臺灣博碩士論文加值系統

消費者時常會說他們愛上了某個品牌或是產品。但是消費者愛上一個品牌的真正的涵意是甚麼？本研究希望應用人與人之間的愛情關係來測量消費者與品牌之間的關係，除了確認各種類型的品牌愛情關係下，消費者品牌忠誠度有何差異之外，同時探討消費者品牌個性的認知與品牌愛情關係的影響；以及消費者人格特質在品牌態度形成中的角色。經由文獻探討，本研究先用質性訪談描述人與品牌之間六種愛情關係形成的過程以及特色，再對歸納出五種品牌個性的認知（即真誠、刺激、能力、成熟、粗獷），以及六種類型的品牌愛情關係（激情、遊戲、友誼、占有、現實、奉獻）進行問卷調查，有效問卷為 143 份。研究結果發現，若消費者認知品牌個性為「成熟」時，較易與品牌產生「激情之愛」、「友誼之愛」、「占有之愛」，或「現實之愛」的愛情關係。而愛情關係的各種類型中，以「友誼之愛」對品牌忠誠度的影響具有顯著的影響性。「外向群」人格特質的消費者比較容易認知品牌的個性是「能力」與「成熟」的，比較容易與品牌產生「占有之愛」、「現實之愛」的愛情關係，同時「外向群」、「嚴謹群」的品牌忠誠度明顯高於「開放群」。據此本研究建議品牌管理者在塑造品牌的品牌個性時，要以品牌個性中的「真誠」與「成熟」為努力的方向，以增加消費者對品牌的品牌忠誠度。

Consumers often say they are "in love with a product or brand," but we know nothing about the import of consumers’ remarks. In this research, romantic relationship was applied to measure the relationship between the brand and consumers. In addition to confirm whether brand loyalty is different under different kinds of romantic relationship between the brand and consumers, it also get in touch with the influence of brand personality on romantic relationship between the brand and consumers. The connection between consumers’ personality trait and brand attitude is another purpose in this research. According to references, this research generalizes five types of brand personality (sincerity, excitement, competence, sophistication, ruggedness) and six kinds of romantic relationship (passionate love, game-playing love, friend love, dependent love, practical love, altruistic love) between the brand and consumers. After surveying by questionnaires, it finds out that the results tend to perform passionate love, friend love, dependent love, practical love when consumers consider brand personality to be sophisticated. Among each types of romantic relationship, friend love has an obviously influence on brand loyalty. Group of extraversion usually consider brand personality as being competent and sophisticated, therefore, they tend to perform dependent love, practical love. Besides, group of extraversion and group of conscientiousness have much higher brand loyalty than group of openness to experience. Finally in order to increase brand loyalty, this research suggests brand manager working hard on modeling the sincerity and sophistication of the brand personality.

目 次
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻評論 7
第一節 人與品牌之間的關係 7
第二節 人與品牌愛情關係的類型 12
第三節 個性對於品牌愛情關係的影響 21
第三章 研究方法 28
第一節 研究架構 29
第二節 問卷設計與施測 30
第三節 深度訪談法 36
第四節 資料分析方法 38
第四章 資料分析與結果 40
第一節 訪談資料分析 41
第二節 信度與因素分析 55
第三節 複迴歸分析 59
第四節 集群分析 64
第五節 單因子變異數分析 65
第五章 結論與建議 68
第一節 研究結論 68
第二節 實務貢獻與行銷意涵 69
第三節 研究限制與未來研究建議 70
參考文獻 71
一、中文部份 71
二、英文部分 71

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