政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35047
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113324/144300 (79%)
Visitors : 51140947      Online Users : 963
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35047


    Title: 自我形象一致性對真實與虛擬產品購買意願之影響-功能型、享樂型與象徵型產品之比較分析
    Authors: 李吉彬
    Lee, Chi-ping
    Contributors: 別蓮蒂
    Bei, Lien-ti
    李吉彬
    Lee, Chi-ping
    Keywords: 自我形象一致性
    虛擬產品
    功能型產品
    享樂型產品
    象徵型產品
    Self-Congruency
    Virtual Product
    Functional Product
    Hedonic Product
    Symbolic Product
    Date: 2004
    Issue Date: 2009-09-18 13:39:18 (UTC+8)
    Abstract: 本研究探討當消費者的自我形象與產品形象符合一致性時，對真實和虛擬產品之購買意願的影響。在消費者自我形象方面，分為真實我形象與理想我形象，在「依滿足消費者需求之產品分類」(Woods, 1960) 為調節作用下，即將產品分為真實產品與虛擬產品，再各細分為「功能型產品」(Utilitarian Product)、「享樂型產品」(Hedonic Product) 與「象徵型產品」(Symbolic Product)，用以衡量真實我形象一致性和理想我形象一致性對不同產品類別的購買意願會有何不同程度的影響。

    本研究經由前測選出了各類型產品之代表性產品，對於一般的真實產品與網路上的虛擬產品，分別以牙刷和解毒靈丹代表功能型產品，KTV和虛擬電子情人代表享樂型產品，以及戒指和騎士團徽章代表象徵型產品。透過十五組項目之五點量表語義差異法，衡量消費者自我形象與產品形象，並以「考慮購買」、「購買意願」、「購買該產品是很重要的消費」和「擁有該產品是很重要的」四題來衡量對產品購買意願的強度。分為真實產品與虛擬產品二種問卷，分別發出228份與201份，透過迴歸分析，驗證自我形象一致性對產品購買意願之影響程度。

    研究結果顯示：一、在功能型產品方面，不管是一般的真實產品或是網路上的虛擬產品，自我形象一致性對功能型產品的購買意願並無顯著影響。二、享樂型產品之購買意願受真實我形象一致性的影響較大。三、象徵型產品可分為角色定位和自我提昇兩大類，其產品購買意願將分別受到真實我一致性和理想我一致性因素的影響。四、當產品購買決策變成群體決策時，個體自我形象一致性的影響將受到限制。

    整體而言，在產品形象定位上，應以目標客群的自我形象為參考依據，而非其人口變數。並依不同的產品類別，塑造不同的屬性，功能型產品應塑造產品功能屬性的品質形象，而享樂型與象徵型產品得依吻合消費者之自我形象來形塑成個性鮮明的產品形象，都將有助於企業對品牌與產品定位之效果。
    The purpose of this study is to discuss the effects of consumers` self-congruency on purchase intentions of real products versus virtual products in terms of functional, hedonic, and symbolic products as moderate effect. Self-image includes actual self and ideal self; as for the moderating effects of “psychological demand character” (Woods, 1960), this study divides both real and virtual products into utilitarian product, hedonic product, and symbolic product to measure the influences of actual-self image congruency and ideal-self image congruency on different product categories.

    After two pretests to find out the representative product for each category of real and virtual products, this study takes toothbrush and detoxification medicine for functional products; KTV and virtual e-lover for hedonic products; and ring and Knight insignia for symbolic products. Self-image and product-image are measured by the 15-item semantic differential scale. The magnitude of purchase intention is measured with four questions, “consider to buy”,“intend to buy”, “it’s an important consumption”, and “it’s important to ownTwo-hundred-twenty-eight paper-based questionnaires and 201 virtual questionnaires were collected and regressed to verify the effects of consumers` self-congruency on purchase intentions.

    There are some key findings. 1. For functional products, regardless of real or virtual products, the effect of consumers` self-congruency on purchase intentions is not significant. 2. Actual-self image congruency influences the purchase intention of hedonic product more. 3. Symbolic product can be classified into self-enhancing and role-positioning. These two product purchase intentions are respectively affected by actual-self image congruency and ideal-self image congruency. 4. When product purchasing decision becomes group decision, individual self-congruency will be constrained.

