本研究旨在探討品牌體驗、品牌承諾、品牌依附以及多樣化尋覓之關係。研究採用匿名網路問卷調查法，以6個品類中30個品牌之顧客為研究對象，共計回收有效問卷344份 (90%)。本研究結果如下：(1)品牌體驗正向影響品牌依附；(2)品牌依附正向影響品牌承諾；(3)品牌體驗正向影響品牌承諾；(4)品牌體驗經由品牌依附之中介正向影響品牌承諾；(5)多樣化尋覓不會干擾品牌體驗對品牌滿意度的影響。本研究討論研究發現在理論與實務管理上之意涵。
The purpose of this study is to examine the relationship among brand experience, brand attachment, brand commitment and variety-seeking. This study administered anonymous surveys via the internet to collect data from costumers of 30 brands of 6 product categories, a total of 344 effective responses were received (90%). The results show as follow: (1)Brand experience positively affects brand attachment; (2)Brand attachment positively affects brand commitment; (3)Brand experience positively affects brand commitment; (4)The positive affect of brand experience on brand commitment is mediated by brand attachment; (5)Variety-seeking does not moderate the relationship between brand experience and brand attachment. This research discusses the implications of theory and managerial practice.
