品牌忠誠度與從眾行為之關係探討

The Study Of Relationship Between Brand Loyalty And Conformity Behavior

蘇宛蓁(WAN-CHEN SU)

指導教授 ： 樊愛群

中原大學/設計學院/商業設計研究所/碩士(2008年)

https://doi.org/10.6840/cycu200900610

摘要

本研究旨在探討消費者購買國際知名品牌時，不同參考團體與品牌忠
誠度及從眾行為的關聯性，並探討品牌忠誠度與從眾行為兩者之關聯性。
本研究採問卷調查法，使用的工具為「品牌忠誠度與從眾行為之調查問
卷」。針對北部百貨公司消費者進行抽樣，共發放225 份問卷，實際有效
樣本為206 份，問卷回收率為90.35%。為暸解研究結果，研究中運用描述
性統計、獨立樣本T 檢定、單因子變異數分析、卡方檢定、皮爾森相關係
數及逐步多元回歸等統計方法。根據研究分析結果，本研究主要發現如下：
1.不同年齡之消費者在從眾行為上有顯著差異；
2.參考群體中以「同儕團體」對於品牌忠誠度的影響性最大；
3.品牌忠誠度及從眾行為各構面關聯性為低至中度正相關；
4.品牌忠誠度以「影響性因素」構面對從眾行為最具預測效果。
根據以上研究結果提出具體建議，以供未來研究者及行銷人員之參考。

關鍵字

品牌忠誠度 ； 從眾行為 ； 參考團體

並列摘要

This study explores first, how “Reference Groups” correlate with “Brand
Loyalty” and “Conformity Behavior” while purchasing internationally popular brand
of products, and second, how “Brand Loyalty” correlate with “Conformity Behavior”.
A survey research was conducted using a set of questionnaires: “Brand Loyalty and
Conformity Behavior Questionnaire” on 225 subjects randomly sampled from
department stores located in northern Taiwan. 206 of which are valid, indicating a
90.35 % return rate. The coded data are analyzed using Descriptive Statistics, TTests,
One-Way ANOVA, Chi-Square, Pearson’s Correlation and Regression
Analysis statistical tools. The result is concluded as follows:
1. Consumers’ “Conformity Behavior” vary with Age.
2. “Peer Group” has main effect on consumers’ “Conformity Behavior”.
3. Respective dimensions of “Brand Loyalty” and “Conformity Behavior” are
separately related to each other ranging from low to middle degrees.
4. The dimension of affecting factors in “Brand Loyalty” has the highest possible
predictability of “Conformity Behavior”.
The above findings are proposed here for references of academic or marketing
purposes.

並列關鍵字

conformity behavior ； brand loyalty ； reference groups

參考文獻

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Aaker, David A.(1995), Building Strong Brands, New York: The Free Press.

Allen, V.L.(1965), Situational Factors in Conformity, In Berkowitz, Advances in

Deighton, Henderson, and A. Neslin(1994), The Effects of Advertising on Brand

Festinger, L.(1957), A Theory of Cognitive Dissonance, CA:Standford