消費價值體驗與服務品牌形象關係之研究

Research on the Relationship between Consumption Value Experience and Service Brand Image

10.29429/JSLHR.200709_2(3).07

蕭至惠(Chih-Hui Hsiao)；蔡進發(Chin-Fa Tsai)；許世芸(Shih-Yun Hsu)；蔡佩珊(Pei-San Tsai)

消費價值 ； 消費體驗 ； 服務品牌形象 ； 消費者涉入 ； 購物動機 ； consumption value ； consumption experience ； service brand image ； consumer involvement ； shopping motivation

運動休閒餐旅研究

2卷3期（2007 / 09 / 01）

107 - 125

繁體中文

服務業具有二大重要特性，分別為服務消費即是服務體驗與公司名稱即是品牌名稱。本研究從此二特性的觀點，探討消費價值體驗與服務品牌形象之間的關係。消費者透過企業的品牌名稱可以聯想到企業提供的服務屬性、功能性結果與象徵性意義，這即是「服務品牌」的概念。延續此概念，本研究的第一重點在探討消費價值體驗與服務品牌形象之間的關係。當消費者接受同樣一項商品服務時，可能會感受到不同的消費價值體驗，更可能會因為消費者個人涉入程度或購物動機不同，而造成對消費價值體驗感受有所差異，因此，本研究的第二重點在探討消費者涉入程度和購買動機二變數，如何影響「消費價值體驗」和「服務品牌形象」之間的關係。本研究結果顯示：（一）消費價值體驗的五大價值與服務品牌形象間的關係呈現正相關。（二）在消費者情境涉入變數影響下，情感性價值與服務品牌形象間的關係呈現負相關。（三）在消費者的持久涉入變數影響下，社會性價值與服務品牌形象間的關係呈現負相關。（四）在經驗導向－購物動機變數的影響下，條件性價值與服務品牌形象間的關係呈現正相關。

The service industry has two characteristics. One is that service consumption is service experience, and the other is that the name of a company is the name of a brand. From the perspectives of these two characteristics, this paper studies the relationship between the consumption value experience and the service brand image. The brand name can remind customers with particular services, including service attributes, functional results, and symbolizing meanings, provided by the particular enterprise. Following this concept, the first objective of this paper is to investigate the relationship between the consumption value experience and the service brand image. Customers may percept different value experiences when they receive different services. The different value experiences may also be related to different customer involvements or different shopping motivations. Therefore, studying the difference between the consumption experience and the service brand image under different consuming involvements and under different shopping motivations become the second objective of this paper. The conclusions of this paper are summarized. First, the five major values for consumption value experience are positively correlated with the service brand image. Second, when the factor of situational involvement is present, emotional value is reversely correlated with the service brand image. Third, when the factor of enduring involvement is present, the social value is reversely correlated with the service brand image. Fourth, when the factor of experiential-oriented shopping motivation is present, the conditional value is positively correlated with the service brand image.

1. Alderson, W.(1957).Marketing Behavior and Executive action.Home Wood, IL:Lrwin.
2. Berry, L. L.(1980).Service Marketing Is Different.Business,30(May/June),24-29.
3. Berry, L. L.,Lefkowith, Edwin F.,Clark, Terry(1988).In Services, What's in a Name?.Harvard Business Review,66(5),28-30.
4. Broderick, Amanda J.,Mueller, Rene D.(1999).A Theoretical and Empirical Exegesis of the Consumer Involvement Construct: the Psychology of the Food Shopper.Journal of Marketing Theory & Practice, Fall99,7(4),97.
5. Dawson, Scott,Bloch, Peter H.,Ridgway, Nancy M.(1990).Shopping Motives, Emotional States, and Retail Outcomes.Journal of Retailing,66(4),408.
6. Debra Grace,Aron O''Cass(2004).Exploring Consumer Experiences with a service brand.The Journal of Product and Brand Management,13(4/5),257.
7. Keller, Kevin L.(1993).Conceptualizing, measuring, and managing customer-based equity.Journal of marketing,57(1),1-22.
8. Lewis, B. R.(1989).Consumer Care in Service Organizations.Marketing Intelligence and Planning,7,18-22.
9. Mathwick, Charla,Naresh Malhotra,Edward, Rigdon(2001).Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment.Journal of Retailing,77,39-56.
10. Padgett, Dan,Douglas Allen(1997).Communicating Experiences: A Narrative Approach to Creating Service Brand Image.Journal of Advertising,24(4),49-62.
11. Pine, B. J.,J. H. Gilmore(1998).Welcome to the Experience Economy.Harvard Business Review, Boston,76(4),97.
12. Schiffman, Leon G.,Leslie Lazar Kanuk(2000).Consumer Behavior.NJ:Prentice Hall.
13. Schmitt, B.(1999).Experiential Marketing: A New Framework for Design and Communication.Design Marketing Journal,10(2),10-16.
14. Sheth, J. N.,B. I. Newman,B. L. Gross(1991).Why we buy what we buy: a theory of consumption values.Journal of Business Research,22,159-170.
15. Waller, Rob,Delin, Judy(2003).Cooperative Brands: The Importance of Customer Information for Service Brands.Design Management Journal,63-69.
16. 王世澤(2003)。桃園縣，國立中央大學企業管理研究所。
17. 蔡杉源(2003)。高雄市，國立高雄第一科技大學行銷與流通所。

1. 趙正敏、陳家祥、張煌基、孫德修(2011)。團體套裝旅遊消費者之消費體驗、滿意度與忠誠度關係之研究。顧客滿意學刊，7(1)，23-54。