負面消息對於品牌熱愛、品牌信任與品牌忠誠之影響

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：87

、訪客IP：3.129.20.163

姓名

吳昆龍(Kun-lung Wu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

負面消息對於品牌熱愛、品牌信任與品牌忠誠之影響
(The Influence of Negative Information about Brand Love, Brand Trust, Brand Loyalty.)

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

品牌，是行銷的核心。在激烈的競爭市場中，消費者有眾多的同類競爭產品可供選擇，企業取得成功的唯一機會是要在顧客的意識中深深地根植品牌的印象。在售後服務方面，Apple 的產品對於台灣消費者一直很不友善以及SONY 的產品高價定位，卻還是讓消費者對 SONY 的產品趨之若騖，這就是品牌熱愛的成功之處。因此若能對於品牌熱愛有充分的瞭解與認知，將可以幫助台灣企業建立成功的品牌，在激烈的市場中勝出。
本研究以Carroll and Ahuvia (2006)針對品牌熱愛的研究模型為基礎，探討影響品牌熱愛的因素，並瞭解其對品牌忠誠度，以及對正面口碑的影響。另參考Chaudhuri and Holbrook(2001)的品牌信任研究，利用品牌信任作為滿意度以及忠誠度的中介因素，並探討其對於溢價購買的影響。並驗證Aaker et al. (2004)研究所指出，當負面消息產生時，消費者與品牌之間的關係強度的關係。
本研究針對曾使用過Apple iPod、Apple NB、SONY PSP、SONY VAIO的消費者做研究，透過網路問卷為媒介，在享樂性產品方面，回收問卷共273份，有效問卷262份；實用性產品方面，回收問卷166份，有效問卷共計 142份。使用SPSS與AMOS進行相關統計分析以及結構方程模式驗證，得到的實證結果如下：
一、「自我表現品牌」對於形成消費者「品牌熱愛」皆有正向且顯著的影響，而且享樂性產品與實用性產品皆擁有品牌熱愛的現象。
二、「品牌熱愛」對於形成「正面口碑」有正向且顯著的影響；「品牌忠誠」也對於產生消費者「溢價購買」行為有正向且顯著的影響。
三、無論在享樂性產品或是實用性產品，「品牌熱愛」對於「品牌忠誠」的解釋力皆大於「品牌信任」對於「品牌忠誠」的解釋力。
四、當產生負面消息時，品牌熱愛與品牌信任皆可以降低其影響，但不同的是，品牌熱愛可以降低負面消息對於享樂性產品品牌忠誠的影響，而品牌信任可以降低負面消息對於實用性產品品牌忠誠的影響。
五、依據Baron and Kenny(1986)的做法，本研究亦驗證了品牌信任的確為滿意度與品牌忠誠的中介變項。

摘要(英)

Brand name recognition and loyalty or ‘branding’ is at the core of marketing. In a competitive market the consumer will have many similar products from which to choose. The only way to win the customer is to enhance the brand image in the customer’s mind. For example some Taiwan consumers still love Apple and SONY products, although Apple’s “Product Service” is almost nonexistent and SONY’s products are always high priced. These are examples of successful brand love. If we can understand this brand love, we should be able to help enterprises in Taiwan build successful brand names and win a larger potion of the market share.
The model used in this study is based on Carroll and Ahuvia’s (2006) brand love model. There are some antecedents to brand love such as brand loyalty and positive word of mouth. We also refer to the research of Chaudhuri and Holbrook (2001) who discuss brand trust. They suggest that brand trust is the mediator of satisfaction and brand loyalty, and has positive affect on the price premium. Finally we also discuss the negative influence that negative information has on the consumer and the brand. Information for this study was gathered by internet questionnaire, from consumers who used the Apple iPod, Apple NB, SONY PSP, or SONY VAIO. Out of 273 questionnaires received for recreational products, 262 were useable, out of 166
questionnaires related to utilitarian products, 142 were useable. The statistical analysis was done using the Structural Equation Model (SEM) of SPSS and AMOS. The
results obtained from correlative statistical analysis and model verification are summarized as follows:
1.“Self-expression branding” has a positive and significant influence on “brand love” a phenomenon shared for both recreational and utilitarian products.
2.“Brand love” has a positive and significant influence on “positive word of mouth”, and “Brand loyalty” has positive and significant influence on the “price premium”.
3. For both entertainment and utilitarian products, the R2 of “brand love” is bigger than “brand trust”.
4. Negative information act to lessen the influence of brand love and brand trust. On the one hand, brand love can lessen the influence for recreational products, while brand trust can decrease the influence for utilitarian products.
5. According to the method of Baron and Kenny (1996), we prove that brand trust is truly the mediator of satisfaction and brand loyalty.

