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博碩士論文 etd-0312116-093340 詳細資訊
Title page for etd-0312116-093340
論文名稱
Title
自我一致性與情感品牌依附對Apple消費者購買行為之研究
A Study of Self-Congruence and Emotional Brand Attachment for Consumers' Purchase Behavior of Apple
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
100
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-04-13
繳交日期
Date of Submission
2016-04-12
關鍵字
Keywords
品牌忠誠度、購買意願、公眾自我意識、自尊、產品涉入程度、情感品牌依附、自我一致性
Emotional Brand Attachment, Product Involvement, Self-Esteem, Self-Congruence, Public Self-Consciousness, Brand Loyalty, Purchase Intention
統計
Statistics
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The thesis/dissertation has been browsed 5715 times, has been downloaded 1813 times.
中文摘要
全球最大的品牌諮詢公司Interbrand,公佈2013年全球最佳品牌榜,Apple以品牌價值983億美元成為全球最具價值的品牌,打敗蟬聯13年冠軍的可口可樂,榮獲2013年品牌之冠。每當Apple推出新產品,在全球各地就能見到狂熱的支持者徹夜排隊的景象,此正是因為Apple創新、時尚、與眾不同的品牌個性,深深吸引消費者的喜愛。然而在微利時代的來臨下,企業為了能在競爭激烈的市場中勝出,獲得更多的消費者青睞,在產品本身的競爭力以外,品牌行銷更是企業重要的核心,因此,創造消費者對品牌的情感依附成為今日行銷人員努力的目標,故本研究主要探討消費者情感品牌依附對於購買行為之影響。
本研究參考自我一致性模型與相關文獻探討,選取真實自我一致性、理想自我一致性、情感品牌依附、產品涉入程度、自尊、公眾自我意識、產品類型、購買意願、品牌忠誠度等變數建立研究模式。以曾經購買且使用過Apple品牌任一產品之消費者為主要研究對象,並透過問卷調查的方式蒐集初級資料,回收有效樣本共計716份。本研究以敘述性統計、迴歸分析與單變量分析等研究方法進行驗證情感品牌依附對自我一致性影響購買意願與品牌忠誠度的中介效果,並探討在受到產品涉入程度、自尊、公眾自我意識與產品類型等變數的干擾下,對於消費者自我一致性影響情感品牌依附之關係。
研究結果顯示,自我一致性會影響Apple消費者的購買意願與品牌忠誠度,且當消費者對品牌產生情感品牌依附時,更能激發消費者的購買行為,故企業在進行品牌行銷時,建議企業定義品牌個性,應以消費者本位的觀點作出發,並加入目標消費者的自我概念作考量,以強化消費者自我概念與企業品牌個性的情感連結,藉由增強消費者與品牌個性之間的一致性,以提高消費者對於品牌的情感依附,進而促使消費者購買行為的產生;另外,本研究發現在不同消費者特質的干擾下,當Apple消費者的真實自我概念與品牌個性一致時,相較於理想自我一致性更能產生較高的情感品牌依附,表示Apple消費者偏好較能表達真實自我概念的品牌,由於理想自我概念的品牌個性,可能會使Apple消費者認為自己與品牌之間的距離太過遙遠且缺乏真實性,因而無法生成較高的情感依附,故建議品牌個性應避免設置理想化過高;享樂性的產品能帶給Apple消費者一種情緒與感官愉悅的滿足,比能幫助消費者解決特定任務的實用性產品,更能讓Apple消費者對產品著迷,進而也產生較高的情感品牌依附,故建議公司在發展實用性產品時,應多增強產品帶給消費者的內在感受,以提高消費者對品牌的正面情感。
Abstract
Following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand, the world's leading brand consultancy, announced that Apple has passed Coca-Cola to become the world's most valuable brand with its 98.3 billion brand value in 2013. Every time when Apple launched a new iPhone, fans lined up with their rugs and sleeping bags outside Apple's flagship store ahead of its official launch day. Consumers have been fascinated by Apple's innovation, fashion, and unique brand personality. In the era of micro profit nowadays, brand marketing has become a critical factor of the success of a company in the intense market competition worldwide. As a result, cultivation of consumers' emotional attachment to a brand becomes the first lesson and target for most marketing people. The objective of this research work is to investigate the effect of emotional brand attachment on the consumer behavior.
The model in this work selects variables including actual self-congruence, ideal self-congruence, emotional brand attachment, product involvement, self-esteem, public self-consciousness, product categories, purchase intention, and brand loyalty based on the self-congruence model. The primary research participants consist of those who had purchased or used any kinds of Apple's product and 716 effective samples have been collected through questionnaire survey. The mediator effect of emotional brand attachment on self-congruence as well as the influence of self-congruence on purchase intention and brand loyalty has been analyzed by means of descriptive statistics, regression analysis, and univariate analysis. The impact of self-congruence on emotional brand attachment has also been explored under the disturbance of product involvement, self-esteem, public self-consciousness, and product categories.
The results show that both actual and ideal self-congruence can affect the purchase intention and brand loyalty of a consumer. As the emotional attachment to a brand is formed, consumers are stimulated more effectively to purchase the product. Therefore, companies are suggested to define their brand personality from the standpoint of their target consumers and take into account consumers' self-concept in order to reinforce the emotional connection between the two. Furthermore, under the influence of consumer traits, the emotional brand attachment is easier to form when the actual self-congruence of a consumer is aligned with the brand personality compared to the ideal self-congruence. As a conclusion, the brand personality should not be defined excessively ideal.
目次 Table of Contents
論文審定書……………………………………………………………….i
誌謝…...………………………………………………………………….ii
中文摘要…………………………………………………………….…..iii
Abstract.……...…………………………………………………………iv
目錄………………………...……………………………………………v
表目錄…………………………..……………….....………………….. vii
圖目錄……………………….…..………………..……………………..ix
第一章 緒論………………………………..……………………………1
第一節 研究背景與動機……………………………………………………….1
第二節 研究目的………………………………………………………….……4
第三節 研究流程……………………………………………………………….5
第四節 研究範圍與限制……………………………………………………….6
第二章 文獻探討………………………………………………………..7
第一節 Apple市場現況…..………………………………………………….7
第二節 自我一致性模型……………………………………………………….9
第三節 情感品牌購買模型…………………………………………………14
第三章 研究設計………………………………………………………16
第一節 研究架構……………………………………………………………...16
第二節 研究模式……………………………………………………………17
第三節 研究方法…………………………………………….………………23
第四章 實證分析………………………………………………………32
第一節 樣本結構敘述與變數基本分析…………………..…………….……32
第二節 驗證自我一致性對購買意願與品牌忠誠度之影響………..........….41
第三節 驗證情感品牌依附對自我一致性影響購買行為之中介效果…...…42
第四節 驗證消費者特質對自我一致性影響情感品牌依附之干擾效果.......50
第五章 結論與建議……………………………………………………66
第一節 結論…………………………………………………………………...66
第二節 建議…………………………………………………………………...74
第三節 管理意涵……………………………………………………………...77
參考文獻……………………………………………………………......78
附錄 消費者問卷……………………………………………..............84
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