網路零售品牌消費經驗之研究--跨國性臺日比較__臺灣人文及社會科學引文索引資料庫

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題名：	網路零售品牌消費經驗之研究--跨國性臺日比較
書刊名：	電子商務學報
作者：	關復勇／吳美貞
作者(外文)：	Kuan, Fu-yung／Wu, Mei-chen
出版日期：	2006
卷期：	8:1
頁次：	頁25-44
主題關鍵詞：	零售品牌；品牌信任；品牌經驗；網站態度；價值；Online retail brand；Brand trust；Meaningful brand experience；Loyalty
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:23

本研究旨在以消費經驗理論為基礎，定義為「有意義品牌經驗」及「品牌信任」，試圖透過品牌說明消費經驗之形成，以發展此品牌消費經驗之多構面模式，再檢證其對價值、零售網站態度之影響效果。透過E-Mail及網路問卷進行調查，總計截至2004年三月底共回收358份問卷，其中日本部分計發出300份，有效樣本數186人，回收率為61%。經運用多元迴歸分析、變異數分析等進行對各假設之驗證，結果顯示： (1) 傳統零售品牌成功移轉信任，而網路零售品牌則善於創造話題性及流行性。 (2) 品牌信任及有意義品牌經驗創造價值及建立顧客忠誠。 (3) 消曹經驗-價值忠誠模式中，價值扮演消費經驗與忠誠間之中介角色。 (4) 網路購物動機之「實用性」正向干擾及「自在感 (便利性) 」並負向干擾「價值－忠誠」之關係。 (5) 瀏覽時間較長者，則愈具有網站忠誠度。另亦發現，瀏覽時間在2-3小時者較l小時以下者更具網站忠誠度。

以文找文

The author provides a framework for characterizing and better understanding the profile of consumer experience form with brands. The authors cross-validate the underlying conceptual model by studying online shopper samples in a two-country- Taiwan (N=358)and Japan (N=186),comparative survey that investigates two retail brand-on-line retail brand and offline retail brand. The results support bipartite view of consumer experience evaluations along brand trust and meaningful brand experience dimensions. Moreover, (1) the author finds that the off-line retail brand has been successful transferred trust to e-commerce environment, and on-line retail brand has well brand image of talking point and fashion. (2) Brand trust and meaningful brand experience are successful creating value and loyalty. (3) Value completely mediates the effect of consumer experience on trust in the E-retailing context and partiality mediates the effect of consumer experience of Taiwanese on loyalty. In addition, (4) usefulness and enjoyment / ease of use online shopping motivations were found to be important moderator of value on loyalty. And (5) the length of time an individual spends at a web site is related to his/her attitudes towards the site. For example, individuals spend 2-3 hours than less an hour ones at web sites will have more positive attitudes.

以文找文

期刊論文
1.	Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer Trust, Value, and Loyalty in Relational Exchanges。Journal of Marketing，66(1)，15-37。
2.	Peterson, Robert A.(1995)。Relationship marketing and the consumer。Journal of the Academy of Marketing Science，23(4)，278-281。
3.	Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。
4.	Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。
5.	Childers, Terry L.、Carr, Christopher L.、Peck, Joann、Carson, Stephen(2001)。Hedonic and utilitarian motivations for online retail shopping behavior。Journal of Retailing，77(4)，511-535。
6.	Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。
7.	Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。
8.	Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。
9.	Selnes, Fred(1998)。Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships。European Journal of Marketing，32(3/4)，305-322。
10.	Ganesan, Shankar(1994)。Determinants of long-term orientation in buyer-seller relationships。Journal of Marketing，58(2)，1-19。
11.	Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。
12.	Munuera-Alemán, José Luis、Delgado-Ballester, Elena、Yagüe-Guillén, María Jesús(2003)。Development and Validation of a Brand Trust Scale。International Journal of Market Research，45(1)，1-18。
13.	Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。
14.	Davis, R.、Margo, B. O.、Roderick, J. B.(2000)。Retail Service Branding in Electronic-commerce Environments。Journal of Service Research，3(2)，178-186。
15.	Ind, N.、Riondino, M. C.(2001)。Branding on the Web: A Real Revolution?。The Journal of Brand Management，9(1)，8-19。
16.	May, E. G.(1989)。Retail Odyssey。Journal of Retailing，65(3)，356-367。
17.	Norton, D. W.(2003)。Toward Meaningful Brand Experiences。Design Management Journal，14(1)，19-25。
18.	Shim, S.、Drake, M. F.(1990)。Consumer Intention to Utilize Electronic Shopping。Journal of Direct Marketing，4(1)，22-33。

圖書
1.	Loewenstein, George、Elster, Jon(1992)。Choice over Time。New York, NY：Russell Sage Foundation Press。
2.	Sheth, J. N., Mittal, B.,、Newman, B. I.(1999)。Consumer Behavior。New York, NY：Prentice-Hall, Englewood Cliffs。
3.	Hoyer, W. D.、Maclnnis, D. J.(2007)。Consumer Behavior。Boston：Houghton Mifflin Co。
4.	Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。
5.	Hofstede, Geert H.(1980)。Culture's consequences: International differences in work-related values。Beverly Hills, California：Sage。
6.	Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。
7.	和田充夫(2002)。ブランド価值共創。ブランド価值共創。0。延伸查詢
8.	Ind, N.(1998)。Making the Most of Your Corporate Brand。Making the Most of Your Corporate Brand。0。
9.	Schmitt, B.(1999)。Experience Marketing: How to Get Consumer Sense, Feel, Think, Act, and Relate to Your Company and Brands。New York：The Free Press。
10.	Travis, D.、Toby, W.、Mike, A.(1994)。Human Psychology in Virtual Environments。Interacting with Virtual Environments。Chichester, UK。

圖書論文
1.	Holbrook, M. B.(1999)。Introduction to consumer value。Consumer Value: A Framework for Analysis and Research。New York, NY：London：Prentice Hall：Routledge。
2.	Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。

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