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系統識別號 U0026-0607202021070700
論文名稱(中文) 探討以移動性產品為背景下品牌熱愛之前因及後果─以Gogoro為例
論文名稱(英文) Investigating Antecedents and Consequences of Brand Love in the Context of Mobility Product- A Case Study of Gogoro
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 108
學期 2
出版年 109
研究生(中文) 余雨寰
研究生(英文) Yu-Huan Yu
學號 R56071070
學位類別 碩士
語文別 英文
論文頁數 96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 品牌體驗  品牌認同  品牌真實性  品牌熱愛  品牌忠誠度  顧客公民行為  Gogoro 
英文關鍵字 Brand experience  Brand identification  Brand authenticity  Brand love  Brand loyalty  Customer citizenship behavior  Gogoro 
學科別分類
中文摘要 品牌熱愛是近年來市場行銷中重要的一環並且逐漸被重視,研究證實培養提升和消費者對於品牌的熱愛,能產生許多有利於品牌的行為後果如品牌忠誠度,許多新創公司打破了傳統的行銷概念,他們發現吸引消費者並產生熱愛情緒的品牌特性,不再是以外觀或功能為主,真實的體驗和與顧客產生共鳴兩者才是產生品牌熱愛的關鍵,但在以往的研究中卻從未有結合兩者對於品牌熱愛影響的討論,而如何將品牌提供的體驗,透過心理上的認知轉變為對品牌的正面情感,也是行銷層面有待驗證的重要議題。
本研究以品牌體驗為出發點,探討品牌體驗如何直接或透過中介變數(品牌認同和品牌真性)間接去影響品牌熱愛,並進一步了解品牌熱愛是否對品牌忠誠度與顧客公民行為具有正面效果。為了檢驗本研究所提出的假設,我們總共蒐集776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,品牌體驗會直接與透過品牌認同和品牌真實性間接對品牌熱愛產生正面顯著的影響;而品牌熱愛對品牌忠誠度與顧客公民行為也有正向顯著影響。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 Developing consumer’s feelings of love toward a brand has come to notice as an essential part of brand marketing. Previous studies show that satisfying customers with brand love is more likely to cultivate stronger behavior outcomes for the benefit of brands, such as the ultimate marketing goal brand loyalty. In recent years, numerous startups have destructed the traditional concept of marketing. They discovered that consumers are more attracted to authentic experience and values that echo customer’s perception instead of appearance or functional performance. However, there is a lack of integrated discussion concerning both constructs on brand love. Moreover, how customers convert their experiential feeling through psychological perceptions into love is also yet to be resolved.
This study regard brand experience as the initial step to discuss whether experience has direct or indirect impact on brand love, and thereafter generates brand loyalty and triggers customer citizenship behavior. To examine our theoretical hypothesis, we obtained a total of 776 valid samples using structural equation modeling for analysis. Results show that brand experience has a positive effect directly on brand love and indirectly through brand identification and brand authenticity. While brand love also positively affects brand loyalty and customer citizenship behavior. Eventually, this study will discuss managerial implications and suggestions for future research.
論文目次 Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 3
1.3 Research objectives 7
1.4 Research procedure 8
Chapter 2 Literature review 9
2.1 The development of the e-scooter market in Taiwan 9
2.1.1 Gogoro’s Marketing Strategy 11
2.2 Brand Love 15
2.3 Brand Experience 19
2.4 Brand Authenticity 21
2.5 Brand Identification 22
2.6 Brand Loyalty 23
2.7 Customer Citizenship Behavior 25
Chapter 3 Research design 27
3.1 Research framework 27
3.2 Research hypothesis 28
3.2.1 The effect of brand experience on brand authenticity and brand identification 28
3.2.2 The effect of brand experience, brand authenticity and brand identification on brand love 29
3.2.3 The effect of brand love on behavioral outcome 31
3.3 Questionnaire design 33
3.3.1 The measures of brand love 33
3.3.2 The measures of brand experience 34
3.3.3 The measures of brand authenticity 35
3.3.4 The measures of brand identification 36
3.3.5 The measures of brand loyalty 37
3.3.6 The measures of customer citizenship behavior 38
3.4 Sample and data collection 39
3.5 Research methodology 40
3.5.1 Descriptive statistics analysis 40
3.5.2 Reliability analysis 40
3.5.3 Confirmatory factor analysis (CFA)41
3.5.4 Structural equation modeling (SEM)42
3.5.5 Multiple-group structural equation modeling analysis 44
Chapter 4 Analysis and results 45
4.1 Descriptive statistics 45
4.2 Reliability analysis 50
4.3 Measurement model analysis 53
4.4 Common method bias 58
4.5 Structural equation modeling analysis 60
4.6 Multi- group SEM analysis 64
Chapter 5 Conclusions and suggestions 70
5.1 Discussion and conclusions 70
5.2 Practical implications 75
5.3 Research limitations and directions for future research 78
References 80
Appendix A Chinese Questionnaire 89
Appendix B English Questionnaire 94
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