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    Title: 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
    Authors: 陳翊甄
    Chen, Yi Chen
    Contributors: 張郁敏
    Chang, Yuh Miin
    陳翊甄
    Chen, Yi Chen
    Keywords: 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
    Date: 2016
    Issue Date: 2017-01-04 12:07:17 (UTC+8)
    Abstract: 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。
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    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
    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464025
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640251
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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