品牌知覺價值、品牌忠誠度與熱迷行為之研究-以海角七號迷為例

With regard to fans information, we find out particularly the short-term effective brand or product could create a group of fans such as idol drama, movies etc and the fans behavior cause for word-of-mouth as well as popular culture, moreover, bring a great deal of consumer between main product and merchandise. In this study, we adopt structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior and take the movie entitled Cape No.7 as example. The result of Amos show as following: 1. The higher consumer perceived value of brand, the higher brand loyalty is. 2. The higher consumer brand loyalty is, the stronger fans behavior is. 3. The higher consumer perceived value of brand, the stronger fans behavior is. According to the significant of five dimensions within perceived value of brand, it indicating the brand luxury index (BLI) also can be used to measure that product isn’t high-end. That is to say, the word of luxury is not focus on luxurious product; more generally refers to the non-essential things would bring hedonic and comfortable. In addition, in the study it verifies that the brand loyalty has partial mediation. Therefore, in the practice, company want to create a group of fans have to let consumer experience higher than perceived value of brand, and furthermore enhance brand loyalty through marketing strategies in order to produce word-of-mouth and increase the quantity of goods purchased.