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系統識別號 U0026-0207201912295600
論文名稱(中文) 探討品牌真實性、知覺的酷與顧客投入對電動機車使用者使用價值與品牌忠誠度之影響
論文名稱(英文) Going Green by Going Cool: Investigating the Influences of Brand Authenticity, Perceived Coolness, and Customer Engagement on E-Scooterists’ Value-in-Use and Brand Loyalty
校院名稱 成功大學
系所名稱(中) 交通管理科學系
系所名稱(英) Department of Transportation & Communication Management Science
學年度 107
學期 2
出版年 108
研究生(中文) 余任哲
研究生(英文) Jen-Che Yu
學號 R56051290
學位類別 碩士
語文別 英文
論文頁數 104頁
口試委員 指導教授-陳勁甫
口試委員-蔡東峻
口試委員-溫傑華
中文關鍵字 品牌真實性  知覺的酷  顧客投入  使用價值  品牌忠誠度  電動機車 
英文關鍵字 Brand authenticity  Perceived coolness  Customer engagement  Value-in-use  Brand loyalty  Electric scooters 
學科別分類
中文摘要 相較於傳統的油耗機車,電動機車被視為是一種可以降低運輸部門對環境造成負面影響的替代方案。儘管在鼓吹環保以及政府大力補助消費者購買電動機車,消費者使用電動機車的比例卻一直不如預期,顯然,強調電動機車的環保特性不一定能觸發消費者實際的使用行為。因此尋找有效和創新的行銷策略對於實現永續發展的目標至關重要。
本研究著重於一個創新的電動機車品牌,該品牌透過「智慧雙輪」的品牌定位,目前已經在台灣的電動機車市場中佔有重要的地位。因此,本研究的目的是調查電動機車者的使用價值(包含功能性、象徵性和環保性價值)的作用以及其前因與後果。具體而言,在本研究所提出的模型當中,提升電動機車使用價值的行銷方法與三個前因(即品牌真實性、知覺的酷和顧客投入)有關,並且影響一個後果(品牌忠誠度)。為了檢驗本研究所提出的假設,我們總共蒐集571份有效問卷並且使用結構方程模式進行分析。研究結果顯示,品牌真實性和顧客投入與三種類型的使用價值皆呈正相關;而知覺的酷與象徵性、環保性價值呈現正相關,但與功能性價值無關;功能性價值和象徵性價值對品牌忠誠度有顯著的正向影響,然而環保性價值對品牌忠誠度沒有顯著影響。這些發現增強我們對已經確認的智慧行銷策略(即品牌真實性、知覺的酷與顧客投入)如何影響電動機車使用價值並進而影響使用者之品牌忠誠度的理解。本研究將針對結果進行討論並且提供管理意涵以及未來研究的建議。
英文摘要 Electric scooter (e-scooter) has been regarded as a cleaner alternative compared to traditional gasoline scooter to mitigate the environmental impact contributed by the transport sector. However, the adoption rate of e-scooter is not as expected in Taiwan in the past decade through the marketing emphasis on environmental benefits and financial incentive to adopt e-scooter. Obviously, the eco-friendly feature of e-scooter is not necessary to trigger the actual adoption behavior. Thus, searching for an effective and innovative marketing strategy is important to achieve the goal of sustainability.
This study casts light on an innovative e-scooter brand which has grasped a significant market share of e-scooter in Taiwan through its brand positioning on “smart two-wheels”. Hence, the purpose of the present study is to explore the role of three kinds of value-in-use (namely functional, symbolic and ecological value) and its three antecedents (i.e. brand authenticity, perceived coolness and customer engagement) as well as the consequences (brand loyalty) for e-scooter adopters. To test the hypotheses in the proposed model, structural equation modeling is performed for analyzing survey data from 571 e-scooter users in Taiwan. Results show that brand authenticity and customer engagement are positively related to three types of value-in-use. Perceived coolness is positively related to symbolic and ecological value but not functional value. Functional and symbolic value have a significant positive effect on brand loyalty while ecological value has not a significant effect on brand loyalty. At last, this study will discuss related implications and suggestions for future research.
論文目次 Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 6
1.3 Research objectives 10
1.4 Research procedure 11
Chapter 2 Literature review 12
2.1 The development of the e-scooter market in Taiwan 12
2.2 Brand Authenticity 17
2.3 Perceived Coolness 18
2.4 Customer Engagement 20
2.5 Value-in-use 22
2.5.1 Functional Value 24
2.5.2 Symbolic Value 25
2.5.3 Ecological Value 26
2.6 Brand Loyalty 27
2.7 Personal Innovativeness 28
Chapter 3 Research design and methodology 30
3.1 Research framework 30
3.2 Research hypothesis 32
3.3 The design of the questionnaire 38
3.3.1 The measures of brand authenticity 39
3.3.2 The measures of perceived coolness 40
3.3.3 The measures of customer engagement 41
3.3.4 The measures of value-in-use 42
3.3.5 The measures of brand loyalty 43
3.3.6 The measures of personal innovativeness 44
3.4 Sample and data collection 45
3.5 Data analysis 47
3.5.1 Descriptive statistics analysis 47
3.5.2 Reliability analysis 47
3.5.3 Confirmatory factor analysis (CFA) 47
3.5.4 Structural equation modeling (SEM) 48
3.5.5 Hierarchical regression analysis 49
Chapter 4 Analysis and results 51
4.1 Descriptive statistics 51
4.2 Reliability analysis 55
4.3 Measurement model analysis 57
4.4 Common method bias 62
4.5 Structural equation modeling analysis 65
4.6 Moderating effect of personal innovativeness 68
Chapter 5 Conclusions and suggestions 74
5.1 Discussion and conclusions 74
5.2 Practical implications 79
5.3 Research limitations and directions for future research 82
References 84
Appendix A Chinese Questionnaire 99
Appendix B English Questionnaire 102
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