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題名 | 服務缺失後品牌知名度對知覺價值之影響--以涉入度為干擾變數=The Influence of Brand Awareness on Perceived Value after Service Failure--Using Involvement as a Moderator |
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作者姓名(中文) | 沈如鳳; 楊淑媛; 葉辛怡; 葉辛怡; |
作者姓名(外文) | Shen, Ju Feng; Yang, Shu Yuan; Yeh, Hsin Yi; Yeh, Hsin Yi ; |
書刊名 | 全球商業經營管理學報 |
卷期 | 10 2018.09[民107.09] |
頁次 | 頁121-131 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌知名度; 知覺價值; 涉入度; 服務缺失; Brand awareness; Perceived value; Involvement; Service failure; |
中文摘要 | 本研究目的是為探討發生嚴重服務缺失後,品牌知名度、知覺價值及涉入度之間的關係。本研究採虛擬情境法及問卷回答之實驗設計,可避免回憶記憶流失所產生之誤差,較能提供變數間因果關係之測驗。本研究共發放400份問卷,有效問卷為335份,有效回收百分比為83.75%。本研究之研究結果為:高涉入度者的價格功能性、情緒性、社會性及品質功能性均大於低涉入度者。品牌知名度對知覺價值的四個構面(價格功能性、情緒性、社會性及品質功能性)均受涉入度干擾,且均為在「高品牌知名度」群體中,「高涉入度」者知覺價值-價值功能性、情緒性、社會性及品質功能性均大於「低涉入度」者; 在「高品牌知名度」群體中,「高涉入度」者知覺價值-價值功能性、情緒性、社會性及品質功能性均大於「低涉入度」者。 |
英文摘要 | The purpose of this study was to investigate the relationship among brand awareness, perceived value, and involvement after a serious service failure. This study uses the virtual situation method and the experimental design of the questionnaire response. It can avoid the error caused by memory loss, and can also provide a test of causal relationship between variables. A total of 400 questionnaires were distributed in this study. The effective questionnaire was 335, and the effective recovery percentage was 83.75%. The results of this study are that the price functional, emotional, social, and quality functionalities of those with high involvement are greater than those of low involvement. The four facets of brand awareness on perceived value, namely price function, emotion, sociality and quality function, are all interfered with by the degree of involvement. Among the high-brand awareness groups, the perceived value of high-involved persons, including value functional, emotional, social, and quality functionalities, is greater than those with low involvement. Among high-profile brand awareness groups, perceived value of high-involvement, including value functional, emotional, social, and quality functionalities are greater than those with low involvement. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。