题名

消費者自我一致性、品牌情感依附對購買意圖影響之實證研究－名人形象代言之干擾效果

并列篇名

An Empirical Study of the Impact of Consumer Self-congruity, Brand Emotional Attachment on Purchase Intention: The Moderating Effect of Celebrity Endorsement

作者

林淑芬(Shu-Feng Lin)；許立群(Li-Chun Hsu)

关键词

便利商店 ； 自我一致性 ； 品牌情感依附 ； 購買意圖 ； 名人形象代言 ； Convenience Store ； Self-Congruity ； Brand Emotional Attachment ； Purchase Intention ； Celebrity Endorsement

期刊名称

顧客滿意學刊

卷期/出版年月

12卷2期（2016 / 09 / 01）

页次

139 - 168

内容语文

繁體中文
中文摘要

本研究採以依附理論作為理論基礎，旨在探討消費者自我一致性、品牌情感依附與購買意圖關係，並以名人形象代言做為干擾因子。主要針對國內前三大便利商店(7-Eleven、全家及萊爾富)為研究母體，並以國內大專院校學生為研究對象，共計291位有效樣本。本研究採用結構方程模式進行模式檢驗，三條假說路徑中唯獨一條假說未獲得支持，其理論模式配適度良好。研究結果發現：真實的自我對品牌情感依附有顯著正向關係；品牌情感依附對購買意圖具有顯著正向關係；品牌情感依附在本研究模型中扮演重要橋樑；而名人形象代言具有部分干擾效果。最後，依據研究結果提出相關學術與管理意涵與後續研究建議。
英文摘要

This study adopts attachment theory as the theoretical basis to investigate relationships among consumer self-congruity, brand emotional attachment and purchase intention. Celebrity endorsement is moderator in this study. This study conducted college students to shop in the three most popular convenience stores (7-Eleven, Family, and Hi-life) in Taiwan. This study collected 291 valid samples and used structural equation modeling to validate research hypotheses. The results indicated good fit for the research model and showed that brand actual self has a significant and positive effect on brand emotional attachment. Brand emotional attachment has a significant and positive effect on purchase intention. Celebrity endorsement has a partial moderating effect. Finally, this study provided research implications for researchers and service providers.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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