| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系所 === 97 === Besides the function and usage of the product, “the emotional factor” has become the higher grade for pursuers, researchers in the relation’s marketing areas advocated that emotionality link surpasses the economical transaction, the perceptual demand lies in the brand by the feeling and the emotion to touch the consumers, integrates in the life to establish long-term and continuous link to establish the brand competitive power. This research is for the purpose of discussing the emotion brand switching cost. The goal is to carry on and reorganize its conceptual essential factors. Further discussing of “have” and “do not have” the brand switching behavior and the emotion brand switching cost to explore the differences of various essential factors by grades. Finally, according to the main construction of factors analysis on emotion brand switching cost basis and the variable discussion of each survey, proposed the emotion brand switching cost conceptual schema to analyze and prove, to provide the enterprise to understand the consumers’ emotion as the reference of marketing strategy and sales activity.
According to the empirical analysis result, non-brand switching doers, owing to different individual core value, their loyalty and stable emotion are quite different from the ‘have’ brand switching doers; in the extracted five main constructions, the “emotional demand” showed the highest power to reveal that emotion has become the important factor which affects the human behavior like resources and the energy, the enterprise should make good use of this inner feelings demand as the new economic type, then create the market and profit by way of the emotion marketing and the consuming experience; second, create the topic of “the interpersonal relationship” to enable people sharing and taking the emotion ownership approval, let the brand plant the emotion foundation in the interpersonal interaction; third, for “serve the demand”, the service provider should empathize the customer by ” the culture of caring for customers” and “the promotion of service quality”, and by the idea and the attitude of “family” to win the positive emotion between “final” and “peak”; furthermore is “the brand demand”, to combine with the brand and the traditional cultural value and the consumer emotion, standing out in the nation, to enable it to have the ability of surmounting geographic cultural boundary, to resort to the root of consumers’ emotional vitality; finally is “esthetic element”, the esthetic sense is the interacted result from person's essential psychological life and the esthetic objects’ exchange, the response is the multi-direction of the sense organs, especially, the most sensitive are the vision and the hearing, we may put the motivated factors exaggerated by advertisement element to make the consumers satisfied with the unique and the enjoyable of beauty.
|
|---|
