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題名 Facebook朋友品牌分享貼文效果：理想自我形象、品牌形象與朋友形象之交互效果探討
Effects of interactions between ideal self image, brand image and friend image congruence on Facebook shared posts作者 陳翊甄
Chen, Yi Chen貢獻者 張郁敏
Chang, Yuh Miin
陳翊甄
Chen, Yi Chen關鍵詞 自我一致性
朋友時尚形象
精品
社會比較理論
平衡理論
Self congruity
Friend image
Luxury goods
Social comparison theory
Balance theory日期 2016 上傳時間 4-Jan-2017 12:07:17 (UTC+8) 摘要 近年社群網站Facebook成為品牌宣傳的新渠道，不同地域、年齡、社會階層或消費水準的人都可以不受實體店面的侷限，透過朋友的分享輕鬆接觸到各時尚精品品牌的資訊。於是精品品牌如何在社群人際間的傳遞過程掌握其品牌形象，還有後續構成的品牌效果是本研究欲探討的重點。本研究以自我一致性、社會比較的角度切入，輔以平衡理論的觀點進一步檢視消費者觀看社群媒體中的朋友分享貼文是否受到品牌、朋友時尚形象與理想自我一致性高低程度不同而影響其品牌態度與購買意願。本研究以實驗法進行，研究結果如下：一、消費者在Facebook動態中看到時尚品牌的朋友品牌分享貼文後，品牌形象與消費者理想自我一致高會比一致低，產生更正面的品牌態度，但對購買意願無顯著影響。二、知覺品質中介「品牌形象與理想自我一致性」對品牌態度的影響; 但對購買意願無中介效果。三、 「朋友時尚形象與理想自我形象一致性」高低並不會影響品牌與消費者理想自我形象一致性高低對品牌態度。 參考文獻 Aaker, J.L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 36, pp. 346-156.Aaker, Jennifer L. (1999),“TheMalleableSelf:TheRoleofSelf-Expressionin Persuasion,” Journal of Marketing Research, 36 (February), 45– 57.Ambady, N., & Skowronski, J. (Eds.). (2008). First impressions. New York: Guilford.Bearden, William O. and Michael J. Etzel (1982), "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, 9 (September), 183-94.Beatty, Alexa M. Givan, George R. Franke, and Kristy E. Reynolds (2015). "Social Store Identity and Adolescent Females` Store Attitudes and Behaviors." Journal of Marketing Theory & Practice 23(1): 38-56.Beerli, A., Meneses, G.D., Gil, S.M., 2007. Self-congruity and destination choice. Annals of Tourism Research 34 (3), 571–587.Bhuian, E. N. (1997). Marketing cues and perceived quality: Perception of Saudi consumers toward products of the U.S., Japan, Germany, Italy, U. K. & France. Journal of Quality Management, 2(2), 217-235. Bolton, L. E., & Reed, A., II (2004). Sticky priors and identification based judgments.Journal of Marketing Research, 41, 397–410.Campbell, Margaret C. and Amna Kirmani (2000), "Consumers` Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 (1), 69-83.Chen, Bernard C.Y. Tan, Klarissa T. Chang. (2009) “Advertising Effectiveness on Social Network Sites.” International Conference on Information Systems.Chon, K. S. (1992). Self-image destination image congruity. Annals of TourismResearch, 19, 360e376.Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29, 639–650.Erdog ̆mus ̧, I. and Büdeyri-Turan, I. (2012), “The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty”, Journal of Fashion Marketing and Management, Vol. 16 No. 4, pp. 399-417.Escalas, Jennifer Edson and James R. Bettman (2003), "You Are What They Eat: The Influence of Reference Groups on Con- sumers` Connections to Brands," Journal of Consumer Psy- chology, 3 (3), 339-48.Escalas J.E. & J.R. Bettman (2005). Self Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ con- nections to brands. Journal of Consumer Psychology, 13, 339–348. Festinger, L. 1954. A theory of social comparison processes. Human Relations 7 117-140.Funder, D.C. (1999). Personality judgment: A realistic approach to person perception. San Diego, CA: Academic Press.Gardner, B.B. and Levy, S.J. (1955), “The product and the brand”, Harvard Business Review, Vol. 33, pp. 33-9.Goh, H. K., & Litvin, S. W. (2000). Destination preference and self-congruity. In Travel and Tourism Research Association annual conference proceedings, San Fernando Valley, CA, June 11e14 (pp. 197e203).Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36.Hall, J.A., & Bernieri, F.J. (Eds.). (2001). Interpersonal sensitivity: Theory and measurement. New York: Erlbaum.Haytko, Diana L., and Julie Baker (2004), “It’s All at the Mall: Exploring Adolescent Girls’ Experiences,” Journal of Retailing, 80 (January), 67–83.Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.Kang, Tang, Lee, Bosselman (2012). "Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity." International Journal of Hospitality Management: 809-818.Kara Chan. (2008),"Social comparison of material possessions among adolescents", Qualitative Market Research: An International Journal, Vol. 11 Iss 3 pp. 316 - 330Kastenholz, E. (2004). Assessment and role of destination-self-congruity. Annals ofTourism Research, 31(3), 719-723.Kwak, D.H. and Kang, J.-H. (2009), “Symbolic purchase in sport: the roles of self-image congruence and perceived quality”, Management Decision, Vol. 47 No. 1, pp. 85-99.Levy, S. (1959). Symbols for sale. Harvard Business Review, 37, 117–124.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising ef- fectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130–143.Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011) Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing 75(4): 35–52.Martin, C.A. and Bush, A.J. (2000), “Do role models influence teenagers’ purchase intentions and behavior?”, Journal of Consumer Marketing, Vol. 17 No. 5, pp. 441-53.Hollenbaugh, E. E., & Ferris, A. L. (2014). Facebook self-disclosure: Examining the role of traits, social cohesion, and motive. Computers in Human Behavior, 30,50–58.Mow, WS; Vasiliauskas, EA; Lin, YC; Fleshner, PR; Papadakis, KA; Taylor, KD; Landers, CJ; Abreu-Martin, MT; Rotter, JI; Yang, H; Targan, SR. Association of antibody responses to microbial antigens and complications of small bowel Crohn`s disease. Gastroenterology 2004, 126, 414-424.Najjar, H. I. F. (2008). "Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment." , Marketing Intelligence & Planning, Vol. 26 Iss 2 pp. 207 - 227Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “Like” Button: The impact of mere virtual presence on brand evaluation and purchase intentions in social media settings, American marketing association. Journal of Marketing, 76(6), 105-120.Pempek, T., Yermolayeva, Y., & Calvert, S. (2009). College students’ social networking experiences on Facebook. Journal of Applied Developmental Psychology, 30, 227–238.Phau, I. and Prendergast, G. (2001) Consuming luxury brands: The relevance of the ‘rarity prin- ciple’. Journal of Brand Management 8(2): 122–137.Richins, M. L. (1991). Social Comparison and the Idealized Images of Advertising, Journal of Consumer Research, 18, 71-83.Rosenberg, Morris (1979), Conceiving the Self. New York: Basic Books.Sirgy, M.J. (1982), “Self-concept in consumer behavior: a critical review”, Journal of Consumer Research, Vol. 9 No. 3, pp. 287-300.Sirgy, M. J. (1985), “Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation.” Journal of Business Research 13, 3: 195–206.Sirgy, M.J., Grewal, D., Mangleburg, T., Park, J.O., Chon, K., Claiborne, C.B., Johar, J.S. and Berkman, H. (1997), “Assessing the predictive validity of two methods of measuring self-congruity”, Journal of Academy of Marketing Science, Vol. 25, pp. 229-41.Sirgy, M.J. and Su, C. (2000), “Destination image, self-congruity, and travel behavior: toward an integrative model”, Journal of Travel Research, Vol. 38 No. 4, pp. 340-352.Sirgy, M.J., Grewal, D. and Mangleburg, T. (2000), “Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda”, Journal of Business Research, Vol. 49, pp. 127-38.Sheldon, P. (2008). “The relationship between unwillingness to communicate and students’ Facebook use.” Journal of Media Psychology, 20, 67–75.Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27, 2322–2329.Walther, J., Van Der Heide, B., Kim, S., Westerman, D., & Tong, S. (2008). The role of friends’ appearance and behavior on evaluations of individuals on Facebook: Are we known by the company we keep? Human Communication Research, 34, 28–49.Yue, X.D. and Cheung, K.C. (2000), “Selection of favorite idols and models among Chinese young people: a comparative study in Hong Kong and Nanjing”, International Journal of Behavioral Development, Vol. 24 No. 1, pp. 91-8.Zeithaml, V. A, (1988), “Consumer perceptions of price, quality, and value: Ameans-end model and synthesis of evidence”, Journal of Marketing, Vol.52,No.3, pp.2-22Zhang, B. and Kim, J.H. (2013), “Luxury fashion consumption in China: factors affecting attitude and purchase intent”, Journal of Retailing and Consumer Services, Vol. 20 No. 1, pp. 68-79.網路資料Burson-Marsteller（2010）, Global Social Media Checkup,取自http://www.slideshare.net/BMGlobalNews/global-social-media-checkup 資策會（2015）。〈Facebook使用現況分析〉。取自https://mic.iii.org.tw/micnew/Scholar/ResearchDtl.aspx?docid=CDOC20150206003 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464025資料來源 http://thesis.lib.nccu.edu.tw/record/#G1034640251 資料類型 thesis dc.contributor.advisor 張郁敏 zh_TW dc.contributor.advisor Chang, Yuh Miin en_US dc.contributor.author (Authors) 陳翊甄 zh_TW dc.contributor.author (Authors) Chen, Yi Chen en_US dc.creator (作者) 陳翊甄 zh_TW dc.creator (作者) Chen, Yi Chen en_US dc.date (日期) 2016 en_US dc.date.accessioned 4-Jan-2017 12:07:17 (UTC+8) - dc.date.available 4-Jan-2017 12:07:17 (UTC+8) - dc.date.issued (上傳時間) 4-Jan-2017 12:07:17 (UTC+8) - dc.identifier (Other Identifiers) G1034640251 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/105627 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 103464025 zh_TW dc.description.abstract (摘要) 近年社群網站Facebook成為品牌宣傳的新渠道，不同地域、年齡、社會階層或消費水準的人都可以不受實體店面的侷限，透過朋友的分享輕鬆接觸到各時尚精品品牌的資訊。於是精品品牌如何在社群人際間的傳遞過程掌握其品牌形象，還有後續構成的品牌效果是本研究欲探討的重點。本研究以自我一致性、社會比較的角度切入，輔以平衡理論的觀點進一步檢視消費者觀看社群媒體中的朋友分享貼文是否受到品牌、朋友時尚形象與理想自我一致性高低程度不同而影響其品牌態度與購買意願。本研究以實驗法進行，研究結果如下：一、消費者在Facebook動態中看到時尚品牌的朋友品牌分享貼文後，品牌形象與消費者理想自我一致高會比一致低，產生更正面的品牌態度，但對購買意願無顯著影響。二、知覺品質中介「品牌形象與理想自我一致性」對品牌態度的影響; 但對購買意願無中介效果。三、 「朋友時尚形象與理想自我形象一致性」高低並不會影響品牌與消費者理想自我形象一致性高低對品牌態度。 zh_TW dc.description.tableofcontents 第一章 緒論...... .................. 6第一節 研究背景與動機...... ...........6 第二節 研究目的與價值...... ..........11第二章 文獻探討...... ......................13 第一節 品牌形象與理想自我一致性與品牌效果........13 第二節 中介變項：知覺品質...... ..15 第三節 朋友時尚形象與理想自我一致性與品牌效果......16第三章 研究方法...... ..................... 22 第一節 研究架構...... ..................... 22 第二節 實驗設計...... ......................23 第三節 前測一...... .......................23 第四節 前測二...... ........................28第五節 正式實驗...... ..................... 37第四章 研究結果與分析...... .......... 44第一節 受測者輪廓...... ................44第二節 量表信度分析...... ........... 44第三節 操弄檢定...... .....................45第四節 假設驗證...... .................... 45第五章 結論與建議...... ...................52 第一節 研究發現與討論...... ........52第二節 研究貢獻、限制與未來研究建議..........54參考資料...... .............................57 英文文獻...... ............................ 57 網路資料...... ............................61附錄.......................................62 zh_TW dc.format.extent 23196452 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1034640251 en_US dc.subject (關鍵詞) 自我一致性 zh_TW dc.subject (關鍵詞) 朋友時尚形象 zh_TW dc.subject (關鍵詞) 精品 zh_TW dc.subject (關鍵詞) 社會比較理論 zh_TW dc.subject (關鍵詞) 平衡理論 zh_TW dc.subject (關鍵詞) Self congruity en_US dc.subject (關鍵詞) Friend image en_US dc.subject (關鍵詞) Luxury goods en_US dc.subject (關鍵詞) Social comparison theory en_US dc.subject (關鍵詞) Balance theory en_US dc.title (題名) Facebook朋友品牌分享貼文效果：理想自我形象、品牌形象與朋友形象之交互效果探討 zh_TW dc.title (題名) Effects of interactions between ideal self image, brand image and friend image congruence on Facebook shared posts en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, J.L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 