社群媒體訊息訴求強度與情感品牌依附之關係－自我一致性之中介效果

The Effect of Social Media Message Appeal Intensity on Emotional Brand Attachment: The Mediating Effect of Self-Congruence

周建亨(Chien-Heng Chou) ； 張家瑜(Chia-Yu Chang)

《多國籍企業管理評論》 15卷2期 (2021/09) Pp. 127-142

https://doi.org/10.53106/181345482021091502002

摘要

企業要與消費者建立長久且良好關係的關鍵之一為建立情感品牌依附。近年來社群媒體使用率快速增加，品牌社群成為企業傳遞訊息訴求的有效工具，是消費者獲得品牌資訊的主要來源。訊息訴求強度是影響消費者認知、情感與行為的重要關鍵之一。在探討訊息訴求強度對消費者影響的研究中，大多以大眾媒體為研究情境，而欠缺以社群媒體為研究情境背景。本研究以近三個月內曾經瀏覽Facebook品牌社群之消費者為研究對象，探討訊息訴求強度與情感品牌依附之關係，及自我一致性對上述關係的中介效果。本研究以網路電子問卷採便利抽樣方法收集資料，共收集470份有效樣本。分析結果顯示，訊息訴求強度與情感品牌依附為顯著正相關，自我一致性為上述關係之部分中介變數，本研究的所有假說都獲得支持。根據研究結果，本研究提出理論與管理意涵。

關鍵字

社群媒體 ； 訊息訴求強度 ； 自我一致性 ； 情感品牌依附

並列摘要

One of the keys for businesses to build long-lasting and good relationships with consumers is to build emotional brand attachment. In recent years, the use of social media has increased rapidly, and brand communities have become an effective tool for companies to convey their message appeals and the main source for consumers to obtain brand information. Message appeal intensity is one of the important keys to influence consumers' cognition, emotion and behavior. Most of the studies on the influence of message appeal intensity on consumers are based on mass media, but lack of social media as the research context. This study uses people who have browsed Facebook brand communities in the past three months as the research object to explore the relationship between message appeal intensity and emotional brand attachment, and the mediating effect of self-congruence on the above relationship. In this study, the online electronic questionnaire was used to collect data by convenience sampling method, and a total of 470 valid samples were collected. The analysis results show that there is a significant positive relationship between message appeal intensity and emotional brand attachment, and self-congruence is a partial mediating variable of the above relationship. All the hypotheses of this study are supported. Based on the findings, this study proposes theoretical and managerial implications.

並列關鍵字

Social media ； Message appeal intensity ； Self-congruence ； Emotional attachment

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