政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29854

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29854

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题名:	品牌個性與真實自我一致性、情境理想自我一致性對消費者品牌態度之影響
作者:	張偉漢 Chang ,Wei Han
贡献者:	張愛華張偉漢 Chang ,Wei Han
关键词:	品牌個性消費者自我自我監控程度品牌態度
日期:	2005
上传时间:	2009-09-11 16:44:23 (UTC+8)
摘要:	自一九七Ｏ年代起，品牌個性成為研究的焦點，有越來越多學者探討此項議題；實務界更是廣泛地運用。而過去許多有關品牌個性與自我概念之研究多將其焦點集中在品牌個性與消費者的真實自我、理想自我以及理想社會自我之一致性對品牌的影響上。然而，理想自我往往會受到情境的影響，故有學者提出「延伸我」的概念，認為消費者的理想自我及理想社會自我會因為消費者所處情境的不同而會呈現不同的風貌。然而，有關真實自我與情境自我對消費者行為的影響之研究仍然不多，故針對此議題進行再進一步的深入探討是有其必要性的。本文參考過去學者所做之相關研究，除了消費者自我監控程度之外，亦納入了真實自我及理想自我間之落差及性別傾向兩個新變數作為調節變數，以補過去研究之不足。在研究設計方面，本研究為一個2x2x2的實驗設計，分別為2(兩產品類別)X2(兩品牌)x2(情境一致性：高、低)。在正式研究前先利品牌的平面廣告作為刺激，以前測建立本研究所要使用的品牌個性構面，並確認每個品牌之品牌個性組成及品牌間不同個性構面間的差距；亦利用前測確認消費者是否能夠知覺到該情境所欲傳達的氣氛，使消費者反映出特定的自我。之後將情境與品牌做一配對，進行正式研究。結果發現如下： 1.本研究利用學者Aaker(1997)之日本品牌個性構面作為基礎，採用服飾產品及啤酒產品兩個產品類別，整理出本研究所使用的品牌個性構面。綜合觀之，此兩產品類別的個性構面之組成非常相似，間接顯示在台灣消費社會中可能亦存在一組穩定的品牌個性構面。 2.證實了過去學者的研究，即品牌個性與消費者情境理想自我的一致性程度，以及品牌個性與消費者真實自我的一致性程度皆會對消費者的品牌態度產生影響。 3.當消費者在選擇品牌時，品牌個性與真實自我是否一致，其效果要比品牌個性與情境理想自我是否一致來的大。即當品牌與消費者間具有個性及真實我的不一致時，品牌個性與情境自我的一致並不能顯著地提升消費者的品牌態度。 4.研究結果顯示，低自我監控與高自我監控兩類消費者相比較，品牌個性與真實自我的一致性對低自我監控的消費者之品牌態度有較大的影響。
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描述:	碩士國立政治大學企業管理研究所 91355061 94
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