基于苹果公司的服务品牌与消费体验关系研究

本文以苹果公司产品和服务为调查对象,对苹果公司服务品牌建设进行分析,从消费体验入手进行多维度着手,构建一个消费体验与服务品牌建设关系的理论分析框架。将服务品牌分为外在展示和内涵感知,对消费体验进行分析,并通过问卷调查的形式对苹果公司产品用户进行调研和数据研究,引入实证分析的模式对框架进行分析。通过实证发现:服务品牌的外在展示对思考体验没有正向影响,内涵感知对感官体验没有正向影响。

The Research of Service Brand and Consumption Experience Based on Apple Company

This paper has analyzed the Apple service brand building based on the investigation of Apple's products and services,building a theory model to consumption experience and service brand from multi-dimensions.Service brand was divided into the external display and connotation of perception.Five dimensions which consumption experience includes had been proposed through literature research: Sense、Feel、Think、Act and Relate.Structural equation was used to test the model with the questionnaires in the form of research and data according to the users of Apple products and service.The results theoretically and empirically found that the external display of the service brand does not have a positive impact on thinking experience;the connotation of perception of the service brand does not have a positive impact on sensory experience.