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研究生: 蕭郁甄
Hsiao, Yu-Zhen
論文名稱: 運動品牌APP的消費者體驗對其品牌依附之研究:以自我決定理論作為中介機制
A Study of Consumer Experience Value on Brand Attachment of Sports Brand App: Employing the Self-Determination Theory as the Mediating Mechanism
指導教授: 洪秀瑜
Hung, Hsiu-Yu
口試委員: 沈永正
Shen, Yung-Cheng
蔡顯童
Tsai, Hsien-Tung
洪秀瑜
Hung, Hsiu-Yu
口試日期: 2023/06/27
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 71
中文關鍵詞: 運動品牌 APP體驗價值自我決定理論品牌依附
英文關鍵詞: sports brand APP, experience value, self-determination theory, brand attachment
DOI URL: http://doi.org/10.6345/NTNU202300874
論文種類: 學術論文
相關次數: 點閱:109下載:13
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  • 消費者的需求隨著時代與大環境的變化漸漸產生改變,從過去的農業經濟、工業經濟、服務經濟,進入到下一個階段是重視體驗經濟的時代,同時科技快速的進步以及普遍使用於大家的生活之中,在加上受從2019年年底開始爆發漸漸席捲全世界的COVID-19影響,全球消費者的需求以及行為也走向不同的趨勢。根據Business of Apps所提供的統計資料顯示,在健康與運動類別的應用程式下載使用量急速成長,各家運動品牌也推出了自家的運動APP,讓使用者能夠隨時隨地運動鍛鍊,並增加使用者的運動動機。

    因此本研究的目的是希望了解運動品牌APP提供給使用者的體驗價值與自我決定理論中心理需求這兩個面向,是否能延伸至其品牌,並提高使用者對品牌的品牌依附。根據研究結果顯示,情感價值對自主感會產生正向影響;認知價值與行動價值對勝任感會產生正向影響;情感價值與社交價值對連結感會產生正向影響,且自主感、勝任感以及連結感對品牌依附有正向影響。

    The needs of consumers have gradually changed with the changes of the times and the general environment. From the past agricultural economy, industrial economy, and service economy, the next stage is the era of emphasizing the experience economy. At the same time, the rapid advancement of technology and the widespread use of everyone In addition to the impact of the COVID-19 outbreak that has gradually swept the world since the end of 2019, the needs and behaviors of global consumers are also moving towards different trends. According to statistics provided by Business of Apps, the number of downloads and usage of health and sports apps has grown rapidly. Various sports brands have also launched their own sports apps, allowing users to exercise anytime, anywhere, and increasing the number of users exercise motivation.
    Therefore, the purpose of this study is to understand whether the experience value provided by sports brand APP to users and the psychological needs in self-determination theory can be extended to its brand and improve users' brand attachment to the brand. According to the research results, emotional value has a positive impact on autonomy; cognitive value and action value have a positive impact on competence; emotional value and social value have a positive impact on connection, and autonomy, competence And the sense of connection has a positive impact on brand attachment.

    摘要 i Abstract iii 目錄 iv 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 3 第三節 研究流程 6 第二章 文獻探討 8 第一節 消費者體驗 8 第二節 自我決定理論的心理需求 15 第三節 品牌依附 20 第三章 研究方法 21 第一節 研究架構及假說 21 第二節 研究變數 23 第三節 抽樣方法及研究步驟 28 第四節 研究方法 29 第四章 研究結果 33 第一節 樣本結構及敘述性統計 33 第二節 信度分析 38 第三節 效度分析 44 第四節 共線性檢驗 45 第五節 模型解釋力、預測力與配適度 46 第六節 假說檢定 48 第七節 中介效果檢定 49 第五章 結論與建議 50 第一節 研究結論 50 第二節 管理意涵 51 第三節 研究限制與未來研究建議 53 第六章 參考資料 54

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