系統識別號 | U0002-1906201816480000 |
---|---|
DOI | 10.6846/TKU.2018.00543 |
論文名稱(中文) | 探索品牌依附之前置因素-以品牌應用程式為例子 |
論文名稱(英文) | Exploring the Antecedents of Brand Attachment in Branded Applications |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 會計學系碩士班 |
系所名稱(英文) | Department of Accounting |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 楊芸婷 |
研究生(英文) | Yun-Ting Yang |
學號 | 605600039 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2017-06-15 |
論文頁數 | 78頁 |
口試委員 |
指導教授
-
方郁惠
委員 - 汪美伶 委員 - 劉敏熙 |
關鍵字(中) |
品牌依附度 聰明消費者感受 客製化 適地化 互動化 品牌應用程式 |
關鍵字(英) |
Brand Attachment Smart Shopper Feelings Customization Localization Interactivity App Application |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
現今由於行動裝置與行動網路的興起,行動應用程式透過與SoLoMo結合的行銷策略,有效整合互動化、適地化與客製化,藉以創造更多商機。本研究將SoLoMo模式應用於品牌應用程式(App),希望了解消費者透過品牌App消費,進而對品牌產生聰明購物者感受的程度,以及是否會因該經驗而產生品牌依附度。本研究預期品牌App透過SoLoMo行銷,可以使消費者對購物經驗感到驕傲,進而提升對品牌的依附程度,與商家一起創造品牌價值並持續經營下去。本研究提供理論與實務上的意涵,讓商家發展有用的App,增加消費者使用意願與滿意度,也讓消費者能夠獲得最新優惠資訊,並且願意進行消費,因而增加對品牌的依附程度 |
英文摘要 |
With the rapid growth of mobile commerce and smart handheld devices, social, local and mobile(SoLoMo)marketing provided by mobile devices is emerging as a new means attract and engage consumers. Along the same logic, SoLoMo factors may play a role in the use of branded applications(App).This study aims to explore how consumers perceive smart shopper feelings through App, and whether they will produce brand attachment. This study expects that the SoLoMo factors can influence consumers’ smart shopping feelings, which promote their brand attachment and the brand value. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps. So that consumers willing to use and get the latest information from App, increasing the brand attachment. |
第三語言摘要 | |
論文目次 |
目錄 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第三節 預期之研究貢獻 4 第四節 論文架構 6 第二章 文獻探討 7 第一節 品牌依附度 7 第二節 聰明消費者感受 10 第三節 社交、適地、行動 12 第三章 研究方法 20 第一節 研究假說 20 第二節 研究架構 24 第三節 研究變數與衡量 25 第四節 研究對象與問卷收集方法 25 第五節 資料分析方法 28 第四章 實證分析與討論 32 第一節 樣本基本資料分析 32 第二節 信度分析 35 第三節 效度分析 36 第四節 敘述性統計分析 44 第五節 結構方程模式分析 45 第六節 事後分析 52 第五章 結論與建議 55 第一節 研究意涵 55 第二節 管理意涵 58 第三節 研究限制與後續研究建議 60 參考文獻 63 圖目錄 圖1-4-1 論文架構 6 圖3-2-1 本研究架構 24 圖4-5-1 結構方程模式之路徑係數 52 表目錄 表3-5-1 本研究所採用之適配度指標 31 表4-1-1 樣本基本資料 34 表4-2-1 信度分析表 35 表4-3-1 品牌自我連結構面之驗證性因素分析 37 表4-3-2 品牌凸顯度構面之驗證性因素分析 37 表4-3-3 聰明消費者感受構面之驗證性因素分析 38 表4-3-4 主動控制構面之驗證性因素分析 39 表4-3-5 雙向溝通構面之驗證性因素分析 39 表4-3-6 同步化構面之驗證性因素分析 40 表4-3-7 適地化構面之驗證性因素分析 41 表4-3-8 客製化構面之驗證性因素分析 41 表4-3-9 相關係數與區別效度分析 43 表4-4-1 敘述性統計量 44 表4-5-1 結構方程模式之衡量分析結果 46 表4-5-2 結構方程模式之適配度指標 48 表4-5-3 各個假說之假設結果 51 表4-6-1 Sobel檢驗與拔靴法的中介效果檢定表 54 表4-6-2 中介效果之迴歸分析 54 |
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