Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/60161
|
| Title: | 不是品牌的品牌—由無印良品看 生活雜貨品牌的價值傳達
The brand of no-brand: a study of zakka brand’s value conveying of MUJI |
| Authors: | 陳竹儀 |
| Contributors: | 祝鳳岡
陳竹儀 |
| Keywords: | 生活雜貨
品牌形象
知覺價值
顧客滿意度
顧客忠誠度
zakka
brand image
perceived value
customer satisifaction
customer royalty |
| Date: | 2011 |
| Issue Date: | 2013-09-04 16:28:55 (UTC+8) |
| Abstract: | 「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。
研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。
質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議：
ㄧ、致力縮短品牌形象與知覺價值間之落差
二、提升消費者對價格的接受度
三、針對強調專業功能性之商品提供合作企業之資訊
四、提高線上通路的使用率
五、把握龐大的單身商機
“Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers.
Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research.
After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables.
This research also provides 5 marketing suggestions as following:
1. Shorten the gap between brand image and perceived value to customers.
2. Increase customers’ acceptance of the price.
3. Offer more information about co-operative manufactories.
4. Promote MUJI’s online channel.
5. Grasp single customers. |
| Reference: | 中文文獻
王家英（2009.08）。〈專訪台灣無印良品總經理王文欣：迎接簡約消費風〉，《哈佛商業評論》，36, 78-80。
文崇一、楊國樞（2000）。〈訪問調查法〉，《社會及行為科學研究法下冊》。台北：東華。
朱若慈（2008）。《從視覺文化觀點看無印良品廣告圖像的社會文化意義》。國立交通大學傳播研究所碩士論文。
朱永正（2009）。《促銷方式對消費者知覺價值，購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例》。國立中山大學企業管理學系研究所碩士論文。
江雅琳（2003）。《品牌形象與生活型態影響男性時尚雜誌消費行為之研究》。銘傳大學傳播管理研究所碩士班論文。
林素蘭（2004）。《顧客滿意度、品牌忠誠對再購意願之影響—以汽車銷售業為例》。中原大學企業管理研究所碩士論文。
林金定、嚴嘉楓、陳美花（2005）。<質性研究方法：訪談模式與實施步驟>，《身心障礙研究》，3(2)，122-136。
何宥緯（2010）。《服務品質、知覺價值與顧客滿意度、忠誠度之關連性研究—以網路購物品牌lativ國民服飾為例》。國立政治大學廣播電視學研究所碩士論文。
柯宜君（1999）。《消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響—於三種有形性比重不同服務業之比較》。國立政治大學企業管理學系碩士論文。
柯建鋒（2009）。《由「無印良品」探討東方簡約設計風格之應用》。國立臺灣科技大學設計研究所碩士論文。
吳政衛（2004）。《汽車品牌個性、消費者自我概念投射與其購買意願程度之關聯性研究》。第十二屆中華民國廣告暨公共關係學術與實務研討會論文。
吳林興（2004）。《消費者消費行為研究－以生活工場為例》。國立政治大學經營管理碩士學程論文。
吳靜怡（2007）。《商店印象、生活型態與消費者購買行為關係之研究-以生活工場為例》。國立東華大學企業管理學系碩士論文。
徐唯曦（2009）。《台北地區年輕女性「生活雜貨」消費經驗初探：符號、體驗、美學與自我》。國立政治大學廣告學系碩士論文。
秦孝華（2005）。《品牌形象與消費者涉入對品牌購買行為影響之研究》。國立臺北大學企業管理學系碩士論文。
許馨云（2006）。《女性消費者對於保養品購前資訊來源信任程度之研究》。國立中央大學企業管理研究所碩士論文。
陳宜綸（2009）。《探討產品簡化之設計原則與評估方法-以無印良品為例》。樹德科技大學應用設計研究所碩士論文。
陳雯明（2011）。《金馬影展觀影者的生活型態、知覺價值與觀影者滿意度與忠誠度之關係研究》。國立政治大學廣播電視研究所碩士論文。
馬慶（2010）。《產品設計對品牌形象、知覺價值與購買意願影響之研究—以生活用品為例》。國立中山大學企業管理學系研究所論文。
郭萬錦（1998）。〈生活商品多元發展現況〉，《商業現代化》，26，30-32。
曾琬珺（2005）。《從關係行銷之觀點探討連鎖書店IMC應用對顧客忠誠度的影響—以誠品書店為例》。世新大學公共關係暨廣告學研究所碩士論文。
曾薏丞（2010）。《文化消費空間—解讀「家」的意象：以無印良品與宜家家居比較之研究》。淡江大學大眾傳播學系碩士班論文。
黃宜蓁（2006）。《國內汽車廠商之品牌行銷策略與消費者購買行為之關係》。國立中山大學國際高階經營管理碩士論文。
經濟部商業司（2010）。〈2010商業服務年鑒〉，《經濟部商業司（九九）初版》臺北：經濟部。
