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題名：以 DANP 模式分析品牌資產如何增加客戶購買意願
作者：謝文斌
作者(外文)：HSIEH,WEN-PING
校院名稱：元智大學
系所名稱：管理學院博士班
指導教授：尤淨纓
學位類別：博士
出版日期：2022
主題關鍵詞：品牌資產；品牌知名度；品牌形象；品牌熟悉度；品牌信任；brand equity；brand awareness；brand image；brand familiarity；brand trust
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本論文所言目前大眾上網搜尋所需資訊或購買產品，是每日必不可少功課。而網路媒體快速發展也帶動線上購物的蓬勃發展，到2020年上半年更因全球COVID-19疫情擴大更限縮民眾實體經濟活動，而為了維持生活所需只能依賴網際網路利用線上商店來購物，企業更是相繼跨足線上購物平台，因一般消費者皆儘量減少外出，也相對衝擊實體店面之營運。
品牌如何運用網際網路社群媒體中品牌社群且充分運用e-WoM、UGC、MGC來制定有效的商業策略增加品牌資產，對於品牌而言這也意味著在面對市場變化受到多變經濟局勢影響能有效地運用社群媒體來增加企業品牌價值。品牌資產對消費者偏好、購買意願和品牌選擇具有正向影響。
經文獻探討後本研究提出假設品牌資產應由原先Keller, K. L.提出品牌知名度及品牌形象組成應與品牌熟悉度結合，而其能對消費者品牌信任產生正向影響，進而降低知覺風險，且以DANP模式分析品牌資產如何增加客戶購買意願。研究為求嚴謹將研究設計分為二階段，首先利用SPSS分析確認構面，再依照所確認構面之文獻分析後列出準則，經德爾菲法(Delphi Method)專家意見後確認準則，再利用多準則決策方法MCDM之決策實驗室分析法 DEMATEL進行分析準則間因果關係。構面問卷是以Mercedes-Benz 車主為對象，前測預計以30名車主為收集樣本。發放對象於中華賓士汽車桃園公司服務廠客休區，採立意抽樣方式進行問卷發放調查。本研究問卷設計有五部分，依據品牌資產、品牌知名度、品牌形象、品牌熟悉度、品牌信任五個構面間之關係探討。
第二階段則利用德爾菲法(Delphi)分析法了解並建立雛型架構後，經專家遴選參與問卷架構的形成並提供專業意見及問卷提項完成，而其中4項評估構面已由SPSS前測中假設且經實證推論成立。專業問卷之評估準則依重要度進行評分，並利用最大平均評分法，計算出共識性差異指標值CDI。經德爾菲法專家問卷確認後，將文獻整理與專家研討後所建構的研究雛形，彙整11項準則分別是品牌資產3項準則包括「品牌忠誠度、品牌聯想、品牌認知度」，品牌形象3項準則包括「屬性、包裝、價格」，品牌知名度2項準則包括「品牌識別、品牌回想」，品排熟悉度3項準則包括「品牌排斥、品牌偏好、品牌堅持」在影響消費者購買意願之構面與準則之因素的正式研究架構。經在Google表單上收集問卷回覆共205份，然後定義名稱、標籤、值與量測等項目，在DEMATEL程式中進行相關數據資料整理且符合計算執行之規範與分析完成並作出結論與建議。
To date, the consumer environment today is capable of providing consumers with faster and more convenient consumption patterns. Coinciding with the globally outbreak of COVID-19 pandemic in the first half in 2020, with the cities were lockdown unprecedentedly around the world, people were mandated to work from home, the logistics were stopped abruptly, the global economy was severely frustrated. People can only rely on the internet to communicate. In order to maintain daily lives, such as groceries and other essentials, the online shopping is the only way out. Because of this, the majority of the consumption methods has shifted to electronic platforms, boosting the sales of online shopping dramatically.
Since then, the digital marketing has become the dominant medium that through which all brands interact with their customers. Yet there are quite a few of questions left on the table. First, how can a brand use social media and e-WoM, UGC, and MGC adequately to develop effective business strategies to increase brand equity? Second, how can a brand continuously promote products or services in a way that brand equity can be used to generate trust and consonance with consumers in the COVID-19 crisis or post-pandemic era? The online information of a product from other users, such as using experience, can largely reduce the distrust of the product of the customers and the information asymmetry from both sides, increasing customers’ willingness to purchase. As shown in prior studies, brand equity has a positive impact on preference, purchase intention and brand choice of the customers.
With a thorough literature survey, we propose a new model for brand equity that combines the original theory of brand equity that composes of the original brand awareness and brand image proposed by Keller, K. L. with brand familiarity. By analyzing how using the DANP model to analyze how brand equity increases customer purchase intention , this new proposed model expects the brand equity to have the positive impact on the consumer brand trust, thereby reducing perceptual risks. the research is rigorously designed and be divided into two stages. SPSS is first used to analyze to confirm the characteristics, then, the criteria were listed by analyzing the literature of the confirmed characteristics. By applying Delphi method expert opinion, the criteria are set. Finally, the decision laboratory analysis method DEMATEL of the multi-criteria decision-making method (MCDM) is used to analyze the causal relationship between the criteria.
The characteristic questionnaire was aimed at Mercedes-Benz owners. Due to the use or ownership of Mercedes-Benz products, owners have a certain level of understanding of the brand and its products, which is beneficial to conduct of this study. With the premise of subjects having good enough of familiarity with social media and online trading models, the analytic result of this study is solid. The pretest collected samples from car owners. The questionnaires were distributed to the customer area of the service factory of Mercedes-Benz Taoyuan branch, Taoyuan ,Taiwan. The pretest questionnaire was issued with purposive sampling and with the form of paper questionnaire. After explaining the content of the questionnaire in an one-to-one and face-to-face manner, the subjects agreed to distribute the questionnaire and then the filled questionnaire were collected on site. The questionnaire design of this research is composed of five parts, which are set based on the relationship between the five characteristics of brand equity, brand awareness, brand image, brand familiarity and brand trust.
In the second phase of the study, after the Delphi analysis method was used to understand and establish the proposed model, the expert committee was established. Eight experts were selected in this process and were invited to participated in the formation and the proposal of the questionnaire structure and provided with the expert advices. There are 4 evaluation characteristics and 11 evaluation criteria. The mentioned 4 evaluation characteristics have been set in the pre-test from the analytic result with SPSS and corroborated by empirical inference.The evaluation criteria of professional questionnaires are scored according to the importance. The maximum average scoring method proposed is used to calculate the consensus difference index value CDI to check whether the consensus of the expert group is reached.
After confirmed with the Delphi method expert, the research prototype constructed after the literature review and expert discussion, the four major evaluation characteristics and 11 criteria of "brand equity, brand image, brand awareness, and brand familiarity" are compiled. The 3 criteria for assets includes brand loyalty, brand association, and brand recognition. The 3 criteria for brand image are attributes, packaging and price. the 2 criteria for brand awareness are brand recognition and brand recall, and the 3 criteria for product familiarity are brand rejection, brand preference, and brand persistence. The questionnaire responses were collected on Google Forms. Items such as names, labels, values, and measurements were defined. The relevant data were organized in the DEMATEL program to meet the specifications for calculation and execution. After the analysis is completed, and conclusions and recommendations were made.
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