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題名 品牌個性與真實自我、理想自我之一致性對購買意願的影響—顧客基礎品牌權益中介效果之探討
作者 林惠君
Lin, Hui Chun
貢獻者 林邦傑
林惠君
Lin, Hui Chun
關鍵詞 品牌個性與真實自我之一致性
品牌個性與理想自我之一致性
顧客基礎品牌權益
購買意願
日期 2007
上傳時間 17-九月-2009 13:21:29 (UTC+8)
摘要 品牌個性與真實自我、理想自我之一致性是指，消費者所知覺的品牌個性特徵與自我概念（真實自我、理想自我）之間的契合程度。根據過去文獻可以了解到品牌個性與自我概念之一致性與其他構念之間的關係：契合度愈高，顧客基礎品牌權益（簡稱CBBE）愈高、購買意願愈高，但是卻沒有一個研究包括這三個構念，是以這三者之間的關係模式究係為何，是否包含第三變項的中介效果，目前的了解卻是有限。因此，研究者以自我概念一致性理論為基礎，試圖整合過去累積的研究成果，建構三者之間的關係模式，並以408位華碩筆記型電腦的使用者為研究對象，利用結構方程模式，企圖釐清不同面向的自我概念（真實自我與理想自我）與品牌個性之間的契合程度和購買意願的關係，並檢驗CBBE對於該等變項的關係之中介作用。
修正後的最終模式契合實徵資料，並有下列兩點主要發現：（一）品牌個性與真實自我之一致性既無法影響購買意願，亦無法影響CBBE；（二）品牌個性與理想自我之一致性無法直接影響購買意願，僅能間接影響之，影響途徑為：「品牌個性與理想自我之一致性」→「CBBE」→「購買意願」。本研究的發現與國內外文獻略有出入。其一，品牌個性與真實自我之一致性在模式中未呈現研究者所期待的影響力，這之間的落差究係隱含著什麼訊息，是否存有重要的變項未被一併探討，值得後續研究者的重視；其二，品牌個性與理想自我之一致性與購買意願之間原本是沒有關係的，係因CBBE的中介，而使過去研究有「偽關係」的發現。
本研究的發現：消費者理想自我的一致性經驗和購買意願並未存在直接關係，係乃透過其對CBBE的影響，而CBBE又再影響購買意願，間接影響之，不但突破自我概念一致性研究領域的藩籬，更具體彰顯CEEB的實用價值，而對品牌管理實務深具貢獻。特別是，品牌個性與理想自我之一致性提供品牌經理人創造品牌權益一個有效的品牌操作思維；而CBBE模式則可為檢測品牌體質與發展狀況之參考架構。針對研究結果的意涵與限制，研究者於文末進行詳細的說明與探討，並提出數項建議，以供後續研究者與實務工作者的參考。
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描述 碩士
國立政治大學
心理學研究所
92752001
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0927520012
資料類型 thesis
dc.contributor.advisor 林邦傑zh_TW
dc.contributor.author (作者) 林惠君zh_TW
dc.contributor.author (作者) Lin, Hui Chunen_US
dc.creator (作者) 林惠君zh_TW
dc.creator (作者) Lin, Hui Chunen_US
dc.date (日期) 2007en_US
dc.date.accessioned 17-九月-2009 13:21:29 (UTC+8)-
dc.date.available 17-九月-2009 13:21:29 (UTC+8)-
dc.date.issued (上傳時間) 17-九月-2009 13:21:29 (UTC+8)-
dc.identifier (其他 識別碼) G0927520012en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/32534-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 心理學研究所zh_TW
dc.description (描述) 92752001zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) 品牌個性與真實自我、理想自我之一致性是指，消費者所知覺的品牌個性特徵與自我概念（真實自我、理想自我）之間的契合程度。根據過去文獻可以了解到品牌個性與自我概念之一致性與其他構念之間的關係：契合度愈高，顧客基礎品牌權益（簡稱CBBE）愈高、購買意願愈高，但是卻沒有一個研究包括這三個構念，是以這三者之間的關係模式究係為何，是否包含第三變項的中介效果，目前的了解卻是有限。因此，研究者以自我概念一致性理論為基礎，試圖整合過去累積的研究成果，建構三者之間的關係模式，並以408位華碩筆記型電腦的使用者為研究對象，利用結構方程模式，企圖釐清不同面向的自我概念（真實自我與理想自我）與品牌個性之間的契合程度和購買意願的關係，並檢驗CBBE對於該等變項的關係之中介作用。
修正後的最終模式契合實徵資料，並有下列兩點主要發現：（一）品牌個性與真實自我之一致性既無法影響購買意願，亦無法影響CBBE；（二）品牌個性與理想自我之一致性無法直接影響購買意願，僅能間接影響之，影響途徑為：「品牌個性與理想自我之一致性」→「CBBE」→「購買意願」。本研究的發現與國內外文獻略有出入。其一，品牌個性與真實自我之一致性在模式中未呈現研究者所期待的影響力，這之間的落差究係隱含著什麼訊息，是否存有重要的變項未被一併探討，值得後續研究者的重視；其二，品牌個性與理想自我之一致性與購買意願之間原本是沒有關係的，係因CBBE的中介，而使過去研究有「偽關係」的發現。
本研究的發現：消費者理想自我的一致性經驗和購買意願並未存在直接關係，係乃透過其對CBBE的影響，而CBBE又再影響購買意願，間接影響之，不但突破自我概念一致性研究領域的藩籬，更具體彰顯CEEB的實用價值，而對品牌管理實務深具貢獻。特別是，品牌個性與理想自我之一致性提供品牌經理人創造品牌權益一個有效的品牌操作思維；而CBBE模式則可為檢測品牌體質與發展狀況之參考架構。針對研究結果的意涵與限制，研究者於文末進行詳細的說明與探討，並提出數項建議，以供後續研究者與實務工作者的參考。		zh_TW
dc.description.tableofcontents 第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　名詞解釋 6
第二章　文獻探討 7
第一節　品牌個性與真實自我、理想自我之一致性 7
第二節　顧客基礎品牌權益 16
第三節　購買意願 29
第四節 品牌個性與真實自我、理想自我之一致性與購買意願之相關研究 30
第三章 研究方法 38
第一節 研究架構 38
第二節　研究過程 40
第三節　研究對象 41
第四節　產品類別與品牌的選擇 44
第五節 變數的操作型定義與衡量指標 47
第六節　研究工具 60
第七節　資料分析方法 80
第四章 研究結果 81
第一節 受測者背景資料分析 81
第二節 結構方程模式分析 86
第五章 結論與建議 99
參考文獻 120
中文部分 120
英文部分 123
附錄 130
附錄一：網路問卷電子邀請函與感謝函 130
附錄二：前測一問卷 134
附錄三：前測二問卷 139
附錄四：正式研究問卷 143
附錄五：品牌個性與真實自我、理想自我之一致性的問卷改良 151
中文履歷表 157
英文履歷表 158		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0927520012en_US
dc.subject (關鍵詞) 品牌個性與真實自我之一致性zh_TW
dc.subject (關鍵詞) 品牌個性與理想自我之一致性zh_TW
dc.subject (關鍵詞) 顧客基礎品牌權益zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.title (題名) 品牌個性與真實自我、理想自我之一致性對購買意願的影響—顧客基礎品牌權益中介效果之探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
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