在擁有多元商品可供消費者進行選擇，並以品牌為評估標準的時代，如何藉由與顧客建立連結以保持長期之關係，進而提升消費者與品牌之間的依附關係，使顧客成為企業具有價值的策略財產之一，是企業一直以來所需要努力的課題。為此，本研究以關係連結作為觀點，來探討消費者是否會因為關係連結而對品牌依附有所提升。然而，消費者在購買較具有自我概念特性之產品時，不同的人格特質也會影響消費者的選擇，消費者的異質性通常會干擾企業行銷策略的效果。因此，本研究第二個動機為以人格特質作為干擾變數，探討關係聯結與品牌依附之間的關係是否會受到人格特質的干擾。
本研究以旅行業作為研究產業，研究之受訪對象為參與過旅行社之團體旅遊的消費族群，資料收集工具為結構式問卷，共發放294份問卷，有效問卷為135份。研究分析結果發現，在控制產品涉入的影響下，關係連結與品牌依附呈顯著正相關，外向性人格特質對關係連結與品牌依附並無顯著影響。根據研究結果，提出管理上之意涵與未來研究建議。
In an era where multiple products are available for consumers to choose from, and brands are used as evaluation criteria, how to maintain long-term relationships with cus tomers by establishing connections with them, thereby enhancing the dependence rela tionship between consumers and brands and making customers to be one of the valuable strategic properties of an enterprise, has been a subject which the enterprise has to put effort in. To this end, this study uses relationship connections as a point of view to explore whether consumers will increase their brand attachment due to relationship bonds. However, when consumers are buying products with more self-concept character istics, different personality traits can also influence consumers’ choice, and consumers’ heterogeneity can typically interfere with the effectiveness of corporates’ marketing strat egy. Therefore, the second motivation of this study is to use personality traits as interfere ence variables to explore whether the relationship between relationship bonds and brand attachment will be disturbed by personality traits. Travel industry is the target population of this study, respondents of this research are consumer groups which had participated in a tour group of a travel agency. Data collection tool utilised in this study is a structured questionnaire. A total of 294 question naires were distributed. Of these, 135 valid questionnaires were retained. This research found that under the influence of controlled product involvement, relationship bonds and brand attachments were significantly positively correlated, and extroverted personality traits had no significant effect on relationship bonds and brand attachments. According to the research results, management implications and future research suggestions are proposed.
