消費者自我察覺與行為目的被視為品牌忠誠的決定因素,然而消費者品牌慣性與品牌忠誠間關係的穩定度一直未有定論。具有品牌慣性的消費者不一定會持續購買,沒有品牌慣性的消費者未必不會持續性購買,顯示品牌慣性與品牌忠誠之關係中存在干擾變數。 本文即在探討品牌涉入、自我察覺與行為目的,在品牌慣性與品牌忠誠之間關係中所扮演的角色。本研究以平價休閒服裝為例,經過階層迴歸分析以檢定二元、三元交互效果。結果顯示,品牌慣性對於品牌忠誠雖然並無直接的正向影響,但品牌涉入與行為目的會強化此一關係,二元交互效果檢定顯示具有強化品牌涉入的重要性。然而三元交互效果檢定顯示,自我察覺對此兩項變數(品牌涉入、行為目的)在品牌慣性—品牌忠誠間之干擾作用的影響力則呈現顯著性。
Consumer self-awareness and behavior purpose are regarded as the determinants of brand loyalty, but the stability of the relationship between consumer brand inertia and brand loyalty has not been determined. Consumers who have brand inertia may not buy the same brand constantly, consumers who don’t have brand inertia may act inversely. This phenomenon shows that there are interference variables in the relationship between brand inertia and brand loyalty. This paper is to explore the roles which brand involvement, self-awareness and behavior purpose are playing in the relationship between brand inertia and brand loyalty. In this study, the paper takes affordable casual clothes as an example. we used a hierarchical regression to test our hypotheses. The results show that brand inertia has no direct positive influence on brand loyalty, but brand involvement and behavior purpose will strengthen this relationship. the two-way moderating relationships shows the importance of strengthening brand involvement. There is also potential for three-way moderating effects among these variables. This self-awareness on brand involvement and behavior purpose has a significant interference effect between brand inertia-brand loyalty.