楊迎春（2006）。《探討品牌形象、通路型態與消費者特性對品牌權益之影響—以女性內衣為例》。輔仁大學織品服裝學系碩士論文。
張榮欽（2006）。《認知價值、品牌形象對顧客滿意度與顧客忠誠之關係研究—以好市多量販店為例》。國立臺北大學企業管理學系碩士論文。
張明謙（2008）。《環保生活型態與綠色消費探討永續產品設計開發之決策-以無印良品為例》。大葉大學設計暨藝術學院碩士班論文。
張玉英（2011）。《無印良品之市場導向與再購意願之研究—以知覺價值為干擾》。大葉大學管理學院碩士在職專班論文。
葉依林（2010）。《文化認同、符號消費與新奢侈品購買行為關係之研究-以日系品牌為例》。臺灣大學商學研究所碩士論文。
鄭依萍（2003）。《新「生活」運動?從「生活工場」的經營看風格實踐》。東吳大學社會學系碩士論文。
鄭智豪（2011）。《商店印象對服務品質、知覺價值、顧客滿意度與顧客行為意向影響之研究—以台隆手創館為例》。國立澎湖科技大學服務業經營管理研究所碩士論文。
劉典嚴（2004.06）。〈不標榜品牌的品牌－無印良品〉，《突破雜誌》，227, 62-65。
簡明輝（2009）。《金融海嘯下樂活商品消費族的生活型態與消費者行為之關聯性研究─以台灣無印良品消費者為例》。元智大學資訊傳播學系碩士論文。
簡佑庭（2010）。《醫療器材之顧客知覺價值研究—以電子式血壓計為例》。國立台中教育大學事業經營研究所碩士論文。
劉若怡（2008）。《品牌文化的創造：以無印良品為例》。世新大學新聞學研究所碩士論文。
蔡卉柔（2010）。《無印良品產品之造形意象與造形特徵研究》。國立臺灣科技大學設計研究所碩士論文。
戴旨吟（2007）。《以美學觀點探討創業精神對價值創造之影響－以無印良品為例》。大葉大學事業經營研究所碩士在職專班論文。
英文文獻
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38 (3).
Abdullah, M., Al-Nasser, A. D.& Husain, N.(2000) .Evaluating Functional Relationship between Image, Customer Satisfaction and Customer Loyalty Using General Maximum Entropy. Total Quality Management and Business Excellence, 11(4), 53-64.
Aiello, C. and Rosenberg, L.J.(1976). Consumer Satisfaction: Toward an Integrative Framework. Proceedings of Southern Marketing Association, 169-171.
Anderson, E.W., C. Fornell & D. R. Lehmann (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3) , 3-66.
Anderson, E. W., & Sullivan, M. W. (1990). Customer satisfaction and retention across firms. Presentation at the TIMS college of marketing special interest conference on services marketing. TN: Nashville.
Babakus, E., Bienstock, C. C. and Scotter, R. V.(2004). Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth, Decision Sciences, 35(4), 713-737
Blackett(1988). Researching Brand Names. Marketing Intelligence & Planning, 6(3), 5-8.
Biel(1992). How Brand Image Drives Brand Equity, Journal of Advertising Research, 32(6), 6-13.
Bolton, R. N. & Drew, J.H. (1991) . A Multistage Model of Customer’s Assessment of Service Quality and Value. Journal of Consumer Research, Vol.17 (March) , 375-384.
Boulding, William, Ajay Kalra, Richard Staelin and Valarie A. Zeithaml(1993). A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions, Journal of Marketing Research, 30 (February), 7-27.
Cardozo, R. N. (1965), An experimental study of customer effort, expectation & satisfaction, Journal of Marketing Research, 2(August), 244-249.
Bowen, J. T., & Shoemaker, K., Loyalty(1998). A strategic commitment. Cornell Hotel & Restaurant Administration Quarterly, 39, 12-27.
Cadotte, Emest R., Robert B. Woodruff and Roger L.Jenkins(1987). Expectations and norms in Models of Cosumer Satisfaction. Journal of Marketing Research, 24(August), 305-314.
