臺灣博碩士論文加值系統

無論是像人一般具有四肢的吉祥物，或是印有擬人化特徵的產品包裝，都是企業在行銷品牌時常見的作法，藉由將品牌進行擬人化以吸引消費者的目光，並為品牌在消費者記憶中建立良好的形象，以達到企業所期望的推廣結果。
本研究透過問卷的方式，探討品牌擬人化的四種類型，並且精確定義品牌擬人化可運用的範圍，最後再討論品牌擬人化是否會影響消費者看待品牌的想法。
茲將研究結論整理呈現如下：
一、品牌擬人化會正向影響消費者與品牌之間所產生的自我一致性。
二、品牌擬人化會提高存在於消費者記憶中的品牌形象。
三、當消費者與品牌之間的自我一致性程度越高，則越容易對於品牌產生認同及喜好感。
四、當消費者記憶中對於品牌的形象越正向，則越容易對於品牌產生正向的認同及喜好感。
五、當消費者對於品牌的喜好程度越高，則越容易對品牌產生認同感。
六、消費者對於品牌所產生的認同感及喜好程度，皆會正向影響對於品牌的信任。
關鍵字：品牌擬人化、自我一致性、品牌形象、品牌認同、品牌喜好、品牌信任 

Whether the mascot that has human’s limb or the product that has anthropomorphic characteristics on it are both common ways for companies to market their brand. Through the anthropomorphic way to attract the attention of consumers and establish a good brand image on consumer’s memory, which can achieve the results that the company expected.
According to the questionnaire, this study explored the four types of brand anthropomorphic form, and precisely defines the scope of brand anthropomorphism; and also discusses whether brand anthropomorphism will affect consumers' thinking about the brand. The findings are summarized as follows:
1. Brand anthropomorphism will positively affect the self-congruity between the consumer and the brand.
2. Brand anthropomorphism will improve the brand image that exists in the consumer’s memory.
3. When the degree of self-congruity between the consumer and the brand is higher, it will be considered that consumers tend to identify and like the brand.
4. When the brand image that exists in consumer’s memory is more positive, the consumer would tend to produce positive identification and like the brand.
5. When the degree of brand liking on consumer is higher, it shows that the consumer to identify the brand more easily.
6. Both of brand identity and brand liking will positively impact on brand trust.
Keywords: brand anthropomorphism, self-congruity, brand identity, brand liking, brand trust

致謝 I
中文摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VII
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 品牌擬人化 5
第二節 自我一致性 10
第三節 品牌形象 13
第四節 品牌認同 20
第五節 品牌喜好 25
第六節 品牌信任 26
第七節 變數之間關係分析與假設推導 29
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 研究變數的定義及衡量 37
第四節 研究設計 47
第五節 資料分析方法 49
第六節 前測問卷分析 51
第四章 資料分析 53
第一節 敘述性統計 53
第二節 操弄性檢定 55
第三節 共同方法變異 57
第四節 信度分析 58
第五節 效度分析 63
第六節 Pearson相關係數分析 72
第七節 整體模式分析 75
第五章 結論與建議 81
第一節 研究結論 81
第二節 學術暨管理意涵與貢獻 84
第三節 研究限制與後續研究建議 86
參考文獻 89
附錄一 研究問卷 101

圖目錄
圖1- 1研究流程圖 4
圖2- 1 品牌知識的範圍 18
圖2- 2品牌認同稜鏡 23
圖3- 1 研究架構 35
圖4- 1整體結構模型之路徑分析結果 78

表目錄
表2- 1 各學者對品牌擬人化之定義 6
表2- 2 品牌擬人化分類之定義 8
表2- 3各學者對品牌形象之定義 14
表2- 4 各學者對品牌認同之定義 21
表2- 5 各學者對品牌信任之定義 27
表3- 1研究假設彙整 36
表3- 2 品牌知名度操作型定義與衡量題項 37
表3- 3 結構擬人化操作型定義與衡量題項 38
表3- 4 姿態擬人化操作型定義與衡量題項 39
表3- 5 意識擬人化操作型定義與衡量題項 40
表3- 6 特性擬人化操作型定義與衡量題項 41
表3- 7品牌價值操作型定義與衡量題項 43
表3- 8品牌性格操作型定義與衡量題項 44
表3- 9 品牌認同操作型定義與衡量題項 45
表3- 10 品牌認同操作型定義與衡量題項 45
表3- 11 品牌信任操作型定義與衡量題項 46
表3- 12 各變數量表之文獻來源 47
表3- 13 前測問卷之品牌選擇 48
表3- 14結構擬人化獨立樣本t檢定表 51
表3- 15姿態擬人化獨立樣本t檢定表 51
表3- 16意識擬人化獨立樣本t檢定表 51
表3- 17特性擬人化獨立樣本t檢定表 52
表3- 18前測問卷各構面之Cronbach’s Alpha 係數 52

表4- 1樣本結構之敘述性統計分析 54
表4- 2 Logo之獨立樣本t檢定表 55
表4- 3 產品之獨立樣本t檢定表 55
表4- 4象徵物之獨立樣本t檢定表 56
表4- 5 Harman’s one-factor test 57
表4- 6 品牌知名度之信度分析 58
表4- 7 結構擬人化之之信度分析 58
表4- 8 姿態、意識擬人化之信度分析 59
表4- 9 特性擬人化之信度分析 60
表4- 10自我一致性之信度分析 60
表4- 11品牌形象之信度分析 61
表4- 12品牌喜好之信度分析 61
表4- 13 品牌認同之信度分析 62
表4- 14 品牌信任之信度分析 62
表4- 15品牌知名度驗證性因素分析 63
表4-16結構擬人化驗證性因素分析 64
表4- 17姿態擬人化驗證性因素分析 65
表4- 18意識擬人化驗證性因素分析 66
表4- 19特性擬人化驗證性因素分析 67
表4- 20自我一致性驗證性因素分析 68
表4- 21品牌形象-價值驗證性因素分析 68
表4- 22品牌形象-品牌個性驗證性因素分析 69
表4- 23品牌喜好驗證性因素分析 69
表4- 24品牌認同價驗證性因素分析 70
表4- 25品牌信任驗證性因素分析 70
表4- 26 Pearson相關係數分析與AVE平方根結果 74
表4- 27整體模式配適度分析表 77
表4- 28 研究結果彙整表 79

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