臺灣博碩士論文加值系統

本研究援用社會資本理論、人際吸引力理論、依附理論與自我一致性理論，探討品牌體驗、品牌認同、品牌依附、品牌信任之關係，並檢測此模式中，品牌認同與品牌依附二者之因果型雙中介效果，以及自我一致性的調節效果。本研究採行問卷調查法，有效回收141份樣本資料，分別進行樣本基本資料整理、驗證性因素分析、因果方程式驗證、以及中介效果模式與調節效果模式檢測。主要理論貢獻為：（1）品牌體驗對品牌認同、品牌依附與品牌信任三者皆具正向顯著影響。（2）品牌認同與品牌依附二者對品牌信任皆具正向顯著影響。（3）品牌認同與品牌依附二者在品牌體驗與品牌信任之關係裡具備因果型雙中介效果。（4）自我一致性具備調節效果。

This study uses social capital theory, interpersonal attraction theory, dependency theory and self-consistency theory to explore the relationship between brand experience, brand identity, brand attachment, and brand trust, and to test the cause and effect of brand identity and brand dependence. Type double mediation effect, and the effect of self-consistent adjustment. In this study, a questionnaire survey method was adopted to effectively recover 141 sample data, and SPSS and Amos were used to sample basic data, confirmatory factor analysis, causal equation verification, and mediation effect mode and adjustment effect mode detection were performed. The main theoretical contributions are: (1) Brand experience has a positive impact on brand identity, brand attachment and brand trust. (2) Both brand identity and brand dependence have a significant positive impact on brand trust. (3) Brand identity and brand dependence Both have a causal double intermediary effect in the relationship between brand experience and brand trust. (4) Self-consistency has a regulating effect.

目錄
目錄 I
圖目錄 IV
表目錄 V
第一章緒論 1
1.1研究背景與動機 1
1.2研究問題與目的 3
第二章文獻探討 4
2.1品牌經驗 4
2.1.1品牌經驗的定義 4
2.1.2品牌經驗的衡量 4
2.1.3品牌經驗的相關研究 6
2.2品牌認同 7
2.2.1品牌認同的定義 7
2.2.2品牌認同的衡量 7
2.2.3品牌認同的相關研究 8
2.3品牌依附 9
2.3.1品牌依附的定義 9
2.3.2品牌依附的衡量 9
2.3.3品牌依附的相關研究 11
2.4品牌信任 11
2.4.1品牌信任的定義 11
2.4.2品牌信任的衡量 12
2.4.3品牌信任的相關研究 13

2.5自我一致性 13
2.5.1自我一致性的定義 13
2.5.2自我一致性的衡量 14
2.5.3自我一致性的相關研究 16
第三章研究方法 17
3.1假說推論 17
3.1.1 品牌經驗對品牌認同、品牌依附和品牌信任之影響 17
3.1.2 品牌認同對品牌依附與信任之影響 18
3.1.3 品牌依附對品牌信任之影響 18
3.1.4 自我一致性對品牌依附的調節效果 19
3.2變數操作型定義與衡量 19
3.3問卷修正與前測 20
3.4研究對象 21
第四章研究結果與分析 22
4.1問卷修正與前測 22
4.2 敘述性統計分析 22
4.2.1獨立樣本t檢定 25
4.3驗證性因素分析 31
4.4 結構方程模式(SEM)分析 35
第五章結論與建議 43
5.1 研究貢獻 43
5.1.1理論貢獻 43
5.1.2實務建議 44
5.2 研究限制 44
5.3 未來研究方向 44
參考文獻 46

圖目錄
圖3-1研究架圖 17
圖4-1品牌經驗之比較差異圖 26
圖4-2品牌認同之比較差異圖 27
圖4-3品牌依附之比較差異圖 28
圖4-4品牌信任之比較差異圖 29
圖4-5自我一致性之比較差異圖 30
圖4-6結構方程模式與參數估計之IPHONE修正結構圖 36





 
表目錄
表2-1品牌經驗的衡量構面 6
表2-2品牌認同的衡量構面 8
表2-3品牌依附的衡量構面 10
表2-4品牌信任的衡量構面 13
表2-5自我一致性的衡量構面 16
表4-1人口統計變數 23
表4-2品牌經驗各題項之平均值與標準差 26
表4-3品牌認同各題項之平均值與標準差 27
表4-4品牌依附各題項之平均值與標準差 28
表4-5品牌信任各題項之平均值與標準差 29
表4-6自我一致性各題項之平均值與標準差 30
表4-7 IPHONE品牌經驗之收斂效度分析 32
表4-8 IPHONE品牌認同之收斂效度分析 32
表4-9 IPHONE品牌依附之收斂效度分析 33
表4-10 IPHONE品牌信任之收斂效度分析 33
表4-11 IPHONE自我一致性之收斂效度分析 34
表4-12 IPHONE構念區別效度分析表 34
表4-13題項IPHONE之常態性檢定與極端值評估 35
表4-14最適結構模型之IPHONE路徑係數與假說驗證 37
表4-15最適結構模型之IPHONE路徑係數與假說驗證 38
表4-16最適結構模型之IPHONE路徑係數與假說驗證 38
表4-17自變項對依變項IPHONE的直接效果值 38
表4-18 IPHONE之自我一致性調節效果 40
表4-19 K-Means集群分析結果 41
表4-20 K-Means集群分析排序結果 41
表4-21人口統計變數及行為特性之關係彙總表

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