網路書店之品牌忠誠度研究：品牌情感與品牌形象之影響

A Study on Brand Loyalty to Online Bookstores: The Effects of Brand Affect and Brand Image

企業建立品牌的目的是為了讓消費者與品牌產生良好之關係，使消費者持續購買特定品牌的產品，並成為該品牌的忠誠顧客，而品牌形象是消費者與品牌建立良好關係的途徑。在品牌的經營管理上，品牌情感與品牌忠誠度被視為主要的核心要素，品牌情感也是影響品牌忠誠度的重要因素，過去有關品牌之研究大多是探討消費者購買行為對品牌忠誠度之影響，較少將品牌情感面向與品牌忠誠度之關係進行深入探討。因此，本研究以博客來網路書店為研究範圍，探討品牌情感、品牌形象與品牌忠誠度之關連性，研究對象為研究資料蒐集之一年內曾在博客來網路書店購物之消費者，採用便利及目的抽樣方法並以網路問卷方式進行資料蒐集，問卷共回收222份，有效問卷總計為200份，資料分析方法採用敘述性統計、項目分析、信度分析、效度分析、探索性因素分析、驗證性因素分析及結構方程式分析。研究結果顯示，網路品牌形象會顯著地正向影響網路品牌忠誠度，網路情感會顯著地正向影響網路品牌忠誠度，因此網路書店能藉由品牌形象及品牌情感的塑造，提升消費者的品牌忠誠度，其研究結果可作為相關或其他網路業者在品牌經營管理上參考之依據。

For many companies, the main purpose of establishing a brand is to maintain a good relationship with customers and make them loyal to the brand. At the same time, brand image can be regarded as a good path to the development of a good relationship between a brand and customers. Brand affect and brand loyalty both are core elements of brand management, and brand affect has an influential effect on brand loyalty. Furthermore, due to the growth of internet technology and the market of online shopping, many researchers address the importance of branding on the Web. A case of online bookstore was selected to be investigated in this study. The relationships between brand affect, brand image and brand loyalty were explored. Customers having online shopping experiences with the studied bookstore were selected. Literature reviews were adopted to specify the domain of the constructs and to develop the measurement. Quantitative data were collected in order to verify the measurement and to examine the correlations of the research variables. The results of the study indicated that both brand affect and brand image were significantly positively correlated with brand loyalty.