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中文論文名稱 精品消費者類型與精品網站品牌屬性對於品牌關係之影響—品牌數位體驗之觀點
英文論文名稱 The influence of consumer types and brand attributes of websites on the brand relationship for luxury goods—brand digital experience perspective
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 101
學期 2
出版年 102
研究生中文姓名 林家帆
研究生英文姓名 Chia-Fan Lin
學號 700520314
學位類別 碩士
語文別 中文
口試日期 2013-05-31
論文頁數 103頁
口試委員 指導教授-黃哲盛
委員-周文瓊
委員-黃秀英
中文關鍵字 時尚精品消費者類型  網站品牌屬性  品牌關係  品牌數位體驗 
英文關鍵字 Consumer types  Brand attributes of websites  Brand relationship  Brand digital experience 
學科別分類
中文摘要 在現今數位時代中,企業們必須在不同平台上,驅使消費者與企業欲傳達之目標做互動。企業組織們需透過動人心弦的故事與體驗,經由網站、APP、社群媒體、廣告看板、廣播電視等多重媒介,消費者有機會認識您的品牌,提升消費者與品牌之間的關係。
本研究主要針對不同之精品消費者類型,研究精品網站品牌屬性與體驗價值對國際時尚品牌Louis Vuitton、Chanel、Tiffany 與Cartier之品牌關係的影響進行研究探討,分析使用者的品牌情感體驗,以探討其品牌網站的體驗價值表現程度。本研究之目的為,(1) 探討時尚精品消費者類型在評估精品網站屬性之後對於品牌關係的影響。(2) 探討精品消費者類型對於精品網站重視程度及滿意度評價。(3) 探討精品消費者類型是否瞭解精品網站之數位接觸的方式、途徑,是否會改變精品消費者與這些精品品牌的品牌關係。
本研究以曾經購買過精品並且對精品有一定喜愛程度的消費者為研究對象, 採用焦點群體訪談法收集資料,以質性資料分析法做綜合歸納與分析。研究發現,受訪者在訪談完對於本研究四大精品網站的數位品牌體驗評價後,整體而言,對於LV與Cartier的品牌關係皆提升,但對於Chanel與Tiffany的品牌關係則下降。
英文摘要 In digital life, cooperation have to transmit the goal to make the interaction with consumers and businesses on a different platform. Cooperation organizations through touching stories and experiences from the Website, APP, social media, Facebook, radio, television and multi-media so that consumers have the opportunity to know your brand in order to enhance the relationship between consumers and brands.
This study focuses on the different types of consumers, research website brand attributes and experiential value to the international brand Louis Vuitton, Chanel, Tiffany and Cartier brand relationship. This study is to investigate the influence analysis of the brand users affective experience, to explore experience value and the level of its brand website performance. The purpose of this study, (1) To investigate the influence of consumer types on the brand relationship after evaluating brand attributes of websites. (2) To explore how much consumer types put emphasis on the website and satisfaction evaluation. (3) To investigate consumers types whether understand the digital website, channel and if consumer types will change with luxury brand and brand relationships.
This objects of study are consumers who ever bought luxury goods or love luxury goods. This study uses focus group interview to collect information in order to do qualitative data analysis and synthesis. This study found out brand relationship , overall, for the LV and Cartier brand relationships are up, but for the Chanel with Tiffany down after respondents completed four websites in the interviews for this study.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 9
第三節 研究目的 11
第四節 研究範圍 11
第五節 研究流程 13
第二章 文獻探討 14
第一節 消費者類型 14
第二節 時尚精品 16
一 、時尚精品定義 16
二 、精品消費動機 18
三 、消費價值 20
四 、精品附加價值 23
第三節 品牌關係定義 24
第四節 品牌熱愛 28
第五節 品牌體驗 29
第六節 體驗價值 31
第七節 網站屬性 36
一 、網站屬性 36
二 、上網動機 40
第三章 研究方法與設計 42
第一節 研究觀念架構 42
第二節 研究方法 42
一 、深度訪談 44
二 、焦點群體訪談 44
第三節 焦點群體訪談法的實施 48
一 、精品網站的選擇 48
二 、本研究焦點群體訪談受訪者 49
三 焦點群體訪談場所 50
四 焦點群體訪談主持人 50
五 焦點群體訪談大綱 51
第四章 研究結果與分析 53
第一節 精品消費者平面雜誌瀏覽行為所歸納的消費者類型 53
一 、審美體驗 53
二 、教育體驗 54
三 、娛樂體驗 55
四 、逃離現實體驗 55
第二節 精品網站的品牌數位體驗 58
一 、網站頁面設計 58
二 、互動服務 59
三 、個人化服務 60
四 、身分確認(區隔性) 60
五 、網路銷售 61
六 、各個品牌網站數位體驗分析 62
第三節 精品消費者的數位體驗價值分析 73
一 、趣味性 73
二 、美感 74
三 、消費者投資報酬 75
四 、服務卓越性 76
第四節 消費者類型與品牌關系之關聯 78
第五章 結論 81
第一節 研究結論與建議 81
第二節 管理意涵與研究貢獻 83
一 、管理意涵 83
二 、研究貢獻 83
第三節 研究限制與未來研究建議 84
一 、研究限制 84
二 、未來研究建議 84
參考文獻 86
附錄一『焦點群體訪談』聯繫信函 95
附錄二『焦點群體訪談』大綱 97
附錄三 LV精品網站 VS Chanel精品網站 102
附錄四 Cartier精品網站 VS Tiffany精品網站 103

表目錄
表1 1消費者對時尚名牌網站的期望 4
表1 2消費者對時尚名牌網站的期望 4
表1 3時尚名牌網頁內容之分析 5
表1 4時尚名牌網路指標與評量內容(一) 7
表1 5時尚名牌網路指標與評量內容(二) 8
表2 1精品消費者類型 14
表2 2顧客類型整理 15
表2 3各學者提出精品定義文獻彙整 17
表2 4品牌關係程度 26
表2 5品牌體驗構面 31
表2 6體驗價值的類型 32
表2 7網站特性 36
表2 8網站品牌屬性 40
表3 1研究方法差異 43
表3 2受訪者資料一覽表 49
表4 1網站頁面設計 58
表4 2頁面互動服務 59
表4 3網站個人化服務 60
表4 4網站身分確認 61
表4 5網路銷售 61
表4 6受訪者數位接觸前後品牌關係轉變表 79

圖目錄
圖 1 1行動手動上網主要應用行為 3
圖 1 2研究流程 13
圖 2 1消費價值的理論模式 22
圖 2 2品牌關係發展過程 26
圖 2 3品牌關係發展 27
圖 2 4體驗四大領域圖 35
圖 3 1研究觀念架構 42
圖 4 1精品消費者類型,網站品牌數位體驗與品牌關係之關聯 79

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