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研究生:許綺芬
研究生(外文):Hsu, Chi Fen
論文名稱:事件嚴重性、來源可靠性、品牌依賴程度對消費者態度和產品評估改變的影響
論文名稱(外文):How severity of negative event, source credibility, and level of brand attachment affect consumers' attitude and product evaluation changes
指導教授:邱志聖邱志聖引用關係
指導教授(外文):Chiou, Jyh Shen
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:99
語文別:英文
論文頁數:72
中文關鍵詞:品牌依賴來源可信度事件嚴重性品牌態度產品評估風險評估負面品牌效應
外文關鍵詞:brand attachmentsource credibilityevent severitybrand attitudeproduct evaluationperceived risknegative brand effect
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負面事件比正面事件更能達到引起人們注意的效果,然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此,本研究希望能透過調查年輕的品牌手機使用族群,以瞭解負面事件的嚴重性、負面事件的來源可靠性,和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。
本研究發現,當一個品牌被負面事件攻擊時,消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響;而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且,負面事件發生時,消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響,真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道,因為這樣的組合會對消費者產生負面影響最大;而較不需注意的是低風險且來自較不可靠的管道的負面事件組合,因為這樣的組合對消費者產生負面影響最小。
Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone.
In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.
Chapter Page
I. INTRODUCTION................................1
1.1 Background..................................1
1.2 Research Questions..........................4
1.3 Research Process............................5

II. LITERATURE REVIEW AND HYPOTHESIS............6
2.1 Brand Attachment............................6
2.2 Source Credibility..........................9
2.3 Event Severity..............................12
2.4 Hypothesis Model............................18

III. METHODOLOGY................................19
3.1 Research Design.............................19
3.2 Variables Manipulation and Measurement......23
3.3 Sample Screening............................32

IV. FINDINGS AND ANALYSIS.......................33
4.1 Data Summary................................33
4.2 Data Analysis and Discussion................38
4.3 Hypothesis Results..........................51

V. CONCLUSION...................................52
5.1 Theoretical Contribution....................52
5.2 Managerial Implication......................53
5.3 Limitation and Future Research..............54

APPENDICES.........................................56
REFERENCES.........................................70
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