| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.author (Authors) | 張惠涵 | zh_TW |
| dc.contributor.author (Authors) | Chang, Hui-Han | en_US |
| dc.creator (作者) | 張惠涵 | zh_TW |
| dc.creator (作者) | Chang, Hui-Han | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:48:31 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:48:31 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:48:31 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094355015 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29893 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 94355015 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 本研究探討真實自我、理想自我與品牌人格的一致性以及消費幻想，對於消費者品牌偏好度之影響，並將真實自我、理想自我與品牌人格的一致性分為五大構面，探討各構面對於消費者品牌偏好度之相對影響。採用Aaker (1997) 所發展出來的品牌人格量表來衡量真實自我、理想自我以及品牌人格，消費幻想的衡量則是採用黃依婷 (2006) 所發展之幻想程度的量表。 本研究選擇進行問卷調查的品牌包含象徵型及功能型兩類型，且具高知名度、不同來源國、消費者使用目的及產品價格等特質，經由與專家討論，選出台灣的宏碁 (Acer)、法國的路易威登 (LV)以及美國的星巴客 (Starbucks)，並將問卷以品牌分為三類，採隨機發放，共收集428份有效問卷，其中Acer品牌問卷有134份、Starbucks品牌問卷有143份、LV品牌問卷有151份，透過一般線性模式分析，驗證品牌人格與自我一致性以及消費幻想，對於消費者品牌偏好度之影響。 研究結果顯示，真實自我及理想自我與品牌人格的一致性、消費幻想及品牌對於消費者品牌偏好度均無影響，但是真實自我及理想自我與品牌人格的一致性與消費者品牌偏好度間的關係，會受到消費幻想及品牌的影響。對於象徵性品牌而言，消費幻想高的人並不在意品牌與自己之真實自我或是理想自我有無一致，只要品牌的象徵性意涵豐富，能夠滿足其幻想，消費者就會對品牌有較高的偏好，消費幻想低的人比較務實，所以對於象徵性品牌的偏好度較低；就功能性品牌而言，消費幻想高的人除了產品基本的功能性訴求之外，還希望品牌能夠用來表達真實自我或是理想自我，但是消費幻想低的人比較實際，較注重產品的功能面，所以比較不在意品牌是否能展現自己。若將真實自我一致性分為五個構面來看，真實領先自我一致性對於消費者品牌偏好度有影響，且此關係亦會受到消費幻想的影響，真實誠懇自我一致性與消費者品牌偏好間的關係，會受到消費幻想及品牌的影響。 對於廠商而言，若其品牌屬於象徵性品牌，應該將品牌之象徵性意涵更為突顯吸引更多消費幻想高的人，不需在意品牌人格是否與消費者之自我一致，若其品牌屬於功能性品牌，廠商對於消費幻想低的人應該著重加強品牌功能的宣傳，對於消費幻想高的人要使得品牌具有人格特質以表達消費者的自我。對於消費者而言，若能先瞭解自己消費幻想的程度，將有助於選擇適合自己的品牌。消費幻想高的人，在選購象徵性品牌時，可選擇象徵性意涵豐富的品牌，在選購功能性品牌時，建議選擇符合自己所追求人格特質的品牌；若為消費幻想低的人，不建議購買象徵性品牌，在購買功能性品牌時，要特別注意其功能的表現。 本研究將品牌人格與自我一致性分五大構面，探討其對於消費者品牌偏好的影響，確實瞭解真正影響消費者對於品牌偏好度之品牌人格與自我一致性的特質，能夠給予廠商明確的建議。在本研究之前，對於消費幻想的研究僅止於理論的發展及量表的建構，本研究將消費幻想進行品牌偏好度的實務驗證。 | zh_TW |
| dc.description.abstract (摘要) | The main purpose of this research is to investigate the effects of real-self congruity, ideal-self congruity, and consumer fantasy on consumers’ brand preferences. Furthermore, the research divided real-self congruity and ideal-self congruity into five dimensions to discuss the effects of each dimensions on consumers’ brand preferences. The American brand personality scale proposed by Jennifer Aaker in 1997 was used to measure brand personality and self congruity, while consumer fantasy was measured using the fantasy scale by Huang, Yi-Ting (2006). Brands in the research included both symbolic brands and functional brands, that are well-known, come from different countries of origin, used for different usage purposes, and carry different prices. After discussions with a professional, Acer, Louis Vuitton (LV), and Starbucks were selected. Questionnaires for each brand were developed and were distributed randomly. 428 valid questionnaires were collected, among which 134 were Acer brand questionnaires, 143 were LV questionnaires, and 151 were for Starbucks. Data was analyzed by general linear model. The results of the research are in the following. 1. There were no effects of real-self congruity or ideal-self congruity, consumer fantasy, and brands on brand preferences. 2. The relationships between real-self congruity and brand preferences or ideal-self congruity and brand preferences are affected by consumer fantasy and brands. 3. For symbolic brands, consumers with high fantasy don’t care whether the personalities of the brands are consistent with their real-self or ideal-self concepts. As long as the symbols of the brands can satisfy their fantasy, they will have high brand preferences. 4. For functional brands, consumers with high fantasy still hope that the brands can express their real-self or ideal-self concepts. In contrast, people with low fantasy are realistic so they focus a lot on the function that the brands can provide them and don’t care whether the brands can express themselves. 