题名

迷之認同感之階層模式的建立：人格特質對於迷之認同感的影響

并列篇名

Development of Hierarchical Model of Fan's Identification: The Influences of Personality Traits on Fan's Identification

DOI

10.29916/JMPP.201203.0004

作者

張曼玲(Man-Ling Chang)；錢曉慧(Hsiao-Hui Chian)

关键词

3M模式 ； 迷 ； 人格特質 ； 迷認同感 ； 3M Model ； Fan ； Personality Trait ； Fan's Identification

期刊名称

管理實務與理論研究

卷期/出版年月

6卷1期（2012 / 03 / 01）

页次

59 - 81

内容语文

繁體中文
中文摘要

本研究應用Mowen（2000）之3M模式，企圖確認出影響「迷」之行為的人格特質，以做為企業辨別迷群之消費者的起始點。Mowen（2000）所提出的3M模型，將人格特質分為四級的層級結構，包括初級、複合、情境、和表面特質四個層級。本研究試圖將潛在影響迷之認同感的人格特質，歸類到每一層級中。其中，初級特質層級包括大五人格特質；複合特質層級包括刺激需要與認同需要；情境特質層級包括涉入與流行創新性；最後，表面特質層級則以迷之認同感做為中心焦點。本研究之主要目的在於驗證各層級特質之間的關係。研究結果證實特質之間相關性，由此可知具備特定特質組合之消費者是潛在的迷群。迷是一種重要且普通的消費者行為，學術之研究卻仍不足。因此，本研究期望研究結果可做為區隔迷群市場的基礎，以提供理論及實務上之重要建議。
英文摘要

This study attempts to identify the traits which influence fan's behaviors based on Mowen's (2000) 3M model for the purpose of recognizing fans. Mowen (2000) proposed 3M model to categorize personality traits into four hierarchical levels, including elemental, compound, situational, and surface levels of traits. This study assigns traits which probably impact fan's identification to one of four levels: big five personality to elemental level; need for arousal and need for identification to compound level; involvement and fashion innovativeness to situational level; fan's identification to surface level. The objective of this study is to explore the interrelationships among four levels of traits. Our findings identified the associations among traits and the potential fans who have specific traits. Fan is an important and prevailing consumer behavior, yet it had been largely ignored by academicians. Our findings can offer marketers some implications related to market segmentation.
主题分类 社會科學 > 管理學
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