探討自我一致性對行為忠誠之影響－以品牌關係品質為中介

The Impact of Self-Congruity on Behavioral Loyalty：The Mediating Role of Brand Relationship Quality

王冠文(Kuan-Wen Wang)

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(2015年)

https://doi.org/10.6823/LTU.2015.00046

摘要

近年來，全球掀起快速時尚且平價服飾風潮，許多平價品牌也在台灣設立據點，此外政府也極積在幫台灣紡織產業做升級，透過建立服飾品牌來提升產業競爭力，但服飾品牌在如此競爭市場，要如何佔有一席之地，為本研究探討目的。本研究主要探討台灣消費者在購買服飾品牌時，對於服飾品牌的提供的形象達到消費者的真實自我一致性和理想自我一致性時，透過品牌關係品質是否會影響消費者的行為忠誠。本研究以服飾品牌的消費者為研究對象，採便利抽樣法回收301份問卷，有效問卷為286份，以結構方程分析資料，再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會直接影響行為忠誠，而理想自我一致性對品牌關係品質有顯著之正向影響、品牌關係品質對行為忠誠有顯著之正向影響，所以品牌關係品質對與理想自我一致性與行為忠誠有部分中介效果。希望本研究可以提供建議給服飾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

自我一致性 ； 真實自我一致性 ； 理想自我一致性 ； 品牌關係品質 ； 行為忠誠

並列摘要

Recently the fashion and cheap clothing set off in the world. Many cheap brands establish a foothold in Taiwan. Furthermore, the government plays an important role to help upgrade Taiwan’s textile industry to enhance industrial competitive advantage by creating a clothing brand. The purpose of the present study is to investigate how to establish the brand in such a competitive apparel brand market. In other words, this study focuses on whether clothing brand image matches consumer’s actual self and ideal self consistency through brand relationship quality, and then affects behavior loyalty. We apply the structural equation analysis to test the proposal model using a convent sampling method to collect 286 valid questionnaires. The findings demonstrate that actual self-consistency will directly affect the behavior of loyalty, and the ideal of self-consistency has a significant positive effect on brand relationship quality. Brand relationship quality has a significant positive effect on behavior loyalty. Therefore, brand relationship quality has a partial mediating effect between ideal self consistency and behavior loyalty. Based on these findings, the implications for managers and future research are identified.

並列關鍵字

self-congruity ； actual self-congruity ； ideal self-congruity ； brand relationship quality ； behavioral loyalty

參考文獻

一、英文文獻部分

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