嫉妒對品牌認同的影響: 以自我相關性與訊息多面性為干擾變數

The Effect of Envy on Brand Identification as Moderated by Self-Relevancy and Message Sidedness

李雨蓁(Yu-Chen Lee)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商碩士在職專班/碩士(2021年)

摘要

本研究嘗試探討善意嫉妒與惡意嫉妒的消費者面對推廣訊息時，不同的自我相關性且廣告是以單面訊息或雙面訊息呈現時，是否對於消費者的品牌認同產生影響。具體來說，本研究企圖檢視「嫉妒」對於品牌認同的影響是否會受到訊息多面性以及自我相關性的影響。本研究預測:(1) 當自我相關性低的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異，但在自我相關性高的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同; (2) 在廣告以單面訊息呈現的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同，而在廣告以雙面訊息呈現的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異; (3) 在自我相關性低且廣告是以單面訊息呈現的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同; 在自我相關性低且廣告是以雙面訊息呈現的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異; 在自我相關性高且廣告以單面訊息呈現的情況下，善意嫉妒的消費者會比善意嫉妒的消費者產生更好的品牌認同; 在自我相關性高且廣告是以雙面訊息呈現的情況下，惡意嫉妒的消費者會比善意嫉妒的消費者產生更好的品牌認同。
關鍵字：品牌認同、嫉妒、自我相關性、訊息多面性

關鍵字

品牌認同 ； 嫉妒 ； 自我相關性 ； 訊息多面性

並列摘要

This research attempts to explore how the moderating roles of message sidedness and self-relevancy in the impact of consumers’ envy on brand identification. Specifically, this research aims to explore whether the message sidedness, self-relevancy and consumers’ envy have a significant impact on brand identification. This research predicts that (1) when self-relevancy is low, consumers with benign envy appear to engender no differential brand identification over those who with malicious envy; on the contrary, when self-relevancy is high, consumers with benign envy appear to engender more favorable brand identification than those who with malicious envy; (2) when the message is one-sided, consumers with benign envy appear to have more favorable brand identification than those who with malicious envy; on the contrary, when the message is two-sided, consumers with benign envy appear to engender no differential brand identification over those who with malicious envy; (3) in addition, when the message is one-sided and self-relevancy is low, consumers with benign envy appear to engender more favorable brand identification than those with malicious envy; however, when the message is two-sided and self-relevancy is low, consumers with benign envy appear to engender no differential brand identification than those who with malicious envy. At last, when the message is one-sided and self-relevancy is high, consumers with benign envy appear to engender more favorable brand identification than those who with malicious envy; however, when the message is two-sided and self-relevancy is high, consumers with malicious envy appear to engender more favorable brand identification than those who with benign envy.
Keywords: brand identification, envy, self-relevancy, message sidedness

並列關鍵字

brand identification ； envy ； self-relevancy ； message sidedness

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