消費者品牌依附與規避行為：以數位行動商品iPhone之行銷策略為例

Consumers' Brand Attachment-Aversion Behaviors: An Empirical Study of Digital Mobile Products

李家瑩(Chia-Ying Li) ； 蕭英里(Ying-Li Hsiao)

《商略學報》 9卷4期 (2017/12) Pp. 279-296

https://doi.org/10.3966/207321472017120904003

摘要

過去學者已廣泛針對費者與品牌之間的關係進行探討，例如：品牌認同、品牌性格…等，而品牌依附是一個較新的概念，能双映出消費者對品牌的承諾，並解釋品牌行銷中更高層次的消費者行為。有鑑於當今消費者對於智慧型手機的高度依賴，本研究以蘋果iPhone為研究標的，探討影響消費者品牌依附與規避的前置變數，及品牌依附與規避對於動機強度的影響。此外，亦將知覺品質及預期價格作為干擾變數，近一步探討兩者對於品牌依附與動機強度之間的調節效果。本研究透過問卷調查方式蒐集資料，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；迷人（惱人）自我、啟用（禁用）自我、豐富化（空虛化）自我皆對品牌依附產生正向（負向）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，研究結果將作為智慧型手機業者執行品牌行銷策略時之參考。

關鍵字

品牌依附及規避 ； 動機強度 ； 人格特質 ； 知覺品質 ； 預期價格

並列摘要

Previous studies have discussed the relationship between consumers and brands, such as brand identity, brand personality...etc. Brand attachment is a more novel concept, which 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 used Apple iPhone as the research target and extended Park, Eisingerich and Park's (2013) attachment-aversion model to describe the relationship between consumers and brands. This study investigated the antecedents of consumers' brand attachment-aversion, and its influences on consumers' motivation strength. Besides, this study also investigated the moderating roles of perceived quality and expected price on the relationship between brand attachment and motivation strength. SmartPLS and SPSS software were used to analyze the data collected from 363 respondents. The results indicated that avoidance characteristic negatively affected brand attachment-aversion, while enticing the self, enabling the self, and enriching the self had positive impacts on brand attachment-aversion. The brand attachment-aversion further affected motivational strength. Expected price played as the moderating role to influence the relationship between brand attachment-aversion and motivational strength. The results of this research would provide suggestions for marketing managers to implement brand strategy.

並列關鍵字

Brand Attachment-Aversion ； Motivational Strength ； Traits ； Perceived Quality ； Expected Price

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