品牌形象、體驗價值、顧客滿意關係研究－以NIKE品牌為例

Relationship among Nike's Brand Image, Value, and Satisfaction

張佩婷(Pei-Ting Chang)；宋映呈(Ying-Cheng Sung)；游家婕(Jie-Gu You)

品牌形象 ； 體驗價值 ； 與顧客滿意 ； brand image ； value ； satisfaction

臺灣觀光學報

10期（2015 / 09 / 01）

39 - 52

繁體中文

本研究旨在探討品牌形象、體驗價值、與顧客滿意的相互影響及顧客對品牌形象認知本研究受試對象為年齡18-60歲慢跑運動者為主。本研究於2013年03月09日起至2013年03月10日止以新北市板橋第一運動場、新北市板橋後站、板橋後站運動用品店（摩曼頓、新寶島）購物者跟買鞋顧客為範圍，採便利抽樣共發放問卷200份，回收200份有效問卷，有效率為100%。另外本研究在於探討出顧客對於品牌形象、體驗價值、與顧客滿意的相互影響及顧客對品牌形象認知品牌形象並有助於提昇其購買意願，在市場競爭的情形下，品牌形象為突顯一.個品牌的特性與個性，也增加自有的競爭力與優勢。消費者對購物之需求，已經不再只是單純思考物美價廉，進而轉向更高的需求標準，所重視的是追求消費購物時的整體感受，顧客消費的目的大部份是為了獲得滿意的感受，而不是在他所購物之物品本身（Belk,1982）。結果顯示在性別方面，購買NIKE產品的男性較女性多，身份方面，上班族為目前較多的消費者；應該把產品設計在年青、活潑化一點，才能吸引更年青的族群。年齡方面，消費者絕大多數年齡在年齡18-45歲；教育程度方面為高中職於大專院校居多。建議企業發展以鞏固主要消費族之人口，積極拓展其他族群比例;並評估消費者需求，規劃興建構符合其特性之行銷方式；再者強化體驗價值效果，運用其對於各消費族群之影響力；穩固品牌形象，強化顧客對Nike之認同。

This study was to explore the brand image, value, and satisfaction .The subjects of this study were aged 18-60 years old jogging dominated. The study submitted questionnaires from March 9, 2013 to March 10, 2013 at the new Taipei stadium, the new Taipei train station, and sporting goods stores. Convenience sample was used to collect 200 valid questionnaires; the effective rate was 100%. In addition the study is to investigate the customer for the brand image, value, satisfaction and customer interaction with the brand image of the brand awareness and help enhance their purchase intention, under the circumstances of market competition, brand image as a highlight. Consumer demand for shopping is no longer simply ponder inexpensive, and thus to higher demand for standards, the importance of the pursuit of the overall consumer experience when shopping, most customer consumption purpose is to obtain satisfactory feeling instead of shopping in his article itself (Belk, 1982). Today companies are not doing pure price competition, but to create a satisfactory consumer experience. Marketing efforts increasingly focus on its impression in the hearts of consumers, and hope through a variety of products, services and build out the atmosphere, allowing consumers to immerse themselves in the consumption process and produce pleasure, and then leave a permanent presence in the consumer's mind Experience memories.

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