中山管理評論

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中山管理評論  2017/6

第25卷第2期  p.443-487

DOI:10.6160/2017.06.05


題目
品牌形象、情感性品牌依附、知覺品質、滿意度與購後行為關係之探討—兼論自我一致性的干擾效果
The Relationships among Brand Image, Emotional Brand Attachment, Perceived Quality, Satisfaction, and Post-purchase Behavior: Self-congruence as a Moderator
(136_M5a1fc36340e04_Full.pdf 1,166KB)

作者
蔡進發、蕭至惠/國立嘉義大學企業管理學系、國立嘉義大學行銷與觀光管理學系
Chin-Fa Tsai, Chih-Hui Hsiao/

Department of Business Administration, National Chiayi University、 Department of Marketing and Tourism Management, National Chiayi University


摘要(中文)

本研究以知名的購後行為模型「形象→品質→滿意度→購後行為」為基礎,另外加入情感性品牌依附於該模型中,試圖建構一個兼具「認知」(指知覺品質)與「情感」(指情感性品牌依附)成份的購後行為新模型,並以易產生情感性依附的高級進口車車主為研究對象。 本研究以問卷調查法蒐集了400份有效樣本,並以結構方程模式來檢驗此模型和所提出的假設。研究結果如下:(1)此一兼具認知與情感成份的購後行為模型可以與實證資料配適良好;(2)品牌形象會正向影響知覺品質、滿意度和情感性品牌依附;(3)知覺品質會正向影響滿意度;(4)滿意度與情感性品牌依附會正向影響購後行為;(5)品牌形象可以分別透過知覺品質、滿意度和情感性品牌依附來間接影響購後行為;(6)自我一致性不會干擾品牌形象對情感性品牌依附的影響結果。

(136_M5a1fc36340e04_Abs.pdf(檔案不存在))

關鍵字(中文)

品牌形象、知覺品質、滿意度、情感性品牌依附、購後行為


摘要(英文)

Based on the famous post-purchase behavior model “image→quality→satisfaction→ post-purchase behavior”, the purpose of this study was to integrate emotional brand attachment into the original framework to form a new post-purchase behavior model including both cognitive (i.e., perceived quality) and emotional (i.e., emotional brand attachment) perspective. To examine the model and associated hypotheses, deluxe imported car owners are selected as the research scope, because they are prone to appear emotional attachment. 400 valid questionnaires were collected. And we adopted a structural equation modeling (SEM) approach to examine the proposed model and the associated hypotheses. We have the following conclusions: (1) The new post-purchase behavior model consisting of both cognition and emotion components produced adequate fit to the data. (2) Brand image positively influences perceived quality, satisfaction and emotional brand attachment; (3) Perceived quality positively influences satisfaction; (4) Satisfaction and emotional brand attachment positively influence post-purchase behavior respectively; (5) Post-purchase behavior is indirectly influenced by brand image through perceived quality, satisfaction and emotional brand attachment respectively; (6) The effect of brand image on emotional brand attachment is not moderated by self-congruence.

(136_M5a1fc36340e04_Abs.pdf(檔案不存在))

關鍵字(英文)

Brand Image, Perceived Quality, Satisfaction, Emotional Brand Attachment, Post-purchase Behavior


領域
Marketing management

政策與管理意涵

本研究建議,高級進口車的行銷人員應努力讓其品牌在理性路線(指知覺品質)與感性路線(指情感性品牌依附)上,都可以分別滿足顧客在實質層面與心理層面的追求,如此一來,品牌的購買行為,就可以據此建立了。在增進汽車的知覺品質方面,研發與行銷人員應共同攜手,傾聽顧客的聲音,從顧客端去了解顧客需要一部何種功能的汽車,據以設計汽車的相關功能和屬性;而為了增進車主的情感依附,建議可從以下幾個管道著手:(1)確定公司所要塑造的品牌形象後,尋找自我概念與所要塑造的形象相符的廣告代言人,接著,廣告代言人的特性或意涵就會轉移到品牌身上,形成該汽車的品牌形象,繼而影響到消費者對該品牌的情感依附;(2)審慎選擇廣告的基調、訴求的方式、商標與字體特徵、廣告的步調,甚至慎選廣告媒體通路,因為這些行銷手法也都可以塑造出獨特的品牌形象,繼而影響到消費者對品牌的情感依附;(3)廠商在廣告策略上,可以考慮採取感性廣告手法,來引發消費者對該汽車品牌的情感性依附,最後進而影響到消費者行為;(4)利用品牌故事、圖像、音樂、代言人、廣告劇情等來打動消費者的情感,例如一位與目標顧客自我概念類似的廣告代言人,都可能觸動消費者的情感;(5)進行社群行銷,成立會員俱樂部或網路品牌社群,經常舉辦一些車主活動、提供一些特別的服務、回覆車主關心的問題、車主彼此交換產品的訊息、分享對愛車的喜好、交換車子的使用心得、車主與愛車互動的影音資料上網等,應可以讓消費者對該俱樂部或社群產生情感依附,最後導致對汽車品牌的情感依附;(6)在產品與服務的傳遞上,努力進行關係行銷,讓車主感受到公司對於產品與服務的堅持和注重、創造顧客使用產品的良好經驗與感受、塑造良好的品牌形象、提供完善的維修與售後服務、訓練良好的服務人員、強烈關心顧客所在乎的事情、全力協助顧客解決愛車問題,也可以讓車主對愛車品牌產生情感依附。


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