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  • 學位論文

消費者對蘋果iPhone的品牌依附與規避行為之探討:以蘋果iPhone為例

Consumers’ brand attachment and aversion behaviors: An empirical study of Apple iPhone

指導教授 : 李家瑩

摘要


智慧型手機的普及,「低頭族」這名詞的出現,反映當今使用者對於智慧型手機的依附程度已突破了我們的想像範圍。過去已有學者探討消費者與品牌之間的關係進行探討,例如:品牌承諾、品牌形象、品牌性格…等,而品牌依附是一個較新的概念,相對於品牌承諾,品牌依附能反映出消費者對品牌情感上的承諾,並能解釋品牌行銷中更高層次的消費者行為。本研究引用Park, Eisingerich & Park(2013)提出品牌依附與規避之AA關係,並透過整合性的觀點來描述消費者與品牌之間的關係。本研究將以品牌顯要性及品牌距離來衡量消費者對於品牌依附之AA關係,同時利用品牌所提供的享樂性、功能性及象徵性的利益,及消費者的人格特質作為模型的前置變數。再者,本研究也將產品良率及預期價格之情境變數作為干擾變數,探討兩者對於品牌依附與動機強度之間關係的影響,並以AMOS與SPSS軟體來分析數據資料及理論模型驗證,共回收363份有效樣本進行實證分析。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;享樂性、功能性、象徵性皆對品牌依附產生正向顯著之影響;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,研究結果將提出管理意涵與建議做為智慧型手機品牌業者執行行銷策略的參考。

並列摘要


The popularity of smart phones and the emergence of the term "phubber" reflect that consumers’ dependence on Smartphone has exceeded the imagination. Previous studies have discussed the relationship between consumers and brands, such as brand commitment, brand image, brand personality...etc. Compared with the brand commitment, brand attachment is a more novel concept. Brand attachment 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 extended attachment – aversion relationships (AA Relationships) with a brand, proposed by Park, Eisingerich and Park (2013), to describe the relationship between consumers and brands. Brand prominence and brand-self distance were used to measure consumers’ brand attachment-aversion behavior. This study chose hedonic, functional, symbolic benefits provided by brand, and personality traits as the antecedents of brand attachment. Moreover, this study also investigated the moderating roles of product yield and expected price on the relationship betwen brand attachment and motivation strength. 363 quesionniares were collected. AMOS and SPSS software were used to analyze the data and theoretical model. The empirical results demonstrated that avoidance characteristic negatively affected brand attachment behaviors, while the hedonic, functional, symbolic had positive impacts on brand attachment. The brand attachment would further affect the motivational strength. Expected price would play a moderating role to influnece the relationship between brand attachment and motivational strength. The results of this research would provide the managerial implications and give smartphone business marketing strategy suggestions.

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