5. The relationship between real-leading-self congruity and brand preferences is affected by consumer fantasy. 6. The relationship between real-sincere-self congruity and brand preferences is affected by consumer fantasy and brands. Businesses whose brands are symbolic ones should emphasize the symbols of their brands to attract more consumers with high fantasy levels but don’t need to be as concerned with whether the personalities of the brands are consistent with consumers’ real-self or ideal-self concepts. On the other hand, businesses whose brands are functional brands should emphasize the great functionality of their brands to attract consumers with low fantasy and make the brands have personalities to express consumers’ real-self or ideal-self. Moreover, consumers should understand the degree of their fantasy to help them purchase suitable brands. When purchasing symbolic brands, consumers with high fantasy can select brands with rich symbols, while when purchasing functional brands, they should buy brands with personalities that fit their real-self or ideal-self. Consumers with low fantasy should buy less symbolic brands and should pay attention to the functions of the brands when purchasing functional brands. This research contributes by dividing the real-self congruity and ideal-self congruity into five dimensions and discussing the effects of each of them on brand preferences. This can lead to a better understanding of how the real personalities of brands and consumers’ self concepts affect brand preferences which will be useful to help companies form branding strategies. In addition, prior to this research, the studies about consumer fantasy were limited to the development of theories and the construction of the scale to measure consumers’ fantasy. This research connects consumer fantasy and brand preference to study the relationship between them. | en_US |
| dc.description.tableofcontents | 論文摘要 II ABSTRACT IV 表目錄 VIII 圖目錄 IX 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 4 第二章 文獻探討 5 第一節 品牌 5 一、品牌的定義及功能 5 二、品牌形象 7 第二節 品牌人格 10 一、品牌人格的定義 10 二、品牌人格、品牌形象與品牌身份之關係 11 三、品牌人格的形成 14 四、品牌人格的內涵及影響因素 15 五、品牌人格的價值及應用 18 六、品牌人格的構面 20 第三節 自我概念 26 一、自我概念的定義 26 二、自我概念的形成 26 三、自我概念的內容 27 四、自我一致性 29 第四節 消費幻想 36 一、幻想的定義 36 二、幻想的類型 36 三、幻想的來源 37 四、幻想的誘發 39 五、幻想的構面 41 六、消費幻想 43 第三章 研究方法 46 第一節 研究架構 46 第二節 變數定義與衡量 47 一、自變數定義 47 二、應變數定義：消費者對於品牌之偏好度 51 第三節 研究設計 52 一、品牌的選擇 52 二、品牌人格量表回溯翻譯 52 三、問卷的安排 56 四、問卷收集 57 第四章 分析結果 58 第一節 問卷回收與樣本描述 58 第二節 品牌人格與自我概念之因素及信度分析 61 一、品牌人格因素分析 61 二、品牌人格與自我概念信度分析 64 第三節 消費幻想與品牌偏好度之信度與分品牌比較 66 一、消費幻想信度與分品牌比較 66 二、品牌偏好度信度與分品牌比較 66 第四節 品牌人格與消費者自我概念一致性分析 68 第五節 品牌人格與自我一致性以及消費幻想對於消費者品牌偏好度的影 72 一、假說檢驗模式 73 二、假設檢驗方法 74 三、模式一檢驗結果 74 四、模式二檢驗結果 77 五、模式三檢驗結果 79 六、模式四檢驗結果 83 七、真實、理想自我一致性分別與品牌及消費幻想交互項對於消費者品牌偏好影響之比較 84 第五章 結論與建議 90 第一節 結論與討論 91 一、整體自我一致性與自我一致性五大構面對於消費者品牌偏好度的影響 91 二、自我不一致對於消費者品牌偏好度的影響 91 三、理想自我五大構面一致性對於消費者品牌偏好度的影響 91 四、消費幻想對於消費者品牌偏好度的關係 92 五、品牌與自我一致性及消費幻想的關係 92 第二節 建議與貢獻 93 一、對實務的建議 93 二、對學術的貢獻 94 第三節 研究限制與後續發展 95 一、研究限制 95 二、未來發展方向 96 參考文獻 98 附錄一ACER品牌問卷 103 附錄二LV品牌問卷 112 附錄三STARBUCKS品牌問卷 121 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094355015 | en_US |
| dc.subject (關鍵詞) | 品牌人格 | zh_TW |
| dc.subject (關鍵詞) | 自我概念 | zh_TW |
| dc.subject (關鍵詞) | 自我一致性 | zh_TW |
| dc.subject (關鍵詞) | 消費幻想 | zh_TW |
| dc.subject (關鍵詞) | Brand Personality | en_US |
| dc.subject (關鍵詞) | Self-Concept | en_US |
| dc.subject (關鍵詞) | Self-Congruity | en_US |
| dc.subject (關鍵詞) | Consumer Fantasy | en_US |
| dc.title (題名) | 品牌人格與自我一致性及消費幻想對於消費者品牌偏好度影響之研究 | zh_TW |
| dc.title (題名) | The Effects of Congruity between Self and Brand Personality and Consumer Fantasy on Brand Preferences | en_US |
| dc.type (資料類型) | thesis | en |
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