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研究生:陸美吟
研究生(外文):LU, MEI-YIN
論文名稱:情感依附與馬基維利主義對擬人化品牌角色之調節效果
論文名稱(外文):The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention
指導教授:趙琪趙琪引用關係
指導教授(外文):Jaw, Chyi
口試委員:王又鵬蕭柏勳
口試委員(外文):WANG, YU-PENGHSIAO, PO-HSUN
口試日期:2017-05-25
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
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:2017
畢業學年度:105
語文別:中文
論文頁數:129
中文關鍵詞:擬人化品牌角色產品類型情感依附社會關係支配感馬基維利主義購買意願
外文關鍵詞:Anthropomorphism Brand RoleProduct TypesAffect AttachmentBrand StatusMaterialismSocial DominanceWillingness to Buy
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  • 點閱點閱:133
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本研究以實驗設計法進行三種實驗,來探討情感依附與馬基維利主義對擬人化品牌角色的調節效果。透過研究一結果發現,當擬人化品牌角色(僕人/夥伴)應用在不同產品的產品類型,結果表明,擬人化品牌角色會對消費者產生不同的影響,研究二則進一步的探討情感依附對擬人化品牌角色的影響,結果表明,夥伴角色對於情感依附的產品具有正向的影響,可能是因為品牌角色會引起消費者的心理知覺,進而影響消費者的購買意願,最後,研究三則發現,當擬人化品牌角色應用在品牌地位上,會因為馬基維利主義的調節影響,進而影響消費者的購賣意願。
In this study, three experiments were carried out to study the effect of The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention. Through the study of the results found that when the anthropomorphic brand role (servant / partner) applied in different product product types will have different impact on consumers. Next, when affect attachment on different roles of anthropomorphism brands, the results show that partners has positive impact. And it may be the role of brand will cause the consumer's psychological perception and affect comsumers purchase intention. Finally, the anthropomorphism brand role on differents level of the brand position it may moderating effects between materialism that effect consumer's purchase intention.
中文摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
1. 緒論 1
1.1.研究背景 1
1.2.究目的與問題 2
1.3.章節結構 3
2. 文獻探討 4
2.1 擬人化角色 4
2.2 產品類型 7
2.3 品牌地位 10
2.4 情感依附 12
2.5 社會關係支配感 15
2.6 馬基維利主義 17
3. 研究一 19
3.1【研究一】研究架構 19
3.2 前測 19
3.3 實驗課題的選擇 19
3.4 前測問卷設計 20
3.5 前測施測過程 20
3.6 前測結果 21
3.7 衡量問卷設計 22
3.8 實驗網站設計 24
3.9 實驗流程 24
3.10 分析結果 24
3.11 信度分析 24
3.12 效度分析 25
3.13 描述性統計 28
3.14 操弄性分析 28
3.15 驗證性分析 30
3.16 變異數分析 32
3.17 小結 34
4. 研究二 35
4.1 【研究二】研究架構 35
4.2 前側 35
4.3 實驗客體的選擇 35
4.4 前測問卷設計 36
4.5 前測施測過程 37
4.6 前測結果 37
4.7 衡量問卷設計 38
4.8 實驗網站設計 39
4.9 實驗流程 39
4.10 分析結果 39
4.11 信度分析 40
4.12 效度分析 40
4.13 描述性分析 43
4.14 操弄性分析 43
4.15 驗證性分析 45
4.16 變異數分析 48
4.17小結 49
5. 研究三 50
5.1 【實驗三】研究架構 50
5.2 前測 50
5.3 實驗客體的選擇 50
5.3 前測問卷設計 51
5.4 前測施測過程 52
5.5 前測結果 52
5.6 衡量問卷設計 53
5.7 實驗網站設計 55
5.8 實驗流程 56
5.9 分析結果 56
5.10 信度分析 56
5.11 效度分析 57
5.12 描述性分析 60
5.13 操弄性分析 60
5.14 相關分析 62
5.15 驗證性分析 64
5.16 變異數分析 66
5.17 迴歸分析 69
5.18 小結 72
6. 結論 73
6.1 研究結論 73
6.2 學術貢獻 74
6.3 實務意涵 74
6.4研究限制與未來研究建議 75
7. 參考文獻 76
附錄 90
附錄一:【研究一】前測問卷 90
附錄二:【研究一】實驗網站 91
附錄三:【研究一】正式問卷 94
附錄四:【研究二】前側問卷 96
附錄五:【研究二】實驗網站 99
附錄六:【研究二】正式問卷-低情感依附 102
附錄七:【研究二】正式問卷-高情感依附 104
附錄八:【研究三】前側問卷 106
附錄九:【研究三】實驗網站 109
附錄十:【研究三】正式問卷-高品牌地位 112
附錄十一:【研究三】正式問卷-低品牌地位 115

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