    To sum up, product image positioning should consider the target customers’ self-images, instead of demography data. Also, according to different product categories, product images should be shaped differently. Functional product should focus on quality image. Hedonic and symbolic products should adopt the images matching consumers’ self images. This will help form better brand and product positioning strategies.
    Reference: 黃德祥、李介至 (民92年)，電玩沈迷對青少年敵意、社會關係與學業成就之影響，中學教育學報，第十期，六月，頁37-70。
    Addis, Michela and Morris B. Holbrook (2001), “On the Conceptual Link between Mass Customisation and Experience Consumption: An Explosion of Subjectivity,” Journal of Consumer Behavior, Vol.1 (June), 50-66.
    Birdwell, Al E. (1968), “A Study of Influence of Image Congruence on Consumer Choice,” Journal of Business, Vol.41 (January), 76-88.
    Belch, Geroge E. and E. Laird Landon Jr. (1977), “Discriminant Validity of a Product-Anchored Self-Concept Measure,” Journal of Marketing Research, Vol. 14 (May), 252-256.
    Bracken, Bruce A. and M. Susan Lamprecht (2003), “Positive Self-Concept: An Equal Opportunity Construct,” School of Psychology Quarterly, Vol. 18, No 2, 103-121.
    Chang, Chingching (2002), “Self-Congruency as a Cue in Different Advertising Processing Contexts,” Communication Research, Vol. 29 (October), 503-536.
    Dolich, Ira J. (1969), “Congruence Relationship Between Self-Image and Product Brands,” Journal of Marketing Research, Vol. 6 (February), 201-214.
    Ekinci, Yuksel and Michael Riley (2003), “An Investigation of Self-Concept: Actual and Ideal Self-Congruence Compared in the Context of Service Evaluation,” Journal of Retailing and Consumer Services, Vol. 10, 201-214.
    Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention, and Behavior, Addison-Wesley, Reading, MA.
    Funk, Jeanne, B. and Debra D. Buchman (1996),“Playing Violent Video and Computer Games and Adolescent Self-Concept,” Journal of Communication, Vol. 46 (Spring), 19-32.
    Grubb, Edward L. and Harrison L. Grathwhohl (1967), “Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach,” Journal of Marketing, Vol. 31 (October), 22-27.
    Hoelter, Jon W. (1985), “The Structure of Self-Conception: Conceptualization and Measurement,” Journal of Personality and Social Psychology, Vol. 49 (May), 1392-1407.
    Johar, J.S. and M. Joseph Sirgy (1991), “Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal,” Journal of Advertising, Vol. 20 (September), 23-33.
    Kempf, DeAnna S. (1999), “Attitude Formation from Product Trial: Distinct Roles of Cognition and Affect for Hedonic and Functional Products,” Psychology & Marketing, Vol.16 (January), 35-50.
    Kotler, Philip and Gary Armstrong (1933), Marketing: an introduction, 3rd, 5-6.
    Landon, Jr., E. Laird (1974), “Self Concept, Ideal Self Concept, and Consumer Purchase Intentions,” Journal of Consumer Research, Vol.1 (September), 44-51.
    Lavidge, Robert J. and Gary A. Steiner (1961), “A Model for Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, Vol. 25 (October), 59-62.
    Lee, C. and Robert T. Green (1991), “Cross-Culture Examination of the Fishbein Behavioral Intentions Model,” Journal of International Business Studies, Vol. 3 No. 1, 27-50.
    Malhotra, Naresh K. (1981), “A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts,” Journal of Marketing, Vol. 18, (November), 456-464.
    O’Curry, Suzanne and Michal Strahilevitz (2001), “Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options,” Marketing Letters, Vol. 12 (February), 37-49.
    Park, C. Whan, Bernard J. Jaworski and Deborah J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50 (October), 135-145.
    Quester, Pascale G. and Amal Karunaratna, Li Kee Goh (2000), “Self-congruity and product evaluation: a cross-cultural study,” Journal of Consumer Research, Vol. 17, 525-535.
    Schiffman, Leon G. and Leslie L. Kanuk (2000), Consumer Behavior, 7th ed., Prentice Hall International, Inc.
    Sirgy, M. Joseph (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 9 (December), 287-300.
    Sirgy, M. Joseph (1985), “Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation,” Journal of Business Research, Vol. 13 (June), 195-206.
    Sirgy, M. Joseph, Dhruv Grewal, Tamara F. Manglegurg, Jae-ok Park, Kye-Sung Chon, C.B. Claiborne, J.S. Johar, and Harold Berkman (1997), “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence,” Journal of the Academy of Marketing Science, Vol. 25 (Summer), 229-241.
    Tauber, Edward M.(1973), “Reduce New Product Failures: Measure Needs As Well As Purchase Interest,” Journal of Marketing, Vol. 37 (July), 61-64.
    Todd, Sarah (2001), “Self-Concept: A Tourism Application,” Journal of Consumer Behavior, Vol. 1,2, (November), 184-196.
    Woods, A. Walter (1960), “Psychological Dimensions of Consumer Decision,” Journal of Marketing, Vol. 24 (April), 15-19.
    Description: 碩士
    國立政治大學
    企業管理研究所
    92355007
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923550071
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    File Description SizeFormat
    55007101.pdf77KbAdobe PDF21024View/Open
    55007102.pdf115KbAdobe PDF21011View/Open
    55007103.pdf102KbAdobe PDF21255View/Open
    55007104.pdf102KbAdobe PDF21163View/Open
    55007105.pdf134KbAdobe PDF21068View/Open
    55007106.pdf226KbAdobe PDF25845View/Open
    55007107.pdf227KbAdobe PDF21947View/Open
    55007108.pdf185KbAdobe PDF21083View/Open
    55007109.pdf180KbAdobe PDF21202View/Open
    55007110.pdf80KbAdobe PDF21218View/Open
    55007111.pdf194KbAdobe PDF21098View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback