摘要 本研究以Jennifer Aaker(1997)提出的五大品牌個性,與Malhotra(1981)發展出的衡量自我概念之語意差別量表問項,進行Sirgy(1982)所提出的,自我概念與品牌個性交互影響作用一致性,其對於Low & Lamb(2000)所提出對於品牌聯想,以及Río, Vázquez & Iglesias (2001)所提出衡量購買意願之問項,進行迴歸分析,再以典型相關分析自我概念與品牌個性間之關係。 研究以筆記型電腦與運動服飾為研究標的商品,以網路問卷調查,扣除填答極端值後尚有效問卷約400份。研究結果發現,在迴歸模式中自我概念與品牌個性一致性對品牌聯想,以交互影響模式為最具正向顯著影響。自我概念與品牌個性間,迴歸模式呈現不顯著,是故兩者不會相互影響。典型相關分析發現,自我概念中「理想自我」、「潮流自我」對於品牌個性之「稱職的」、「強壯的」為相關最高。 品牌聯想對購買意願,加上其價值連結,則呈現正向顯著影響,亦可增加解釋能力。增加消費者對於品牌的附加價值感,如:此品牌帶來成就感、理智感等。亦可更增加品牌聯想對購買意願之解釋能力。 徐明郁(1998)曾研究自我概念與品牌個性一致性對購買意願之影響,但研究模型只考慮到自我概念中的真實自我,未有理想自我部份,其研究模式亦少品牌聯想與價值連結部份,且本研究之研究標的為筆記型電腦與運動服飾,亦是當時未有之商品。希冀可以以本研究補足其消費者對自我概念與品牌個性之研究架構。 關鍵字:品牌個性、自我概念、品牌聯想、典型相關
Abstract It used five brand Personalities by Jennifer Aaker(1997), to measure self-concept items score in semantic differential by Malhotra(1981) in the research. Brand personality and seelf-concept congruence used by Sirgy(1982). The brand association measure by Low & Lamb(2000). The Purchase Willingness measure by Río, Vázquez & Iglesias (2001). The research objects brands were notebook computer and sport dress. Tt find brand personality and seelf-concept congruence to brand association by interactive congruence models better than simple-difference model in the research. In the regression analysis, brand personality and self-concept were not significance each other. It find that the idea self and the trend self of self-concept correlated with the Competence and the Ruggedness of brand personality in canonical correlations analysis. The brand association to the buying willinese, add its value link, appear to apparent to influence , it can increase the ability of explaining also. Increase consumer's additional value sense to the brand, for instance: This brand brings the fulfillment, reason sense,etc.. it acn also increase brands associate on the explanation ability of purchase willingness to even more. Keywords: Brand Personality Self-concept Brand Association