廣告對 iPhone 品牌形象之影響: 探索創新、功能、信賴與永續維度

Abstract

智慧型手機在現代生活中扮演著重要角色，而 iPhone 系列更成為具有劃時 代意義的產品選擇。然而，近期 iPhone 面臨競爭壓力，需要加強功能創新並注 重隱私保護。本研究旨在探討廣告類型與內容對 iPhone 品牌形象的影響，並以 品牌形象量表包括創新、功能和信賴的構面來評估。同時考慮到環保意識的崛 起，本研究也評估 iPhone 在永續面向的品牌形象。 研究問卷共分為四組，共收到 576 份有效回覆。研究結果顯示，廣告內容 和類型的差異確實對消費者對品牌形象的認知產生顯著影響。其中關於性別方 面，女性對 iPhone 的品牌形象持更正面的看法。在年紀上，年齡越大的消費者 越關注環保，並普遍認為 iPhone 在永續面向上表現出色。人格特質方面，較為 重視隱私和環保的消費者對 iPhone 的品牌形象抱持較正面的看法，同時，也更 易於受廣告影響。此外，從願意購買 iPhone 持續推出新機型的高度意願而言， iPhone 使用者對該品牌具有相當高的忠誠度。 綜合文獻探討和問卷調查結果，我們發現消費者對品牌形象的認知與所閱 讀的廣告密切相關。因此，建議品牌廣告應強調功能性和差異化特點。此外， 雖然 iPhone 在消費者心目中享有好評、高品質和忠誠度，但缺乏綠色環保形 象。因此，需要透過廣告來建立積極正面的品牌形象，包括企業社會責任、環 境永續發展和員工福利等方面的宣傳。

Smartphones, with the iPhone series being particularly noteworthy, have become indispensable in modern life, representing a groundbreaking choice for consumers. However, intensified competition and the increasing need for innovation and privacy protection have surfaced as crucial considerations for the iPhone. This study aims to examine the impact of different advertising types and content on the brand image of the iPhone, encompassing dimensions such as innovation, functionality, trust, and sustainability, given the growing environmental consciousness among consumers. A survey was conducted, gathering 576 valid responses from participants divided into four distinct groups. The research findings reveal that variances in advertising content and types significantly influence consumers'' perceptions of the iPhone brand image. Gender analysis indicates that females tend to hold a more positive view of the iPhone brand image. In terms of age, older consumers exhibit greater concern for environmental sustainability and generally perceive the iPhone as performing well in this aspect. Consumers prioritizing privacy and environmental protection as personality traits also hold a more favorable view of the iPhone brand image and are more susceptible to advertising influence. Furthermore, iPhone users display a high level of loyalty to the brand, as evidenced by their strong willingness to purchase new iPhone models. Through a comprehensive review of literature and survey findings, it becomes evident that consumers'' brand perception is closely intertwined with their exposure to advertising. Recommendations for future advertising strategies include emphasizing functionality and highlighting unique features in brand advertisements. Despite the iPhone''s positive reputation, quality, and consumer loyalty, it lacks a green and environmentally friendly image. Consequently, advertising efforts should concentrate on establishing a positive brand image by promoting corporate social responsibility, environmental sustainability, and employee welfare.