線上品牌體驗對品牌熱情之影響 - 以 Google 為例

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徐浩翔(Haw-shyang Hsu) 查詢紙本館藏

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論文名稱

線上品牌體驗對品牌熱情之影響 - 以 Google 為例

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摘要(中)

由於網際網路的進步與普及，數位落差漸漸弭平，人們的日常生活更離不開網路，舉凡工作、娛樂、消費等都無法斷絕對網路的依賴性。人們因各種不同的目的而接觸各式各樣的網站時，就正經由這些網站形塑各種體驗，體驗的好壞則會影響整個網站的競爭力，甚至影響虛擬公司的營運體質，線上品牌體驗在實務上已經變得非常重要，且更是如何有效設計使用者經驗之管理層面議題，故線上品牌體驗是本研究的主軸之一，透過探索線上品牌體驗之重要性，以使網站經營者更願意投入資源改善網站的使用者體驗，以取得長遠的競爭優勢。
本篇研究以線上品牌體驗與品牌熱情為兩大主軸，原因在於綜觀線上品牌體驗相關之論文，都著重於結合科技接受度模式或是技術面等之電子商務領域研究，鮮少將電子商務領域之研究延伸至品牌管理層面，因此透過領域之延伸，以使網站經營者能以不同的觀點審視網站體驗對品牌之影響，將研究問題定義為「顧客線上品牌體驗對品牌滿意度與信任之影響，是否進而間接影響顧客對品牌之熱情」。
本研究問卷蒐集採用網路與紙本方式，研究對象以Google的使用者為標的，並收集502份有效樣本進行相關統計分析。分析方法採用迴歸分析與結構方程式模型分析，用以驗證構面與構面間之因果關係，以及模型之適配度。結果發現，線上品牌體驗正向顯著影響品牌滿意度、線上品牌體驗正向顯著影響品牌信任、品牌滿意度正向顯著影響品牌信任、品牌滿意度正向顯著影響品牌熱情，以及品牌信任正向顯著影響品牌熱情，且研究模型之適配度亦符合標準。
本研究結果證實，線上品牌體驗正向顯著影響品牌滿意度與品牌信任，進而間接正向顯著影響品牌熱情。由此研究結果得以了解，線上品牌之經營者應站在使用者的角度來針對整體網站之體驗進行設計，若能透過使用者的角度進行思考，並塑造出具有良好使用者經驗之網站，定可吸引更多的使用者來使用該線上網站之服務。

摘要(英)

This paper combines insights from marketing and e-commerce research to arrive at an integrative model of online brand experience. In this model e-commerce aspects of online brand experience supplement the dimension of brand relationship to arrive at a more complete understanding of user experience and users’ passion with an online brand. The empirical tests involve regression, structural equation modeling, and primary data from survey of 502 users of Google. The results demonstrate that online brand experience positively affects brand satisfaction and brand trust of brand relationships that in turn leads to the formation of brand passion. These findings should assist online brand designers and entrepreneurs in their understanding of the development of brand passion in an internet-based environment. Furthermore, these findings should assist online brand designers and entrepreneurs design a better user experience for the online brand website to attract more and more users to use the online brand services. This study also provides a different view from e-commerce.

關鍵字(中)

★ 線上品牌體驗
★ 品牌滿意度
★ 品牌信任
★ 品牌熱情

關鍵字(英)

★ Online Brand Experience
★ Brand Satisfaction
★ Brand Trust
★ Brand Passion

論文目次

目錄
第一章、緒論 1
1-1. 研究背景 1
1-2. 動機與目的 3
1-3. 研究問題 6
1-4. 論文架構 7
第二章、文獻探討 8
2-1. 線上品牌體驗 9
2-2. 品牌滿意度 11
2-3. 品牌信任 13
2-4. 品牌熱情 15
2-5. 線上品牌對品牌滿意度與品牌信任之影響 17
2-6. 品牌滿意度對品牌信任之影響 19
2-7. 品牌滿意度與品牌信任對品牌熱情之影響 20
第三章、研究方法 22
3-1. 研究模型 22
3-2. 研究假說 23
3-3. 研究設計 24
3-4. 項目衡量敘述 26
3-5. 資料分析方法 31

第四章、資料分析與結果 33
4-1. 前測樣本回收與分析 33
4-2. 樣本回收與資料分析 36
4-3. 信度與效度分析 37
4-4. 研究模型分析 40
第五章、結論與建議 50
5-1. 研究發現 50
5-2. 管理意涵 55
5-3. 研究限制 57
5-4. 未來研究方向 58
參考文獻 59
附錄一、紙本問卷 66

圖目錄
圖1.1 微笑曲線 (Smile Curive) 4
圖3.1 研究模型 22
圖3.2 資料假說 23
圖3.3 資料分析流程圖 23
圖4.1 研究模型分析結果 47
圖4.2 中介效果分析結果　（一） 48
圖4.3 中介效果分析結果　（二） 49

表目錄
表1.1 Top 10 U.S. Web Brands for 2013 1
表1.2 論文架構 7
表3.1 線上品牌體驗參考問項 26
表3.2品牌滿意度參考問項 27
表3.3品牌信任參考問項 28
表3.4品牌熱情參考問項 29
表3.5 控制問項 30
表3.6 結構方程式模式之衡量指標 32
表4.1 前測信度分析結果 34
表4.2 前測收斂效度分析結果 35
表4.3 網路問卷與紙本問卷之有效樣本比例 36
表4.4信度分析結果 37
表4.5 收斂效度分析結果 38
表4.6 區別效度分析結果 39
表4.7 SEM適配度分析結果 41
表4.8 SEM結果 46
表4.9 假說檢定之結果整理 47
表4.10 調節效果分析結果 49

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股份有限公司.

指導教授

李小梅

審核日期

2014-7-16

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