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

蔡進發(Chin-Fa Tsai)

《管理評論》 37卷1期 (2018/01) Pp. 15-33

https://doi.org/10.6656/MR.201801_37(1).CNI015

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。

關鍵字

求偶思維 ； 自我複雜度 ； 共品牌契合度 ； 雌雄同體共品牌評價

並列摘要

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.

並列關鍵字

Mating Mind-Sets ； Self-Complexity ； Co-Brand Fit ； Androgynous Co-Brand Evaluation

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