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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/48857
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48857


    Title: 世代特性與其認知品牌個性之比較研究
    Authors: 盧怡安
    Contributors: 別蓮蒂
    盧怡安
    Date: 2002
    Issue Date: 2010-12-08 01:51:53 (UTC+8)
    Abstract:   國內外報章雜誌普遍常見世代特性之報導,國外亦有研究指出三個主要世代:嬰兒潮世代、X世代、Y世代生活背景不同,造成其生活經驗不同,進而影響了三個世代的價值觀及個性。國內較少對此研究,故本研究中研究一部份首先針對三世代生活型態、價值觀及個性之差異性探討,研究台灣地區B世代是否較傳統、保守,重視傳統道德,個性較不開放、不獨立自主。以及Y世代是否如一般所言,喜愛及追求新奇流行事物,與家庭較疏離,喜愛與同儕溝通相處,重視學識才能,個性較開放、挑戰威權。
      經分析E-ICP次級資料庫中資料證實,B世代的生活型態較傾向順從傳統思維,以及具有傳統宗教行為,且因家庭團聚以及幫助別人而感到滿足的人數比例,顯著勝於其他兩世代,與過去中國傳統思想中,重視家庭倫理、助人為樂等觀念相符合,個性較穩定不易波動,亦較服從常規、保守傳統,且較不開放時髦。Y世代之生活型態具有追求流行之傾向,因家庭團聚感到滿足的人數比例不及B世代,但喜歡購物、喜愛與朋友相聚,並且想要知識、技能,個性上則較其他兩世代挑戰權威、開放時髦。X世代之生活型態、價值觀級個性則較介於兩者之間。
      過去文獻亦顯示,廣告對不同世代而言會激起不同情感,進而造成不同世代對於品牌形象認知之差異,各世代對於品牌個性之不同構面之認知亦有不同,推測各世代對於同樣品牌之品牌個性認知具有差異,並且與該世代之個性相關。學術界尚無品牌個性量表,故經前測中開放性問卷取得品牌個性形容詞後建立量表,並選取適當品牌進行世代品牌個性認知差異之研究二。
      透過問卷分析,發現品牌個性認知可分為五個因素,分別是新穎迷人─守舊內斂、亮麗迷人─平凡無奇、開朗輕鬆─陰沉嚴肅、秀氣優雅─剛強粗獷、穩重勤奮─俏皮悠閒。結果顯示整體而言,新穎迷人─守舊內斂與開朗輕鬆─陰沉嚴肅方面,自身個性較為開朗輕鬆的Y世代在品牌個性上之認知亦較偏向開朗輕鬆,而較守舊內斂的B世代對品牌個性之認知亦較多偏向守舊內斂。
      但在亮麗迷人─平凡無奇因素方面,自身個性與品牌個性認知之關聯性為負向;穩重勤奮─俏皮悠閒方面,各世代自身個性與可口可樂、黑松、Nokia之品牌個性認知成正向關係,而在金莎、花旗之品牌個性認知上呈負向關聯。秀氣優雅─剛強粗獷個性上,品牌個性與世代個性間則無明顯之關係。
      本研究主要貢獻在於提供初步華文品牌個性量表及消費者品牌個性認知與世代個性間關聯比較,供後續研究發展之參考。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    89355050
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2010000540
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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