中文摘要

地方商圈發展的模式與工具相近，使得商圈發展漸趨同質化；兼具體驗價值、ICT應用與文創等新世代商圈，將使得特色商圈進化與蛻變。本研究從地方商圈發展的角度，探討地方商圈數位內容加值服務對地方經濟的影響；以及數位內容加值服務對商圈品牌權益、消費者體驗價值與品牌忠誠意圖之影響。本研究範疇聚焦於淡水智慧商圈，調查對象為使用過淡水智慧商圈數位內容加值服務之民眾，採立意抽樣並以網路問卷進行問卷施測，以結構方程式(SEM)實證各變項之間的關係。本研究主要有以下發現：數位內容加值服務對於消費者體驗價值有正向的顯著影響；而體驗價值對品牌權益、品牌權益對品牌忠誠亦有正向的顯著影響；顧客透過數位內容加值服務建立體驗價值後，體驗價值也會影響在地方商圈的品牌權益上。而數位內容加值服務、體驗價值對品牌權益，體驗價值、品牌權益對品牌忠誠都有直接影響效果。本文並建議地方商圈發展時，可以藉由數位內容加值服務的提供，創造顧客滿意的體驗價值，進而形塑獨特的地方商圈品牌權益與品牌忠誠意圖等策略建議。

Abstract

The purpose of this study was to examine the relationships among digital content service, experience value, brand equity, and brand loyalty as well as clarify the mediating effect of experience value, brand equity in their relationships. A total of 400 valid questionnaires were collected from a sample of Tam-sui commercial area tourists in Northern Taiwan. Structural equation modeling was used to estimate a model linking E-content service, experience value, brand equity to brand loyalty. The findings of this research includes: (1) Digital content services have positive impact on use’s experience value; (2) Experience value has positive impact on brand equity; (3) Brand equity has positive impact on brand loyalty; (4) Digital content service, experience value and brand equity have indirect positive effect on brand loyalty, moreover, experience value and brand equity as the mediator in their relationships. Experience value provides the consumers with touched solution under fantastic points of purchase settings, enhances their brand equity, and then affects their brand loyalty. Finally, this research proposes some suggestions for practitioners to strengthen consumers’ experiences value from their e-content services and then enhance the brand equity. Implications and suggestions for strategies are also provided to local commercial area managers.

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