本研究旨在探討品牌體驗、品牌信任、品牌認同以及產品涉入之關係。研究採用匿名網路問卷調查法，以6個品類中的26個品牌之消費者作為研究樣本，共計回收有效問卷273份(76%)。研究結果顯示：(1)品牌體驗正向影響品牌信任；(2)品牌信任正向影響品牌認同；(3)品牌體驗正向影響品牌認同；(4)品牌體驗經由品牌信任正向影響品牌認同；(5)產品涉入對於品牌體驗與品牌信任的干擾效果不顯著。本研究討論研究發現在理論與實務管理上之意涵。
The purpose of this study is to examine the relationships among brand experience, brand trust, brand identification and product involvement. This study administered anonymous surveys via the internet to collect data from costumers of 26 brands of 6 product categories, a total of 273 (76%) effective responses were received. The results show as follow: (1) brand experience positively affects brand trust; (2) brand trust positively affects brand identification; (3) brand experience positively affects brand identification; (4) the positive effect of brand experience on brand identification is mediated by brand trust; (5) product involvement does not moderate the effect of brand experience on brand identification. This research discusses the implications of theory and managerial practice.
