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題 名 | 求偶思維對自我複雜度、共品牌契合度與雌雄同體共品牌評價之影響=The Influence of Mating Mind-Sets on Self-Complexity, Co-Brand Fit, and Androgynous Co-Brand Evaluation |
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作 者 | 蔡進發; | 書刊名 | 管理評論 |
卷 期 | 37:1 2018.01[民107.01] |
頁 次 | 頁15-33+95-108 |
分類號 | 496.1 |
關鍵詞 | 求偶思維; 自我複雜度; 共品牌契合度; 雌雄同體共品牌評價; Mating mind-sets; Self-Complexity; Co-Brand fit; Androgynous co-brand evaluation; |
語 文 | 中文(Chinese);英文(English) |
中文摘要 | 本文將求偶思維的觀念應用在雌雄同體共品牌的研究上,試圖檢驗求偶思維、自我複雜度、共品牌契合度與雌雄同體共品牌評價之間的關係,並檢驗性別對雌雄同體共品牌評價的影響,是否會受到求偶思維所干擾。本研究採用實驗設計方式,將募集的290位受測者隨機分派到求偶思維情境與非求偶思維情境,進行實驗、蒐集資料並驗證假說。結果顯示:(1)求偶思維、自我複雜度與共品牌契合度會正向影響雌雄同體共品牌評價,(2)求偶思維會正向影響自我複雜 度與共品牌契合度,(3)性別對雌雄同體共品牌評價的影響會受到求偶思維所干擾。 |
英文摘要 | This study applies the concept of mating mind-sets to the field of androgynous co-brand and attempts to examine the relationships among mating mind-sets, self-complexity, co-brand fit, and androgynous co-brand evaluation. Besides, this study also attempts to examine whether mating mind-sets moderates the effect of gender on androgynous co-brand evaluation. This study adopts experimental design to collect data and to examine proposed hypotheses. 290 recruited subjects are randomly distributed to any one of both mating mind-sets and non-mating mind-sets situation. This result shows that (1) Mating mind-sets, self-complexity, and co-brand fit positively influence androgynous co-brand evaluation. (2) Mating mind-sets positively influence both self-complexity and co-brand fit, respectively. (3) Mating mind-sets moderates the effect of gender on androgynous co-brand evaluation. |
本系統中英文摘要資訊取自各篇刊載內容。