顧客賦權與品牌評價關係之研究 －以產品涉入為干擾變數

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题名:	顧客賦權與品牌評價關係之研究－以產品涉入為干擾變數
作者:	劉永祥
贡献者:	國際貿易學系
关键词:	顧客賦權 customer empowerment 品牌評價 brand evaluation 產品涉入 product involvement
日期:	2012
上传时间:	2012-11-06 09:03:55 (UTC+8)
摘要:	品牌的重要性在行銷領域已廣為學者與實務界人士所認知。一個優越的品牌不僅可以影響消費者行為，也是企業競爭優勢的來源。以往討論影響品牌評價的前置變項主要專注在價格、品牌知名度、及口碑等產品外部屬性，卻鮮少探討行銷策略，例如顧客賦權，的影響。顧客賦權是將設計和選擇的權力從公司移轉到客戶，是一種新興的行銷典範。本研究目的在探討顧客賦權對品牌評價的影響，以及此一關係是否會隨著產品涉入程度之差異而不同。本研究以衣服為研究之產業，程序分為預試和正式研究兩階段。預試目的在於篩選出正式研究所需之產品款式以及最適價格水準。正式研究以大學生和推廣部學生以及網路使用者為研究對象，利用結構式問卷進行便利抽樣，並以虛擬情境來操弄自變數，採2(顧客賦權：有、無)×2(價格：高、低)之組間因子設計。共發出701份問卷，342份為有效問卷，有效樣本回收率為48.8%。結果顯示，顧客賦權與品牌評價呈現顯著的正相關，產品涉入對上述之關係有顯著之負向干擾效果。根據研究結果，提出管理上之意涵與未來研究建議。 The importance of customers’ brand evaluation has been recognized in the marketing literature for years. Brand evaluation can affect not only consumer behaviors but also a firm’s competitive advantage. The research on the antecedents of brand evaluation has mainly focused on the effects of individual marketing variables, such as pricing, brand awareness, and word-of-mouth, on brand evaluation, and ignored the effect of strategies, such as customer empowerment. Customer empowerment is an emerging marketing paradigm that shifting decision power of designing and selecting power from firms to customers. The purpose of this article is to investigate the relationship between customer em-powerment and brand evaluation, and the moderating effect of product involvement on the aforesaid relationship. Study 1 is a pilot study, with an aim to selecting appropriate clothing styles as research objects and the appropriate price level as a control variable. Study 2 uses a 2 (customer empowerment: high vs. low) × 2 (price: high vs. low) between-subjects factorial design in order to investigate the hypothesis that customer empowerment is positively related to brand evaluation and the moderating role of product involvement. The response rate is 48.8%. The results show that customer empowerment is sig-nificantly and positively related to brand evaluation, and product involvement is a negative moderator of the aforementioned relationship.
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