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題 名 | 哀兵訴求必勝?品牌故事與品牌強度對消費者品牌認同與購買意願之影響=Underdog Win? The Influences of Brand Story and Brand Strength on Consumer-brand Identification and Purchase Intentions |
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作 者 | 蔡進發; 蕭至惠; 蕭元笙; | 書刊名 | 商略學報 |
卷 期 | 6:4 2014.12[民103.12] |
頁 次 | 頁261-279 |
分類號 | 496.36 |
關鍵詞 | 哀兵效應; 品牌強度; 知覺風險; 消費者品牌認同; 購買意願; Underdog effect; Brand strength; Perceived risk; Consumer-brand identification; Purchase intentions; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究採2(品牌故事:哀兵、優勝者)×2(品牌強度:強勢、弱勢)×2(知覺風險:高風險產品、低風險產品)的三因子實驗設計,有效受測樣本為533位大學生,並將之隨機分派到8個實驗情境中。研究發現:一、哀兵品牌故事比優勝者品牌故事能獲得更高的消費者品牌認同;二、品牌強度並不能對消費者品牌認同產生影響;三、品牌故事與品牌強度具有交互作用,相較於強勢品牌,消費者對於弱勢品牌採取哀兵品牌故事時會產生較高的品牌認同;四、知覺風險會顯著干擾品牌故事與品牌強度對消費者品牌認同的影響;五、品牌故事以消費者品牌認同為中介,進而影響購買意願;且消費者品牌認同對購買意願具有正向影響。 |
英文摘要 | This study employed three-factor between-subjects experiment design: 2(brand story: underdog/topdog) ×2(brand strength: stronger brand/low brand)×2(perceived risk: high/low) to examine 533 subjects participated in the experiment. The main results of this study are as follows: 1. In contrast to top-dog brand story, underdog brand story have higher consumer-brand identification. 2. Brand strength isn't effective to consumer-brand identification. 3. There is an interaction between brand story and brand strength when examining their influences on consumer-brand identification. In the situation of underdog brand story, low brand has higher consumer-brand identification effect than stronger brand. While in the situation of topdog brand story, stronger brand has higher consumer-brand identification effect than low brand. 4. The interaction between brand story and brand strength on consumer-brand identification is moderated by perceived risk. 5. The ways of brand story have influences on purchase intentions through consumer-brand identification. And consumer-brand identification has positive influence on purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。