36, pp. 346-156.Aaker, Jennifer L. (1999),“TheMalleableSelf:TheRoleofSelf-Expressionin Persuasion,” Journal of Marketing Research, 36 (February), 45– 57.Ambady, N., & Skowronski, J. (Eds.). (2008). First impressions. New York: Guilford.Bearden, William O. and Michael J. Etzel (1982), "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, 9 (September), 183-94.Beatty, Alexa M. Givan, George R. Franke, and Kristy E. Reynolds (2015). "Social Store Identity and Adolescent Females` Store Attitudes and Behaviors." Journal of Marketing Theory & Practice 23(1): 38-56.Beerli, A., Meneses, G.D., Gil, S.M., 2007. Self-congruity and destination choice. Annals of Tourism Research 34 (3), 571–587.Bhuian, E. N. (1997). Marketing cues and perceived quality: Perception of Saudi consumers toward products of the U.S., Japan, Germany, Italy, U. K. & France. Journal of Quality Management, 2(2), 217-235. Bolton, L. E., & Reed, A., II (2004). Sticky priors and identification based judgments.Journal of Marketing Research, 41, 397–410.Campbell, Margaret C. and Amna Kirmani (2000), "Consumers` Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 (1), 69-83.Chen, Bernard C.Y. Tan, Klarissa T. Chang. (2009) “Advertising Effectiveness on Social Network Sites.” International Conference on Information Systems.Chon, K. S. (1992). Self-image destination image congruity. Annals of TourismResearch, 19, 360e376.Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29, 639–650.Erdog ̆mus ̧, I. and Büdeyri-Turan, I. (2012), “The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty”, Journal of Fashion Marketing and Management, Vol. 16 No. 4, pp. 399-417.Escalas, Jennifer Edson and James R. Bettman (2003), "You Are What They Eat: The Influence of Reference Groups on Con- sumers` Connections to Brands," Journal of Consumer Psy- chology, 3 (3), 339-48.Escalas J.E. & J.R. Bettman (2005). Self Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ con- nections to brands. Journal of Consumer Psychology, 13, 339–348. Festinger, L. 1954. A theory of social comparison processes. Human Relations 7 117-140.Funder, D.C. (1999). Personality judgment: A realistic approach to person perception. San Diego, CA: Academic Press.Gardner, B.B. and Levy, S.J. (1955), “The product and the brand”, Harvard Business Review, Vol. 33, pp. 33-9.Goh, H. K., & Litvin, S. W. (2000). Destination preference and self-congruity. In Travel and Tourism Research Association annual conference proceedings, San Fernando Valley, CA, June 11e14 (pp. 197e203).Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36.Hall, J.A., & Bernieri, F.J. (Eds.). (2001). Interpersonal sensitivity: Theory and measurement. New York: Erlbaum.Haytko, Diana L., and Julie Baker (2004), “It’s All at the Mall: Exploring Adolescent Girls’ Experiences,” Journal of Retailing, 80 (January), 67–83.Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.Kang, Tang, Lee, Bosselman (2012). "Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity." International Journal of Hospitality Management: 809-818.Kara Chan. (2008),"Social comparison of material possessions among adolescents", Qualitative Market Research: An International Journal, Vol. 11 Iss 3 pp. 316 - 330Kastenholz, E. (2004). Assessment and role of destination-self-congruity. Annals ofTourism Research, 31(3), 719-723.Kwak, D.H. and Kang, J.-H. (2009), “Symbolic purchase in sport: the roles of self-image congruence and perceived quality”, Management Decision, Vol. 47 No. 1, pp. 85-99.Levy, S. (1959). Symbols for sale. Harvard Business Review, 37, 117–124.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising ef- fectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130–143.Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011) Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing 75(4): 35–52.Martin, C.A. and Bush, A.J. (2000), “Do role models influence teenagers’ purchase intentions and behavior?”, Journal of Consumer Marketing, Vol. 17 No. 5, pp. 441-53.Hollenbaugh, E. E., & Ferris, A. L. (2014). Facebook self-disclosure: Examining the role of traits, social cohesion, and motive. Computers in Human Behavior, 30,50–58.Mow, WS; Vasiliauskas, EA; Lin, YC; Fleshner, PR; Papadakis, KA; Taylor, KD; Landers, CJ; Abreu-Martin, MT; Rotter, JI; Yang, H; Targan, SR. Association of antibody responses to microbial antigens and complications of small bowel Crohn`s disease. Gastroenterology 2004, 126, 414-424.Najjar, H. I. F. (2008). "Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment." , Marketing Intelligence & Planning, Vol. 26 Iss 2 pp. 207 - 227Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “Like” Button: The impact of mere virtual presence on brand evaluation and purchase intentions in social media settings, American marketing association. Journal of Marketing, 76(6), 105-120.Pempek, T., Yermolayeva, Y., & Calvert, S. (2009). College students’ social networking experiences on Facebook. Journal of Applied Developmental Psychology, 30, 227–238.Phau, I. and Prendergast, G. (2001) Consuming luxury brands: The relevance of the ‘rarity prin- ciple’. Journal of Brand Management 8(2): 122–137.Richins, M. L. (1991). Social Comparison and the Idealized Images of Advertising, Journal of Consumer Research, 18, 71-83.Rosenberg, Morris (1979), Conceiving the Self. New York: Basic Books.Sirgy, M.J. (1982), “Self-concept in consumer behavior: a critical review”, Journal of Consumer Research, Vol. 9 No. 3, pp. 287-300.Sirgy, M. J. (1985), “Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation.” Journal of Business Research 13, 3: 195–206.Sirgy, M.J., Grewal, D., Mangleburg, T., Park, J.O., Chon, K., Claiborne, C.B., Johar, J.S. and Berkman, H. (1997), “Assessing the predictive validity of two methods of measuring self-congruity”, Journal of Academy of Marketing Science, Vol. 25, pp. 229-41.Sirgy, M.J. and Su, C. (2000), “Destination image, self-congruity, and travel behavior: toward an integrative model”, Journal of Travel Research, Vol. 38 No. 4, pp. 340-352.Sirgy, M.J., Grewal, D. and Mangleburg, T. (2000), “Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda”, Journal of Business Research, Vol. 49, pp. 127-38.Sheldon, P. (2008). “The relationship between unwillingness to communicate and students’ Facebook use.” Journal of Media Psychology, 20, 67–75.Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27, 2322–2329.Walther, J., Van Der Heide, B., Kim, S., Westerman, D., & Tong, S. (2008). The role of friends’ appearance and behavior on evaluations of individuals on Facebook: Are we known by the company we keep? Human Communication Research, 34, 28–49.Yue, X.D. and Cheung, K.C. (2000), “Selection of favorite idols and models among Chinese young people: a comparative study in Hong Kong and Nanjing”, International Journal of Behavioral Development, Vol. 24 No. 1, pp. 91-8.Zeithaml, V. A, (1988), “Consumer perceptions of price, quality, and value: Ameans-end model and synthesis of evidence”, Journal of Marketing, Vol.52,No.3, pp.2-22Zhang, B. and Kim, J.H. (2013), “Luxury fashion consumption in China: factors affecting attitude and purchase intent”, Journal of Retailing and Consumer Services, Vol. 20 No. 1, pp. 68-79.網路資料Burson-Marsteller（2010）, Global Social Media Checkup,取自http://www.slideshare.net/BMGlobalNews/global-social-media-checkup 資策會（2015）。〈Facebook使用現況分析〉。取自https://mic.iii.org.tw/micnew/Scholar/ResearchDtl.aspx?docid=CDOC20150206003 zh_TW
