- 學位論文
探索產品品牌、品牌個性與人格特質的對應關係
Discussion on product brand, brand personality and human personality of correspondence
摘要
品牌被定義為一個名字、術語、符號、標記、象徵或設計，讓同類型的產品或服務能彼此之間做出區分。日常生活中充滿各式各樣的品牌，消費者也一再經歷選擇品牌的過程。本研究試圖探討，消費者選購產品時，產品的品牌個性與消費者的人格特質是否存在對應關係。當選購產品類別不同時，是否會有不同的對應關係。採用Aaker之「品牌個性量表」與Costa & McCrae「人格特質量表」為基礎，設計關於產品品牌個性與消費者人格特質之問卷進行調查。 以消費性產品、耐久性產品與虛擬產品為例，利用對應分析法與集群分析法進行分析。研究結果顯示，耐久性產品的品牌個性與消費者的人格特質產生對應關係，該集群的品牌個性構面包含純真、刺激、稱職、教養；人格特質包含神經質、外向性、開放性、友善性、嚴謹性等五大構面。由此發現，消費者在選購耐久性產品，品牌個性與人格特質會有對應關係，於選購其他類產品時，呈現結果則不明顯。
並列摘要
Brand is defined as a name, term, symbol, mark or design, to differentiate between products and service in the same category products. A variety of brands are full of everyone’s daily life and consumers are confronted continually by brand choose process. This study is attempted to investigate when consumers purchase products, the correspondence between brand personality and human personality. When consumers purchase different category products, whether has dissimilar correspondence relationship. Also, design a questionnaire to investigate product brand, brand personality and human personality, the questionnaire is on the basis of Aaker's "Brand Personality Scale" and Costa and McCrae’s "Five Factor Model". Moreover, utilize correspondence analysis and cluster analysis for analysis in consumer goods, durable goods and virtual goods. The research shows durable goods have correspondence relationship between brand personality and human personality. The cluster including brand personality of Sincerity, Exciting, Competence, Sophisticated and human personality of Neuroticism, Extraversion, Openness to experience, Agreeableness and Conscientiousness. In summary, when consumers purchase durable goods there has a correspondence relationship between brand personality and human personality. If purchase other categories products the correspondence relationship is unapparent.