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系統識別號 U0026-1506201023245100
論文名稱(中文) 不同產品類別下,自我一致對於品牌忠誠度之影響-以品牌知覺價值為中介變數
論文名稱(英文) The Impact of Self-Congruity on Brand Loyalty under Different Product Categories-The Mediating Effect of Brand Perceived Value
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 謝岱玲
研究生(英文) Tai-Ling Hsieh
學號 R4697111
學位類別 碩士
語文別 中文
論文頁數 59頁
口試委員 指導教授-蔡燿全
口試委員-許永明
口試委員-王瑜琳
中文關鍵字 自我概念  品牌個性  自我一致  品牌忠誠度  品牌知覺價值 
英文關鍵字 Self-Concept  Brand Personality  Self-Congruity  Brand Loyalty  Brand Perceived Value 
學科別分類
中文摘要 為了提升競爭優勢,使產品在市場佔有一席之地,品牌成為企業越來越重要的工具之一。塑造出品牌個性更是產品能夠產生差異化,並且貼近消費者,滿足其心理層面需求的關鍵。因此本研究欲探討不同的產品類別下消費者的自我概念、品牌個性與品牌忠誠度之間的關係,以及品牌知覺價值之中介效果為何。
本研究採用SPSS與STATISTICA進行統計分析。經過統計分析,本研究發現,在所有產品類型下,理想自我一致與忠誠度及知覺價值之關係較真實自我密切,且品牌知覺價值具有中介效果。雖然過去的研究指出,理想自我概念或是真實自我概念與品牌個性之一致性皆會對忠誠度造成影響,本研究卻發現各種產品類別之產品只要具有品牌,就存在著象徵性意義,使用該品牌產品等同向他人展現自我,因此不論在何種產品類型下,理想自我概念皆較真實自我概念對忠誠度以及知覺價值具有較大之影響力。因此本研究建議行銷人員應該投入資源,研究於目標市場中顧客的理想自我概念以做為市場區隔策略的依據。
英文摘要 To gain competitive advantage, brand is the best tool to make a high market share of firm’s products. Shaping brand personality is the key of differentiating product, closing to customers, and satisfying the mental need of customers. Therefore, this study wants to discuss the relationship among self-congruity and brand loyalty under different product category, and the mediating effect of brand perceived value.
This study used SPSS and STATISTICA to analysis data. This study found that under all product categories the positive influence from ideal self-congruity to brand loyalty are stronger than the actual self-congruity, and brand perceived value have the significantly mediating effect between these relationships in all product categories. Previous studies point out that the self-congruity influence loyalty. Further this study found that if there are brands for all product categories, then for consumers, the brand will have symbolic meanings. Thus, this study suggests that marketers can shape and position brand personality by consumers’ ideal-self in target market.
論文目次 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節  研究流程 3
第二章 文獻探討 4
第一節 自我概念與自我一致 4
第二節 品牌個性 7
第三節 品牌忠誠 10
第四節 自我一致性與品牌忠誠度 11
第五節 不同產品類別的自我一致性與品牌忠誠度 12
第六節 品牌知覺價值的中介效果 13
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 16
第三節 研究變數 19
第四節 資料分析方法 22
第四章 資料分析與討論 25
第一節 敘述性統計分析 25
第二節 信度 27
第三節 複迴歸分析 28
第四節 簡單迴歸與層級迴歸分析 33
第五節 討論 41
第五章 結論與建議 45
第一節 研究討論 45
第二節 研究限制與後續研究建議 46
第三節 管理意涵 47
參考文獻 49
附錄 54
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