品牌社群參與與價格敏感度關係之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28304

Title:	品牌社群參與與價格敏感度關係之研究 The Effect of Brand Community Participation on Price Sensitivity
Authors:	顏琪 Yen, Ci
Contributors:	國際企業管理學系
Keywords:	價格敏感度品牌社群參與品牌忠誠度 price sensitivity brand community participation brand loyalty
Date:	2014-06
Issue Date:	2014-09-30 15:51:58 (UTC+8)
Abstract:	價格敏感度是消費者在面臨價格變動時所反應的程度，當消費者不在意產品價格上升時，則有低的價格敏感度，進一步讓廠商獲利，因此企業需重視創造與維持企業的競爭優勢。品牌社群參與程度的高低，會影響到品牌忠誠度。而品牌忠誠度是消費者內心對某一品牌產生強烈的偏好傾向，對品牌產生認同、情感與瞭解，引起消費者購買品牌產品之行為。因此，品牌忠誠度會進而影響到價格敏感度。而品牌社群參與與價格敏感度之間的關係，尚未有學者實證理論支持，所以研究動機是在探討品牌社群參與與價格敏感度之間的關係，而研究目的是品牌社群參與與價格敏感度是否存在負向關係。依據既有的文獻基礎與研究假說的推論，以品牌社群類型與產品類型作研究產業，採取結構式問卷，進行便利性抽樣的方式調查，研究對象為文化大學之學生。總計共發400份問卷，有效回收240份，有效回收率為63.2%。研究結果顯示，品牌社群參與與價格敏感度之間呈現顯著負相關，本研究假說獲得支持，根據研究結果探討管理意涵及未來研究建議。 When consumers face the different prices, they have reaction on price sensitivity. If consumers don’t real care about the increased price, they have lower price sensitivity. How to reduce consumers price sensitivity, the company have to focus on creating and maintain the competitive advantage. The level of consumer uptake of the brand community participation, it will affect the consumer brand loyalty. The brand loyalty is the heart of a brand consumers have a strong preference for the tendency with the brand, the consumers have identify, emotion, and understanding, causing consumer buying behavior of brand products. Thus, brand loyalty will affect the consumer price sensitivity. The purpose is brand community participation and price sensitivity of the existence of a negative relationship. The study choose the brand community categories and produce categories in this study. I choose Student in Chinese Culture University for the questionnaires. The study collected 400 questionnaires from student. It had 240 questionnaires were valid. The valid response rate is 63.2 percent. The result of our study shows that between brand community participation and price sensitivity is negative correlation. It means the hypothesis of this study is supported. According to the results, this study will propose the meaning of theoretical and practical, and then provide some suggestions in the future.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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