關鍵字(中)

★ 愛情理論
★ 品牌熱愛
★ 品牌信任
★ 品牌忠誠

關鍵字(英)

★ Theory of Love
★ Brand Loyalty
★ Brand Love
★ Brand Trust

論文目次

第一章緒論.................................................................................................................1
第一節研究背景......................................................................................................1
第二節研究動機......................................................................................................2
第三節研究目的......................................................................................................3
第四節研究流程......................................................................................................3
第二章文獻探討.........................................................................................................5
第一節產品的類型..................................................................................................5
第二節愛情的類型..................................................................................................7
第三節人與物品之間的情感關係........................................................................12
第四節滿意、品牌信任、品牌忠誠度................................................................20
第三章研究方法.......................................................................................................24
第一節研究架構....................................................................................................24
第二節研究假設....................................................................................................25
第三節變數定義與衡量........................................................................................28
第四節研究設計....................................................................................................33
第四章資料分析與結果...........................................................................................36
第一節研究前測分析............................................................................................36
第二節樣本結構分析............................................................................................37
第三節信度效度分析............................................................................................41
第四節結構方程模式分析....................................................................................45
第五節中介變數驗證............................................................................................50
第六節其他統計分析............................................................................................51
第五章結論與建議...................................................................................................57
第一節研究結論....................................................................................................57
第二節管理意涵....................................................................................................60
第三節研究限制....................................................................................................61
第四節後續研究建議............................................................................................62
參考文獻.....................................................................................................................64
附件一負面消息報導...............................................................................................74

