臺灣博碩士論文加值系統

　　品牌被定義為一個名字、術語、符號、標記、象徵或設計，讓同類型的產品或服務能彼此之間做出區分。日常生活中充滿各式各樣的品牌，消費者也一再經歷選擇品牌的過程。本研究試圖探討，消費者選購產品時，產品的品牌個性與消費者的人格特質是否存在對應關係。當選購產品類別不同時，是否會有不同的對應關係。採用Aaker之「品牌個性量表」與Costa &; McCrae「人格特質量表」為基礎，設計關於產品品牌個性與消費者人格特質之問卷進行調查。
　　以消費性產品、耐久性產品與虛擬產品為例，利用對應分析法與集群分析法進行分析。研究結果顯示，耐久性產品的品牌個性與消費者的人格特質產生對應關係，該集群的品牌個性構面包含純真、刺激、稱職、教養；人格特質包含神經質、外向性、開放性、友善性、嚴謹性等五大構面。由此發現，消費者在選購耐久性產品，品牌個性與人格特質會有對應關係，於選購其他類產品時，呈現結果則不明顯。

　　Brand is defined as a name, term, symbol, mark or design, to differentiate between products and service in the same category products. A variety of brands are full of everyone’s daily life and consumers are confronted continually by brand choose process. This study is attempted to investigate when consumers purchase products, the correspondence between brand personality and human personality. When consumers purchase different category products, whether has dissimilar correspondence relationship. Also, design a questionnaire to investigate product brand, brand personality and human personality, the questionnaire is on the basis of Aaker's "Brand Personality Scale" and Costa and McCrae’s "Five Factor Model".
　　Moreover, utilize correspondence analysis and cluster analysis for analysis in consumer goods, durable goods and virtual goods. The research shows durable goods have correspondence relationship between brand personality and human personality. The cluster including brand personality of Sincerity, Exciting, Competence, Sophisticated and human personality of Neuroticism, Extraversion, Openness to experience, Agreeableness and Conscientiousness. In summary, when consumers purchase durable goods there has a correspondence relationship between brand personality and human personality. If purchase other categories products the correspondence relationship is unapparent.

摘　要............................i
ABSTRACT.........................ii
誌　謝............................iii
目　錄............................iv
圖目錄............................vi
表目錄............................vii
一、 　 緒論.....................1
　　1-1 研究背景與動機............1
　　1-2 研究目的.................2
　　1-3 研究流程.................2
二、 　 文獻探討.................4
　　2-1 品牌個性.................4
　　2-2 人格特質.................7
三、 　 研究設計.................9
　　3-1 研究架構.................9
　　3-2 探索變數的關聯性..........9
　　3-3 研究變數................10
　　3-4 分析方法................13
四、 　 研究結果................14
　　4-1 樣本結構分析.............14
　　4-2 資料分析................15
五、 　 結論與建議...............25
　　5-1 結論...................25
　　5-2 研究貢獻與管理意涵.......25
　　5-3 研究限制與後續研究建議....26
參考文獻..........................27
附錄一............................31
附錄二............................43
附錄三............................47

中文部份
〔1〕尼爾‧馬丁(Neale Martin)著，習慣決定一切消費行為，洪慧芳譯，商周，台北市，民國九十九年。
〔2〕江泠平，「實體與非實體產品品牌個性之比較」，國立中央大學，碩士論文，民國100年。
〔3〕江義平、林志穎，「網路品牌個性對品牌權益影響效果探究」，管理學報，第二十七卷，第一期，17-38頁，民國99年。
〔4〕呂能鴻，消費者行為，華立圖書，台北縣，民國九十五年。
〔5〕周世玉，陳麒文和張為詩，「人格特質與品牌個性關係之研究：以運動鞋產品為例」，中華管理學報，第五卷，第三期，1-16頁，民國93年。
〔6〕邱美惠，「置入性行銷與人格特質關聯之研究」，亞洲大學，碩士論文，民國98年。
〔7〕康家維，「品牌性格本土化量表編製之初探」，國立政治大學，碩士論文，民國97年。
〔8〕曾光華，行銷學：探索原理與體驗實務，前程文化，台北縣，民國九十五年。
〔9〕黃堅厚著，人格心理學，心理出版社，台北市，民國九十八年。
〔10〕蔡欣嵐，「工作特性、人格特質與工作滿意度之關係-以半導體業為例」，國立中央大學，碩士論文，民國100年。

