The study of the relationship among service innovation brand archetype and identification

[[abstract]]本研究探討服務創新、品牌原型與品牌認同間之關係，並採情境實驗法驗證之，係「2（服務創新：高、低）× 4（品牌原型：穩定／控制、歸屬／享受、征服／冒險、獨立／實現）」之二因子實驗設計，共形成八個實驗情境，樣本數為188份並隨機分派至各情境中。 研究結果顯示，服務創新與品牌原型對品牌認同無顯著交互影響關係；無論在高、低服務創新水準下，品牌原型對品牌認同之影響皆未達顯著，意謂高、低服務創新下，品牌原型之類型對品牌認同之影響是無差異的；當品牌原型為穩定／控制、歸屬／享受、征服／冒險、獨立／實現時，服務創新對品牌原型之影響皆達顯著差異，且當品牌原型為穩定／控制與歸屬／享受時之差異性較大。 據研究發現，建議業者在服務創新方面，除了要維持於業界卓越的服務創新比重外，須注意服務創新項目乃消費者所重視且與企業自身形象配適，以便讓服務創新達效率並與品牌認同產生正向連結。[[abstract]]This research examines the relationship among service innovation brand archetype and brand identification This research adopts scenario experimental method conducted with 2 (service innovation: low and high) ×4 (brand archetype: steady/control; belong/enjoyable; overwhelm/adventure; autonomous/accomplishment) two-factor experiment design We generate eight situations wholly and the sample consists of 188 The results present service innovation and brand archetype don’t have significant interaction effects on brand identification No matter that service innovation is high or low the impact of brand archetype on brand identification isn’t significant No matter that brand archetype is steady/control belong/enjoyable overwhelm/adventure or autonomous/accomplishment the impact of service innovation on brand identification is significant When the brand archetype is steady/control and belong/enjoyable the difference is bigger According to our findings we suggest that dealers should not only maintain the remarkable service innovation percentage of commerce but also pay attention to the service innovation items what customers place importance on and the fitness of the business itself in order to reach efficiency and connect with brand identification positivel