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題 名 | 產品涉入程度與品牌共鳴的關聯性研究:網路口碑為中介--以智慧家電為例=A Study on the Relationship between Product Involvement and Brand Resonance: The Mediating Role of Online Word-of-Mouth--A Case of Smart Home Appliances |
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作 者 | 褚麗絹; 林宛儒; | 書刊名 | 管理資訊計算 |
卷 期 | 13:特刊1 2024.07[民113.07] |
頁 次 | 頁11-21 |
分類號 | 496.14 |
關鍵詞 | 產品涉入程度; 網路口碑; 品牌共鳴; Product involvement; Electronic word-of-mouth; Brand resonance; |
語 文 | 中文(Chinese) |
DOI | 10.6285/MIC.202407/SP_01_13.0002 |
中文摘要 | AI人工智慧技術的應用與興起,使智慧家電能夠智能串聯家中的各種裝置,打造出具有高效、安全、舒適、便捷、環保的居住環境。COVID-19疫情爆發後,對人們的生活方式產生深遠的影響,網路購物已成為生活中不可或缺的一部分。評價與產品資訊的因素,深深影響消費者的購買決策與對品牌的情節和忠誠度。因此本研究探討「產品涉入程度」、「網路口碑」與「品牌共鳴」之間的關係。本研究透過Google表單方法,請已購買過智慧家電的人來填答,共收回281份有效問卷。實證結果顯示,產品涉入程度與品牌共鳴之間存在顯著正相關。產品涉入程度與網路口碑之間也存在顯著正相關。品牌共鳴與網路口碑之間也存在正相關。網路口碑會對產品涉入程度與品牌共鳴之間具有部分中介效果。這意味著網路口碑在消費者對品牌產生情感連結的過程中扮演了重要角色。建議新創品牌在提升消費者涉入感受方面可以採取多種策略,增加產品資訊的透明度與積極的管理網路評論,加深對品牌的連結與印象。 |
英文摘要 | The application and rise of AI technology enable smart home appliances to intelligently interconnect various devices within the household, creating an environment that is efficient, secure, comfortable, convenient, and environmentally friendly. The outbreak of COVID-19 has profoundly affected people's lifestyles, with online shopping becoming an indispensable part of life. Factors such as evaluations and product information deeply influence consumers' purchasing decisions and brand sentiments and loyalty. Therefore, this study explores the relationship between "Product Involvement," "Electronic-Word-of-Mouth," and "Brand Resonance." Through the Google Forms method, individuals who have purchased smart home appliances were asked to respond, resulting in 281 valid responses. The empirical results show a significant positive correlation between Product Involvement and Brand Resonance. There is also a significant positive correlation between product involvement and Electronic Word-of-Mouth. Additionally, there is a positive correlation between Brand Resonance and Electronic Word-of-Mouth. Electronic Word-of-Mouth partially mediates the relationship between Product Involvement and Brand Resonance. This suggests that Electronic Word-of-Mouth plays an important role in the process of consumers forming emotional connections with brands. It is recommended that new brands take various strategies to enhance consumer involvement, such as increasing the transparency of product information and actively managing online reviews to deepen the connection and impression of the brand. |
本系統中英文摘要資訊取自各篇刊載內容。