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了解未來客戶群：情境因素對Z世代顧客旅程之影響—跨國研究

為了解決J.P. Morgan wiki的問題，作者蘇佳柔 這樣論述：

The emergence of Generation Z (Gen Z), individuals born between 1997 and 2009, as the future most relevant customer group creates new opportunities, as well as challenges for marketers worldwide. Accordingly, the question of how to adequately approach this significant generational cohort on an inte

rnational basis calls for careful consideration.Building on a qualitative, multiple-case study analysis of individuals belonging to Gen Z in Mexico and Germany, this study explores the behavior of the generational cohort in two geographically, economically, and culturally distinct countries. The goa

l is to discover similarities and differences in Gen Z’s consumption patterns regarding a broad range of (individually determined) high-involvement products. The study combines two streams of research, on Gen Z and the customer journey, to better understand the cohort’s consumption behavior in a cro

ss-country environment. Based on a multidimensional ecosystem approach, the comparative exploration puts a special focus on different contextual dimensions, theoretically surrounding, influencing, and shaping the decision-making of the studied individuals belonging to Gen Z. The study seeks to explo

re the dimensions’roles within the ecosystem to develop a theoretical understanding of the effect of context on the cohort’s experiences as consumers and, accordingly, on the designs of their customer journeys.The sequential, three-step study process, including focus group discussions and individual

interviews, revealed a set of basic and more specific findings regarding the generational cohort and its consumption behavior. Based on an initial cultural value deduction process, cultural profiles of Gen Zs in Mexico and Germany were developed. Together with other study findings of the generation

’s underlying drivers of consumption and decision-making, these profiles served as the basis for further discoveries. The study detected a complex network of different levels of contextual dimensions influencing each other, Mexican and German Gen Zs’decision-making, and the design of their (pre-purc

hase) customer journeys. Differential orientations within cultural value dimensions on the macro level can lead to country-specific variations of Gen Z consumption behavior in Mexico and Germany. The micro-level dimension generation emerged as a dominant contextual dimension affecting all other leve

ls within the framework. The identified relationship of dimensions belonging to the macro-, meso-, and micro-levels highlights the necessity to explore the behavior of Gen Z in a cross-country context holistically rather than based on different dimensions in isolation. Accordingly, the study’s findi

ngs offer marketers practical implications about overall Gen Z consumption behavior to successfully approach the vital customer group by acknowledging different country contexts.

視覺商標美感：概念與衡量

為了解決J.P. Morgan wiki的問題，作者陳淑美 這樣論述：

市場經濟體制下，競爭不斷加劇，面對眾多的資訊紛繁複雜，各種商標符號更是多不勝數，只有特點鮮明、容易辨認和記憶深刻、形式優美的商標，才能在同業中突顯出來。在市場行銷中商標的視覺美感是傳達品牌認知的衡量條件之一。就視覺傳達而言，「商標」不僅是一個媒介物，亦是有助於超越國界和語言的障礙，並且也是影響品牌被理解和評價的象徵功能。所以強大的視覺商標的重要性是人類直觀與生俱來的秉賦，因為視覺不用思考。簡言之，一個圖勝過一萬字。所以優良的品牌擁有一個易於識別的商標。 因此本研究問題包括;探討商標要如何能夠脫穎而出以獲得消費者關注、情感反應與深刻的印象？具有愉悅意象、美感與吸引性的商標是否會獲得較高的

視覺注視？商標美學識別審美吸引力是否可以促進顧客的品牌認同與表述，進而表現品牌的持續性和競爭優勢？更高的視覺商標美感是否可以維持品牌的持續性？並且是否可以因此提升消費者對於特定品牌的支持與依賴？ 本研究從文獻資料整理後透過相關理論探討發展研究架構，以象徵視覺亦是藝術創作靈感根源的「神話的力量」之生命度、抽象度、象徵度、集體無意識影響下與視覺商標美感判斷來探究設計美感感受、設計美感形式、無利益關係、必然滿意度這五個相互關聯的構成，以作為品牌發展與運用的考量與依據。研究工具為自編問卷，採用網路問卷方式來收集資料，合計共寄發問卷180份，回收157份有效問卷，抽樣樣本為台灣區自行車輸出同業公會

、美國商會、中部科學園區、逢甲大學經營管理碩士班畢業的學生作為研究的背景，受測商標篩選我們選擇國內外知名品牌與不熟悉的品牌圖形商標。經過信效度檢驗，並以AMOS24.0結構方程模型進行分析。研究結果，依據結構模式檢驗標準，對本研究進行模式配適度檢驗，結果顯示：除了「修正後適配度指標」為0.876雖未達0.9，但十分趨近，所以有參考價值。整體而言各個指標顯示，皆符合檢定標準。顯示本研究之整體結構模式，其理論結構與實證資料尚可接受的適配度。本研究模型中10項假說經統計檢驗證實全部成立，神話的力量對視覺商標設計美感感受、美感形式有顯著的影響，更高神話的力量效果其審美無利益關係程度愈高，較高的審美無利

益判斷下顯示視覺商標美感必然滿意度越高，較高的設計美感感受、美感形式顯示必然滿意度越高。神話的力量透過商標視覺美感感受及美感形式與無利益關係均會影響必然滿意度。所以商標視覺美感確實能增進消費者對品牌識別的反應，並且獲得消費者關注、情感反應與深刻的印象，亦即商標設計美感與象徵性能促進消費者對品牌商標識別上的引人注目進而賞心悅目所促發共通性、普遍性的必然滿意度。