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系統識別號 U0026-2407201312382900
論文名稱(中文) 以品牌體驗及知覺有用性探討品牌apps類型對使用者之品牌態度及購買意願之影響
論文名稱(英文) Using Brand Experience and Perceived Usefulness to Explore the Impact of Branded apps Types on Brand Attitude and Purchase Intention
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 101
學期 2
出版年 102
研究生(中文) 劉澔宜
研究生(英文) Hao-Yi Liu
學號 r96001015
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 口試委員-李奇勳
口試委員-陳勁甫
指導教授-蔡東峻
中文關鍵字 品牌apps  品牌體驗  知覺有用性 
英文關鍵字 branded apps  brand experience  perceived usefulness 
學科別分類
中文摘要 隨著智慧型手機及行動上網的普及,行動行銷已變成業界關注的議題。許多品牌業者紛紛推出自己的品牌apps,期待透過品牌apps,傳遞更多資訊、服務與企業精神,甚至期待為品牌帶來收益。然而行動應用商店中品牌apps種類繁多,我們參考文獻將品牌apps分成資訊型與體驗型,希望透過實驗了解何種類型的apps是有效率的行銷工具。
業者認為品牌apps之所以可協助提升品牌業績,可能是因為apps可增進使用者的品牌體驗:包含感官、情感、行動及思考體驗,讓使用者與apps互動後對品牌產生更多想法或行動。而若將品牌apps視為品牌廣告的一種,則品牌apps對於使用者而言,是否具有知覺有用性亦可能影響到使用者後續對品牌的看法與行動。故對於品牌apps可能產生的影響,本研究以品牌體驗及知覺有用性來了解它是否在提升品牌態度及購買意願有所幫助。
為了解上述問題,本研究參考相關文獻,建立研究架構以探討apps類型對於品牌體驗與知覺有用性是否有差異,以及品牌體驗、知覺有用性與apps有效性的關聯。回收樣本共計109份,分析資料所得的結論如下:
1.相較於體驗型apps,資訊型apps易產生較高的行為體驗與較低的感官及思考體驗;兩者在產生情感體驗的程度上沒有分別。
2.資訊型apps比體驗型apps會產生較高的知覺有用性。
3.品牌體驗對品牌態度及購買意願有正向影響,其中又以行為體驗影響最大。
4.知覺有用性對品牌態度及購買意願有正向關聯。
英文摘要 With the popularity of smart phones and mobile internet, mobile marketing has become the issues which the brand concern a lot. Many brand owners have launched their own branded apps, and expect those apps can convey more information, services and entrepreneurship about their brand, even bring extra revenue into their business. However, there are various brands app type in Apps store or Google Play, we referred to the literature and divided brand apps into two categories- informational apps and experiential apps, hope to understand what type of apps is more effective marketing tool.

Industry proposed that the reason why the brand apps can help to enhance brand performance, probably because the apps can enhance the user's brand experience. This means after interacting with apps, the user may generate more ideas about the brand or have further actions, like to gather more information. Besides, if we regard branded apps as an advertisement, for the users of branded apps, whether these ad are with perceived usefulness is also likely to affect the user's perception of the brand and follow up actions. So for the possible impact of the brand apps, this study trying to use the brand experience and perceived usefulness to understand whether the branded apps are effective marketing tools, and we use brand attitude and purchase intention as a measure of effectiveness.

In order to understand above topic, we examined corresponding references, which let us establish research framework to explore whether different types of apps will make different impacts on brand experience and perceived usefulness. Also we want to know the relationship between brand experience, perceived usefulness, brand attitude and purchase intention. A total of 109 effective sample were collected and analyzed. The conclusions are as follows:

1.Informational apps is easy to produce higher behavioral experience; experiential apps is easy to produce higher sensory and intellectual experience; both in producing affective experience are no difference.
2.Informational apps than experiential ones can produce higher perceived usefulness.
3.Brand experience has a positive relationship on brand attitude and purchase intention.
4.Perceived usefulness has a positive relationship on brand attitude and purchase intention.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 5
第二章 文獻探討 6
第一節 品牌體驗 6
第二節 知覺有用性 11
第三節 品牌apps類型 13
第四節 品牌apps類型對品牌體驗及知覺有用性之影響 15
第五節 品牌體驗、知覺有用性對品牌態度及購買意願影響 19
第三章 研究方法 23
第一節 研究架構與假設 23
第二節 研究設計 24
第三節 變數的操弄與衡量 26
第四節 正式實驗設計 31
第五節 資料分析方法 33
第四章 結果分析與討論 35
第一節 樣本結構 35
第二節 基本資料敘述性統計分析 36
第三節 研究變數之操弄檢定與衡量 38
第四節 apps類型對品牌體驗與知覺有用性的影響 41
第五節 品牌體驗與知覺有用性對品牌態度與購買意願影響 45
第六節 小結 52
第五章 結論與建議 53
第一節 研究結論 53
第二節 理論意涵 55
第三節 管理實務建議 56
第四節 研究限制與後續研究建議 57
參考文獻 60
附錄一 實驗前測問卷 66
附錄二 正式問卷 70
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