第五章 結論與建議
第四節 研究貢獻
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第四節 研究貢獻
一、 本研究主要是以 Brakus et al. (2009) 提出之品牌體驗概念做為架構上的主 要討論依據，此研究領域尚未廣泛被其他學者拿來作實證研究。在 Brakus 等學者的文獻當中提及建議後續研究者除了對品牌體驗進行廣泛的實證研 究外，也呼籲將品牌體驗與品牌權益等構面進行相關性研究。本研究依據 此建議將品牌權益加入研究架構中並獲得證實品牌體驗與品牌權益正向之 關聯性。另外 Brakus 等學者的文獻當中是以顧客滿意度作為其中介變數來 檢視品牌體驗與顧客滿意度之關聯性，並獲得正向之相關性，但於國內並 無任何實證研究來支持兩者間之關係，本研究於是進行兩者間之關聯性研 究並獲得正向之相關性，再次證實品牌體驗與顧客滿意度之正向關係。
二、 在品牌體驗的過往研究當中，涉入程度並未被考量進入相關品牌體驗的架 構當中，本研究屬於第一個將涉入程度納入品牌體驗之構面，並發現涉入 程度與品牌體驗具有一定程度的相關性，本研究給予後續研究者在推敲可 能性模式與品牌體驗之結合開了一扇窗，有助於品牌體驗之理論發展更加 有所理論依據。
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