人格特質與品牌個性之選擇與關聯

The relationship between personality and brand personality.

陳郁蕙(Yu-Hui Chen)

指導教授 ： 林瓊菱

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100604

摘要

隨著全球化浪潮影響下，國外化妝品品牌陸續進駐百貨業，在過去被視為奢侈品的化妝品，隨著經濟起飛、教育程度的提高，女性自主性的上升等因素，女性已由過去僅在婚宴或喜慶等節日化妝，逐漸轉變成女性每天使用的必需品。然而，台灣過去受禮教束縛，在化妝穿著上皆較為保守、拘謹；但隨著國外化妝品品牌的入駐，以及流行雜誌、廣告代言人的宣傳，化妝品品牌透過品牌故事的魔力來傳遞品牌個性，以及產品屬性供消費者傳唱，並藉由品牌背後的文化特性、故事傳達不同的美麗型態予消費者。消費者在選購化妝品時與消費者個體性格之間存在著絕大的關聯性；故本研究藉由分析化妝品品牌之品牌個性，探討其與消費者人格特質間之關係，觀察消費者在進行產品選購時是否會偏好與自身相似的產品，亦或是偏好與自身性格差異許多的化妝品品牌。另外，在美麗型態的偏好上，是否也是與品牌個性的選擇有相同的結果。
本研究之研究對象訂為北部(桃園)地區18歲以上之消費者做為問卷發放對象，共寄發放共計發放584份，剔除填答矛盾之無效問卷104份，有效問卷共計480份，有效率為82.19%。根據本研究結果發現，女性已逐漸跳脫「女為悅己者容」的思緒，化妝目的已逐漸轉變為自己。而在購買化妝品品牌時，可能會出現兩種不同之結果，其一為偏好與自己形象一致性產品，如人格特質為認真盡責型、親和型以及外向型之消費者；另一為偏好與自我個性互補之產品，如開放學習型以及情緒敏感型之消費者。而在美麗型態的偏好上，則與品牌個性之選擇有相似之結果；如具認真盡責型以及親和型之消費者，會偏好表現出古典美以及鄰家女孩與自我個性一致的美麗型態，而外向型以及開放學習型的消費者則偏好表現出流行時尚、時髦的型態以吸引他人目光。

關鍵字

品牌個性 ； 人格特質 ； 美麗型態

並列摘要

Accroding to the globalization, many foreign cosmetic brands are invading general merchandise industry. In the past, the cosmetic was a sybomlic of luxury but due to the bosst of economy and the rising of education degree, it becomes necessity. The philsophy of Confucianism bound Taiwan’s women to be conservative on make-up. The fashion managize and advertising endorsements mixture with a brand story which can express cosmetic brand personality to consumer. In addition, those promotional activties tired to develop different types of beauty to consumer. It has a big relationship between cosmetics’s choice and human personality. Therefore, the purpose is to figure out whether the consuemr would choose the brand personality and the type of beauty with their own personality similarity.
The study focuses on northern population whose age is over 18 years old. The total 584 copies of questionnaire are submitted. The returned valid questionnairs are 480 copies; the valid rate is 82.19%. The findings indicate the personality is a significant factor to arouse brand personality. They are two results when women perchase cosmetics. One is participant may prefer the consistency between brand personality and self-image. And these people have the characteristic of conscientiousness, agreeableness and extraversion. The other is the people have the characteristic of openness and neuroticism may prefer the brand personality which complement their personality. The result of preference for the type of beauty resemble with personality.

並列關鍵字

personality ； brand personality ； beauty

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