自戀者的異想世界：以品牌傲慢性及社交風險廣告作為調節變項

The Fancy World of Narcissists: The Moderating Roles of Brand Arrogance and Social Risk Advertising

李采紋(Tsai-Wen. Li)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商學系/碩士(2020年)

摘要

本研究旨在探討品牌的傲慢特質及具有社交風險的廣告的調節作用及其對自戀者的品牌使用傾向的影響。研究結果指出當一個品牌擁有傲慢的品牌形象時，自戀程度較高的消費者會可能會比自戀程度較低的消費者產生更高的品牌使用傾向；相反地，若一個品牌擁有非傲慢的品牌形象的時候，自戀程度較低的消費者可能會比自戀程度較高的消費者產生更高的品牌使用傾向。此外，當品牌提供具有較高社交風險內容的廣告時，自戀程度較高的消費者會可能會比自戀程度較低的消費者產生更高的品牌使用傾向；相反地，當品牌提供具有較低社交風險內容的廣告時，自戀程度較高及自戀程度較低的消費者可能不會產生不同的品牌使用傾向。再者，當品牌具有傲慢的品牌形象時，不論其提供的廣告內容為何，自戀程度較高的消費者都有可能比自戀程度較低的消費者產生較高的品牌使用傾向。另外，當品牌具有非傲慢的品牌形象且提供具有較高社交風險內容的廣告的時候，自戀程度較高及自戀程度較低的消費者可能不會產生不同的品牌使用傾向；相反地，當品牌具有非傲慢的品牌形象且提供具有較低社交風險內容的廣告的時候，自戀程度較低的消費者可能會比自戀程度較高的消費者產生更高的品牌使用傾向。

關鍵字

自戀 ； 傲慢 ； 社交風險 ； 品牌使用傾向

並列摘要

This research aims to explore the moderating roles of brand arrogance and advertisements characterized by social risk and their impact on the narcissists’ usage intent toward a brand. In addition, this research was designed to examine the interaction effect of brand arrogance and social risk on narcissists’ intention to use a brand. Results demonstrate that when a brand possesses an arrogant image, consumers high in narcissism are likely to engender higher brand usage intent than those low in narcissism; in contrast, when a brand carries a non-arrogant brand image, consumers low in narcissism are likely to engender higher brand usage intent than those low in narcissism. Moreover, when the advertisement is characterized with high social risk, consumers with high narcissism are likely to engender higher brand usage intent than consumers with low narcissism; in contrast, when the advertisement is characterized by low social risk, consumers low in narcissism are likely to engender no differential brand usage intent over those high in narcissism. Furthermore, when a brand possesses an arrogant brand image, consumers high in narcissism are likely to yield higher brand usage intent than those low in narcissism, regardless of social risk. In contrast, when a brand possesses a non-arrogant brand image and the advertisement is characterized by high social risk, consumers low in narcissism are likely to engender no differential brand usage intent over those high in narcissism; in contrast, when a brand possesses a non-arrogant brand image and the advertisement is characterized by low social risk, consumers low in narcissism are likely to engender higher brand usage intent than those high in narcissism.

並列關鍵字

narcissism ； arrogance ； social risk ； brand usage intent

參考文獻

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