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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29751
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29751


    Title: 吸菸者多重自我概念與品牌人格之一致性對香菸品牌態度之影響
    Authors: 倪培軒
    Contributors: 祝鳳岡
    倪培軒
    Keywords: 自我概念
    品牌人格
    一致性效果
    吸菸動機
    吸菸行為
    Date: 2005
    Issue Date: 2009-09-11 16:14:03 (UTC+8)
    Abstract: 一致性理論源於心理學中自我概念的延伸,其主要論點便是人會選擇與己之自我概念趨同的物、事、或人;並且極力避免與己之自我概念不同的物、事、或人互動。其道理來自於自我的穩定性及避免矛盾,自我往往讓自己處於一種習慣的狀態,並不希望改變。

    自Grubb and Grathwohl(1967)透過Rogers(1951)的個體自我增強理論(theory of individual self enhancement)為基礎,假設自我概念對個體而言是一種價值,並且個體的行為會朝向增強或保護他們的自我概念為方向,因此購買、展示行為或商品使用,皆會透過購買符號商品的過程來加強自我概念後,將此理論運用到廣告行銷領域的研究便開始蓬勃發展。本研究即是透過一致性理論來觀察吸菸者與其所喜好的香菸品牌間之關係,並輔以Aaker,J的品牌人格理論做為觀察面向。最後在本研究架構上將吸菸動機及吸菸行為一併納入其中討論。

    根據本研究對吸菸行為的觀察,認為吸菸行為是一種社會性行為,因此決定探討自我概念的三個面向,分別為真實自我、理想自我、及社會自我。自我概念及品牌人格的測量,則同時使用Aaker(1997)的品牌人格量表測之。

    研究結果發現:自我概念與品牌人格越趨同者,確實較自我概念與品牌人格不趨同者,會對品牌產生較好的態度。並且三個面向的自我概念在皮爾森分析下皆與品牌態度呈正相關,最後再經由迴歸分析後得知具有預測能力的變數則是理想自我。

    吸菸動機對品牌態度也同時具有影響力,但較理想自我概念一致性來得弱。而吸菸行為則是發現使用頻率與理想自我概念一致性有不相上下的正向影響力;而菸齡在檢測上則是發現對品牌態度呈現負向影響;最後每日吸菸量對品牌態度則是毫無影響力。
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    Description: 碩士
    國立政治大學
    廣告研究所
    924520091
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0924520091
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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