品牌擬人化已經是近年來非常新穎的議題,在這注重服務與客製化的時代,與消費者的互動愈趨重要。有別於品牌個性,品牌擬人化能夠更加貼近消費者,與消費者產生親密的互動,藉此來提升消費者的滿意度。但每個人的個性及想法都不同,擬人化真的會對任何消費者都適用嗎?過去尚未有相關文獻指出品牌擬人化與消費者個性的關係。因此本文以品牌擬人化與外向性人格特質為自變數,品牌偏好為應變數,產品類別為調節變數,探討品牌擬人化程度是否會使不同人格特質產生品牌偏好,並探討不同的產品類別是否也會有不同的影響。研究結果顯示,對外向的人來說,品牌擬人化程度愈高,消費者會產生較高的偏好;對內向的人來說,品牌擬人化程度愈低,消費者會產生較高的偏好。而在不同的產品類別下也會有不同的影響。本研究結果有助於企業了解該對何種目標族群使用何種行銷策略,並可補足過去研究的缺口。
Brand anthropomorphism is the very new issue for the past few years . In the times, people are paying more attention to the service and customization . Meanwhile, interacts with consumer is getting more important . To distinguish with brand personality, brand anthropomorphism can get more close to consumer, making close interaction with them to enhance their satisfaction . Do brand anthropomorphism actually suit to any consumer when every single person’s personality and thought are different ? There is still not have any reference to indicate the relationship between brand anthropomorphism and consumer’s personality in the past . Therefore, in this study, we use brand anthropomorphism and extrovert personality as an independent variable, use brand preference as a dependent variable, use product category as a moderator variable to discuss what if brand anthropomorphism will make different personality to result brand preference in the first place . Second, we discuss what if different product category will result to different influence . The result of this study indicate that consumer will get more brand preference as brand anthropomorphism level is high for extrovert people . For introvert people, when brand anthropomorphism level is lower, the consumer will get higher brand preference . At the same time, different product category will result to different influence . The result of study can contribute to the company to realize how to choose certain marketing strategy to target specific community, and complements the gap of literature in the past .