從基模觀點探討顧客品牌關係之建立過程

Abstract

本研究從心理學中的基模(schema)視角來探討顧客品牌關係的穩定度，本文研究目的有三1.探討顧客品牌關係的形成過程。2.基模發展過程如何影響到顧客品牌關係。3.找出基模發展的驅動因素並如何加強顧客品牌關係穩定度。 本研究以蘋果公司為例，並依據產品推出的時間點，分割成四個時期，依序為蘋果電腦誕生時期、蘋果重返榮耀時期、iPod推出時期及數位整合時期。並以第一次接觸蘋果產品的時間點來代表四個階段的不同使用者共18位。採取深度訪談方式針對使用者品牌經驗及認知進行訪問。本研究歸納出一個以基模發展為基礎的顧客品牌關係過程，發現驅動基模發展的因子包括產品相關活動、創辦者相關活動以及社群相關活動，這些品牌活動將對於消費者既有認知結構產生改變。基模發展的步驟是將現有的知識結構同化(assimilation)、解構(deconstruction)，糾結(negotiation)最後重新連結(unitization)形成新的認知結構。同時更發現基模發展的階段將影響到消費者與品牌之間的關係穩定度。本研究同時也加強了顧客品牌關係文獻所提出的的關係的多樣性(multiplicity)及時間性(temporarily)意義。 關鍵字：基模發展過程、顧客品牌關係、關係穩定度

A well-established relationship between a consumer and marketers, including their brands, could be a major source of customer-focused competitive advantage for the firm. Therefore, it is important to understand why consumers form and maintain long-term relationships with some brands and not with others. To address this question, the present study adapts cognition view and develops a schema-based Consumer- Brand Relationship (CBR) process model to explain the mechanism through which consumers mentally represent their relationships with brands. Such a consumer-brand relationship framework attempts to tap into the 'black box' in consumers' minds. The present study also has been designed to complement two important aspects of CBR: temporality, multiplicity. Accordingly, the specific objectives of the present study are 1) Uncovering CBR formation process, 2) How schema are developed and affect consumer-brand relationship volatility. 3) Identifying the drivers that encourage strengthening the CBR. Broadly, these findings have important implications for CBR and cognition domain.