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題名：從品牌功能及象徵經驗之中介效果探討消費者之忠誠行為--以某知名冰品連鎖店為例
書刊名：中小企業發展季刊
作者：歐陽彥慧 引用關係／鄭駿豪 引用關係
作者(外文)：Ouyang, Yen-hui／Cheng, Chun-hao
出版日期：2013
卷期：27
頁次：頁107-137
主題關鍵詞：知覺品質；品牌形象；品牌功能性；象徵經驗性；顧客忠誠度；Perceived quality；Brand function；Symbol experience；Customer loyalty
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:144
本研究針對知名冰品連鎖店—Häagen-Dazs進行消費者的知覺品質分析，透過品牌形象之兩大中介變項－品牌功能及象徵經驗，探討知覺品質對顧客忠誠度的影響。本研究採取問卷調查法，以食用過知名冰品品牌—Häagen-Dazs的消費顧客為訪問對象，共發出問卷250份，回收有效問卷218份，有效回收率為87.2%。以Cronbach’s α係數檢視問卷信度，利用因素分析檢測效度，再以結構方程模式(SEM)檢定整個模式之配適度與各構面間之因果關係。研究結果發現：知覺品質是消費者再購意願與推薦他人的重要因素，當品牌形象之兩大構面—品牌功能性和象徵經驗性加入模型後，知覺品質和顧客忠誠度的直接關係分別呈現不顯著及效果減弱。研究結果發現，消費者的知覺品質明顯的藉由品牌形象的中介效果，進而提昇顧客未來的忠誠度。研究結果之意涵及未來研究方向，也在最後提出討論。
The purpose of this paper is to explore the mediating effects of brand function and symbol experience between perceived quality and customers’ loyalty. Drawing a sample of two hundred and eighteen customers and yielding the effective rate of 87.2%, this paper tested questionnaires reliability and validity with Cronbach’s α and factor analysis respectively. There are several causal hypotheses pertaining to antecedents and impacts of loyalty by means of structural equation modeling to measure the relationship among the constructs. The empirical results found that perceived quality is significant relationship between repurchase loyalty and recommend others. When brand function and symbol experience are introduced into the model, the previously highly significant relationship between perceived quality and customers’ loyalty becomes insignificant and much weaker. The mediating effects of brand function and symbol experience can positively influence customers’ loyalty. Implications of the findings are discussed and directions for future research are suggested.
期刊論文
1.Aaker, David A.(1997)。Should you take your brand to where the action is?。Harvard Business Review，75(5)，135-144。  new window
2.de Chernatony, L.、Drury, S.、Segal‐Horn, S.(2004)。Identifying and Sustaining Services Brands' Values。Journal of Marketing Communications，10(2)，73-93。  new window
3.Syzbillo, G.、Jacoby, J.(197402)。Intrinsic versus Extrinsic Cues as Determinants of Perceived Product Quality。Journal of Applied Psychology，59(1)，74-78。  new window
4.Young, S.、Feigin, B.(1975)。Using the benefit chain for improved strategy formulation。Journal of Marketing，39(3)，72-74。  new window
5.Bowen, J. T.、Shoemaker, S.(1998)。Loyalty: A strategic commitment。Cornell Hotel and Restaurant Administration Quarterly，39(1)，12-25。  new window
6.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
7.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
8.Fredericks, Joan O.、Salter, James M. II(1995)。Beyond Customer Satisfaction。Management Review，84(5)，29-32。  new window
9.Steenkamp, Jan-Benedict E. M.(1990)。Conceptual Model of the Quality Perception Process。Journal of Business Research，21(4)，309-333。  new window
10.Chaudhuri, A.(200205)。How brand reputation affects the advertising-brand equity link。Journal of Advertising Research，42(3)，33-43。  new window
11.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research，17(1)，110-119。  new window
12.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
13.Mitchell, V. W.、Greatorex, M.(1993)。Risk perception and reduction in the purchase of consumer services。The Service Industries Journal，13(4)，179-200。  new window
14.Netemeyer, Richard G.、Krishnan, Balaji、Pullig, Chris、Wang, Guangping、Yagci, Mehmet、Dean, Dwane、Wirth, Ferdinand、Ricks, Joe(2004)。Developing and Validating Measures of Facets of Customer-Based Brand Equity。Journal of Business Researchy，57(2)，209-224。  new window
15.Fullerton, G.(2005)。The impact of brand commitment on loyalty to retail service brands。Canadian Journal of Administrative Sciences，22(2)，97-110。  new window
16.Reichheld, Frederick F.、Schefter, Phil(2000)。E-loyalty: Your secret weapon on the web。Harvard Business Review，78(4)，105-113。  new window
17.Stum, David L.、Thiry, Alain(1991)。Building Customer Loyalty。Training and Development Journal，45(4)，34-36。  new window
18.Sirohi, Niren、McLaughlin, Edward W.、Wittink, Dick R.(1998)。A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer。Journal of Retailing，74(2)，223-245。  new window
19.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
20.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
21.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
22.Peltier, J. W.、Westfall, J. E.(2000)。Dissecting the HMO-benefits managers relationship: What to measure and why?。Marketing Health Services，20(2)，4-13。  new window
23.Kamins, M. A.、Marks, L. J.(1999)。The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands。Journal of the Academy of Marketing Science，19(3)，177-185。  new window
24.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
25.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
26.Richardson, P. S.、Dick, A. S.、Jain, A. K.(1994)。Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality。Journal of Marketing Research，58(4)，28-36。  new window
27.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
28.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
研究報告
1.Srivastava, R. K.、Shocker, A. D.(1991)。Brand equity: A perspective on its meaning and measurement。Cambridge, MA：Marketing Science Institute。  new window
學位論文
1.袁幸慈(2006)。商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、知覺價值與購買意願之影響--以大型量販店為例(碩士論文)。國立成功大學。  延伸查詢new window
2.陳志宏(2005)。大陸城市地區美語教育機構品牌形象及行銷滿意度對顧客忠誠度之影響(碩士論文)。大葉大學。  延伸查詢new window
3.林翠瑩(2004)。品牌形象、品牌關係品質與品牌忠誠度之關聯性研究--以零售業自有品牌為例(碩士論文)。南臺科技大學，臺南縣。  延伸查詢new window
4.沈孝思(2006)。品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究--以保健食品為例(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.Zeithaml, V. A.、Amna, K.(1993)。Advertising, Perceived Quality, and Brand Image Advertising's Role in Building Strong。Brand, Iowa City：Lawrence Erlbaum Associates。  new window
2.Armstrong, G.、Kotler, P.(2002)。Marketing: an introduction。Upper Saddle River, NJ：Prentice-Hall。  new window
3.彭建璋、呂旺坤(2005)。品牌行銷與管理。臺北：華泰文化。  延伸查詢new window
4.Griffin, J.(1995)。Customer loyalty: How to earn It and how to keep It。New York, NY：Lexington Books。  new window
5.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
6.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A Guide to the Program and Application。Chicago, IL：Scientific Software International, Inc.：SPSS Inc。  new window
圖書論文
1.Holbrook, Morris B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Again。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Book。  new window
 
 
 
 
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