公仔、信任、情感依附與品牌態度之關連－品牌經驗的干擾效果

The Relationship of Spokes-Characters, Trust, Emotional Attachment and Brand Attitude: The Moderating Effect of Brand Experience

蘇鈺茹(Yu-Ju Su)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

本研究主要是要探討不同類型的公仔是否會產生信任與情感依附，且在產生信任與情感依附後是否會進一步的影響品牌態度，信任與情感依附是否扮演中介的角色，品牌經驗是否具有干擾的效果。因此，本研究目的為：(一)了解公仔類型對信任、情感依附與品牌態度的關係。(二)分析品牌經驗在公仔類型對信任、情感依附與品牌態度影響干擾效果。(三)了解何種類型的公仔可以使消費者較容易產生信任與情感依附，進而使企業的績效增加。(四)了解公仔對不同品牌經驗之消費者的影響程度。
研究對象主要為大專院校的學生，藉由便利抽樣的方法取得樣本，量表之信效度由驗證性因素分析進行評估，並以階層迴歸分析檢定假說。分析結果發現：懷舊型公仔與專業型公仔會正向影響信任；懷舊型公仔會產生情感依附；信任會正向影響品牌態度；懷舊型公仔會透過信任影響品牌態度，品牌經驗會強化懷舊型公仔對信任的影響，且品牌經驗會弱化信任對品牌態度的影響，具有干擾式的中介效果；最後，品牌經驗也會強化懷舊型公仔對情感依附的影響。

關鍵字：公仔、信任、情感依附、品牌態度、品牌經驗。

關鍵字

公仔 ； 信任 ； 情感依附 ； 品牌態度 ； 品牌經驗

並列摘要

This research discusses the interplay among spokes-characters, trust, emotional attachment and brand attitude. This research assumes that brand experience interferes the influence on trust, emotional attachment and brand attitude with the types of spokes-characters. To examine this assumption, this research focuses on some perspectives. Understand what kind spokes-characters can generate consumers’ trust and emotional attachment. Understand the relationship of spokes-characters, trust, emotional attachment and brand attitude. Understand to what extend spokes-characters influence consumers with different brand experience.
The research object is mainly the university students. The data are collected by applying convenience sampling. The reliability and validity are evaluated by analysing confirmatory factors and using multiple regression to examine the hypothesis. This research finds that nostalgic spokes-characters and expert spokes-characters can positively influence the customers’ trust. On the other hand, nostalgic spokes-characters can result in emotional attachment. Nostalgic spokes-characters can affect brand attitude through trust. Brand experience can strengthen customers’ trust on nostalgic spokes-characters; however that can also weaken customers’ trust on brand attitude. It performs as moderated mediation. Finally, brand experience can also strengthen the influences of nostalgic spokes-characters on emotional attachment.

Keywords: Spokes-character, Trust, Emotional Attachment, Brand attitude, Brand Experience

並列關鍵字

Spokes-character ； Trust ； Emotional Attachment ； Brand attitude ； Brand Experience

參考文獻

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