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題名:幸福感品牌形象關鍵因子之研究
作者:杜雅雯
作者(外文):TU, YA-WEN
校院名稱:國立雲林科技大學
系所名稱:設計學研究所
指導教授:杜瑞澤
學位類別:博士
出版日期:2019
主題關鍵詞:品牌形象幸福感幸福心理學情感行銷修正式德菲法層級分析法集群分析法Brand ImageHappinessPositive PsychologyEmotional MarketingModified Delphi MethodAnalytic Hierarchy Process
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面對白熱化競爭市場,品牌形象要深得消費者心,須設法滿足消費者在精神層面上的需求。幸福感是千年以來讓哲學與宗教持續關注的議題,近年各國開始積極推動「人民幸福感受指標」,台灣主計處也年年公告國民幸福指標調查報告,「幸福感」儼然是各國大眾所追求的人生目標,且幸福感對社會經濟有所影響,並能提升消費者對品牌忠誠度,所以是品牌觸動消費者情感行銷的切入點。因此本研究以「幸福感」作為「品牌形象差異化」的「情感行銷」策略,探討幸福感如何成為品牌形象的關鍵因子。
本研究分為四個階段:第一階段以心理學「牛津幸福問卷」與「中國人幸福感量表」為基石,加上正向心理學及相關文獻,運用修正式德菲法(Modified delphi method)建構出「幸福感品牌形象量表」,建構過程中獲得4項評估構面和21條策略指標,能實際量測品牌幸福力。第二階段以層級分析法(Analytic hierarchy process, AHP),將幸福感品牌形象量表所得21條指標進行權重排序,嘗試找出幸福感品牌形象關鍵因子。結果得出幸福感品牌形象策略指標為:「品牌形象願意承諾和參與社會責任」、「品牌形象對環境友善」、「品牌形象對社會具有影響力」、「品牌形象對社會具有意義和目標」、「品牌形象讓我找到一些美的感動」等指標,可作為幸福感品牌企畫參考依據。第三階段以集群分析法(Cluster Analysis)針對千禧世代分類出四種類型之幸福感消費者群,從中理解不同客群之喜好。最後階段以本研究所建構之幸福感品牌形象量表,針對台灣手搖杯品牌進行實際量測,探討台灣搖杯品牌最幸福品牌,並實際檢核建構量表實用性。
本研究藉「幸福感品牌形象量表」及「幸福感品牌形象策略指標」的建立,讓原本抽象的幸褔感藉嚴謹研究流程,化作為具體情感行銷策略指標,希冀這樣幸福感品牌研究,能夠在學術及實務提供不再只是感性的抽象描述,而是更有數據根據理性的價值與貢獻。
In an increasingly competitive market, brand images must satisfy the spiritual needs of customers to earn their loyalty. Various philosophies and religions throughout human history have emphasized a sense of happiness. In Taiwan, the Directorate General of Budget also publishes an annual report on the happiness of Taiwanese citizens. Happiness is a life goal pursued by people worldwide and has a substantial effect on society and the economy. As an emotional marketing strategy used to create brand differentiation, happiness was a key factor that influences brand image.
This study was divided into 4 phases. In the first phase, based on positive psychology and a literature review, it constructs a scale of happiness brand image according to the Modified Delphi Method. In the research process, it obtains four evaluation dimensions and 21 strategic indicators. In the second phase, the Analytic Hierarchy Process (AHP) is used to rank the indicator strategy decision-making of items of the happiness brand image scale in order to recognize key factors of happiness brand image. The results indicated that the top factors regarding brand images were “intention of brand image to commit to and participate in Corporate Social Responsibility,” “environment friendly,” “brand image shows an impact on society,” “brand image is meaningful and shows goals for society”, and “brand image results in aesthetic affection”. In the third phase, analysis of the subjects by cluster analysis, and are classified into 4 types of consumer. In the final phase, based on the happiness brand image scale constructed in this study is used to measure the tea shop brands in Taiwan, and to check the practicality of the happiness brand image scale.
By construction of the scale, strategy indicators of happiness brand image and 4 different types of consumers, this study argues that the originally-abstract concept of happiness can serve as a reference and provide a research contribution to academic and practical fields.
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155.Zohar, D., Marshall, I. (2004). Spiritual capital: Wealth we can live by. Oakland, California: Berrett-Koehler Publishers.

網路資料:
1.B型企業官網 http://www.bcorptaiwan.com/
2.CSR報導平台 http://www.csronereporting.com/news_2624
3.Hastings(2014),英國最幸福十大品牌研究之報導http://www.dailyecho.co.uk/news/lists/11054085.The_UK_s_10_happiest_brands/
4.INDEX:Award設計網站http://designtoimprovelife.dk/
5.Layard, R. World Happiness Report http://worldhappiness.report/
6.Martin Seligma快樂問卷網站http://www.authentichappiness.sas.upenn.edu/Default.aspx
7.Millward Brown BrandZ http://www.millwardbrown.com/brandz/brandz
8.NPOchannel報導 https://bit.ly/2OguQTI
9.Ruut Veenhoven的幸福全球資料庫(World Database of Happiness)http://worlddatabaseofhappiness.eur.nl/
10.White, A. (2007). World Map of Happiness. https://reurl.cc/YxW2l
11.樂施會網址http://www.oxfam.org.hk/tc/taiwan.aspx
12.中華百科全書http://ap6.pccu.edu.tw/Encyclopedia/data.asp?id=391
13.牛津幸福(快樂)度問卷https://bit.ly/2n2CQej
14.月暈效應(Halo effect):國家教育研究院,雙語詞彙、學術名詞暨辭書資訊網 http://terms.naer.edu.tw/detail/1303351/
15.永續報告平台,B型企業新趨 http://www.csronereporting.com/topic_1599
16.英國新經濟基金會(New Economics Foundation)的快樂地球指數(The Happy Planet Index)http://www.happyplanetindex.org/
17.哈佛大學醫學院臨床精神病學教授羅伯.威丁格關於「幸福感」(Happiness)研究
Harvard Study of Adult Development
https://www.adultdevelopmentstudy.org/
18.倫敦依澤貝爾廣告公司幸福品牌研究https://bit.ly/2HApGla
19.華文企管網報導 http://www.chinamgt.com/article.php?id=2761
20.陽獅集團對追求幸福之研究:(ZenithOptimedia) https://bit.ly/2WgwAPS
21.行政院農委會統計與出版品https://www.coa.gov.tw/ws.php?id=2503789

 
 
 
 
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