參考文獻

一、英文部份
Aaker, J., Fouriner, S. and Brasel, S.A. (2004), “When Good Brand Do Bad,” Journal of Consumer Research, Vol. 31, 1-16.
Ahuvia, Aaron (1993), “I LOVE IT! Towards a Unifying Theory of Love Across diverse love objects” doctoral dissertation, field of marketing, Northwestern University.
Ambler, T. (1997), “How much of brand equity is explained by trust?” Management Decision, Vol. 35, 283-292.
Anderson, E.W. & Sullivan, M.W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Vol. 12, 125-143.
Aron, A., Paris, M. and Aron, E.N. (1995), “Falling in love: prospective studies of self-concept change,” Journal of Personality and Social Psychology, Vol. 69, 1102-1112.
Aron, A., Paris, M. and Aron, E.N. (1996), “Love and Expansion of the self,” Personal Relationships, Vol. 3, 45-58.
Auh, Seigyoung. (2005), “The effects of soft and hard service attributes on loyalty: the mediating role of trust,” The Journal of Services Marketing, Vol. 19, 2, 81-93.
Ball, A. D. and Tasaki, L. H.. (1992), “The Role and Measurement of Attachment in Consumer Behavior,” Journal of Consumer Psychology, Vol. 1, 155-172.
Batra, R. and Ahtola, O.T. (1991), “Mearsuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, Vol. 2, pp. 159-170.
Bazerman, M.H., Tenbrunsel, A.E. and Wade-Benzoni K. (1998), “Negotiating with Yourself and Losing: Understanding an Managing Competing Internal Preferences,” Academy of Management Review, Vol. 23, pp. 225-241.
Bearden, William O. and Teel Jesse E. (1983), “Selected Determinants of Customer Satisfaction and Complaint Reports”, Journal of Marketing Research, Vol.20, pp.21-28.
Beenstock, S.(1999), “Supermarkets Entice the ‘Ultra’ Customers,” Marketing, Vol. 15, pp. 20.
Belk, R.W. (1987), “Identity and the Relevance of Market, Personal and Community Object,” Marketing and Semiotics: New Directions in the Study of Signs for Sale, 151-164.
Belk, R.W. (1988), “Possessions and the Extended Self,” Journal of Consumer Research, Vol.15, 139-167.
Belk, R.W. (1990), “The role of possessions in constructing and maintaining a sense of past,” Advances in Consumer Research, 15, 139-167.
Belk, R.W. (2005), “The cult of Macintosh,” Markets and Culture, Vol.8, 3, 205-217.
Bitner, Mary J. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Response”, Journal of Marketing, Vol. 54, pp.69-82.
Blackston, M. (1995), “The qualitative dimension of brand equity,” Journal of Advertising Research, Vol. 35, RC-2-7.
Bolton, R. N. and J. H. Drew (1991), “A Multistage Model of Consumer’s Assessments of Service Quality and Value”, Journal of Consumer Research, Vol. 17, pp.375-384.
Cadotte, Ernest R., R. B. Woodruff and R. L. Jenkinds (1987), “Exceptions and Norms in Models of Consumer Satisfaction”, Journal of Marketing Research, Vol. 24, pp.305-314.
Carroll, Barbara A. and Ahuvia, Aaron C. (2006), “Some antecedents and outcomes of brand love” Market letters,Vol. 17:79-89.
Celsi, R.L. and Olson, J.C. (1988), “The Role of involvement in attention and comprehension processes,” Journal of Consumer Research, Vol. 15, 210-224.
Chaudhuri, A. and Holbrook, M.B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, 81-93.
Childe, V. Gordon (1936), Man Makes Himself, London: Watts and Company.
Churchill, G.. A. and Suprenant, C. (1982), “An Investigation into Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, pp.491-504.
Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol. 56, pp.55-68.
Crowley, A.E., Spangenberg, E.R.. and Hughes K.R. (1992), “Measuring the Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories,” Marketing Letters, Vol. 3, pp. 239-249.
Csikszentmihalyi, M. and Rochberg-Halton, E. (1981), The meaning of things, Domestic symbols and the self. New York Cambridge University Press.
Cunningham, S.M. (1966), “Brand loyalty－what, where, how much?” Harvard Business Review, 34, 116-128.
Denzin, Norman K. (1978), The Comparative Life History Method. New York: McGraw Hill, 214-225.
Dion, K.L. (1973), “Correlates of romantic love,” Journal of Consulting and Clinical Psychology, Vol. 41, 51-56.
