真實與理想自我一致性對品牌摯愛之影響：品牌關係品質重要嗎？

The Impact of the Actual Self Congruity and Ideal Self Congruity on Brand Love：Does the Brand Relationship Quality matter？

陳郁琳(Yu-Lin Chen)

指導教授 ： 王朝弘

嶺東科技大學/管理學院/行銷與流通管理系碩士班/碩士(2016年)

摘要

精品可被稱為經典的商品，有著穿越及傳承的魅力，且經過時間的冶煉，才擁有悠久的歷史和豐富的文化內涵，精品的價值傳遞展現出它對世界的理解以及它所信仰和提倡的價值觀。本研究主要探討台灣消費者在購買精品品牌時，對於精品品牌的形象是否符合消費者的真實與理想自我一致性時，透過品牌關係品質是否會影響消費者的品牌摯愛。本研究以精品品牌的消費者為研究對象，採便利抽樣法回收470份問卷，有效問卷為433份，以線性結構方程分析資料，研究統計結果得知真實自我一致性對品牌關係品質有顯著之正向影響，而理想自我一致性會直接影響品牌摯愛、品牌關係品質對品牌摯愛有顯著之正向影響，所以品牌關係品質對與真實自我一致性與品牌摯愛有中介效果。希望本研究可以提供建議給精品品牌決策者在未來相關決策上做為參考，最後提出管理意涵與未來研究方向予以討論。

關鍵字

真實自我一致性 ； 理想自我一致性 ； 品牌關係品質 ； 品牌摯愛

並列摘要

Luxury goods can be called a classic commodity with charm, tradition, and long history and rich culture after smelting time. Luxury goods deliver value to show its understanding of the world as well as its belief and advocate values. This dissertation explores while Taiwanese consumers purchase luxury goods brand, whether brand image meets the consumer's real and ideal of self-consistency through the brand relationship quality affecting brand love. This study collects the sample of luxury goods brand’s consumers. We collected 470 questionnaires which are 433 valid questionnaires using the convenience sampling. Linear structural equation is applied to analyze the data. The findings show that the real self-congruity has significant positive effect on brand relationship quality, while the ideal of self-consistency will directly affect brand love and brand relationship quality have significant positive impact on the brand of love, so the brand relationship quality has mediating effect and brand consistency and true self love. Finally, management implications and future research directions to be discussed.

並列關鍵字

Actual Self Congruity ； Ideal Self Congruity ； Brand Relationship Quality ； Brand Love

參考文獻

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