神出鬼沒的商機:快閃品牌商店特性、品牌經驗與口碑效應

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Title:	神出鬼沒的商機:快閃品牌商店特性、品牌經驗與口碑效應 The characteristic of pop – up brand stores, brand experience and word of mouth.
Authors:	王唯嫤 (WANG, WEI-JIN)
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	快閃品牌商店品牌經驗口碑效應務實主義 Pop-Up Brand Stores Brand Experience Word of Mouth Utilitarian Value
Date:	2018
Issue Date:	2019-05-08 12:26:25 (UTC+8)
Abstract:	面對科技產品的高度競爭，各品牌需要尋找新穎方式提供品牌體驗同時觸及既有和新的目標群體。「快閃品牌商店」一種臨時性商店，目標透過獨特的商店概念，愉快商店氛圍及提供享樂購物價值，為消費者提供「具吸引力」及「獨特性」的品牌體驗，並刺激口碑，擴大品牌覆蓋面和新的目標群體。本研究建構模型，選擇四種不同類型的快閃店(Line、Sony、Microsoft及Tesla)，探討快閃品牌商店如何透過享樂購物價值、商店獨特性及商店環境氛圍刺激口碑效應，品牌經驗扮演何種中介效果角色？是否是科技商品目標的有效體驗行銷工具？研究採用問卷調查法，共取得306份有效樣本，以結構方程模型(SEM)進行分析。研究顯示，所提的五項假說，共有「享樂購物價值→品牌經驗」、「商店獨特性→品牌經驗」、「商店環境氛圍→品牌經驗」、「品牌經驗→口碑」、「品牌經驗→務實主義」皆獲得支持。將樣本分群，以Line快閃品牌商店為例，所有假說獲得支持；Sony快閃品牌商店為例，獲得支持的包括「享樂購物價值→品牌經驗」、「品牌經驗→口碑」、「品牌經驗→務實主義」；Microsoft快閃品牌商店為例，獲得支持包括「享樂購物價值→品牌經驗」、「商店環境氣氛→品牌經驗」、「品牌經驗→口碑」、「品牌經驗→務實主義」；Tesla快閃品牌商店為例，獲得支持有「商店環境氣氛→品牌經驗」「品牌經驗→口碑」、「品牌經驗→務實主義」針對上述結果，本研究進行管理意涵的討論。 Nowadays, facing of high competition for technology products that brands need to find innovative ways to provide brand experiences to touch existing and new target groups. The "Pop-Up Brand Stores" is a temporary store whose goal is to provide consumers with "attractiveness" and "Uniqueness" through unique store concepts, a pleasant store atmosphere and providing hedonic shopping value to stimulate word of mouth, expand brand coverage and new target groups. This study constructs a model and selects four different types of flash brand stores (Line, SONY, Microsoft, and Tesla) to research how does the characteristics of brand store stimulate word-of-mouth? Does the brand experience effect play a role in the mid-range? Does the pop-up brand store effective marketing tool for target groups in technology products? The questionnaire survey method was used to obtain a total of 306 valid samples. This study was analyzed by Structural Equation Model (SEM) which shows that the five hypotheses mentioned include "hedonic shopping value → brand experience", "shop uniqueness → brand experience", "shop environment atmosphere → brand experience", "brand experience → word of mouth", and "brand experience → Utilitarianism” are all supported. Based on the above results, this study discusses marketing management implications.
Appears in Collections:	[Master of Science in marketing ] Thesis

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