運動品牌之品牌愛的前因與結果

目的：本研究旨在分析運動品牌消費中，自我展現對品牌愛的影響，以及品牌愛對品牌態度忠誠、積極投入、非理性消費行為的影響，以瞭解品牌愛的前因與結果。方法：以18歲以上、曾購買過運動品牌商品者為研究對象，採取網路問卷方式進行調查，共回收有效樣本216份，以描述性統計與結構方程模式分析所得資料。結果：本研究結果顯示自我展現對品牌愛、品牌態度忠誠皆具正向影響；品牌愛對品牌態度忠誠並無顯著影響；相較於品牌態度忠誠，品牌愛對於積極投入和非理性消費則具有更強的正向影響。結論：在運動品牌消費市場中，品牌應透過與消費者自我概念的連結，強化消費者的品牌愛，不僅能提升其積極消費行為，亦能增加其對產品溢價與負面消費體驗忍受程度等非理性消費行為。

關鍵字

自我一致性理論；非理性消費；消費者心理；運動行銷

並列摘要

Purpose: This study investigated the impact of self-expression on brand love and, on the other hand, the impact of brand love on brand attitudinal loyalty, active engagement, and irrational consumption behavior with an eye to exploring the antecedent and outcomes of brand love. Method: A final sample of 216 participants who were above 18 years old and once purchased sportswear completed an online survey. Data from the survey were analyzed by the structural equation modelling to further identify the path relationships among variables. Results: The results indicated that self-expression exhibited positive impacts on both brand love and brand attitudinal loyalty. However, brand love had no significant effect on brand attitudinal loyalty. In comparison with brand attitudinal loyalty, brand love positively affected active engagement and irrational consumption behavior in a more powerful way. Conclusion: This study suggests that sportswear brands should make good use of consumer self-expression to strengthen brand love, which may be helpful to not only the promotion of active consumption but the enhancement of irrational consumption behavior like the tolerance toward premium products and negative consumption experiences.