進階搜尋


 
系統識別號 U0026-0812200913570572
論文名稱(中文) The Relationships among Self-concept, Advertising, Brand Attitude and Purchase Intention: A Study of Domestic Vehicles
論文名稱(英文) The Relationships among Self-concept, Advertising, Brand Attitude and Purchase Intention: A Study of Domestic Vehicles
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 95
學期 2
出版年 96
研究生(中文) 李佩芳
研究生(英文) Pei-fang Lee
學號 ra793125
學位類別 碩士
語文別 英文
論文頁數 88頁
口試委員 指導教授-吳宗正
口試委員-溫敏杰
口試委員-賴明材
口試委員-潘浙楠 
召集委員-張紹基
中文關鍵字 none 
英文關鍵字 Domestic vehicles  Advertising  Self-concept  Brand attitude  Purchase intention 
學科別分類
中文摘要 none
英文摘要 In competitive automotive market, brand power is significant working. However, to persuade consumer make a decision, the car advertising express congruent with peo-ple’s self-concept might be the key point to influence brand attitude even the purchase intention. The purposes of the study were to find that advertising through self-concept will be positively or negatively influenced in consumer intention of vehicle purchasing. Besides, the investigations of the relationships among self-concept, advertising, brand attitude and purchase intention would be explored. The 42-item preliminary survey questionnaire was developed and included four constructs. This study collected 386 usable questionnaires. The study found that advertising express congruent with self-concept had positive relation with brand attitude and purchase intention. As the result, the analysis finds that hypothesis almost supported at the 0.05 significance level, so we got the direct and indirect path were supported in this study.
論文目次 ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Research Project 4
1.4 Research Procedure 5
1.5 The Structure of This Study 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Definition of Research Constructs 8
2.1.1 Self-concept 8
2.1.2 Advertising 12
2.1.3 Brand Attitude 14
2.1.4 Purchase Intention 16
2.2 Relationship among Research Constructs 17
2.2.1 Relationship between Self-concept and Advertising 17
2.2.2 Relationship between Advertising and Brand Attitude 18
2.2.3 Relationship between Self-concept and Brand Attitude 18
2.2.4 Relationship between Self-concept and Purchase Intention 19
2.2.5 Relationship between Brand Attitude and Purchase Intention 20
2.2.6 Relationship between Advertising and Purchase Intention 20
2.2.7 Interrelationship among Self-concpet, Aadvertising ,Brand Attitude and Purchase Intention 21
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23
3.1 The Conceptual Model 23
3.2 Construct Measurement 24
3.2.1 Self-concept 24
3.2.2 Advertising 24
3.2.3 Brand Attitude 25
3.2.4 Purchase Intention 25
3.2.5 Information of Respondents 25
3.3 Research Hypotheses 27
3.4 Questionnaire Design 28
3.5 Sampling Plan 29
3.6 Data Analysis Procedure 29
3.6.1 Descriptive Statistic Analysis 29
3.6.2 Reliability and Validity Analysis 30
3.6.3 Factor Analysis 31
3.6.4 Anaylsis of Variance 32
3.6.5 Structural Equation Model 32
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 34
4.1 Descriptive Analysis 34
4.1.1 Data Collection 34
4.1.2 Characteristics of Respondents 35
4.1.3 Measurement Results for Relevant Research Variables 37
4.2 Reliability Tests 41
4.3 Factor Analysis 42
4.3.1 Self-concept 43
4.3.2 Advertising 43
4.3.3 Brand Attitude 44
4.3.4 Purchase Intention 45
4.4 Validity Analysis 45
4.4.1 Discriminate Validity 46
4.4.2 Convergent Validity 48
4.5 Analysis of Individual Differences 50
4.5.1 Differential Analysis on Gender 50
4.5.2 Differential Analysis on Marriage 51
4.5.3 Differential Analysis on Age 52
4.5.4 Differential Analysis on Education 53
4.5.5 Differential Analysis on Occupation 54
4.5.6 Differential Analysis on Salary Income 55
4.5.7 Differential Analysis on Experience 56
4.6 Structural Equation Modeling 57
4.6.1 Model Test 59
4.6.2 Path Result 61
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 65
5.1 Research Conclusions and Implications 65
5.2 Research Limitations and Suggestions 68
REFERENCES 70
APPENDIXES 74
Appendix A: Normality Tests of Research Factor 75
Appendix B: Questionnaire Survey in English 79
Appendix C: Questionnaire Survey in Chinese 84
參考文獻 Aaker, D. A., & Biel, A. L. (Eds.). (1993). Brand equity & advertising: advertising's role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Aaker, D. A., & Stayman, D. M. (1992). Implementing the concept of transformational advertising. Psychology & Marketing, 9(3), 237-253.
Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of Product & Brand Management, 8(2), 130-142.
Arens, W. F. (1999). Contemporary advertising (7 ed.). Boston: the McGraw-Hill Companies.
Assael, H. (2001). Consumer behavior and marketing action (6 ed.). Cincinnati, OH: Thomson Learning.
Backman, M., & Bo¨rjesson, S. (2006). Vehicles for attention creation: the case of a concept car at Volvo Cars. European Journal of Innovation Management, 9(2), 149-160.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bagozzi, R. P. (1992). The self-regulation of attitudes, intention, and behavior. Social Psychology Quarterly, 55(2), 178-204.
