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E10316
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時尚飯店的品牌摯愛模式:以Y世代消費者為例
Brand Love for Lifestyle Hotels: A Generation Y Perspective
1.劉瓊如
1.Chyong-ru Liu
1.國立彰化師範大學地理學系暨研究所
1.Department of Geography,National Changhua University of Education
001,002,003,004
1.國立彰化師範大學地理學系暨研究所
1.Department of Geography,National Changhua University of Education
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-07-31
2014-03-012015-02-28
A.16 收到日期:2015-10-13
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國內外投宿於佳佳西市場之Y世代旅客

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246

246
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C.2 聯絡日期:2015-10-14
2
1.國立彰化師範大學地理學系暨研究所
1.Department of Geography,National Changhua University of Education
1
C.7 資料公開日期:2017-08-01
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1.品牌摯愛
2.時尚飯店
3.Y世代消費者
1.Brand Love
2.Lifestyle Hotel
3.Generation Y Consumers
Y世代群體與購買力的增加,增強了時向飯店品牌經營的重要性。因此,本研究分析了Y世代消費者對於時尚飯店的品牌摯愛。研究結果指出,品牌聲譽、享樂主義與新奇程度促發了正面的品牌認同,而品牌認同則正面的增加了對於品牌的熱愛。 此外,正面的口碑、再次造訪與願意溢價購買的意願,也反映了消費者對於品牌的熱愛。本研究訪問了國內外投宿台南佳佳西市場的Y世代旅客,收集246個有效樣本,並以線性結構模型進行分析。

The increasing population and purchasing power of generation Y has increased the importance of lifestyle hotel branding. Hence, this study analyzed brand love for lifestyle hotels from the generation Y perspective. This study proposed that brand reputation, hedonism, and novelty exert positive influences to brand identity, and then brand identity positively improve brand love. Besides, this study proposed positive word-of-mouth (WOM), revisit intention, and price premium as outcomes of brand love. This study collected 246 responses from the JJ-W Hotel in Tainan, and applied a linear structural equation model for model testing. The “novelty” and “hedonism” of lifestyle hotels revealed significant positive impacts on consumer brand identification. Brand identification had a positive effect on brand love, and brand love enhanced consumer revisit intention, positive WOM, and price premium. Results of this study can not only enrich knowledge in hotel branding, but also provide valuable information for planning hospitality marketing strategy.

D.16 完成檢誤日期:2015-10-29
D.17 預定釋出日期:2017-08-01
D.18 初次釋出日期:2017-08-01
D.19_1 最新版釋出日期:2017-08-01
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10.6141/TW-SRDA-E10316-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10316
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