臺灣博碩士論文加值系統

網路以及相關技術已經大大的改變的全球品埋的格局，新的企業品埋（線上品牌）如Amazon.com, Yahoo!, Google, eBay以及Facebook等已經在新的數位時代嶄露頭角，並締造巨大的品牌價值，使它們在眾多傳統線下品牌之中脫穎而出。本研究根據自我一致性理論，探討線上品牌個性與消費者自我概念的一致性是否會影響消費者對線上品牌的情感連結。研究結果發現，在使用品牌個性的五大面向（誠摯的、刺激的、有能力的、有教養的、粗獷的）作為調節變量時，當一個線上品牌擁有誠摯的、刺激的或是有能力的品牌個性時，消費者的真實我對於品牌情感的連結是較為強烈的。反之，當一個線上品牌擁有剩餘兩種品牌個性（有教養的以及粗獷的）時，消費者的理想我會有較為強烈的品牌情感連結。

Internet and related technologies have dramatically changed the landscape of the global branding. New corporate brands (online brands) such as Amazon.com, Yahoo!, Google, eBay, Facebook have arisen in the new digital age and command immense brand equity, putting them at the top of many traditional offline companies. Online brands emerge as the result of advancements in information and communication technologies. This study examined the congruence between self-concept and brand personality and its effect on emotional brand attachment in the online branding environment. The five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) adopted from prior research were used as moderating variables. The self-congruence for consumers’ emotional brand attachment can be different by brands’ different brand personalities. The results show that brands with “sincerity”, “excitement”, or “competence” traits may have the stronger impact of actual self-congruence on emotional brand attachment than of ideal self-congruence on emotional brand attachment. On the contrary, brands with “sophistication” and “ruggedness” traits may have the impact of ideal self-congruence on emotional brand attachment be slightly weaker than the impact of actual self-congruence on emotional brand attachment.

Table of content 4
1. Introduction 1
2. Theoretical issue 4
2.1 Self-concept 4
2.2 Emotional Attachment 5
2.3 Brand Personality 6
2.3.1 Sincerity 8
2.3.2 Excitement 10
2.3.3 Competence 11
2.3.4 Sophistication 12
2.3.5 Ruggedness 13
2.4 Conceptual Framework 14
3. Methods 15
3.1 Data Collection and Sample 15
3.2 Measures 16
4. Results 18
4.1 Regression Analysis and Hypotheses Testing 23
5. Conclusion 26
5.1 Discussion and Implications 26
5.2 Limitation and Future Directions 28
6. Reference 30

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