依附類型及品牌個性對消費者購買意願之影響─以產品種類為干擾變數之研究

THE EFFECTS OF ATTACHEMENT STYLES AND BRAND PERSONALITIES ON PURCHASE INTENTION－TAKING PRODUCT CATEGORY AS A MODERATOR

方芃(Peng Fang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2012年)

摘要

隨著市場競爭日趨激烈，廠商得盡可能在商品間做出區隔(Smith, 1956)，在不同產品間抓住不同消費者族群。而品牌個性(Aaker, 1997)就是很重要的一環。

品牌個性與品牌形象不同，品牌形象主要是對於品牌產生的印象，而品牌個性卻會造成一種崇拜。品牌個性的探討，不應該被侷限於某些商品，或某些品牌；所以本研究對於產品的三種種類(Nelson, 1970)分別加以分析，消費者對於不同的產品種類，在依附類型及品牌個性上會對消費者的購買意願有什麼樣的影響。

Bowlby (1969, 1980)提出了依附類型理論。不同的依附類型，所對於不同的品牌個性就會有不同的偏好。本研究所使用的是理想的自我概念(Aaker, 1999;Sirgy, 1985; Swaminathan, Page, and Gu‥rhan Canli, 2007)。

本研究是一個2X2X3的實驗設計。實驗前段主要沿用了Swaminathan (2008)的實驗一的結果，只有高焦慮的依附類型對於不同的品牌個性會有不同的品牌依附。迴避構面的高和低產生了本研究所要研究的自變數：高焦慮/高迴避(封閉型)及高焦慮/低迴避(偏見型)，另一自變數為品牌個性（興奮及真誠），干擾變數為三種產品種類(搜尋品、經驗品、信任品)，而依變數為消費者的購買意願。

大部分的研究結果與過去的文獻研究結論相符，支持了過去文獻的理論；但本研究將過去的研究延伸過後，發現其中有小部分必須加以討論。本研究指出，在依附類型對於消費者的購買意願中，產品種類會對其結果有所干擾；另外，在品牌個性與消費者的購買意願中，產品種類也有所干擾。

關鍵字

購買意願 ； 產品種類 ； 依附類型 ； 品牌個性

並列摘要

As the tougher competition in the market today, the industries have to make the segmentation between the different products in order to catch the different consumer populations.

The brand personality is different from the brand image. Brand image is to produce the impressions, but brand personality will produce the worships. The study of brand personality cannot be limited in some products or brands. We analysis the three categories of product will affect the consumers’ purchase intention under the different attachment style and brand personality in this study.

The experiment design is 2*2*3. The beginning of this study follows Swaminathan’s (2008) result, only the high anxiety style has the different brand attachment in different brand personality. The two constructs of avoidance dimension produce the independent variable: high anxiety/high avoidance (fearful), and high anxiety/low avoidance (pre-occupied).

Another independent variable is brand personality (exciting and sincere). The moderate variable is three product categories (search, experience, and credence goods). The dependent variable is the purchase intention of consumers.

Most of the result match and support the result of past researches. But when we extend past research, there are some details that we have to discuss. We find that the product category does moderate the purchase intention of consumers with different attachment style and different brand personality.

並列關鍵字

and purchase intention. ； product category ； attachment style ； Brand personality

參考文獻

Aaker JL (1997). “Dimensions of Brand Personality”, Journal of Marketing Research, 34 (3), 347-356.

——— (1999), “The Malleable Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, 36 (1), 45–57.

Bartholomew, Kim and Leonard M. Horowitz (1991), “Attachment Styles among Young Adults: A Test of a Four-Category Model”, Journal of Personality and Social Psychology, 61 (2), 226–244.

Belk, Russell W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research, 15 (September), 139–168.

Birnbaum, Gurit E., Mario Mikulincer, Harry T. Reis, and Omri Gillath (2006), “When Sex Is More than Just Sex: Attachment Orientations, Sexual Experience and Relationship Quality”, Journal of Personality and Social Psychology, 91 (5), 929–943.