Callarisa, L., Sanchez, J., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management ,27, 394-409.
Chernatory L. D. and McWilliam G.(1989), Branding Terminology the Real Debate. Marketing Intelligence and Planning, July-August, 29-32., 16
Churchill, G. A. Jr. & Surprenant, C.(1982). An Investigation into the Determinant of Customer Satisfaction. Journal of Marketing Research, 19: 491-504.
Czepiel, P., & J. E. Rosenberg(1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing, Vol.40(23).
Dobni, D. and G.M. Zinkhan (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, Vol.17, 110-119.
Dodds, W. B., K. B. Monroe, and D. Grewal. Effects of Price, Brand, and Store Information on Buyers’Product Evaluations. Journal of Marketing Research, no.3 (August 1985): 307-319.
Engel, J.F., R. D. Blackwell & P. W. Miniard, (1993), Consumer Behavior ,7th
Edition, New York, The Dryden.
Fonvielle, W., How to know what customer really want. Training and Development, 51(9), 1997, 40-44.
Fornell, C., A national customer satisfaction baromerter: the Swedish experience. Journal of Marketing, 55, 1992, 1-21.
Fredericks, J.O., & Slater, J. M.(1998), What does your customer really want? Quality Progresss, Vol.31, 63-65.
Grewal, D., Monroe, K. B.and Krishnan, R.(1998), The effects of price-comparison advertising on buyers` perceptions of acquisition value, transation value, and behavioral intentions. Journal of Marketing, 62(2), 46-59
Giffin, J. (1995), Customer Loyalty: How to Earn it and How to Keep it, Lexington Books, New York.
Graff, T.R., (1996) , Image Congruence Effects on Product Evaluations: The Role of Self-Monitoring and Public/Private Consumption. Psychology & Marketing, Vol.13, (August), 481-499.
Gronholdt, L., Martensen, A. and Kristensen, K.（2000）, The relationship between customer satisfaction and loyalty: Cross-Industry differences. Total Quality Management, Vol. 11, No. 2, 509-514.
Hoeffler, S. & Keller, K. L. (2003). The marketing advantages of strong brands. Brand Management, 10(6), 421-445
Hampel, D.J.,（1977）Consumer Satisfaction with The Home Buying Process: Conceptualization and Dissatisfaction, Marketing Science Institute, Cambridge, Mass.,7.
Handy, C. R. and M. Pfaff（1975）, Consumer Satisfaction with Food Product and Marketing Service. Journal of Business Research, Vol. 15, No. 11, 49-61.
Jamal, A. and Goode, M.H. (2001) Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(6), p.482-492.
Jones, T. O., & Sasser, W. E., Jr.(1995), Why Satisfied Customer Defect. Harvard Business Review, 73(6), 88-99.
Jacoby, J. and Chestnut, R. W. (1978), Brand loyalty: measurement and management, John Wiley and Sons, New York, NY.
Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing places: Attracting Investment, Industry, and Tourism. Transportation Research, 15:487-489
Keller, K.L. (1993), Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, 6-15.
Kotler, P. (2003). Marketing management (11th Ed.). Prentice Hall International.
Kotler, P. (2000). Marketing Management. 10th Edition. New Jersey: PrenticeHall.
Kotler, P.H., Marketing Management: An Asian Perspective, 3rd edition, 2003, Englewood Cliffs, NJ: Prentice-Hall.
Kotler, P. (1997). Analysis, planning implementation and control. Marketing management (9th ed.),NJ: Prentice-Hall.
Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 11-19.
Lovelock, C. H. Services marketing( 4th ed.). Prentice Hall International,2001.
Loudon, David, y. Albert J. Delia Bitta (1988), Consumer Behavior: Concepts and Applications, 3th. ed., Nueva York: McGraw-Hill Book Company.
Monroe, K. B. and Krishnan R.(1985) The effect of price on subjective product dvaluations, perceived quality: how consumers view stores and merchandise. In J.Jacoby, & J. Olsion(Eds.), Lexington, MA: D. C. Heath, 209-232.
Oliver, R. L. (1999), Whence Consumer Loyalty. Journal of Marking, Vol.63, 45-53.
Oliver, R. L. (1980), A cognitive model of the antecedents and consequences
of satisfaction decisions. Journal of Marketing Research, 17(4): 460-469.
Ostrom, A., & Iacobucci, D.(1995), Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, Vol. 59, No. 1, 17-28.
Pettis, Chuck (1997). Using a brand to increase stock price. Marketing Computers, 16 (6), 27-28.
