顧客賦權與品牌依附關係之研究以自尊為干擾變數

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/53413

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题名:	顧客賦權與品牌依附關係之研究以自尊為干擾變數 The Moderating Effect of Self-Esteem on the Relationship between Consumer Empowerment and Brand Attachment
作者:	黃偉宙
贡献者:	國際企業管理學系
关键词:	顧客賦權品牌依附自尊產品涉入 consumer empowerment brand attachment self-esteem product involvement
日期:	2024
上传时间:	2024-06-14 14:59:03 (UTC+8)
摘要:	根據顧客賦權與品牌依附分別有許多的研究，但二者彼此之間的關係，卻沒有相關的研究來深入釐清與分析，但是實務上對於奢侈品時尚品牌行銷相關人員來說卻有相當大的影響。因此，本研究之主要目的在探討顧客賦權對品牌依附的影響，並分析產品涉入對於顧客賦權與品牌依附之中介效果，以及自尊對於顧客賦權與品牌依附之干擾效果。　　本研究以網路結構性問卷進行調查，採取便利抽樣，以Google表單之電子問卷形式，採不記名方式對北部某大學設計學院之日間及進修部學生電郵寄發電子信件，本研究共計發放350份問卷，回收有效問卷共335份。研究結果發現顧客賦權對品牌依附有顯著正向的影響，另外產品涉入對於顧客賦權與品牌依附之有顯著的中介效果，最後對於自尊對於顧客賦權與品牌依附之干擾效果，實證分析結果顯著，本研究之假設皆得到支持。研究結果對於顧客賦權與品牌依附間之關係有更深入及清楚的釐清，對奢侈品時尚品牌行銷相關人員來說，從事顧客賦權相關策略及活動時，對於顧客產品涉入及自尊的因子都應該同時考慮納入於其中，藉以提高賦權的效果。 There is an abundant amount of research focusing on consumer empowerment and brand attachment individually. However, despite its significance to marketers working for luxurious fashion brands in the practical fields, there are little to no clarifications and analyses in their correlations. Therefore, the main purposes of the present study are to explore the influences of consumer empowerment on brand attachment, the intermediary effect of product involvement on consumer empowerment and brand attachment, and finally, the moderating effect of self-esteem on consumer empowerment and brand attachment. 　　We chose to investigate with Internet based structured questionnaires, using the convenience sampling method. With the online survey system of “Google Forms”, we distributed anonymous questionnaires to students in a college of design located in Northern Taiwan through E-mail. Among the 350 issued forms, we received 335 valid questionnaires. Our results indicate that consumer empowerment has a remarkable positive impact on brand attachment. In addition, the intermediary effect of product involvement and the moderating effect of self-esteem on consumer empowerment and brand attachment are both considerable. With these discoveries, our initial theories have all been supported. Our conclusion establishes a clear and further understanding of the relationship between consumer empowerment and brand attachment. Consequently, for those involved in marketing for indulgent fashion brands, when planning strategies and activities regarding consumer empowerment, they should simultaneously take the factors of product involvement and self-esteem into account, in favor of enhancing their effectiveness.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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