品牌形象、知覺價值對顧客滿意度影響-以華碩電競產品為例

Abstract

本研究旨在探討華碩 ROG 電競產品之顧客，品牌形象、知覺價值對顧客滿意度之影響。以使用過華碩 ROG 電競產品之臺灣顧客為研究對象，使用立意抽樣之方法實施問卷發放，回收有效樣本 433 份，透過 SPSS23.0 統計軟體，以描述性統計、皮爾森積差相關、獨立樣本 t 檢定、單因子變異數分析、及多元階層迴歸分析統計方法分析處理資料。本研究之結論如下： 一、購買華碩 ROG的顧客以 19~22 歲男性大學生族群人數為主，月收入為20,001~40,000 元間，且遊玩電競的年資為 5 年以上，並以遊玩 MOBA 類型人數最多，而主要的購買產品方式為網路購買。 二、購買華碩 ROG 顧客之品牌形象與顧客滿意度有顯著相關，品牌形象的「象徵性」因素會正向影響顧客滿意度。 三、購買華碩 ROG 顧客之知覺價值與顧客滿意度有顯著相關，知覺價值的「情感價值」、「經濟價值」、「功能價值」三個因素會正向影響顧客滿意度。 四、購買華碩 ROG 顧客，對於華碩 ROG 品牌的形象會隨著使用上的知覺價值感受的高低而影響顧客滿意度。品牌形象若伴隨著顧客高知覺價值就能產生較高顧客滿意度，反之，若品牌形象伴隨顧客低知覺價值，則會產生較低的顧客滿意度。This study aims to explore the impact of brand image and perceived value on customer satisfaction of the ASUS ROG e-sports products. Taking Taiwanese customers who have used ASUS ROG e-sports products as this study’s subjects.The intentional sampling method was applied, and, 433 valid samples were collected. The conclusion of this study is as follows: 1. Customers who purchased ASUS ROG mainly were aged 19 to 22, mostly college students with a monthly income of $20,001 to 40,000 NTD, and those who have been playing e-sports mostly MOBA types for more than 5 years. Online shopping is the main way to purchase the products, and mouse is the most common choice, with each purchase more than $5,000 NTD. 2. There was a significant difference between brand image of ASUS ROG and customer satisfaction .The symbolism of the brand image has a significant positive effect on customer satisfaction. 3. There was a significant difference between perceived value of cutomers pruchase of ASUS ROG and custom satifaction. 4. For those who have perceptual ASUS ROG, their satisfaction were affected by the level of perceived value toward ASUS ROG brand image. If the brand image is accompanied with high perceived value of customers, it may achieve higher customer satisfaction. On the contrary, if the brand image is accompanied with low perceived value of customers, it may achieve lower customer satisfaction.