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研究生:曾鈺婷
研究生(外文):TSENG, YU-TING
論文名稱:負面品牌體驗對反品牌行為之影響-品牌關係品質與自我意識情緒之中介效果
論文名稱(外文):The impact of Negative Brand Experience on Anti-Brand Actions – The mediating roles of Brand Relationship Quality and Self-Conscious Emotions
指導教授:張國雄張國雄引用關係
指導教授(外文):CHANG, KUO-HSIUNG
口試委員:李元恕吳立偉吳廣文
口試委員(外文):LI, YUAN-SHUWU, LI-WEIWU,KUANG-WEN
口試日期:2018-06-04
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:33
中文關鍵詞:負面品牌體驗品牌關係品質自我意識情緒反品牌行為
外文關鍵詞:Negative Brand ExperienceBrand Relationship QualitySelf-Conscious EmotionsAnti-Brand Actions
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本研究主要探討品牌關係品質與自我意識情緒作為負面品牌體驗與反品牌行為之中介效果。研究對象為有手搖飲料及葡萄酒消費經驗之消費者,並將此兩類區分為低涉入產品與高涉入產品。透過網路問卷,蒐集全台地區之相關消費者,回收之有效樣本為320份,並以統計軟體SPSS 22進行統計分析。研究結果如下:(1)「負面品牌體驗」會負向影響「品牌關係品質」。(2)「負面品牌體驗」會正向影響「自我意識情緒」與「反品牌行為」。(3) 「自我意識情緒」會正向影響「反品牌行為」,同時作為「負面品牌體驗」與「反品牌行為」之中介效果。
This study focuses on the mediating effects of brand relationship quality and self-conscious emotions as negative brand experiences and anti-brand behaviors. The research subjects are consumers who have experience handmade drink and wine consumption, and classify these two categories as low involvement products and high involvement products. Through online questionnaires, relevant consumers in the Taiwan region were collected, and 320 valid samples were collected for statistical analysis by statistical software SPSS 22. The results of the study are as follows: (1) The “negative brand experience” will negatively affect the “brand relationship quality”. (2) “Negative brand experience” positively affects “self-conscious emotions” and “anti-brand actions”. (3) “Self-conscious emotions” positively influence “anti-brand actions” and at the same time serve as an intermediary effect of “negative brand experience” and “anti-brand actions”.
摘 要 i
Abstract ii
目 錄 iii
表目錄 iv
圖目錄 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 研究架構與假設 3
第一節 研究架構 3
第二節 文獻回顧與假設 4
第三章 研究方法 10
第一節 樣本來源 10
第二節 操作變數定義與衡量問項 11
第三節 信度效度 14
第四章 研究結果 17
第一節 各變數相關係數 17
第二節 直接效果 18
第三節 中介效果 19
第五章 結論與建議 24
第一節 研究討論 24
第二節 管理意涵 25
第三節 研究限制與未來發展之建議 26
參考文獻 27
附錄A 30
附錄B 32
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