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https://ah.lib.nccu.edu.tw/handle/140.119/105627| 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 | 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。\n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。\n本研究以實驗法進行，研究結果如下：\n\n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。\n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。\n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.\nAaker, Jennifer L. (1999),“TheMalleableSelf:TheRoleofSelf-Expressionin Persuasion,” Journal of Marketing Research, 36 (February), 45– 57.\nAmbady, N., & Skowronski, J. (Eds.). (2008). First impressions. New York: Guilford.\nBearden, William O. and Michael J. Etzel (1982), "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, 9 (September), 183-94.\nBeatty, Alexa M. 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A, (1988), “Consumer perceptions of price, quality, and value: A\nmeans-end model and synthesis of evidence”, Journal of Marketing, Vol.52,No.3, pp.2-22\nZhang, 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.\n網路資料\nBurson-Marsteller（2010）, Global Social Media Checkup,取自http://www.slideshare.net/BMGlobalNews/global-social-media-checkup \n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 |
| Appears in Collections: | 學位論文 |
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