查詢結果分析
相關文獻
- 消費者品牌依附與規避行為:以數位行動商品iPhone之行銷策略為例
- The Impact of Top Managers' Personality Traits on Corporate Culture: The Computer Industry as an Example
- 航空客運業知覺品質與其前因變項之分析
- 政治作戰學校正期班新生學校生活適應與人格特質之分析研究
- 員工工作生活品質與人格特質對服務態度與工作績效的影響之研究
- 學習者之人格特質與物件導向程式學習成就的關係
- 冒險性活動對於青少年人格影響之初探研究
- 臺北地區國民中學生活教育組長個人屬性、人格特質與工作滿意度之研究
- 影響高工板金科學生技能學習成效與發展因素之研究
- 藝術與人格特質關係之研究--以臺灣地區顯教古蹟寺廟為例
頁籤選單縮合
題 名 | 消費者品牌依附與規避行為:以數位行動商品iPhone之行銷策略為例=Consumers' Brand Attachment-Aversion Behaviors: An Empirical Study of Digital Mobile Products |
---|---|
作 者 | 李家瑩; 蕭英里; | 書刊名 | 商略學報 |
卷 期 | 9:4 2017.12[民106.12] |
頁 次 | 頁279-296 |
分類號 | 496.34 |
關鍵詞 | 品牌依附及規避; 動機強度; 人格特質; 知覺品質; 預期價格; Brand attachment-aversion; Motivational strength; Traits; Perceived quality; Expected price; |
語 文 | 中文(Chinese) |
中文摘要 | 過去學者已廣泛針對費者與品牌之間的關係進行探討,例如:品牌認同、品牌性格…等,而品牌依附是一個較新的概念,能双映出消費者對品牌的承諾,並解釋品牌行銷中更高層次的消費者行為。有鑑於當今消費者對於智慧型手機的高度依賴,本研究以蘋果iPhone為研究標的,探討影響消費者品牌依附與規避的前置變數,及品牌依附與規避對於動機強度的影響。此外,亦將知覺品質及預期價格作為干擾變數,近一步探討兩者對於品牌依附與動機強度之間的調節效果。本研究透過問卷調查方式蒐集資料,實證結果顯示消費者的趨避特質會負向影響品牌依附行為;迷人(惱人)自我、啟用(禁用)自我、豐富化(空虛化)自我皆對品牌依附產生正向(負向)顯著之影響;而品牌依附會正向影響動機強度;預期價格在品牌依附動機強度之間具有干擾效果,研究結果將作為智慧型手機業者執行品牌行銷策略時之參考。 |
英文摘要 | Previous studies have discussed the relationship between consumers and brands, such as brand identity, brand personality...etc. Brand attachment is a more novel concept, which reflects consumers' emotional commitment to the brand, and thus it can explain the higher level of consumer behavior in the field of brand marketing. This study used Apple iPhone as the research target and extended Park, Eisingerich and Park's (2013) attachment-aversion model to describe the relationship between consumers and brands. This study investigated the antecedents of consumers' brand attachment-aversion, and its influences on consumers' motivation strength. Besides, this study also investigated the moderating roles of perceived quality and expected price on the relationship between brand attachment and motivation strength. SmartPLS and SPSS software were used to analyze the data collected from 363 respondents. The results indicated that avoidance characteristic negatively affected brand attachment-aversion, while enticing the self, enabling the self, and enriching the self had positive impacts on brand attachment-aversion. The brand attachment-aversion further affected motivational strength. Expected price played as the moderating role to influence the relationship between brand attachment-aversion and motivational strength. The results of this research would provide suggestions for marketing managers to implement brand strategy. |
本系統中英文摘要資訊取自各篇刊載內容。