| 摘要: | 本研究旨在探討品牌體驗、品牌滿意度、品牌態度以及產品涉入之關係。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383份(76%)。研究結果如下：(1)品牌體驗正向影響品牌態度；(2)品牌態度正向影響品牌滿意度；(3)品牌體驗正向影響品牌滿意度；(4)品牌體驗經由品牌態度之中介正向影響品牌滿意度；(5)產品涉入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 satisfaction, brand attitude and product involvement. This study administered anonymous surveys via the internet to collect data from costumers of 30 brands of 6 product categories, a total of 383 effective responses were received (76%). The results show as follow: (1)Brand experience positively affects brand attitude; (2)Brand attitude positively affects brand satisfaction; (3)Brand experience positively affects brand satisfaction; (4)The positive affect of brand experience on brand satisfaction is mediated by brand attitude; (5)Product involvement does not moderate the effect of brand experience on brand attitude. This research discusses the implications of theory and managerial practice. |
