品牌設計對消費者體驗、品牌信任與滿意之關係研究：以手工具產業為例

Research into Relationship between Brand Design and Consumer Experience, Brand Trust and Satisfaction: A Case Study of Hand Tool Industry

10.6736/JPSR.201709_14(2).0002

拾已寰(Yi-Hwan Shyr)；李泊諺(Po-Yen Lee)；梁家禎(Jia-Zhen Liang)

體驗設計 ； 消費者體驗 ； 品牌信任 ； 品牌滿意 ； 品牌設計接觸點 ； experience design ； consumer experience ； brand trust ； brand satisfaction ； brand design touch point

績效與策略研究

14卷2期（2017 / 09 / 01）

21 - 38

繁體中文

在體驗經濟時代來臨的二十一世紀，傳統代工產業面臨轉型需求。代工產業若要成功轉型為品牌，則必須讓消費者能夠在使用品牌的產品及服務－意即「品牌接觸點」時，有完美的體驗。本研究以台灣手工具產業為例，進行品牌設計接觸點對於消費者內化之體驗、品牌信任、品牌滿意的關係進行探討，期望本研究能讓台灣手工具代工產業以品牌設計體驗點作為設計、消費者體驗、乃至品牌價值發展提供重要參考軌跡。本研究問卷數據蒐集採用網路以及紙本方式，研究對象以台灣手工具產業為標的，最終取得150份有效樣本進行相關統計分析。分析方法採用結構方程式模型驗證構面之間之因果關係。研究結果如下；1.品牌的設計接觸點對於消費者品牌體驗呈現正向顯著關係2.消費者體驗對品牌信任度呈現正向顯著關係3.消費者體驗對品牌滿意度呈現正向顯著關係本研究結果顯示：手工具產業的品牌設計接觸點對於消費者體驗和品牌信任、品牌滿意有正向之影響關係，因此若台灣手工具產業若欲要轉型為自有品牌，首先可依照品牌設計接觸點進行產品規劃設計，然後將有效影響消費者品牌體驗，進而增加增加消費者的滿意度以及信任，這將有助於該產業品牌價值之提升。

With the advent of the era of economy of 21st century, traditional subcontracting industries are faced with the need for transition. If subcontracting industries intends to transit into brand successfully, consumer must have the perfect experience during their use of brand product and service -- ＂brand touch point＂. This research takes Taiwan's hand tool industry as the example to discuss the relationship between brand design touch point and consumer experience, brand trust and brand satisfaction. The findings can provide reference to the hand tool subcontracting industry in Taiwan for consumer experience and even brand value development. This study used both online and paper-based questionnaires to collect data. The target was the hand tool industry in Taiwan. A total of 150 valid samples were obtained for statistical analysis. Structural Equation Modeling was used to verify the causal relationship between dimensions. The research findings are as follows: 1. The brand design touch point has a significantly positive relationship with consumer experience. 2. Consumer experience has a significantly positive relationship with brand trust. 3. Consumer experience has a significantly positive relationship with brand satisfaction. The research results suggest that brand design touch point has a positive influence on consumer experience, brand trust and brand satisfaction in hand tool industry. Therefore, if the hand tool industry in Taiwan intends to transit into private brand, the product should be first planned and designed according to brand design touch point. Consumer brand experience will then be effectively affected to further increase consumer satisfaction and trust, which will be helpful to improve brand value of this industry.

1. Alam, K.,Iqbal, M. J.,Blaschke, T.,Qureshi, S.,Khan, G.(2010).Monitoring Spatio-temporal Variations in Aerosols and Aerosol-cloud Interaction over Pakistan Using MODIS Data.Advances in Space Research,46(9),1162-1176.
2. Anderson, E. W.,Sullivan, M. W.(1993).The antecedents and consequences of customer satisfaction for firms.Marketing. Science,12(2),125-143.
3. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411.
4. Cardozo, R. N.(1965).An Experimental Study of Consumer Effort, Expectation and Satisfaction.Journal of Marketing Research,2,224-249.
5. Davis, S. M.,Dunn, M.(2003).Building brands from the inside.Marketing Management,12(3),32-37.
6. Jöreskog, K. G.(1970).Simultaneous factor analysis in several populations.Psychometrika,36(4),409-426.
7. Lacobucci, D.、Calder, B.、陳智文譯(2007)。凱洛格管理學院整合行銷理論與實務。台北:商周出版。
8. Montaña, J.,Guzmán, F.,Moll, I.(2007).Branding and design management: a brand design management model.Journal of Marketing Management,23(9-10),829-840.
9. Morgan, R. M.,Hunt, S. D.(1994).The Commitment-Trust Theory of Relationship Marketing.The Journal of Marketing,20-38.
10. Pine, B. J., II.、Gilmore, J. H.、夏業良譯、魯煒譯、江麗美譯(2003)。體驗經濟時代。台北:經濟新潮社出版。
11. Risitano, M.,Romano, R.,Quintano, M.(2014).The impact of brand experience and brand trust on brand-self connection: a comparative analysis.13th International Marketing Trends Conference
12. Sahin, A.,Zehir, C.,Kitapçı, H.(2011).The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research on Global Brands.Procedia Social and Behavioral Sciences,24,1288-1301.
13. Schmitt, B.(1999).Experiential marketing.Journal of marketing management,15(1-3),53-67.
14. Shyr, Y. H.,Fang, Y. M.,Cheng, Y. H.,Sun, M. X.,Chen C. C.(2013).Adding Value to Company Branding from the Perspective of Service Design using X-company Corporation as an Example.International Proceeding of Economics Development and Research,59,121.
15. Shyr, Y. H.,Huang, C. T.,Ko, W. I.,Hung, P. C.,Kuo, T. N.(2013).Product Innovation Management: A Case Study of New Product Development from Concept Design to Mass Production.International Proceedings of Economics Development and Research,59,110.
16. Wheeler, A.、呂海棻譯(2011)。脫穎而出的品牌致勝秘密。台北:旗標出版。
17. Yoo, B.,Donthu, N.(2001).Developing and validating a multidimensional consumer-based brand equity scale.Journal of Business Research,52(1),1-14.
18. Yoo, B.,Donthu, N.,Lee, S.(2000).An Examination of Selected Marketing Mix Elements and Brand Equity.Journal of the Academy of Marketing Science,28(2),195-211.