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研究生:陶辰瑋
研究生(外文):Chen-Wei Tao
論文名稱:品牌個性與自我一致性對速食餐廳消費者品牌忠誠度影響之研究—以臉書粉絲團成員為例
論文名稱(外文):The Impact of Brand Personality and Self-congruity on Brand Loyalty of Quick Service Restaurant Customers: a Study of Facebook Fan Page Users
指導教授:孫路弘孫路弘引用關係
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:餐旅管理研究所
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:80
中文關鍵詞:品牌個性自我一致性品牌忠誠度速食餐廳臉書
外文關鍵詞:brand personalityself-congruitybrand loyaltyquick service restaurantFacebook
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現今的速食產業高度競爭並充滿挑戰,惟有運用創新與創意的行銷策略,並具備鮮明品牌個性的品牌持續獨領風騷。本研究主要在評估品牌個性與自我一致性對速食餐廳臉書粉絲團成員品牌忠誠度的影響,並探究臉書粉絲團使用頻率與用餐行為之關聯,以麥當勞、肯德基和漢堡王之臉書粉絲團成員為研究對象,透過線上問卷調查系統蒐集實證資料,並採用量化方法加以分析。研究結果發現,品牌個性與自我一致性對於品牌忠誠度皆具有顯著的影響效果;臉書粉絲團使用頻率較高的消費者,品牌忠誠度顯著地高於使用頻率較低的消費者;又臉書粉絲團使用頻率較高的消費者,會比較常到其加入粉絲團的速食餐廳用餐。行銷經理人可以應用品牌個性與自我一致性之理論於實務,並透過臉書的社群平台建構強而有力的品牌。

Today’s quick service restaurant (QSR) industry is highly competitive and challenging. Strong brands with distinctive personalities continuously lead by adapting innovative and creative marketing practices. The purpose of this study is to evaluate the impact of brand personality and self-congruity on QSR customers’ loyalty as Facebook fan page users. The study also explores the relationship between Facebook fan page usage and dining behaviour. The research was conducted through literature review and quantitative analysis. Empirical data was aggregated from 103 Facebook fan page users of McDonald’s, Kentucky Fried Chicken (KFC), and Burger King through online survey system. The study confirms that brand loyalty is positively influenced by brand personality and self-congruity. The findings also suggest that respondents with high Facebook fan page usage are significantly more loyal to the brand and tend to dine at the QSR more often compared to those with low usage. Marketers would benefit by effectively applying brand personality and self-congruity via Facebook to build strong brands.

COVER PAGE ---------------------------------------------------------------------------------- i
VIVA COMMITTEE MARKING SHEET ------------------------------------------------- ii
ABSTRACT ----------------------------------------------------------------------------------- iii
ACKNOWLEDGEMENT ------------------------------------------------------------------- v
TABLE OF CONTENTS -------------------------------------------------------------------- vi
LIST OF FIGURES ------------------------------------------------------------------------ viii
LIST OF TABLES ---------------------------------------------------------------------------- ix
LIST OF ABBREVIATIONS --------------------------------------------------------------- xi
CHAPTER 1 - INTRODUCTION ---------------------------------------------------------- 1
1.1 Background -------------------------------------------------------------------------- 1
1.2 Purpose of the Study ---------------------------------------------------------------- 3
1.3 Research Structure ------------------------------------------------------------------ 5
CHAPTER 2 - LITERATURE REVIEW -------------------------------------------------- 6
2.1 Brand Personality ------------------------------------------------------------------- 6
2.2 Self-congruity ----------------------------------------------------------------------11
2.3 Brand Loyalty --------------------------------------------------------------------- 15
2.4 An Overview of Quick Service Restaurant’s Facebook Fan Page ---------- 20
CHAPTER 3 - METHODOLOGY -------------------------------------------------------- 29
3.1 Methodology of the Research --------------------------------------------------- 29
3.2 Research Framework ------------------------------------------------------------- 32
3.3 Hypotheses Development -------------------------------------------------------- 33
3.4 Research Instrument Design ----------------------------------------------------- 36
3.5 Validity and Reliability ----------------------------------------------------------- 38
3.6 Sampling Strategy ----------------------------------------------------------------- 39
CHAPTER 4 - RESULTS ------------------------------------------------------------------ 40
4.1 Descriptive Statistics of Sample ------------------------------------------------ 40
4.2 Measurement Model Testing ---------------------------------------------------- 43
4.3 Descriptive Statistics of Brand Personality ------------------------------------ 49
4.4 Hypotheses Tests ------------------------------------------------------------------ 57
CHAPTER 5 - DISCUSSION AND CONCLUSION ---------------------------------- 64
5.1 Conclusions ------------------------------------------------------------------------ 64
5.2 Managerial Implications --------------------------------------------------------- 67
5.3 Limitations and Suggestions ----------------------------------------------------- 71
References ------------------------------------------------------------------------------------ 73
Appendices ----------------------------------------------------------------------------------- 80

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