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    政大機構典藏 > 理學院 > 心理學系 > 學位論文 >  Item 140.119/32534
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/32534


    Title: 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
    Authors: 林惠君
    Lin, Hui Chun
    Contributors: 林邦傑
    林惠君
    Lin, Hui Chun
    Keywords: 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
    Date: 2007
    Issue Date: 2009-09-17 13:21:29 (UTC+8)
    Abstract: 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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    Description: 碩士
    國立政治大學
    心理學研究所
    92752001
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0927520012
    Data Type: thesis
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