| 摘要: | 本研究旨在探討品牌體驗、品牌喜愛、品牌承諾以及產品涉入之關係。採用匿名網路問卷調查法，以6個品類26個品牌之顧客為研究對象，共計回收有效問卷273份(76%)。研究結果顯示：(1) 品牌體驗正向影響品牌喜愛；(2)品牌喜愛正向影響品牌承諾；(3)品牌體驗正向影響品牌承諾；(4)品牌體驗經由品牌喜愛之中介正向影響品牌承諾；(5)產品涉入不會干擾品牌體驗對品牌承諾之影響。本研究討論研究發現在理論及實務管理上之意涵。
The purpose of this study is to examine the relationships among brand experience, brand love, brand commitment and product involvement. This study administered anonymous surveys via the internet to collect data from costumers of 26 brands of 6 product categories, a total of 273 (76%) effective responses were received. The results show as follow: (1) brand experience positively affects brand love; (2) brand love positively affects brand commitment; (3) brand experience positively affects brand commitment; (4) the positive effect of brand experience on brand commitment is mediated by brand love; (5) product involvement does not moderate the effect of brand experience on brand love. This research discusses the implications of theory and managerial practices. |
