應用感性工學於餐廳品牌之設計

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题名:	應用感性工學於餐廳品牌之設計 Using Kansei Engineering to Design Restaurant Brand
作者:	陳祈涵 Chen, Chi-Han
贡献者:	國際企業管理學系
关键词:	品牌餐廳感性感性工學購買意圖偏最小平方法 brand restaurant Kansei Kansei Engineering purchase intention partial least squares
日期:	2014-06
上传时间:	2014-09-05 14:26:06 (UTC+8)
摘要:	於全球化之時代下，企業更須專注於品牌之經營。唯有真正瞭解品牌於顧客心目中之想法，企業才能建立一個理想品牌及提升顧客知覺品牌價值，創造競爭優勢以領導市場，進而同時達到成功開發新顧客與維繫忠誠顧客之功能。本研究以餐廳品牌作為設計要素發展之對象，藉由問卷調查找出顧客所想要的形容詞，以提供設計者設計出符合顧客所預期之品牌，接著使用因素分析法分析受測者所重視之感性形容詞，最後，運用偏最小平方法與購買意圖進行關聯連結。於PLS 模型中，是利用標竿品牌設計流程對應非標竿品牌設計流程，以確定標竿品牌設計流程是最符合顧客之需求。利用感性工學與PLS 之方法，能有效的協助我們提供一套品牌設計，推導出理想的餐廳品牌設計所應具備之屬性，以提供品牌設計者設計出顧客所期望之品牌。 In the era of globalization, brand management has become more important for companies. Understanding true voice of customers toward brand enables companies to build an ideal brand and increase customers’ perception on brand value, and in turn, create competitive advantages in the keenly competitive market, as well as successfully achieve to attract new customers and keep loyal customers. This study uses restaurant brand to serve as the subject of design elements, and identifies the expected adjectives through questionnaire survey in order to offer designer to design a brand that meets customers’ expectations. Then, this study uses factor analysis to analyze the important Kansei, and finally uses partial least squares method to test the relevant links to purchase intentions. In the PLS models, this study uses the benchmarking brand design process to correspond to the non-benchmarking brand design process to determine the bench-marking brand design process is the most consistent with the customers' needs. Using Kansei engineering and PLS method can effectively help us to design a brand and derive the attributes of an ideal restaurant brand design, and further offer brand designers to design a brand that meets customers’ expectations.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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