調節焦點與品牌依附關係之研究

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题名:	調節焦點與品牌依附關係之研究 A Study on the Relationship between Regulatory Focus and Brand Attachment
作者:	王品涵 (WANG, PIN-HAN)
贡献者:	行銷碩士學位學程碩士班
关键词:	品牌依附調節焦點自我一致性 brand attachment regular focus theory self-congruity
日期:	2018
上传时间:	2019-05-31 13:38:13 (UTC+8)
摘要:	品牌依附是創造企業與消費者之間長久關係的關鍵因素，這也是為什麼越來越多企業，極力地在尋求建立與消費者強烈情感品牌依附的方法。然而，本研究發現在既有的研究裡，仍欠缺以調節焦點的觀點探討對品牌依附的影響。既有文獻顯示，調節焦點會影響廣告效果，消費者滿意度，產品涉入程度等，這些是影響消費者行為的重要變數，但欠缺探討對品牌依附的影響。因此，本研究之目便是要探討，調節焦點是否對品牌依附產生正向的影響，以及兩者之間的中介變數是否為自我一致性。本研究以結構式實體問卷，以文化大學商學院學生及研究生為抽樣來源，共回收442位擁有手機的消費者作為樣本。分析結果顯示，本研究在控制公眾自我意識之條件下，理想自我一致性扮演促進焦點對品牌依附之中介，然而，真實自我一致性則無法解釋預防焦點與品牌依附之關係，且發現真實自我一致性與理想自我一致性，為調節焦點之促進焦點正向影響品牌依附之中介變數。本研究結果提供行銷人員許多重要之理論意涵及管理意涵。 Brand dependency is the key factor in the long-running relationship between a business and a consumer, and this is why more and more businesses are looking for ways to build a strong emotional brand dependency with their consumers. However, this study finds that, among the existing research, there is still a lack of discussion about the influence of regulatory focus on brand dependency. As revealed by the existing literature, regulatory focal points will affect the effect of advertising, con-sumer satisfaction, and product involvement, etc. These are important variables that affect the consumers’ behavior, but there is still a lack of discussion about the impact on brand dependency. Therefore, the purpose of this study is to explore whether regulatory focus has a positive impact on brand dependency and whether the intermediary variables between the two are self-consistent. In this study, a structured questionnaire is used. The sampling source is the college and graduate students from the College of Business of the Chinese Cultural University; a total of 442 consumers with mobile phones participated in this study. The results show that under the condition of controlling public self-consciousness, ideal self-congruency plays the role of the intermediary between promoting focal points and brand de-pendency. However, actual self-congruency does not explain the relation between regulatory focal points and brand dependency. We also find that actual self-congruency and ideal self-congruency are the intermediary variables of the positive impact of promoting the focal points in the regulatory focus on brand de-pendency. The results of this study would provide many important theoretical and management implications for marketing personnel.
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