Park, Jaworski, and MacInnis (1986). Strategic Brand Concept-Image Management. Journal of Marketing 50(October), 135
Patterson, P. G. & Spreng, R. A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
Parasuraman, A., & Grewal, D. (2000), The impact of technology the quality-value-loyalty chain: A research agenda agenda. Journal of the Academy of Marketing Science, Vol. 28, 168-174.
Petrick, J.F., & Backman, S. J. (2002) . An Examination of Golf Traveler’ satisfaction, Perceived Value, Loyalty, and Intentions to Revisit. Tourism Analysis Vol.6, 223-237.
Prus, A. & Brandt, D. R. (1995). Understanding your customers. Marketing Tools, 2(5) , 10-13.
Randall G. (1997), Do Your Own Market Research, 1st Edition, California: Kogan Page Ltd.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.
Reynolds, F.D., Darden, W.R. and Martin, W. (1974). Developing an image the store-loyal customer. Journal of Retailing, 50(4), 73-84.
Richardson, P. S., A. S. Dick, and A. K. Jain (1994). Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality. Journal of Marketing Research, 58(4), 28-36.
Romaniuk, J., & Sharp, B. (2003). Measuring brand perception: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218-229.
Ross, I. (1971). Self-concept and brand preference. Journal of Business,44, 38-50
Sheth, J. N., Newman, B. I. & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22, 159-170.
Sheth, J. M. B., & Newman, B(1999) ,Customer behavior : Customer behavior and beyond. Fort Worth, Texas The Dryden Press.
Singh, J.(1991). Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-234.
Stum, D. L. and A. Thiry (1991). Building Customer Loyalty. Training and Development Journal, Vol.45, 34-36.
Sweeney, J. C., & Soutar, G. (2001). Consumer perceived value: The development of multiple item scale. Jurnal of Retailing, Vol. 77(2), 203-220.
Tellis, G. J. (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two- Stage Model of Choice. Journal of Marketing Research, 25(May), 134-144.
Wells, W.D. and Tigert, D.J. (1971). Activities, Interests and Opinions, Journal of Advertising Research, 11(4), 27-35
Woodruff, R.B. (1997). Customer Value: The Next Source for Competitive Edge. Journal of the Academy of Marketing Science, 25(2), 139-153.
Woodruff, R. B. and Gradial S. F. (1996). Know your Customer: New Approaches to Understanding Customer Value and Satisfaction, BlackWell Business
Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling Consumer
Satisfaction Processes Using Experience-Based Norms. Journal of Marketing
Research, 20(3), 296-30
Woodside, A.G., Frey, L.L., & Daly, R.T. (1989). Linking service quality, customer satisfacation, and behavioral intentions. Journal of Health Care Marketing, 9(4), 5-17.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeithaml, V.A., & Bitner M. J., Services Marketing: Intergration Customer Focus Across the Firm. McGraw-Hill, Madison, 2000.
Zeithaml, Valarie A. and Mary Jo Bitner (1996). Service Marketing. McGraw-Hill, 123.
網路資料
中時行銷知識庫（2010）。〈2010年台灣年度消費趨勢與五大生活型態趨勢研究發表〉。上網日期：2010年12月29日，取自：http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=marketing_survey&MMContentNoID=64767
行政院主計處（2010）。〈婚姻狀況統計〉。上網日期：2011年6月11日，取自：http://sowf.moi.gov.tw/stat/year/y02-03.xls
遠見（2009）。〈後衰退時期的八個轉變 消費者再進化〉。上網日期：2009年8月5日，取自：http://www.gvm.com.tw/Boardcontent_15252_1.html
遠見（2010）。〈無印良品代表取締役會長松井忠三：已做萬全準備，不怕優衣庫搶台灣市場。上網日期：2010年11月5日，取自：http://www.gvm.com.tw/Boardcontent_16930.html
博大策略廣告知識庫（2011）。〈發現黃金單身客〉。上網日期：2011年3月31日，取自：http://www.pdaad.com.tw/controller.php?control=cn&c=17&t=158&p=349
Kaori Shoji (2001, May 15). More Than a Consumer Fad, It’s the Art of Finding Savvy in the Mundane : Japan’s Zakka: What’s in a Word?, The New York Times, from: http://www.nytimes.com/2001/05/15/style/15iht-kaori_ed2_.html |
| Description: | 碩士
國立政治大學
廣告研究所
98452010
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098452010 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 201001.pdf | 12058Kb | Adobe PDF2 | 1129 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
