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研究生:林佳君
研究生(外文):Chia-ChunLin
論文名稱:探討自尊感與公眾自我意識對於人格特質知覺品牌個性之購買意願的干擾效果
論文名稱(外文):The Moderating Effect of Self-Esteem and Public Self-Consciousness Between Personality Traits and Purchasing Intention of Perceived Brand Personality
指導教授:劉宗其劉宗其引用關係
指導教授(外文):Tsung-Chi Liu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:64
中文關鍵詞:人格特質品牌個性自尊感公眾自我意識
外文關鍵詞:Personality traitsbrand personalityself-esteempublic self-consciousness
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台灣開架美妝產業中,消費者熟悉的開架美妝品牌約有10~20種,各品牌產品及通路的差異日漸縮小,因此品牌在越來越競爭的市場中,如何在消費者心中建立一個獨特的地位,對於品牌的經營者越來越重要。其中一個連接消費者與品牌間關係的方法為建立鮮明的品牌個性,當消費者知覺品牌之品牌個性與其人格特質相符時,會對品牌產生情感上的連結,進一步增加其購買意願。
本研究針對開架美妝產業的三個品牌:Nature &Co、MAYBELLINE及OLAY進行消費者行為的分析。以消費者的人格特質、品牌個性及購買意願作為主要變數,以自尊感及公眾自我意識為干擾變數,探討干擾變數的影響。以發放網路問卷的方式,共蒐集549個樣本,利用SPSS17.0及AMOS5.0來進行統計驗證。結論發現自尊感可以加強消費者人格特質及相對應品牌個性之品牌的購買意願,而公眾自我意識則會降低消費者人格特質及相對應品牌個性之品牌的購買意願。最後給予管理實務上的建議及未來研究的建議。

Creating a unique impression in consumer’s mind is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self. Connecting the brand and consumer’s actual self can make consumer feel touched with the brand. On the basis of study of 3 mass merchandiser level’s cosmetics brands (evaluated by 549 consumers), we show that the implications of personality traits for consumer’s purchase intention are complex and differ by consumer’s fitness of personality traits with brand personality. We also find self-esteem increases the positive impact of personality traits and purchase intention of corresponding brand personality and public self-consciousness decrease the positive impact of personality traits and purchase intention of corresponding brand personality. In the end, we discuss important managerial and academic implications of these findings.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 人格特質 5
第二節 品牌個性 7
第三節 自尊感 11
第四節 公眾自我意識 13
第五節 購買意願 15
第三章 研究方法 16
第一節 研究架構 16
第二節 變數操作性定義與問卷設計 21
第三節 資料分析方法 26
第四章 研究結果與分析 28
第一節 基本資料分析 28
第二節 因素分析與信度檢定 31
第三節 迴歸分析 34
第四節 干擾效果分析 37
第五章 結論與建議 45
第一節 研究結論 45
第二節 管理意涵 51
第三節 研究限制與未來研究建議 53
參考文獻 54
附件一 研究問卷 59
一、中文部分
柯玥寧(2011),化妝品市場今年衝1,100億元,經濟日報
吳萬益 (2000),企業研究方法,台北:華泰圖書出版公司
二、網站
E-ICP東方消費者行銷資料庫(2010)
尼爾森全球消費者線上調查(2007)
三、英文部分
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Aaker, J. L. and Martínez, Benet, et al. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3): 492-508.
Aaker, J. L. and Susan Fournier and S. Adam Brasel (2004), When Good Brands Do Bad, Journal of Consumer Research, 31 (June), 1-18.
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Allport, G.W. (1937). Personality: A Psychological Interpretation. New York: Holt, Rinehart & Winston.
Allport, G.W. (1987). Selection-for-action: some behavioral and neurophysiological consideration of atttention and action. Perspectives on perception and action.
Brown, Jonathon D., Rebecca L. Collins, and Greg W. Schmidt (1988), Self-Esteem and Direct Versus Indirect Forms of Self-Enhancement, Journal of Personality and Social Psychology, 55 (3), 445–53.
Bushman, Brad J. (1993), What’s in a Name? The Moderating Role of Public Self-Consciousness on the Relation Between Brand Label and Brand Preference, Journal of Applied Psychology, 78 (5), 857–61.
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Freling, Traci H. and Lukas P Forbes (2005). “An Empirical Analysis of the Brand Personality Effect, The Journal of Product and Brand Management, Vol. 14, No. 7, 404-413.
Galton, F. (1884). “Measurement of Character. Fortnightly Review, 36, p.179-185.
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Gilmore, J., & Pine, B. J. (2007). Authenticity: Contending with the new customer sensibility. Boston Harvard Business School Publishing.
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Heider, Fritz (1946), “Attitudes and Cognitive Organization, Journal of Psychology, 21 (1), 107–112.
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Park Haesun and Leslie Stoel. 2005. “A model of socially responsible buying / sourcing decision-making processes. International Journal of Retail and Distribution Management. Volume 33. Number 4: 235–248.
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Scheier, Michael F. (1980), “Effects of Public and Private Self-Consciousness on the Public Expression of Personal Beliefs,Journal of Personality and Social Psychology, 39 (3), 514–21.
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