英文部份
〔1〕Aaker, D. A., “Building strong brand”, New York: The Free Press, 1996.
〔2〕Aaker, D. A., “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, New York: The Free Press, 1991.
〔3〕Aaker, J. L., “Dimensions of brand personality”, Marketing Research, 34, pp. 347-356, 1997.
〔4〕Aaker, Jennifer L., Veronica Benet-Martinez Jordi Garolera, “Consumption symbols as carries of culture: a study of Japanese and Spanish brand personality constructs”, Journal of Personality and Social Psychology, pp. 492-508, 2001.
〔5〕Allport, “Pattern and Growth in Personality”, New York: Holt, Rinehart and Winston, 1961.
〔6〕Allport, G. W. and H. S. Odbert, “Trait Names: A Psychological Study”, Psychological Monographs, 1936.
〔7〕Cattell, R. B., “The Description of Personality: Basic Trait Resolved into Clusters”, Abnormal and Social Psychology, 38, pp. 476-506, 1943.
〔8〕Fiske, D. W., “Consistency of the Factorial Structures of Personality Ratings form Different Source”, Abnormal and Social Psychology, 44, pp. 329-344, 1947.
〔9〕Gardner, B. B. and Levy, S. J., “The product and the brand”, Harvard Business Review, 33(2), pp. 33, 1955.
〔10〕Gatewood and Field, Human Resource Selection(4th ed.), San Francisco: Jossey-Bass, 1998.
〔11〕Goldberg, L. R., “Language and individual differences: the search for universals in personality lexicons”, In Wheeler, L.(Ed.), Review of Personality and Social Psychology, CA: Beverly Hill, 1981.
〔12〕Guilford, T. P., “Personality”, New York: Megraw-Hill, 1959.
〔13〕Kapferer, J. N., “Strategic Brand Management: Creating and Sustaining Brand Equity Long Term”, Kogan Page, London, 1997.
〔14〕Keller, K. L., “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, 57, pp. 1-22, January 1993.
〔15〕Levitt, T., “Marketing intangible products and product intangibles”, Cornell hotel and restaurant administration quarterly, 22(2), pp. 37-44, 1981.
〔16〕Levy, S. J., “Symbols for sale”, Harvard Business Review, 37(4), pp. 117-124, 1959.
〔17〕McCrae, R. R., P. T. Costa and C. M. Busch, “Evaluating Comprehensiveness in personality systems: The California Q-Set and the Five-Factor Model”, Journal of Personality, 54, pp. 430-446, 1986.
〔18〕Norman, W. T., “Toward and Adequate Taxonomy of Personality Attributes: Replicated Factor Structure in Peer Nomination Personality Ratings”, Abnormal and Social Psychology, 66, pp. 574-583, 1963.
〔19〕Plummer, Joseph T., “Brand Personality: A Strategic Concept for Multinational Advertising, Marketing Educators’ Conference”, New York: Young &; Rubicam, 1985.
〔20〕Robbins, S. P., Organizational Behavior(8th ed.), Upper Saddle River, Nj. Prentice Hall International, 1998.
〔21〕Sirgy, J. M., “Self-concept in consumer behavior: A critical review”, Consumer Research, 9, pp. 287-300, December 1982.

網站部份
〔1〕平價服飾大戰開打！　臺灣平價服飾消費行為調查。取自http://life.trendgo.com.tw/epaper/5775。
〔2〕電視機品牌網路口碑調查。2013年10月07日，取自http://www.opview.com.tw/756/%E9%9B%BB%E8%A6%96%E6%A9%9F%E5%93%81%E7%89%8C%E7%B6%B2%E8%B7%AF%E5%8F%A3%E7%A2%91%E8%AA%BF%E6%9F%A5。