顧客契合對品牌評價之影響－以自我品牌連結為中介變數

<p>本研究旨在探討顧客契合對品牌評價之影響，並以自我品牌連結作為中介變數。在當前競爭激烈的市場環境中，企業除了提供優質產品與服務外，更需與顧客建立深層互動關係。顧客契合涵蓋顧客在認知、情感及行為層面與品牌之間的多維互動，被視為提升品牌評價與顧客忠誠度的重要因素。本研究以手機產業為例，採用問卷調查法，共發放840份問卷，經篩選後獲得508份有效問卷。研究結果，顧客契合與品牌評價呈顯著正相關，知覺品質與品牌評價亦顯著正相關；同時，顧客契合與自我品牌連結之間呈中度正相關，而自我品牌連結與品牌評價之間亦顯著正向。階層迴歸分析進一步驗證，自我品牌連結在顧客契合與品牌評價間具部分中介效果。研究結果不僅豐富了顧客契合與品牌評價關係的理論討論，也為企業透過加強顧客契合及自我品牌連結以提升品牌評價提供實務參考。</p> <p> </p><p>This study aims to investigate the impact of customer fit on brand evaluation, with self-brand connection serving as a mediating variable. In today’s fiercely competitive market, companies must not only provide high-quality products and services but also establish deep, interactive relationships with their customers. Customer fit encompasses the multidimensional interactions between customers and brands on cognitive, emotional, and behavioral levels, and is regarded as a key factor in enhancing both brand evaluation and customer loyalty. Using the smartphone industry as an example, a questionnaire survey was conducted; a total of 840 questionnaires were distributed, and 508 valid responses were obtained after screening. The results indicate that customer fit is significantly and positively correlated with brand evaluation, and perceived quality is also significantly positively correlated with brand evaluation. Moreover, customer fit is moderately positively correlated with self-brand connection, and self-brand connection, in turn, is significantly positively associated with brand evaluation. Hierarchical regression analysis further confirmed that self-brand connection partially mediates the relationship between customer fit and brand evaluation. The findings not only enrich the theoretical discussion regarding the relationship between customer fit and brand evaluation but also provide practical insights for companies aiming to enhance brand evaluation by strengthening customer fit and self-brand connection.</p> <p> </p>