The Mediating Effect of Customer Experience on the Relationship between the Utilitarian and Hedonic of Product Characteristics and Brand Equity

• Main Authors: Tsan-yu Chen, 陳贊宇
• Other Authors: Li-huei Sheng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/09607351670326403992

碩士 === 國立臺灣科技大學 === 企業管理系 === 98 === In the time that experience economy is gradually flourishing, the relationship between brand equity and customer experience has begun to be emphasized. The purpose of this study is to examine the mediating effect of customer experience on branding equity and the attributes of the utilitarian (ease of use and perceived usefulness) and hedonic (entertainment and aesthetics) of the mobile devices which affect customer experience. Although the concept of customer experience has been comprehensively explored and applied recently, most of them focus on the relationship between customer experience and branding, rarely do they explore what the factors affect customer experience and the mediating effect of customer experience. In this study, we develop a survey and get 262 mobile users to answer our questionnaire. The findings of this study indicate that the ease of use, perceived usefulness, entertainment, and aesthetics of product characteristics all have positive influence on customer experience and brand equity. In addition, we also find that customer experience is full mediation on perceived usefulness, entertainment, aesthetic towards brand equity, however, the ease of use is partial mediation. The implication of this research can help us fully understand the difference between mobile branding and branding, and offer some guidelines of product designs in the future.