Drake, C., Gwynne, A. and Waite, N. (1998), “Barclays Life: Customer Satisfaction and Loyalty Tracking Survey”, International Journal of Bank Marketing, Vol. 287, pp.287-292.
Deighton, J.(1992), “The consumption of performance,” Journal of Consumer Research, Vol. 19, 362-372.
Delgado-Ballester, E., Munuera-Aleman, J.L. (2001), “Brand trust in the context of consumer loyalty” European journal of marketing. Vol.35, No.11/12, 1238-1258.
Dwyer, F.R., Schurr, P.H. and Sejo, O. (1987), “Developing buyer-seller relationship,” Journal of Marketing, Vol. 51, 11-27.
Erikson, E.H.(1959), Identity and Life Styles: Selected papers. New York : International Universities Press.
Erikson, E.H.(1968), Identity: Youth and Crisis. New York: W.W.Norton and Company.
Erikson, E.H.(1980), Identity and the Life Cycle. New York: W.W.Norton and Company.
Erlandson, D. A., Harris, E.L., Skipper, B.L. and Allen, S.D. (1993), Doing Naturalistic Inquiry: A Guide to Methods. Newbury Park, CA: Stage.
Fehr, B.(1988), “Prototype analysisi of the concepts of love and commitment,” Journal of Personality and Social Psychology, Vol. 55, 557-579.
Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 55, pp. 1-21.
Fornell, C. and Wernerfelt (1992), “A Model of Customer Complaint Management,” Marketing Science, Vol. 7, pp. 287-298.
Fournier, S.(1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Vol. 24, 343-373.
Fournier, S. and Mick, D.G.. (1999), “Rediscovering satisfaction,” Journal of Marketing, Vol. 63, pp. 5-23.
Ganesan, S. (1994), “Determinants of long-term orientation in buyer-seller relationships,” Journal of Marketing, Vol. 58, pp. 1-19.
Garbarino, E. and Johnson, M. (1999), “The different roles of satisfaction, trust and commitment in customer relationships,” Journal of Marketing, Vol. 63, pp. 70-87.
Guest, Lester P. (1964), “Brand Loyalty Revisited: A Twenty-Year Report,” Journal of Applied Psychology, Vol. 48, pp. 93-97.
Gurviez, P.(1996), “The trust concept in the brand-consumers relationship,” European Marketing Academy, Budapest, Vol. 28, pp. 559-574.
Heilbrunn, B. (1995), “My brand the hero? A semiotic analysis of the customer-brand relationship,” EMAC Proceedings Annual Conference, European Marketing Academy, Budapest, pp. 451-471.
Hempel, D. J. (1977), “Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement”, in The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Campbridge, Mass., Marketing Science Institute.
Hess, J. (1995), “Construction and Assessment of a Scale to Measure Consumer Trust,” American Marketing Association, Vol. 6, 20-26.
Hendrick, Clyde and Hendrick, Susan S. (1989), “Research on Love: Does It Measure Up?” Journal of Personality Social Psychology, Vol. 56 , pp. 784-794.
Hill, C.W.L. and Jones, G.R. (2004), Strategic Management Theory (7th ed.), New York: Houghton Mifflin Company.
Hirschman, E.C and Holbrook, M.B. (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, Vol. 46, pp. 92-101.
Holbrook, M.B. (1992), “Patterns, personalities and complex relationships in eht effects of self on mundane everyday consumption,” Advances in Consumer research, Vol. 19, 417-423.
Holman, R.H. (1980), “Clothing as Communication: An Empirical Investigation,” Advances in Consumer Research, Vol. 7, pp. 372-377.
Holman, J.G. (2000), “Social relationships: The nature and function of relational schemas,” European Journal of Social Psychology, Vol. 30, pp. 447-495.
Hunt, K. H. (1977), “Customers Satisfaction/Dissatisfaction-Overview and Future Directions”, in Hunt, K. H. Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction, Marketing Science Institute.
Issac, G., et al (1979), Human Ancestors. San Francisco: W. H. Freeman.
Jacoby, J., Chestnut, R.W. (1978), Brand loyalty: measurement and management,” Wiley, Chichester, New York.
Johnson, D.J. and Rusbult, C.E. (1989), “Resisting temptation: Devaluation of alternative partners as a means of maintaining commitment in close relationships,” Journal of Personality and Social Psychology, Vol. 57, pp. 976-980.
Johnson, M.D. and Hart, C. (1998), “The essentials of loyalty management,” Working Paper, Ann Arbor, University of Michigan Business School.
