探討ASMR與感官品牌體驗、懷舊、品牌權益及購買意願之機制;Exploring the Mechanism of Autonomous Sensory Meridian Response (ASMR), Sensory Brand Experience, Nostalgia, and Brand Equity on Purchase Intention

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题名:	探討ASMR與感官品牌體驗、懷舊、品牌權益及購買意願之機制;Exploring the Mechanism of Autonomous Sensory Meridian Response (ASMR), Sensory Brand Experience, Nostalgia, and Brand Equity on Purchase Intention
作者:	蔡凱絜;TSAI, KAI-CHIEH
贡献者:	企業管理學系
关键词:	自主性感官經絡反應;感官品牌體驗;懷舊;品牌權益;購買意願;Autonomous sensory meridian response;sensory brand experience;nostalgia;brand equity;purchase intention
日期:	2022-07-11
上传时间:	2022-10-04 11:09:40 (UTC+8)
出版者:	國立中央大學
摘要:	本研究之目的為探討ASMR、感官品牌體驗、懷舊及購買意願之關係，以及品牌權益是否會中介ASMR與購買意願。透過網路發放問卷，共回收412份，其中有效而進行分析的問卷為393份。以ASMR為自變數，並以購買意願為應變數，最後以結構方程模型之路徑分析來進行假說驗證。結果發現，ASMR對感官品牌體驗、懷舊及品牌權益皆有顯著正向關係，且品牌權益在ASMR與購買意願之間為完全中介效果。本研究於學術上補足ASMR與行銷的缺憾，並於實務上讓企業了解消費者對於ASMR之影響，可做為企業或品牌於行銷上之參考。;The purpose of this study was to identify the relationship among Autonomous sensory meridian response, sensory brand experience, nostalgia and purchase intention. Another aim was to find out the mediation of brand equity between Autonomous sensory meridian response and purchase intention. The online questionnaires were given to subjects. A total of 412 questionnaires were received and 393 were considered valid and analyzed in the study. And then, this paper made fit analysis on the hypothetical model by using structural equation modeling. The results show that Autonomous sensory meridian response has a significant positive relationship among sensory brand experience, nostalgia and brand equity. Brand equity found to full mediate between Autonomous sensory meridian response and purchase intention. This study made up blemish of the connection between Autonomous sensory meridian response and the marketing. And let the enterprises understand the influence of consumers on Autonomous sensory meridian response, which can be used as a reference for companies or brands in marketing.
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