word of luxury is not focus on luxurious product; more generally refers to the non-essential things would bring hedonic and comfortable. In addition, in the study it verifies that the brand loyalty has partial mediation. Therefore, in the practice, company want to create a group of fans have to let consumer experience higher than perceived value of brand, and furthermore enhance brand loyalty through marketing strategies in order to produce word-of-mouth and increase the quantity of goods purchased.