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題 名 | 運動遊憩產業之產品設計、溝通設計、品牌設計接觸點對消費體驗、品牌信任影響研究=A Study on the Influence of Product Design, Communication Design, and Brand Design Contact Points in Sports& Recreation Industries on Consumer Experience and Brand Trust |
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作 者 | 李泊諺; 蔡孟娟; | 書刊名 | 運動與遊憩研究 |
卷 期 | 12:2 2017.12[民106.12] |
頁 次 | 頁55-66 |
分類號 | 496.34 |
關鍵詞 | 產品設計; 溝通設計; 品牌設計; 消費者體驗; 品牌信任; Product design; Communication design; Brand design; Consumer experience; Brand trust; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討運動遊憩產業如何讓消費者在從事運動&遊憩活動過程中,有完美的「品牌接觸」點、有完美的體驗感知、進而提高對該品牌的信任。透過問卷蒐集實證資料,研究對象以運動遊憩產業之消費者為標的,最終取得223 份有效樣本進行相關統計分析。本研究結果顯示:運動遊憩產業其產品、溝通、品牌設計接觸點對於消費者體驗和品牌信任度均有正向之影響關係。因此運動遊憩產業若要積極轉型發展自有品牌,首先可依照品牌設計接觸點進行產品規劃設計,這將有助於消費者體驗之提升、方能增加消費者的信任度,這將有助於提升此一產業品牌經營之升級、再造。 |
英文摘要 | This study was designed to investigate that the perfect "brand contact" points to consumers during their involvement in sports & recreation activities and enable them to perceive perfect experiences to further improve their trust in brands. The study conducted a questionnaire survey to collect empirical data. The research subjects were consumers in sports & recreation industries. In the end, this study obtained 223 valid samples, and performed relevant statistical analyses. The research results showed that: the product, communication, and brand design contact products in sports & recreation industries have a positive effect on both the consumer experience and brand trust. Therefore, if sports & recreation industries intend to proactively engage in industrial transformation and develop own brands, they may engage in brand planning and design according to brand design contact points first, which will help improve consumer experience, increase consumer trust, and improve the upgrading and reengineering of industrial brand operation. |
本系統中英文摘要資訊取自各篇刊載內容。