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研究生:傅湘妮
研究生(外文):Fu, Shiang-Ni
論文名稱:以自我一致性理論探討網紅人類品牌延伸
論文名稱(外文):Exploring the YouTuber's human brand extensions: using the perspectives from self-congruity theory
指導教授:李秀珠李秀珠引用關係
指導教授(外文):Li, Shu-Chu
口試委員:黃鈴媚李秀珠黃靜蓉
口試委員(外文):Huang, Lin-MeiLi, Shu-ChuHuang, J. Sonia
口試日期:2022-01-07
學位類別:碩士
校院名稱:國立陽明交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:93
中文關鍵詞:品牌延伸人類品牌自我一致性情感依附知覺契合度
外文關鍵詞:brand extensionhuman brandself-congruityemotional attachmentperceived fit
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本研究以人類品牌理論及自我一致性理論為基礎,以YouTuber作為母品牌,自創品牌為子品牌,將品牌延伸概念運用至YouTuber與其自創品牌之上,探討目前YouTuber自創品牌的營銷現況。
為檢驗產品契合度高/低的調節效果,本研究採用1*2實驗法,選擇時尚美妝類型YouTuber「黃小米Mii」作為服飾品牌代表,操弄之低契合產品為「手搖飲」,共回收260份樣本;知識型YouTuber「滴妹」作為手搖飲品牌代表,操弄之低契合產品為「服飾」,共回收318份樣本。
研究發現,YouTuber人類品牌延伸是成功的,觀眾對YouTuber本身的情感依附、形象與信任,都能夠正向轉移到YouTuber的自創品牌之上,並且不會受到特定產品類型所侷限。真實的自我一致性可提升觀眾對子品牌的情感依附,進而增進對YouTuber本人的忠誠度以及對子品牌的購買意願。並且隨著擬社會關係增強,也會提升觀眾對子品牌的信任,對子品牌的購買意願有顯著正向影響,並且真實的自我一致性與擬社會關係均對子品牌形象有正向影響。
YouTuber搭配與自己契合度較高的產品,可增強子品牌情感依附與子品牌形象對購買意願之間的關係。相反地,若搭配低契合度產品,反而導致子品牌情感依附對購買意願之間的關係減弱。
Adopting the human brand theory and self-congruity theory, this study examined consumers’ purchase intentions toward the brand extensions and their brand loyalty toward parent brands by regarding YouTubers as parent brands and the brands created by YouTubers as brand extensions. This study adopted an experimental design to collect data and used two types of YouTubers; the first YouTuber has an expertise on apparel fashion and the second YouTuber has expertise on beverage. For the YouTuber on apparel fashion, this study manipulated two types of brand extensions, one was a high-fit brand extension—apparel brand, and the other was a low-fit brand extension—beverage brand. For the YouTuber on beverage, this study manipulated two types of brand extensions, one was a high-fit brand extension—beverage brand, and the other was a low-fit brand extension—apparel brand. Conducting an online experiment, this study collected 578 subjects, among which 260 subjects were used to investigate the first YouTuber, and the remaining 318 subjects were for the second YouTuber.
The results indicated that actual self-congruity increased subjects’ emotional attachment to brand extensions, which in turn enhanced their loyalty to the You-Tubers and their purchase intentions toward the brand extensions. More findings were discussed in this thesis.
摘要 i
ABSTRACT ii
目錄 iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第二章 文獻檢閱 6
第一節 品牌延伸 6
一、 品牌延伸 6
二、 品牌資產 8
三、 品牌聯想 9
四、 品牌反饋效果 11
第二節 品牌與消費者的自我一致性 12
一、 品牌個性 12
二、 自我一致性理論(Self-congruity theory) 13
三、 品牌個性與消費者自我一致性之關聯 14
四、 自我一致性理論相關實證研究 15
第三節 人類品牌、擬社會關係與品牌相關態度 17
一、 人類品牌理論(Human brand theory) 17
二、 擬社會關係 18
三、 擬社會關係所影響的品牌相關態度 20
第四節 知覺契合度之調節效果 25
一、 知覺契合度(perceived fit) 25
第五節 研究假設 27
一、 YouTuber品牌延伸 27
二、 自我一致性、擬社會關係與YouTuber子品牌態度 28
三、 YouTuber子品牌態度與購買意願 30
四、 子品牌態度對YouTuber人類品牌忠誠度的反饋效果 31
五、 知覺契合度之調節效果 34
第三章 研究方法 37
第一節 研究方法之選擇 37
第二節 研究變項及其測量方式 38
一、 自我一致性 38
二、 擬社會關係 39
三、 母品牌態度——YouTuber人類品牌 39
四、 子品牌態度——YouTuber個人品牌 40
五、 產品契合度 40
六、 母品牌忠誠度 40
七、 購買意願 40
第三節 產品設計與操弄確認 41
一、 產品設計 41
二、 實驗物操弄測試 41
第四節 正式實驗 43
一、 施測流程 43
二、 操弄檢定 44
第五節 量表信度檢測 44
一、 因素分析 44
二、 信度檢驗 45
三、 統計工具 45
第四章 研究發現與討論 47
第一節 研究發現 47
一、 描述性統計分析 47
二、 假設檢定 48
第二節 研究發現之討論 60
一、 YouTuber品牌延伸 60
二、 自我一致性、擬社會關係與YouTuber子品牌態度 61
三、 YouTuber子品牌態度與購買意願 62
四、 YouTuber子品牌態度對YouTuber忠誠度的反饋效果 63
五、 產品契合度對子品牌相關態度與YouTuber忠誠度關係的調節效果 64
六、 產品契合度對子品牌相關態度與購買意願關係的調節效果 66
第三節 研究結論 68
第五章 研究貢獻與未來研究建議 71
第一節 研究貢獻 71
第二節 研究限制與建議 72
參考文獻 73
附錄 89
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