指導教授：謝明慧臺灣大學：國際企業學研究所楊達凱Yang, Ta-KaiTa-KaiYang2014-11-282018-06-292014-11-282018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/262610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.Contents CHAP 1 Introduction………………………………………………1 1.1 Research Objective and Motivation………………………1 1.2 Research Question……………………………………………2 1.3 Rest of Study…………………………………………………5 CHAP 2 Literature Review………………………………………7 2.1 Consumer–Brand Relationship (CBR): A review………7 2.1.1 Relationship………………………………………………7 2.1.2 Stream of CBR……………………………………………9 2.1.3 Gaps of CBR………………………………………………13 2.2 The Concept of Schema……………………………………16 2.3 Framing CBR Formation from a Schema Perspective……21 CHAP 3 Methodology………………………………………………24 3.1 Research Approach…………………………………………24 3.2 Data Collection and Analysis Procedure……………26 CHAP 4 Data Description……………………………………32 4.1 Birth of Macintosh (Period I | 1977-1995)…………32 4.1.1 Brand Related Activities……………………………32 4.1.2 Apple User Background and Prior Knowledge………33 4.1.3 Users Memory of PC Products…………………………36 4.1.4 Perceived Mac Computer Performances and Images……37 4.2 Glorious age of Apple (Period II | 1995-2001)…………39 4.2.1 Brand Related Activities…………………………………39 4.2.2 Apple User Background and Prior Knowledge……………41 4.2.3 Users Memory of PC products and Mac OS.9……………43 4.2.4 Perceived Mac computer OS.10 Performances and Images……………………………………………………………………45 4.3 Phase of iPod release (Period III | 2001-2005)…………47 4.3.1 Brand Related Activities…………………………………47 4.3.2 Apple User Background and Prior Knowledge……………48 4.3.3 Users Memory of Storage Devices and MP3 player………51 4.3.4 Perceived iPod Performances and Apple Images…………54 4.4 Integration of Digital Life (Period IV | 2005-2010)…………………………………………………………………………55 4.4.1 Brand Related Activities…………………………………55 4.4.2 Apple User Background and Prior Knowledge……………56 4.4.3 Users Memory of Traditional Mobile Phone………………59 4.4.4 Perceived iPhone Performances and Images………………62 CHAP 5 Field Research Findings…………………………………………………………64 5.1 Birth of Macintosh (Period I | 1977-1995)………………64 5.1.1 Trigger of Schema Change in Period I……………………64 5.1.2 How New Schema Emerge in Period I? ……………………64 5.1.3 Relationship Volatility in Period I……………………68 5.2 Glorious age of Apple (Period II | 1995-2001)………71 5.2.1 Trigger of Schema Change in Period II………………71 5.2.2 How New Schema Emerge in period II? …………………71 5.2.3 Relationship Volatility in Period II……………………74 5.3 Phase of iPod release (Period III | 2001-2005)…………76 5.3.1 Trigger of Schema Change in Period III…………………76 5.3.2 How new Schema Emerge in Period III? ………………76 5.3.3 Relationship Volatility in Period III………………79 5.4 Integration of digital life (Period IV | 2005-2010)…………………………………………………………………………81 5.4.1 Trigger of Schema Change in Period IV………………81 5.4.2 How New Schema Emerge in Period IV? …………………81 5.4.3 Relationship Volatility in Period IV…………………83 CHAP 6 Discussions and practical implication………………86 6.1 Comprehensive framework of CBR development……………86 6.2 Revised the process of schema emergence proposed by Bingham and Kahl……………………………………………………96 6.3 Theoretical implication……………………………………98 6.4 Practical implication………………………………………99 CHAP 7 Conclusion and Future Direction……………………101 7.1 Conclusion……………………………………………………101 7.2 Limitation and Future Research…………………………101 CHAP 8 Reference…………………………………………………104 List of Figures Figure 2.1 The tentative theoretical framework of CBR process model…………………23 Figure 5.1 Relations and categories in emerged schema structure and development of the CBR in period I……………………………………………………………70 Figure 5.2 Relations and categories in emerged schema structure and development of the CBR in period II………………………………………………………75 Figure 5.3 Relations and categories in emerged schema structure and development of the CBR in period III…………80 Figure 5.4 Relations and categories in emerged schema structure and development of the CBR in period IV…………85 Figure 6.1 Schema-based process model of CBR…………95 List of Tables Table 2.1 Streams and findings of CBR…………………………12 Table 2.2 Streams and findings of schema concept…………19 Table 3.1 Milestones in the Development of Apple Incorporated…………………………………………………………30 Table 3.2 Purposive sample profiles…………………………312245335 bytesapplication/pdf論文公開時間：2015/08/17論文使用權限：同意有償授權(權利金給回饋學校)基模顧客品牌關係thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/262610/1/ntu-103-D96724007-1.pdf