以知覺品質、品牌聯想、品牌知名度分析顧客知覺定位之研究：以國內新聞網站為例

Analyses the Research that Customer's Consciousness Makes a Reservation with Perceived Quality, Brand Association, Brand Awareness: Using Domestic News Websites as an Example

王智立(Chih-Li Wang) ； 邱雅鈴(Ya-Ling Chiu) ； 施翠娟(Tsui-Chuan Shih)

《Journal of Data Analysis》 4卷3期 (2009/06) Pp. 35-58

https://doi.org/10.6338/JDA.200906_4(3).0003

摘要

新聞網站已是因應資訊科技、網際網路發展所產生的產物，進而也成為目前熱門的媒體形式。在台灣每天接收新聞資訊更是生活中的一部份；然而建立品牌不僅能區隔出與競爭者不同之處，同時也能明確地在消費者心中確立更清楚的定位。本研究嘗試從行銷觀點，應用知覺品質、品牌聯想、品牌知名度三構面所萃取出的因素作為評估準則（Criterion），且以新聞網站為評估客體（Objects），評估新聞網站品牌的表現，應用多元尺度方法（multi-dimensions scaling），探討新聞網站在消費大眾心目中的形象、消費者大眾心目中的知覺定位，進而依各種準則評估出理想品牌位置後，並比較不同品牌之新聞網站彼此間的差異，如此可以提供給此三家新聞網站業者未來品牌定位之擬定參考依據。本研究回收有效問卷（主體；Subjects）共有404份，主要是以18歲以上長期瀏覽東森新聞網、中時電子報、聯合新聞網等三家新聞網的網際網路使用者作為受測者。研究結果可看出聯合新聞網表現得最好；中時電子報表現為次之；東森新聞報表現得較為遜色。

關鍵字

新聞網站 ； 知覺品質 ； 品牌聯想 ； 多元尺度方法

並列摘要

The rapid development of the Internet and IT technology has changed media markets, news website is one of the most popular agency in the market. Getting daily news plays a role in most Taiwanese's daily routines. By developing strong and well-regarded brand images, it not only differentiates those goods or services from their competitors, but also signals how target customers perceive a brand or a company. This research paper intended to use multi-dimensions scaling (MDS) method to measure the brand images of News websites in Taiwan through three different lenses: perceived quality, brand association, brand awareness. The key objective of this survey was to provide quantitative information from the viewers of Taiwan's top three news websites concerning the following: Brand images, brand positions. The survey conducted 404 responses. The viewers ranked Undpaper as the best news website, Chinatimes ranked as second and ETtoday was ranked as the third.

並列關鍵字

News websites ； Perceived Quality ； Brand Association ； Multi-Dimensions Scaling

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