本研究目的在於確證情感依附為一個二階構念,並為情感依附發展量表,以及瞭解情感依附對品牌忠誠、品牌偏好和品牌忠誠間的影響。 情感依附是一種基本關係的構面,反應個人和消費主體的情感連結,但心理層面的情感依附是較為抽象而難以觀察衡量,本研究以二階觀點建構情感依附構念,透過網路問卷調查蒐集「霹靂迷」情感依附對品牌偏好與品牌承諾對品牌忠誠之影響,並以結構方程模式確證理論模式。 研究發現情感依附確實是個二階構念,透過信效度分析結果顯示,本研究量表具有高度信度與效度,可以作為衡量二階構念情感依附的量表。 情感依附不只對品牌偏好與品牌承諾有正向影響,也會透過品牌偏好和品牌承諾影響品牌忠誠。 所以根據研究發現,本研究建議品牌商在發展品牌策略時,可以將情感依附納入參考,進而促進消費者產生品牌偏好或品牌承諾,進而增進品牌忠誠。
This study is aim to test emotional attachment is a second-order construct and to develop the scale for emotional attachment in order to understand the emotional attachment, brand loyalty, brand preference and brand commitment relationships. Emotional attachment is the construct to response the connection with personal emotion and consumptive object. However, emotional attachment is belongs to psychology level so that it is hard to be observe and measurement. Therefore, we develop the scale for emotional attachment with the second-order viewpoint. Using the questionnaire survey to Pili-fans on the internet , we wanted to understand the effect of emotional attachment to brand preference, to brand commitment and to brand loyalty. Then, we used the structural equation model to confirm the theoretical model. This research found that emotional attachment is truly a second-order construct. Besides, through reliability and validity analysis, the scale of this study had high reliability and validity. Finally, we found emotional attachment not only effected brand preference and brand commitment positively but also effected brand loyalty through brand preference and brand commitment. Moreover, we suggested that when brand company develop brand strategy, they could consider to emotional attachment so that consumer would have brand preference or brand commitment to facilitate brand loyalty.