Jones, T.O. and W. Earl Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, pp.88-99.
Kahn, B.E., Kalwani, M.U., Morrison, D.G.. (1986), “Measuring variety seeking and reinforcement behaviors using panel data,” Journal of Marketing Research, Vol. 23, pp. 89-100.
Keller, K.L. (1993), “Conceptualizing, measuring and managing customer-based brand equity,” Journal of Marketing, Vol. 57, pp. 1-22.
Kini, A. and Choobineh, J. (1998), Trust in Electronic Commerce: Definition and Theoretical Considerations. IEEE
Kleine, Susan S., Kleine, Robert and Allen, Chris T.(1991), “How is a Possession “ME” or “Not ME”? Characterizing Types and an Antecedent of Material Possession Attachment. ” Journal of Consumer of Research, Vol. 22, pp. 327-343.
Knox, D.H. and Sporakowski, M. (1968), “Attitudes of college students toward love,” Journal of Marriage and the Family, Vol. 30, pp. 638-663.
Knox, D.H. (1970a), “Attitudes toward love of high school seniors,” Adolesence, Vol. 5, pp. 89-100
Kopytoff, I. (1986), The Cultural Biography of Things: Commodization as Process. Cambridge, UK: Cambridge University Press, 64-95.
Kotler, Philip (1991), “Marketing Management: Analysis, Planning, Implementation and Control,” 7th ed., Prentice-Hall, Englewood Cliffs, NJ., pp.246-249.
Krishnan, HS. (1996), “Characteristics of memory associations: a consumer-based equity perspective,” International Journal of Research in Marketing, Vol. 13, 389-405.
Lau, Geok Theng and Lee, Sook Han. (1999), “Consumers' Trust in a Brand and the Link to Brand Loyalty,” Journal of Market-Focused Management, Vol. 4, pp. 341-370.
Lewis, D. J. and Weigert, A. (1985), “Trust As A Social Reality” Social Forces, Vol.63, No.4, pp. 967-985.
Marcia, J.E. (1980), Identity in adolescent. In J. Adelson (Ed.) The Handbook of Adolescent Psychology. New York: John Wiley and Sons.
Martin, C.L. (1998), “Engineering high-meaning, high-involment brands as a relationship marketing strategy,” Journal of Product and Brand Management, Vol. 7, 6-26.
Maslow, A.H. (1955), Deficiency motivation and growth motivation. In M. R. Jones (Ed). Lincoln: University of Nebraska Press.
Machleit, K.A., Kellaris,J.J. and Eroglu, S.A. (1994), “Human versus spatial dimensions of crowding perceptions in retail environments: A note on their measurement and effect on shopper satisfaction,” Market Letters, Vol. 5, 183-194.
McCrachen, Grant (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods,” Journal of Consumer Research, Vol. 13, pp. 71-84.
McCrachen, Grant (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, Vol. 16, pp. 310-321.
Michell, P., Reast, J. and Lynch, J. (1998), “Exploring the foundations of relationship marketing,” Journal of Marketing Management, Vol. 14, pp. 159-172.
Mick. David Glen (1986), “Consumer Research and Smiotics: Exploring the Morphology of Sighs, Symbols and Significance,” Journal of Consumer Researh, Vol. 13, pp. 196-213.
Mikulincer, M., Hirschberger, G., Nachmias, O. and Gillath, O. (2001), “The affective component of the secure base schema: affective priming with representations of proximity maintenance,” Journal of Personality and Social Psychology, Vol. 81, pp. 305-321.
Miller, R.S. (1997), “Inattentive and contented: Relationship commitment and attention to alternatives,” Journal of Personality and Social Psychology, Vol. 73, pp. 758-766.
Morris, R. J. and Martin, C L. (2000), “Beanie Babies: a case study in the engineering of a high/involvement/relationship-prone brand,” Journal of Product and Brand Management, Vol. 9, pp.78-98.
Morgan, R.M. and Hunt, S. (1994), “The commitment-trust theory of relationship marketing” Journal of Marketing, Vol. 58, pp. 20-38.
Myers, E. (1985), “A phenomenological analysis of the importance of special possession,” Advances in Consumer Research, Vol. 12, pp. 560-565.
Neal, William D. (1999), “Satisfaction is Nice, but Value Drives Loyalty”, Marketing Reasearch, Vol.11, pp.20-23.
Newman, J.W., John, G., Holmes and Dale W.G. (1996), “The Benefit of Positive Illusions: Idealization and the Construction Relationship of Satisfaction in Close Relationships,” Journal of Marketing Research, Vol. 10, pp. 404-409.
