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系統識別號 U0002-2805201112015200
中文論文名稱 企業品牌中非音樂性聲音對消費者意向之影響
英文論文名稱 The Path from Sound to Brand On Customer Intention
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生中文姓名 張雁婷
研究生英文姓名 Yen-Ting Chang
學號 698610010
學位類別 碩士
語文別 中文
口試日期 2011-05-09
論文頁數 63頁
口試委員 指導教授-張瑋倫
委員-李月華
委員-張巧真
中文關鍵字 品牌聲像  非音樂性聲音  理性行為 
英文關鍵字 Sonic branding  Non-musical sound  TRA 
學科別分類 學科別社會科學管理學
中文摘要 聲音能夠傳達很多微妙的訊息,且不受文化的影響,長期的使用聲音對於品牌策略而言是一項重要的策略。根據許多國外報導研究發現,歐美許多企業為本身品牌打造獨一無二的聲音識別,謂之品牌聲像(sound/sonic/acoustic branding),因此,本研究將期望透過非音樂性聲音,探討是否真能為品牌建立清晰的識別,以及有效的傳達企業識別。
本研究目的為了解企業使用非音樂性聲音所傳遞的個性及是否能溝通特定訊息,進而改變人們的態度及行為傾向,因此使用理性行為理論來衡量可能的行為傾向,及Aaker (1997)的品牌個性得到非音樂性聲音在消費者心目中的形象,研究結果呈現:(1)良好的非音樂性聲音設計確實可以傳達正確的品牌個性,甚至是產品屬性、特徵等,並歸納成功之品牌非音樂性聲音的要素;(2)非音樂性聲音適切的設計足以傳達企業品牌的個性及使命。
最後,本研究透過理性行為理論針對消費者類型分類,並量化對於非音樂性聲音之行為傾向,研究結果顯示中庸型較為理性需要實質產品品質保証,而非聲音印象的制約以致行為傾向並無影響;自主型較低因為雖有印象創造但其更願意嘗試新的品牌及產品,舊有品牌只為參考。而規範型消費者對於非音樂性聲音刺激接受度較高在於對於過去累積的品牌印象。
英文摘要 Sound conveys lots of messages without culture effect. According to foreign reports, lots of corporate have designed their own audio signature which is also called Sonic Branding. Additionally, it is crucial for a brand to utilize it consistency. This paper investigates if a corporate brand image can be delivered and communicated clearly via a designed non-musical sound.
This research examines how consumers perceive corporate brand image via non-musical sound and the influence of behavior intention. This study attempts to (1) validate the consistency between perceived corporate image and the mission that the company attempts to convey, (2) verify the appropriateness of a non-musical sound for a brand, and (3) discusses the affect of non-musical sound on customer intention. First, this study uses brand personality (Aaker, 1997) to measure the brand image for all non-musical sounds, which are registered in USPTO. This study surveys 154 participants based on selected brand sounds.
The present research also separates customers into three categories: norm, autonomy, and medium. The results reveal that customer autonomy and norm have higher value of behavior intention than medium. In addition, the finding shows well-designed non-musical sound indeed can convey specific corporate value. This work concludes how non-musical sounds succeed finally. The identified features of each brand sound provide guidance to brand managers who intend to implement a non-musical sound to a corporate brand in the future.
論文目次 表次 III
圖次 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第二章 文獻探討 6
第一節 非音樂性聲音 6
第二節 企業品牌與企業識別 10
第三節 理性行為理論 15
第三章 研究方法 19
第一節 研究架構與流程 19
第二節 顧客型態分析 24
第四章 資料分析 26
第一節 非音樂性聲音辨識 27
第二節 顧客型態 28
第三節 理性行為分析 31
第五章 綜合討論 36
第一節 顧客型態及理性行為分析 36
第二節 顧客型態、理性行為與職業分析 39
第六章 結論 45
第一節 管理與實務意涵 45
第二節 結論 53
第三節 研究限制及未來研究 56
參考文獻 59
附錄:問卷 62

表次
表2-1音樂與聲音定義之差異 ................................................................................................ 7
表2-2音樂與非音樂性聲音影響行為之相關文獻 .............................................................. 9
表2-3 產品品牌與產品品牌之差異 ................................................................................... 10
表2-4 識別相關的主要思想流派 ....................................................................................... 12
表2-5 企業識別之基本構念 ............................................................................................... 13
表2-6 企業品牌、企業識別與非音樂性聲音之相關文獻 ............................................... 14
表2-7 理性行為相關衍生因素 ........................................................................................... 17
表2-8 理性行為理論之應用領域 ....................................................................................... 18
表3-1 非音樂性聲音品牌 ................................................................................................... 20
表3-2 品牌個性之構念 ....................................................................................................... 21
表3-3 顧客型態 ................................................................................................................... 24
表4-1 可靠性/項目整體統計量 .......................................................................................... 27
表4-2 非音樂性聲音辨認度 ............................................................................................... 28
表4-3 顧客型態分佈 ........................................................................................................... 30
表4-4 理性行為各變數平均分數 ....................................................................................... 32
表5-1 態度、規範、行為傾向及顧客型態之關係 ........................................................... 37
表5-2 理性行為與職業關係 ............................................................................................... 39
表5-3 顧客型態、理性行為與職業 ................................................................................... 40
表5-4 各類型消費者行為傾向 ........................................................................................... 43
表5-5 年齡與顧客型態之行為傾向 ................................................................................... 44
表6-1 品牌個性次數分配 ................................................................................................... 45
表6-1 品牌個性次數分配 (續) ......................................................................................... 46
表6-2 品牌個性期望值 ....................................................................................................... 47
表6-3 品牌個性期望誤差 ................................................................................................... 48
表6-4 非音樂性聲音給予企業品牌個性 ........................................................................... 49
表6-5 企業品牌個性及企業使命 ....................................................................................... 55

圖次
圖2-1 理性行為理論之因果圖 ............................................................................................. 15
圖3-1 概念性架構 ................................................................................................................. 19
圖3-2 理性行為理論架構 ..................................................................................................... 22
圖4-1 職業分佈 ..................................................................................................................... 26
圖4-2 顧客型態分群基準 ..................................................................................................... 29
圖4-3 顧客型態分佈 ............................................................................................................. 30
圖4-4 規範型及理性行為變數 ............................................................................................. 32
圖4-5 中庸型及理性行為變數 ............................................................................................. 33
圖4-6 自主型及理性行為變數 ............................................................................................. 34
圖4-7 顧客分群之行為傾向 ................................................................................................. 35
圖5-1 態度、規範、行為傾向及顧客型態之關係 ............................................................. 37
圖5-2 規範型消費者對非音樂性聲音之態度、主觀規範及行為傾向 ............................. 40
圖5-3 自主型消費者對非音樂性聲音之態度、主觀規範及行為傾向 ............................. 41
圖5-4 中庸型消費者對非音樂性聲音之態度、主觀規範及行為傾向 ............................. 42
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