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研究生:張境堯
研究生(外文):CHANG, JIN-YAO
論文名稱:品牌及善因機構態度對善因品牌聯盟態度之影響:消費者公眾自我意識的干擾角色
論文名稱(外文):The Relationships of the Attitude Toward Brand, Cause and Cause-Brand Alliance: The Moderating Role of Public Self-Consciousness Trait
指導教授:林少龍林少龍引用關係
指導教授(外文):LIN, SHAO-LUNG
口試委員:郭國誠陳建佑林少龍
口試委員(外文):Kuo, KUO-CHENCHEN, JIAN-YOULIN, SHAO-LUNG
口試日期:2017-06-27
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:60
中文關鍵詞:品牌態度善因機構態度善因品牌聯盟態度公眾自我意識
外文關鍵詞:brand attitudecause attitudecause-brand alliance attitudepublic self-conscious
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本研究主要目的在於探討消費者的公眾自我意識特質對品牌態度及善因機構態度對善因機構態度關係之干擾效果。研究程序分為預試及主研究兩階段,以北部某大學之學生為樣本,以虛擬的運動飲料與善因機構合作作為善因品牌聯盟產品。預試目的在於篩選出主研究所需之善因品牌聯盟產品以及3個品牌與4個善因機構以組成善因品牌聯盟。主研究階段採用虛擬情境搭配廣告傳單,採用6品牌及3善因機構組合成9種善因品牌聯盟的情境,每一情境指派樣本數40人,回收有效樣本328人。研究結果顯示,(1)品牌態度及善因機構態度正向影響善因品牌聯盟態度;(2)高公眾自我意識特質的消費者相對於低公眾自我意識特質的消費者而言,品牌態度及善因機構態度更正向影響善因品牌聯盟態度。本研究討論研究發現在理論及實務上的意涵,並對未來研究方向提出建議。
The purpose of this study is to examine the effects of the consumers’ attitude to-ward the brand and cause on cause-brand alliance respectively and the moderating ef-fect of consumers’ public self-consciousness trait. This study includes pretest and a main study. We used the college students of a university in northern Taiwan as samples. The purpose of the pretest is to select the cause-brand alliance product used in the main study as well as three brands and four cause institutes to form cause-brand alliances. The main study was used to examined the hypothesis., 6 brands and 3 causes were combined respectively to construct 9 fictitious scenarios. Each scenario was presented to a group of 40 respondents respectively in order to gather data. The data were provided by 328 students. The result indicates that (1) attitude toward brand and cause have positive ef-fect on cause-brand alliance; (2) for those consumers with high public self-conscious, attitude toward brand and cause have higher positive influences on cause-brand alliance product than those with lower public self-conscious. This study discusses the application of theories in practice and provide suggestions to further studies.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
第一節  研究背景...............1
  第二節  研究問題與目的............ 2
  第三節  研究架構............... 4
第二章  文獻探討................. 6
第一節  品牌態度............... 6
第二節  善因機構............... 11
第三節  善因品牌聯盟.............    15
第四節 公眾自我意識............. 20
第五節 研究假設............... 22
第三章  研究方法................. 25
第一節  研究設計............... 25
第二節  預試................. 25
第三節  主研究................ 27
第四章  研究結果................. 31
第一節  樣本結構............... 31
第二節  信度與效度分析............ 31
第三節 控制變數的檢驗結果.......... 36
第四節 假設檢定............... 37
第五章  討論與建議................ 44
第一節  管理意涵............... 44
第二節  實務意涵............... 45
第三節 研究限制與未來建議.......... 46
參考文獻 ..................... 47

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