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    Title: 顧客體驗性價值、自我概念、品牌個性、品牌形象對品牌忠誠度影響之研究-以智慧型手機為例
    A Study of the Impact of Experiential Value, Self-Concept, Brand Identity, Brand Image to Brand Loyalty-Take Smartphone as Example
    Authors: 杜家瑜
    Contributors: 陳建維
    鄭鴻章

    杜家瑜
    Keywords: 品牌個性
    品牌形象
    自我概念
    體驗性價值
    品牌忠誠度
    智慧型手機
    Date: 2013
    Issue Date: 2014-07-21 15:34:58 (UTC+8)
    Abstract: 近年來台灣民眾對於智慧型手機的依賴程度越來越高,隨著通訊費率調降、無線網路發展進步及平價化等因素,智慧型手機已融入民眾生活,不僅是通訊工具,也同時反映著使用者的生活風格與型態,並具有形象傳達的功能.從2008年在Apple宣布以iPhone 3G進軍電信業之後,許多國際品牌大廠開始重視原本只著重在滿足利基型市場的智慧型手機產品;因此,智慧型手機市場 也從2008年開始迅速由以往的利基型市場轉變為高度競爭的「紅海」戰區。當國際手機大廠皆注意到智慧型手機市場且當功能性手機市場幾乎已達到飽和狀態下,智慧型手機的廠商就必須絞盡腦汁來因應即將到來的激烈市場競爭。因此,除了智慧型手機廠商在硬體規格上的不斷推陳出新及價格上的低價競爭,如何去開發品牌以增加顧客忠誠度已是今日各廠商需重視的課題之一。

    本研究以問卷調查的實證研究方式,共得到有效問卷 226份,探討品牌形象、品牌個性、自我概念、顧客體驗性價值會如何影響品牌忠誠度,期望本研究能夠找出提供品牌廠商在品牌事業上的經營或行銷策略建議以期提升消費者的長期品牌忠誠度。

    研究結果發現:自我概念對於品牌個性與品牌形象皆有不同顯著的影響,而顧客體驗性價值受到產品使用行為的影響,顧客體驗價值對於品牌忠誠度也有顯著的影響,品牌個性及品牌形象對於品牌忠誠度皆有正向影響,其中象徵性品牌形象影響最為顯著; 最後,本研究針對不同自我概念下的智慧型手機消費者,根據本研究所論述之品牌個性和品牌形象因素,提出相關行銷建議與策略。
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    三、網頁資料

    1. 2012台灣智慧型手機使用行為大調查 (民 102年 1月25日)。Inside 硬塞的網路趨勢觀察:(民 103年 3月2日)
    取自: http://www.inside.com.tw/2013/01/25/2012-taiwan-smartphone-survey

    2. 黃姵珊(民 102年 8月13日)。Google調查:台灣智慧手機普及率51% 依賴度81%居冠亞洲。鉅亨網 (民 103年 3月2日)
    取自: http://news.cnyes.com/Content/20130813/kh9nwe1yi2n3k.shtml

    3. Christopher Null (2012, Dec 19). 2012 Reader Satisfaction Survey: 45,000 PCWorld readers name the brands they love. PCWorld.com website (2014, Jan 22)
    Retrieved from: http://www.pcworld.com/article/2020723/45-000-pcworld-readers-name-the-brands-they-love-and-love-to-hate.html
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    102351002
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102351002
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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