以心理學觀點探討幸福感品牌形象關鍵法則

Psychological Approach to Key Factors for Promoting Happiness in Brand Image

面對白熱化競爭市場，品牌形象要深得消費者心，須設法滿足消費者在心靈精神層面上的需求。幸福感是千年以來讓哲學與宗教持續關注的議題，近年各國開始積極推動「人民幸福感受指標」，台灣主計處也年年公告國民幸福指標調查報告，「幸福感」儼然是各國大眾所追求的人生目標，且幸福感對社會經濟有著絕對的影響力，能提升消費者對品牌忠誠度，所以是品牌能夠觸動消費者精神面的情感行銷切入點。因此本研究以「幸福感」作為「品牌形象差異化」的「情感行銷」策略，探討幸福感如何成為品牌形象的關鍵法則，將研究分為兩階段：第一階段以心理學「牛津幸福問卷」與「中國人幸福感量表」為基石，加上正向心理學及相關文獻，運用修正式德菲法（modified delphi method）建構出「幸福感品牌形象量表」，建構過程中獲得4項評估構面和21條策略指標，能實際量測品牌幸福力。第二階段以層級分析法（analytic hierarchy process, AHP），將幸福感品牌形象量表所得之21條指標進行權重排序，嘗試找出幸福感品牌形象關鍵因素。研究結果得出，幸福感品牌形象策略指標排序為：「品牌形象願意承諾和參與社會責任」、「品牌形象對環境友善」、「品牌形象對社會具有影響力」、「品牌形象對社會具有意義和目標」、「品牌形象讓我找到一些美的感動」等策略指標，可作為幸福感品牌企畫的參考依據。本研究藉「幸福感品牌形象量表」及「幸福感品牌形象策略指標」的建立，讓原本抽象的幸褔感藉嚴謹研究流程，化作為具體情感行銷策略指標，可作為相關單位及研究者具體參考依據。

In an increasingly competitive market, brand image must satisfy the spiritual needs of customers to earn their loyalty. Various philosophies and religions throughout human history have emphasized a sense of happiness. Recently, governments worldwide have actively promoted happiness indices. In Taiwan, the Directorate General of Budget also publishes an annual report on the happiness of Taiwanese citizens. Happiness is a life goal pursued by people worldwide and has a substantial effect on society and the economy; as such, it is a marketing focus for building brand images and gaining customer loyalty. As an emotional marketing strategy used to create brand differentiation, happiness was examined in this study regarding its key factors that influence brand images. This study was divided into 2 phases. In the first phase, the Oxford Happiness Questionnaire, the Chinese Happiness Inventory, positive psychology, and related literature were explored to create the Happiness Brand Image Scale by using the modified Delphi method. This scale was used to measure the degree of happiness elicited by brand images according to 4 dimensions, which comprised a total of 21 indices. In the second phase, the 21 indices were weighted using the analytic hierarchy process to identify the key factor for provoking happiness through brand images. The results indicated that the top factors regarding brand images were ＂commitment and involvement in social responsibilities,＂ ＂environment friendly,＂ ＂social influence,＂ ＂social significance and goals,＂ and ＂brand image results in aesthetic affection＂ in order of descending weight. The proposed indicators and the Happiness Brand Image Scale are expected to be applicable for converting research on happiness into specific strategic indices for promoting happiness in marketing.