品牌應用程式的設計美學對品牌體驗與行為意圖之影響

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尹心怡(Shin-Yi Yin) 查詢紙本館藏

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資訊管理學系

論文名稱

品牌應用程式的設計美學對品牌體驗與行為意圖之影響
(How Mobile Brand Applications’ Design Aesthetics Influence Behavioral Intentions through Brand Experience)

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摘要(中)

如今隨著行動商務的蓬勃發展，行動裝置上應用程式的設計美學在這樣的背景下也扮演著重要的角色。世界各地的品牌傾向去發布或開發他們獨有的品牌應用程式到全球的線上應用程式商店，這樣的一個現象讓品牌不再只是傳統的提供商品服務甚至開發相關的品牌應用程式去滿足他們的顧客群，並透過這樣的媒介去影響顧客的後續行為，像是再次惠顧、再購意圖、推薦他人…等等。而如何呈現品牌應用程式的美學則是一項關鍵的要素。
本研究著重在應用程式的設計美學與品牌體驗之間的關係，以補足應用程式設計美學的三種維度(古典美學，表達美學，互動美學）與品牌體驗的四個維度（感官，情感，智力和行為）間理論的缺口。本研究的主要結果有：古典美學不會影響任何一種的品牌體驗。而較高的表達美學可以讓使用者感知到較高的感官及情感體驗。此外較高的互動美學則可以讓使用者感知到品牌體驗的每一個環節。最後，較高的品牌體驗則可以讓顧客感知到更高的客戶滿意度並進而影響其行為意圖。
這項研究的結果可以應用到品牌應用程式的開發決策與行銷策略，並提供給軟體或品牌開發者一些管理實務上的建議。

摘要(英)

Nowadays m-commerce is booming. Mobile application plays a critical role in this context. The phenomenon that brands publish various brand-related apps in the app stores becomes more popular. Brands tend to satisfy customers with their products, service as well as brand apps, afterward, influence customers’ following responses such as re-patronage, word-of-mouth, reuse, etc.
This research focuses on examining the relations between design aesthetics in mobile apps and brand experience in order to supplement the theory gap that the three mobile app aesthetics dimensions (Classical Aesthetics, Expressive Aesthetics, and Interactive Aesthetics) affected the four brand experience dimensions (sensory, affective, intellectual, and behavioral). The results of this research provide some contributions. Classical aesthetics has no impact on any kind of experience. In addition, higher expressive aesthetic the user perceived the higher sensory and affective experience will be. Furthermore, higher interactive aesthetics allows user to perceive every aspect of the brand experience. Finally, higher brand experience the user perceived can result in higher customer satisfaction and which in turn significantly impact their behavioral intentions through the brand apps.
The findings of this research can be applied to marketing strategy and decision-making for brand apps and suggests some implications for application or brand developers.

關鍵字(中)

★ 行動應用程式美學
★ 品牌體驗
★ 行為意圖

關鍵字(英)

★ Mobile Application Aesthetics
★ Brand Experience
★ Behavioral Intentions

論文目次

1. Introduction 1
2. Literature Review and Hypotheses 4
2.1 Design Aesthetics in Mobile Commerce 4
2.2 Conceptual Framework of Mobile Application Aesthetics 5
2.3 Brand Experience 8
2.4 Hypotheses Development 9
3. Research Methodology 13
3.1 Research Design and Stimuli 13
3.2 Item Measurement 14
3.2.1 Mobile Application Aesthetics 14
3.2.2 Brand Experience 15
3.2.3 Dependent Variable 17
3.3 Data Collection and Sample Description 17
3.4 Scale Purification 19
4. Analysis and Results 21
4.1 Reliability 21
4.2 Validity 21
4.3 Hypothesis Testing 24
4.4 Mediator Testing 25
5. General Discussion 26
5.1 Conclusion 26
5.2 Managerial Implications 29
5.3 Limitations and Future Research 31
Reference 33
Appendix: Questionnaire 39

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2013-3-21

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