產品涉入與品牌涉入對品牌忠誠度之影響－以數位相機為例

The Effect of Product Involvement and Brand Involvement on the Brand Loyalty-A Case of Digital Camera

侯嘉政(Jia-Jeng Hou) ； 傅柏霖(Po-Lin Fu)

《行銷評論》 5卷1期 (2008/03) Pp. 27-56

https://doi.org/10.29931/MR.200803.0003

摘要

本研究主要探討產品涉入、品牌涉入對品牌忠誠度之影響，「涉入－品牌忠誠度」模型(Involvement-Brand Loyalty Model)為理論基礎，針對大學生的數位相機消費行為，進行問卷調查以蒐集資料，將回收608份有效問卷進行實證分析結果發現：(1)對於數位相機的消費者而言，產品涉入程度與品牌涉入程度愈高時，表示消費者的品牌忠誠度愈高。(2)產品愉悅價值、產品象徵和產品效用等三項涉入前因，對消費者的產品涉入程度會有顯著的正向影響。(3)品牌愉悅價值、品牌象徵等兩項涉入前因對消費者的品牌涉入程度會有顯著的正向影響。此外，為了擴充本研究之實務運用價值，加入生活型態量表為區隔變數，藉由生活型態來區隔消費者，並發現不同生活型態區隔的消費者，產品涉入與品牌涉入都有不同的涉入前因，且對品牌忠誠度也會產生不同的影響效果。

關鍵字

產品涉入 ； 品牌涉入 ； 品牌忠誠度 ； 生活型態

並列摘要

This research adopts ”Involvement-rand Loyalty Model” to explore the impact of product involvement and brand involvement on brand loyalty. We use questionnaires to collect the data about the buying behavior of photo cameras of university students. Total of 488 effective questionnaires were returned. The results of the research are summarized as follow: (1) Product involvement and brand involvement have positive effect towards brand loyalty. (2) Product hedonic, product sign and product utility have positive effect towards product involvement. (3) Brand hedonic, brand sign have positive effect towards brand involvement. Besides, the study also uses the variables of life styles to segment total market. We find the buying behavior in different market segments has the different relationships among product involvement, brand involvement, and brand loyalty.

並列關鍵字

Product Involvement ； Brand Involvement ； Brand Loyalty ； Life Style

參考文獻

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