品牌體驗對品牌信任的影響機制研究

The Mechanism of Brand Experience and Brand Trust

Student thesis: Doctoral Thesis

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Author(s)

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Detail(s)

Awarding Institution
Supervisors/Advisors
  • Chenting SU (Supervisor)
  • Yong SU (External person) (External Supervisor)
Award date6 May 2019

Abstract

隨著互聯網經濟的迅速發展,企業與消費者之間的關係日益透明化。互聯網促進了資訊的急速傳播,也逐步削弱了市場中的資訊壁壘。企業可以通過互聯網迅速瞭解競爭對手的資訊,消費者也可以通過互聯網瞭解企業的品牌、產品和服務。資訊透明化給企業的行銷戰略帶來了巨大的挑戰,建立顧客對企業的信任成為企業實現可持續競爭優勢的必要途徑。基於此,探究影響消費者對企業信任的主要因素至關重要。同時,隨著技術不斷發展和成熟,產品和產品之間在功能上的差距越來越小。為了贏得消費者青睞,企業更依賴於品牌上的設計。那麼,品牌通過何種途徑影響消費者的購買行為,進而影響消費者對企業的信任值得學術界和實踐界進行深入探討。

基於對現有文獻的演繹,本文提出品牌體驗是影響品牌信任的重要因素。其中品牌體驗具有感性和理性雙重成分。品牌感性體驗更多影響品牌情感信任,品牌理性體驗更多影響品牌認知信任。更進一步地,品牌感性體驗通過品牌依戀正向影響品牌情感信任,品牌理性體驗通過產品依戀正向影響品牌認知信任。

本文通過三個子研究來驗證這一研究模型。研究一通過兩次調研對品牌進行了分類,提煉出研究二和研究三的行業池和品牌池。本研究共分為兩個部分,首先通過文獻整理出與本研究相關的行業池和品牌池,並對這些品牌進行第一步調研。通過線上問卷調研平臺回收了219份問卷。之後借鑒專家意見進行第二次調研,並回收208份問卷,最後得到後續研究所需的品牌池,分別為四個理性體驗型品牌和四個感性體驗型品牌。

研究二通過開放性問卷對品牌信任進行質性研究,提出品牌信任具有兩個維度:品牌認知信任和品牌情感信任,並針對品牌信任設計開放性問卷來探究其主要內涵,通過線上調研平臺回收有效問卷80份。之後通過紮根理論獲取品牌信任的8個組成成分,在此基礎上開發相對應的量表。

研究三通過預調研和大規模問卷調研對六個假設進行驗證。首先通過預調研對量表的適用性進行檢驗。隨後進行大規模問卷調研,分別運用信度核對總和效度檢驗,以及相關性檢驗對回收資料進行品質分析,然後通過回歸分析對假設進行驗證。

本文的結論主要有以下幾點:(1)品牌體驗對品牌信任具有正向顯著的影響。即品牌體驗越好,消費者對品牌的信任度越高。(2)品牌體驗的感性、理性雙元影響機制。品牌體驗其實是感性和理性共同作用形成的一個綜合體驗。該體驗對品牌依戀、產品依戀和品牌信任均有雙元的影響作用。(3)品牌依戀和產品依戀的仲介作用。本研究證實,品牌感性體驗通過品牌依戀影響消費者對品牌的情感信任,而品牌理性體驗通過產品依戀影響消費者對品牌的認知信任。(4)基於雙維度的品牌信任量表開發。本研究證實,品牌信任包含消費者對品牌的認知信任和情感信任。品牌認知信任由品牌定位感知、品牌社會認可、品牌資訊和品牌需求構成;品牌情感信任由品牌喜愛、品牌情感認可、品牌情結,品牌情感需求構成。
With the development of internet, the relationship between the firms and customers is becoming more and more transparent. Internet improves the efficiency of information express as well as cuts down the information wall in market. Enterprises can get information of competitor from internet, and customer can better learn the brand, products and service of the firms. However, the transparency of information causes huge challenge for firms, building trust between customers and firms becomes the main source to achieve Sustainable competitive advantage. Firms need to establish trust with customers in order to activate customer attachment. Thus, it is of vital importance to explore the factors that determine customer trust. Meanwhile, as technology continues to evolve, little difference is provided among commodities of the same category. More firms are relying on brand design to win customers. Thus, it is worth exploring how brands affect customers’ trust and purchases.

Based on the through concrete literature review, this paper proposes that brand experience is one of the most important factors which lead to brand trust. And brand experience is hybrids by affective and rational dimensions. This paper also proposes that brand emotional experience affects brand emotional trust more and brand rational experience affects brand rational trust than brand emotional experience more. Beyond that, brand attachment mediates the relationship between brand emotional experience and brand emotional trust, and product attachment mediates the relationship between brand rational experience and brand rational trust.

Then, to test this model, we construct three studies. The first study focuses on categorizing brands and established industry pool and brand pool which can be used by following Study Two and Study Three. We first search the literature and discuss relevant industry and brand. After this stage, we investigate these brands through online investigation platform and gain 219 questionnaires. We then conduct the second investigation based on advices form experts and receive 208 questionnaires and build industry and brand pool we needed. We separate these brands into two categories, one is the emotional experiencing brand and the other is rational experiencing brand.

Study two is a qualitative research based on open-ended questionnaires, the results indicate that brand trust is mixed up by two dimensions, which are rational trust and emotional trust. We received 80 valid questionnaires. Based on grounded theory, we analyze data and design questionnaires according to the 8 parts derived from qualitative data.

Study three was a combination of pre-investigation and large scale questionnaires investigation, which helps examined the 6 hypothesis. Firstly, we examined the adaption of measurement with pre-test questionnaires. Secondly, we examined the quality of the data through validity test and reliability test as well as correlation analysis with large scale questionnaires. Then we run regression analysis to test these hypotheses.

We conclude that: (1) Brand experience is positively related to brand trust. From this perspective, the better the brand experience is, the better the brand trust is. (2) Brand experience is an experience that is blundered by ration and emotion elements. This kind of experience affects brand attachment, product attachment and brand trust through dual effect. (3) Brand attachment and product attachment are both mediators: brand attachment mediates the relationship between brand emotional experience and brand emotional trust, and product attachment mediates the relationship between brand rational experience andbrand ratonal trust. (4) Brand trust is rebuilt into two dimensions by this study. This research confirms that brand trust includes consumer cognitive trust and emotional trust. Brand cognitive trust consists of brand positioning perception, brand social recognition, brand information and brand demand; while brand emotional trust consists of brand love, brand emotional recognition, brand obsession and brand emotional demand.

    Research areas

  • Brand Experience, Brand Attachment, Product Attachment, Brand Trust