物質主義與品牌忠誠度之相關研究

A Relationship Study of Materialism and Brand Loyalty

林彩梅(Tsai-Mei Lin)；丘周剛(Chou-Kang Chiu)；鄧旭茹(Hsu-Ju Teng)；曾景敦(Ching-Tun Tseng)；錢巖(Yen Chien)；鄧振宇(Chen-Yui Teng)

物質主義 ； 品牌忠誠度 ； 社會性購買動機 ； Materialism ； Brand Loyalty ； Social Purchasing

多國籍企業管理評論

2卷2期（2008 / 09 / 01）

1 - 11

繁體中文

物質主義不管在心理學、消費者行為以及其他領域上，一直被視為是很重要的概念，品牌忠誠度在行銷學上也是相重要的概念，然而，文獻並未清楚顯示物質主義與品牌忠誠度之間是否有關，遂引發本研究之研究動機。進一步探究目前消費者的消費習慣發現，部分物質主義的消費者喜歡購買許多不同的品牌來顯示自我的成就與喜悅，然而其他物質主義者則喜愛購買單一品牌的商品，並以蒐集該品牌的商品為主要樂趣。根據上述敘述發現，物質主義與品牌忠誠度尚未釐清，有鑒於此，本研究的目的為：探究物質主義和品牌忠誠度的關係以及社會性購買動機對物質主義與品牌忠誠度之干擾作用。本研究採取方便及分層抽樣，並根據年齡及性別比例進行分層抽樣。發放樣本共400份，回收400份。有效問卷回收率為100%，並以迴歸及覆廻歸進行分析。研究結果顯示物質主義與品牌忠誠度呈現正向顯著之關係，且社會性購買動機對物質主義與品牌忠誠度是呈現正向的干擾效果。本研究建議廠商應激發消費者的物質主義，更建議廠商應針對消費者的社會性購買動機強調品牌的蒐藏價值，才能提高品牌忠誠度。

Both of Materialism and Brand Loyalty have been considered important concepts in marketing, however, there are limited literature have demonstrated their relationship. Some studies showed that part of materialism prefer purchasing different brand, nevertheless, part of them are loyal to a certain brand. This contradiction inspires this study. Total sample size is 400 questionnaires, and the response rate is 100%. Simple and multiple regressions were adopted for this study. The empirical evidenced illustrated a positive and significant relationship between materialism and brand loyalty, in addition, a positive moderating effect of social purchasing. We suggest that marketer should enhance the degree of consumer materialism to increase brand loyalty.

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