本校學位論文庫
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論文詳情
张天佑
王仁宏
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2021
探討品牌獨特性, 品牌個性與新奇性對難忘品牌體驗與品牌愛慕之影響
Explore the Influence of Brand Distinctiveness, Brand Personality and Brand Novelty on Memorable Brand Experience and Brand Love
品牌獨特性 ; 品牌個性 ; 新奇性 ; 難忘品牌體驗 ; 品牌愛慕
Brand Distinctiveness ; Brand Personality ; Novelty ; Memorable Brand Experience ; Brand Love
公開日期：11/7/2025
本研究以北京故宮博物院和中國國家博物館為研究範圍，且曾購買其文創產品之消費者為研究對象，並透過問卷星發放正式問卷，且為便利抽樣 （Convenience Sampling）。抽樣調查時間為 2022 年 04 月 15 日至 05 月 24 日，共回收 671 份，且有效問卷為 460 份。同時，運用 SPSS 26 與 AMOS 26 進行資料分析。研究結果發現，以整體樣本而言：
一、品牌獨特性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
二、品牌個性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
三、新奇性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
四、難忘品牌體驗對品牌愛慕為顯著正相關。
五、難忘品牌體驗具有部分中介效果。
一、品牌獨特性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
二、品牌個性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
三、新奇性對難忘品牌體驗與品牌愛慕皆為顯著正相關。
四、難忘品牌體驗對品牌愛慕為顯著正相關。
五、難忘品牌體驗具有部分中介效果。
In this study, we took “The Palace Museum in Beijing” and “National Museum of China” as the research scope, and the consumers who had ever bought their cultural and creative products as the objects. Formal questionnaires were issued through the www. wjx. cn and convenience sampling was used. The sampling survey was conducted from April 15 to May 24, 2022. A total of 671 questionnaires were retrieved and 460 were valid. Meanwhile, the study used SPSS 26 and AMOS 26 to do the data analysis. The results for the overall samples revealed that:
1.Brand distinctiveness was significantly positively related to memorable brand experience and brand love.
2.Brand personality was significantly positively related to memorable brand experience and brand love.
3.Novelty was significantly positively related to memorable brand experience and brand love.
4.Memorable brand experience was significantly positively related to brand love.
5.Memorable brand experience had the partial mediation effect.
1.Brand distinctiveness was significantly positively related to memorable brand experience and brand love.
2.Brand personality was significantly positively related to memorable brand experience and brand love.
3.Novelty was significantly positively related to memorable brand experience and brand love.
4.Memorable brand experience was significantly positively related to brand love.
5.Memorable brand experience had the partial mediation effect.
2022
中文
80
致 謝 II
摘 要 IV
Abstract V
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1 研究背景與研究動機 1
1.2 研究目的 4
1.3 研究範圍與研究對象 4
1.4 研究流程 7
第二章 文獻探討 9
2.1 品牌獨特性 (Brand Distinctiveness) 9
2.1.1 定義 9
2.1.2 量表 10
2.2 品牌個性 (Brand Personality) 13
2.2.1 定義 13
2.2.2 量表 14
2.3 新奇性 (Novelty) 21
2.3.1 定義 21
2.3.2 量表 22
2.4 難忘品牌體驗 (Memorable Brand Experience) 25
2.4.1 定義 25
2.4.2 量表 26
2.5 品牌愛慕 (Brand Love) 35
2.5.1 定義 35
2.5.2 量表 36
2.6 品牌獨特性、品牌個性、新奇性、難忘品牌體驗與品牌愛慕之關係 42
第三章 研究架構、研究假設、研究方法、抽樣與問卷設計 46
3.1 研究架構與研究假設 46
3.2 結構方程模型 (Structural Equation Modeling, SEM) 47
3.3 抽樣 47
3.4 問卷設計 48
第四章 研究結果與分析 52
4.1 信度分析 52
4.2 敘述性統計分析 53
4.2.1 北京故宮博物院 53
4.2.2 中國國家博物館 55
4.2.3 整體 58
4.3 迴歸分析 60
4.3.1 因素負荷量 (FL)、組合信度 (CR) 與平均變異抽取量 (AVE) 60
4.3.2 驗證性因素分析 64
4.3.3 假設統整 67
第五章 結論與建議 68
參考文獻 70
作者簡歷 80
摘 要 IV
Abstract V
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1 研究背景與研究動機 1
1.2 研究目的 4
1.3 研究範圍與研究對象 4
1.4 研究流程 7
第二章 文獻探討 9
2.1 品牌獨特性 (Brand Distinctiveness) 9
2.1.1 定義 9
2.1.2 量表 10
2.2 品牌個性 (Brand Personality) 13
2.2.1 定義 13
2.2.2 量表 14
2.3 新奇性 (Novelty) 21
2.3.1 定義 21
2.3.2 量表 22
2.4 難忘品牌體驗 (Memorable Brand Experience) 25
2.4.1 定義 25
2.4.2 量表 26
2.5 品牌愛慕 (Brand Love) 35
2.5.1 定義 35
2.5.2 量表 36
2.6 品牌獨特性、品牌個性、新奇性、難忘品牌體驗與品牌愛慕之關係 42
第三章 研究架構、研究假設、研究方法、抽樣與問卷設計 46
3.1 研究架構與研究假設 46
3.2 結構方程模型 (Structural Equation Modeling, SEM) 47
3.3 抽樣 47
3.4 問卷設計 48
第四章 研究結果與分析 52
4.1 信度分析 52
4.2 敘述性統計分析 53
4.2.1 北京故宮博物院 53
4.2.2 中國國家博物館 55
4.2.3 整體 58
4.3 迴歸分析 60
4.3.1 因素負荷量 (FL)、組合信度 (CR) 與平均變異抽取量 (AVE) 60
4.3.2 驗證性因素分析 64
4.3.3 假設統整 67
第五章 結論與建議 68
參考文獻 70
作者簡歷 80
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2.邱皓政(2019)。量化研究與統計分析(六版)。台北：五南。
3.國家統計局 (2022)。《2021 年全國規模以上文化及相關產業企業營業收入增長 16.0%，兩年平均增長 8.9%》。
4.觀研報告網 (2021)。《2021 年中國文創產品市場分析報告–行業供需現狀與發展商機》。
5.Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347–356.
6.Ahn, Y. J., Kim, I., & Lee, T. J. (2016). Exploring visitor brand citizenship behavior: The case of the ‘MICE city Busan’, South Korea. Journal of Destination Marketing & Management, 5(3), 249–259. http://dx.doi.org/10.1016/j.jdmm.2016.01.002.
7.Akoglu, H. E., & Özbek, O. (2021). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics. DOI: 10.1108/APJML–05–2021–0333.
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9.Bairrada, C. M., Coelho, A., & Lizanets, V. (2018). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30–47. DOI: 10.1108/JFMM–07–2018–0091.
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