題名: 消費價值體驗與服務品牌形象關係之研究 作者: 蕭至惠;蔡進發;許世芸;蔡佩珊
關鍵詞: 消費價值 , 消費體驗 , 服務品牌形象 , 消費者涉入 , 購物動機 ;consumption value,consumption experience,service brand image,consumer involvement,shopping motivation
日期: 2007-09
上傳時間: 2010-06-02T11:51:35Z 出版者: Asia University
摘要: 服務業具有二大重要特性，分別為服務消費即是服務體驗與公司名稱即是品牌名稱。
本研究從此二特性的觀點，探討消費價值體驗與服務品牌形象之間的關係。消費者透 過企業的品牌名稱可以?想到企業提供的服務屬性、功能性結果與象徵性意義，這即 是「服務品牌」的概?。延續此概?，本研究的第一重點在探討消費價值體驗與服務品 牌形象之間的關係。當消費者接受同樣一項商品服務時，可能會感受到?同的消費價 值體驗，?可能會因為消費者個人涉入程?或購物動機?同，而造成對消費價值體驗感 受有所差?，因此，本研究的第二重點在探討消費者涉入程?和購買動機二變?，如何 影響「消費價值體驗」和「服務品牌形象」之間的關係。本研究結果顯示：（一）消費 價值體驗的五大價值與服務品牌形象間的關係呈現正相關。（二）在消費者情境涉入 變?影響下，情感性價值與服務品牌形象間的關係呈現負相關。（三）在消費者的持 久涉入變?影響下，社會性價值與服務品牌形象間的關係呈現負相關。（四）在經驗 導向－購物動機變?的影響下，條件性價值與服務品牌形象間的關係呈現正相關。
The service industry has two characteristics. One is that service
consumption is service experience, and the other is that the name of a company is the name of a brand. From the perspectives of these two characteristics, this paper studies the relationship between the
consumption value experience and the service brand image. The brand name can remind customers with particular services, including service attributes, functional results, and symbolizing meanings, provided by the particular enterprise. Following this concept, the first objective of this paper is to investigate the relationship between the consumption value experience and the service brand image. Customers may percept different value experiences when they receive different services. The different value experiences may also be related to different customer involvements or different shopping motivations. Therefore, studying the difference between the consumption experience and the service brand image under different consuming involvements and under different shopping motivations become the second objective of this paper. The conclusions of this paper are summarized. First, the five major values for
consumption value experience are positively correlated with the service brand image. Second, when the factor of situational involvement is present, emotional value is reversely correlated with the service brand image. Third, when the factor of enduring involvement is present, the social value is reversely correlated with the service brand image. Fourth, when the factor of experiential-oriented shopping motivation is present, the conditional value is positively correlated with the service brand image.