Berger, I. E., & Mitchell, A. A. (1989). The effect of advertising on attitude accessibility, attitude confidence, and the attitude-behavior relationship. Journal of Consumer Research, 16, 269-279.
Bird, M., Channon, C., & Ehrenberg, A. S. C. (1970). Brand image and brand usage. Journal of Marketing Research, 7, 307-314.
Chang, C. (2005). Ad-self-congruency effects: self-enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.
Chattopadhyay, A. (1998 ). When does comparative advertising influence brand attitude? The role of delay and market position. Psychology & Marketing 15(5), 461-475.
Coulter, K. S., & Punj, G. N. (2007). Understanding the role of idiosyncratic thinking in brand attitude formation. Journal of Advertising, 36(1), 7-20.
Curlo, E., & Chamblee, R. (1998). Ad processing and persuasion: the role of brand identification. Psychology & Marketing 15(3), 279-299.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14, 421-433.
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1&2), 168-180.
Foxall, G., Goldsmith, R., & Brown, S. (1998). Consumer psychology for marketing (2 ed.). London: International Thomson Business Press.
Ghauri, P., & Gronhaug, K. (2005). Research methods in business studies: a practical guide (3 ed.). Harlow: Pearson Education Limited.
Gobe, M. (2001). Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Gould, S. J. (1997). An interpretive study of purposeful, mood self-regulating consumption: the consumption and mood framework. Psychology & Marketing, 14(4), 395-426.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
Gunter, B., & Furnham, A. (1992). Consumer profiles: an introduction to psychographics. London: Routledge, Chapman and Hall, Inc.
Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5 ed.). Upper Saddle River, NJ: Prentice Hall.
Hattie, J. (1992). Self-concept. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Heath, A. P., & Scott, D. (1998). The self-concept and image congruence hypothesis: an empirical evaluation in the motor vehicle market. European Journal of Marketing, 32(11/12), 1110-1123.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14, 404-420.
Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising effectiveness: the influence of congruency, conspicuousness, and response mode. Psychology & Marketing, 12(1), 53-77.
Hughes, G. D., & Guerrero, J. (1971). Automobile self-congruity models reexamined. Journal of Marketing Research, 8, 125-127.
Jamal, A., & Goode, M. M. H. (2001). Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
Janessens, W., & Pelesmacker, P. D. (2005). Advertising for new and existing brands: the impact of media context and type of advertisement. Journal of Marketing Communications, 11(2), 113-128.
Janssens, W., & Pelesmacker, P. D. (2005). Advertising for new and existing brands: the impact of media context and type of advertisement. Journal of Marketing Communications, 11(2), 113-128.
Janssens, W., & Pelsmacker, P. D. (2005). Emotional or informative? Creative or boring? International Journal of Advertising, 24(3), 373-394.
Kaiser, H. F. (1974). Little Jiffy, Mark IV. Journal of Educational and Psychological Measurement, 34(1), 111-117
Karson, E. J., & Fisher, R. J. (2005). Reexamining and extending the dual mediation hypothesis in an on-line advertising context. Psychology & Marketing, 22(4), 333-351.
Keller, K. L. (1991). Memory and evaluation effects in competitive advertising environments. Journal of Consumer Research, 17, 463-476.
Kim, S., & Pysarchik, D. T. (2000). Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail & Distribution Management, 28, 280-291.
Kotler, P., & Keller, K. L. (2006). Marketing management (12 ed.). Upper Saddle River, NJ: Prentice-Hall.
Madrigal, R. (2001). Social identity effects in a belief-attitude-intentions hierarchy: implications for corporate sponsorship. Psychology &Marketing, 18(2), 145-165.
Martin, B. A. S., Bhimy, A. C., & Agge, T. (2002). Infomercials and advertising effectiveness: An empirical study. Journal of Consumer Marketing, 19(6), 468-480.
Mattila, A. S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research 3(1), 35-45.
Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management 4(4), 23-34.
Mehta, A. (1999). Using self-concept to assess advertising effectiveness. Journal of Advertising Research, 39(1), 81-89.
Mooij, M. D. (2004). Consumer behavior and culture: consequences for global marketing and advertising London: Saga Publications, Inc.
Mowen, J. C., & Minor, M. (1998). Consumer behavior (5 ed.). Upper Saddle River, NJ: Prentice-Hall.
Reed, A., II. (2002). Social identity as a useful perspective for self-concept–based consumer research Psychology &Marketing 19(3), 235-266.
Riezebos, R., Kist, B., & Kootstra, G. (2003). Brand management: a theoretical and practical approach. England: Pearson Prentice Hall.
Sheller, M. (2004). Automotive emotions: feeling the car. Theory, Culture & Society, 21(4/5), 221-242.
Sirgy, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9, 287-330.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge Journal of Advertising, 34(4), 55-67.
Temporal, P. (2002). Advanced brand management: from vision to Valuation. Singapore: John Wiley & Sons (Asia) Pte Ltd.
Wang, C. L., & Mowen, J. C. (1997). The separateness-connectedness self-schema: scale development and application to message construction. Psychology & Marketing, 14(2), 185-207.
Wu, W. Y. (2005). Business research methods (2 ed.). Taipei, Taiwan: Hwa Tai Publishing.
Wells, W., Moriarty, S., & Burnett, J. (2006). Advertising: Principles & practice. Upper Saddle River, NJ: Person Prentice Hall.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2014-08-23起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2014-08-23起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw