Full metadata record
DC Field | Value | Language |
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dc.contributor.author | 郭李靖 | en_US |
dc.contributor.author | Lee-Ching Kuo | en_US |
dc.contributor.author | 黃仁宏 | en_US |
dc.contributor.author | Dr. Jen-Hung Huang | en_US |
dc.date.accessioned | 2014-12-12T02:32:09Z | - |
dc.date.available | 2014-12-12T02:32:09Z | - |
dc.date.issued | 2002 | en_US |
dc.identifier.uri | http://140.113.39.130/cdrfb3/record/nctu/#NT911457032 | en_US |
dc.identifier.uri | http://hdl.handle.net/11536/71289 | - |
dc.description.abstract | 品牌是企業最重要的資產,要建立永恆且獨特的品牌,就必須塑造鮮明且持久的品牌個性來創造差異化的優勢,以滿足消費者對於產品象徵效用的需求。而品牌經營者也須深入了解消費者個人特質與品牌個性的關係,以方便進行心理區隔。本研究藉由探討人格特質與品牌個性的關係,及其對品牌偏好的影響,以期結果能作為企業進行實務上市場心理區隔時的參考。 本研究分別對象徵型、綜合型及實用型之產品進行研究,各產品類型之代表產品及品牌之選擇上,象徵型產品為手錶(SWATCH與CASIO);綜合型產品為汽車(HONDA與FORD);實用型產品為微波爐(國際與大同)。研究中利用Aaker(1997)之品牌個性量表和McCrae and Costa(1991)的五大人格特質量表對受測者進行量測,同時也度量其對受測品牌偏好的程度,再利用t檢定、單因子變異數分析、二因子變異數分析及Pearson相關係數等統計方法進行推論檢定。研究對象為新竹地區的工作人口及學生,樣本數共計320人。 本研究之研究結論主要有以下五點: 1.人口統計變數會影響消費者對品牌個性的認知。消費者面對相同的品牌,對其品牌個性的認知在內容及程度上存在差異,某些品牌的品牌個性認知會受到受測者性別及年齡的影響。 2.人格特質會影響消費者對品牌個性的認知。在人格特質的五大構面中,五個構面都會對品牌個性認知造成程度不一的影響。其中,象徵型的產品的品牌個性認知與人格特質五個構面都有相關,相關性最大,其次為綜合型產品,最後為實用型產品僅和友善性與嚴僅性相關。 3.消費者偏好品牌個性鮮明的品牌。受測者會對其偏好的品牌上的某些品牌個性構面認知有較高的得分。換言之,當一個品牌的某些特定品牌個性認知構面得分高時,此品牌也較能受到消費者的肯定。如CASIO 是刺激、稱職、教養及強壯等構面;SWATCH 則是稱職、教養及強壯等構面;HONDA是純真、稱職、教養及強壯構面;FORD則是刺激、稱職、教養及強壯等構面;國際牌是刺激、稱職、教養及強壯等構面;大同則是純真、刺激、稱職、教養及強壯等構面。 4.人格特質對品牌偏好的影響並不顯著。研究中發現除了CASIO偏好得分與開放性的人格特質相關係數達顯著水準外(相關係數0.119),其它的人格特質構面與品牌偏好的相關係數均未達顯著水準。 5.人格特質與品牌個性的交互作用對品牌偏好並沒有顯著影響。研究中發現除了國際牌的純真構面與友善性的交互作用對品牌偏好有顯著影響,大同的稱職構面與嚴謹性的交互作用對品牌偏好有顯著影響外,其它的品牌個性構面與人格特質構面在品牌偏好上並沒有顯著的交互作用。即消費者的人格特質並不會讓其喜歡特定品牌個性的品牌。 | zh_TW |
dc.description.abstract | Brands are the most important capitals of enterprise. A permanent and unique brand with a clear and enduring brand personality could create an advantageous position to fulfill the need of symbolic effect from consumers. To create a mental market segrementation for its product, a brand owner has to recognize the connection between consumers’ personality trait and brand personality. This research examined the connection between personal trait and brand personality as well as the effect on brands preference, offers corporate a reference to the pratice of mental maket segrementation. This research divides products into three types: Symbolic type (the representative brands are SWATCH and CASIO), Utilitarian type (Panasonic and Datong) and Integrated type (Honda and Ford). Brand Personality Inventory (Aaker, 1997) and the inventory of The Big Five Model (McCreae & Costa,1991) are used to measure the scale of perceived brand personality and human personality traits. Meanwhile, brand preference is measured and three statistic methods (t Test, one way ANOVA, two way ANOVA and Pearson Correlation) are used to test hypothesis in this research. The total samples counts 320 persons all from working people and students in Hsin-Chu. The followings are examined from this research: 1.Demographics influence a consumer’s perception of brand personality. 2.Personality traits influence a consumer’s perception of a brand personality. 3.Consumers prefer the brands with identical brand personality. 4.Personality traits have no significant influence on brand preference . 5.The interaction of personality traits and brand personality have no significant influence on brand preference. | en_US |
dc.language.iso | zh_TW | en_US |
dc.subject | 人格特質 | zh_TW |
dc.subject | 品牌個性 | zh_TW |
dc.subject | 品牌偏好 | zh_TW |
dc.subject | 產品類別 | zh_TW |
dc.subject | 市場區隔 | zh_TW |
dc.subject | personality trait | en_US |
dc.subject | brand personality | en_US |
dc.subject | brand preference | en_US |
dc.title | 人格特質與品牌個性對品牌偏好的影響 | zh_TW |
dc.title | The Effects of Personality Trait and Brand Personality on Brand Preference | en_US |
dc.type | Thesis | en_US |
dc.contributor.department | 管理學院管理科學學程 | zh_TW |
Appears in Collections: | Thesis |