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題名：產品涉入與品牌涉入對品牌忠誠度之影響--以數位相機為例
書刊名：行銷評論
作者：侯嘉政 引用關係／傅柏霖
作者(外文)：Hou, Jia-jeng／Fu, Po-lin
出版日期：2008
卷期：5:1
頁次：頁27-56
主題關鍵詞：產品涉入；品牌涉入；品牌忠誠度；生活型態；Product involvement；Brand involvement；Brand loyalty；Life style
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(11) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:11
  • 共同引用共同引用:0
  • 點閱點閱:77
本研究主要探討產品涉入、品牌涉入對品牌忠誠度之影響，「涉入－品牌忠誠度」模型(Involvement-Brand Loyalty Model)為理論基礎，針對大學生的數位相機消費行為，進行問卷調查以蒐集資料，將回收608份有效問卷進行實證分析結果發現：(1)對於數位相機的消費者而言，產品涉入程度與品牌涉入程度愈高時，表示消費者的品牌忠誠度愈高。(2)產品愉悅價值、產品象徵和產品效用等三項涉入前因，對消費者的產品涉入程度會有顯著的正向影響。(3)品牌愉悅價值、品牌象徵等兩項涉入前因對消費者的品牌涉入程度會有顯著的正向影響。此外，為了擴充本研究之實務運用價值，加入生活型態量表為區隔變數，藉由生活型態來區隔消費者，並發現不同生活型態區隔的消費者，產品涉入與品牌涉入都有不同的涉入前因，且對品牌忠誠度也會產生不同的影響效果。
This research adopts "Involvement-rand Loyalty Model" to explore the impact of product involvement and brand involvement on brand loyalty. We use questionnaires to collect the data about the buying behavior of photo cameras of university students. Total of 488 effective questionnaires were returned. The results of the research are summarized as follow: (1) Product involvement and brand involvement have positive effect towards brand loyalty. (2) Product hedonic, product sign and product utility have positive effect towards product involvement. (3) Brand hedonic, brand sign have positive effect towards brand involvement. Besides, the study also uses the variables of life styles to segment total market. We find the buying behavior in different market segments has the different relationships among product involvement, brand involvement, and brand loyalty.
期刊論文
1.Knox, Simon、Walker, David(2003)。Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets。Journal of Strategic Marketing，11(4)，271-286。  new window
2.Beharrell, Brian、Denison, Tim J.(1995)。Involvement in the Routine Shopping Context。British Food Journal，97，24-29。  new window
3.Hynes, N.、Lo, S.(2006)。Innovativeness and Consumer Involvement in the Chinese Market。Singapore Management Review，28，31-46。  new window
4.Knox, S.、Walker, D.、Marshall, C.(1994)。Measuring Consumer Involvement with Grocery Brands: Model Validation and Scale-Reliability Test Procedures。Journal of Marketing Management，10，137-152。  new window
5.Scoblete, G.(2007)。IDC: Higher Churn Driving Digicam Sales。TWICE: This Week in Consumer Electronics，22，16-16。  new window
6.Suh, Jung-Chae、Yi, Youjae(2006)。When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement。Journal of Consumer Psychology，16(2)，145-155。  new window
7.Lazer, W.(1963)。Life Style Concepts and Marketing。Toward Scientific Marketing，15(4)，130-139。  new window
8.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
9.Mittal, B. I.、Lee, M. S.(1989)。A causal model of consumer involvement。Journal of Economic Psychology，10(3)，363-389。  new window
10.Bennett, R. R.、Härtel, C. E. J.、McColl-Kennedy, J. R.(2005)。Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R。Industrial Marketing Management，34(1)，97-107。  new window
11.Quester, Pascale、Lim, Ai Lin(2003)。Product involvement/brand loyalty: is there a link?。Journal of Product and Brand Management，12(1)，22-38。  new window
12.Krugman, Herbert E.(1965)。The impact of television advertising:Learning without involvement。Public Opinion Quarterly，29(3)，349-356。  new window
13.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
14.Russell-Bennett, Rebekah、McColl-Kennedy, Janet R.、Coote, Leonard V.(2007)。Involvement, satisfaction, and brand loyalty in a small business services setting。Journal of Business Research，60(12)，1253-1260。  new window
15.Plummer, Joseph T.(1974)。The Concept and Application of Life Style Segmentation。Journal of Marketing，38(1)，33-37。  new window
16.黃俊英、賴文彬(19900500)。涉入的理論發展與實務應用。管理科學學報，7(1)，15-29。  延伸查詢new window
17.Bloemer, J. M. M.、Kasper, H. D. P.(19950700)。The complex relationship between consumer satisfaction and brand loyalty。Journal of Economic Psychology，16(2)，311-329。  new window
18.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
19.Warrington, P.、Shim, S.(2000)。An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment。Psychology & Marketing，17(9)，761-782。  new window
20.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
21.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。  new window
22.Coulter, Robin A.、Price, Linda L.、Feick, Lawrence(2003)。Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe。Journal of Consumer Research，30(2)，151-169。  new window
會議論文
1.Jacoby, J.、Olson, J. C.(1970)。An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research。University of Illinois Conference on Attitude Research and Consumer Behavior。Urbana, Illinois。  new window
學位論文
1.林茂興(2002)。以生活型態區隔台北地區ADSL消費者對多媒體服務接受意願之研究(碩士論文)。國立交通大學。  延伸查詢new window
2.賴儀宣(2002)。產品類別、生活型態對產品涉入程度影響之探討--以國立東華大學學生為例(碩士論文)。國立東華大學。  延伸查詢new window
3.李孟陵(2003)。消費者滿意度、涉入程度對其忠誠度影響之研究--以台北市咖啡連鎖店為例(碩士論文)。國立交通大學。  延伸查詢new window
4.楊文壽(2001)。行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley & Sons, Inc.。  new window
2.Engel, James F.、Kollat, David T.、Blackwell, Roger D.(1973)。Consumer behavior。New York：Holt, Rinehart and Winston。  new window
3.Sherif, M.、Cantril, H.(1947)。The psychology of ego-involvements, social attitudes & identifications。N.Y.：Wiley。  new window
4.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
5.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer Behaviour。Dryden Press。  new window
6.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
7.Churchill, Gilbert A.、Iacobucci, Dawn(2005)。Marketing Research: Methodological Foundation。Cincinnati, OH：South-Western。  new window
 
 
 
 
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