Okada, E.M. (2005), “Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods,” Journal of Marketing Research, Vol. , pp. 43-53.
Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing, Vol.17, pp.460-469.
Oliver, Richard L. (1981), “What is Customer Satisfaction?” Wharton Magazine, Vol.5, pp.36-41.
Oliver, Richard L. (1999), “Whence consumer loyalty?” Journal of Marketing, Vol. 63, pp. 33-44.
Reichheld, F.F. (1996), The loyalty effect－the hidden force behind growth, profit and lasting value. Boston, Harvard Business School Press.
Richins, M.L. (1994a), “Special possessions and the expression of material values,” Journal of Consumer Research, Vol. 21, pp. 522-533.
Richins, M.L. (1994b), “Valuing Things: The Public and Private Meaning of Possessions,” Journal of Consumer Research. Vol. 21, pp. 504-521.
Rousar, E.E. (1989), “Valuing’s role in Romantic love,” Doctoral dissertation, Pacific Graduate School of Psychology, Palo Alto, CA.
Rubin, Z. (1970), “Measurement of Romantic love,” Journal of Personality and Social Psychology, Vol. 45, pp. 101-107.
Ryan, M.J. (1999), “Diagnosing Customer Loyalth Drivers,” Marketing Research, Vol. 11, pp.18-27.
Schlenker, B.R., Helm, B. and Tedeschi, J.T. (1973), “The Effects of Personality and Situational Variables on Behavioral Trust”, Journal of Personality and Social Psychology, Vol.25, No.3, 1973, pp.419-427.
Schultz, S.E., Kleine, R.E. and Kernan, J.B.(1989), “These are a few of my favorite things,” Advances in Consumer Research, Vol. 16, pp.359.
Selnes, F. (1998), “Antecedents and consequence of trust and satisfaction in buyer-seller relationships,” European of Journal of Marketing, Vol. 32, pp. 305-322.
Seligman, C., Fazio, R.H. and Zanna, M.P.(1980), “Effects of salience of extrinsic rewards on liking and loving,” Journal of Personality and Social Psychology, Vol. 38, pp. 453-460.
Shaver, P., Schwartz, J., Kirson, D. and O’Connor, C.(1987), “Emotion Knowledge; Further exploration of a prototype approach,” Journal of Personality and Social Psychology, Vol. 52, pp.1061-1086.
Sherrod, D. (1989), “The Influence of Gender on Same Sex Friendships,” Review of Personality and Social Psychology, Vol. 10, pp. 164-186.
Sirgy, M.J (1982), “Self-concept in consumer behavior: A critical review,” Journal of Consumer Research, Vol. 9, pp. 287-300.
Solomon, M R.(1983), “The role of products as social stimuli: A symbolic interactions perspective,” Journal of Consumer Research, Vol. 10, pp. 319-329.
Sternberg, R.J., (1987), “Liking versus loving: a comparative evaluation of theories,” Psychological Bulletin, Vol. 102, pp. 331-345.
Strahilevitz, M.A. and Myers, J.G. (1998), “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, Vol. 24, pp. 434-446.
Thomson, M., Maclnnis, D.J. and Park, C.W. (2005), “The ties that bind: Measuring the strength of consumers emotional attachment to brands,” Journal of Consumer Research, Vol. 14, pp.531-547.
Tellis, G.J. (1988), “Advertising Exposure, Loyalty and Brand Purchase: A Two-stage Model of choice,” Journal of Marketing Research, Vol. 25, pp. 134-144.
Tse, D. K. and P. C. Wilton (1988), “Models of Consumer Satisfaction Formation: An Extension,”, Journal of Marketing Research, Vol. 25, pp.204-212.
Wallendorf, M. and Arnould, Eric J. (1988), “My Favorite Things: A Cross Cultural Inquiry into Object Attachment, Possessiveness and Social Linkage,” Journal of Consumer Research, Vol 14, 531-547.
Webster, F. E.(1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, Vol. 56, pp. 1-19.
Westbrooks, R. A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Journal of Marketing, Vol. 44, pp.68-72.
Weylman, C. R. (1999), “Marketing for Forward Thinker,” National Underwriter, Vol. 103, pp.24-27.
Whang, Yn-Oh, Allen, J., Sahoury, N. and Zhang, H. (2004), “Falling in love with a product: the structure of a romantic consumer-product relationship,” Advances in Consumer Research, Vol.31, pp. 320–327.
Wicklund, Robert A. and P. M. Gollwitzer (1982), Symbolic Self-Completion. Hillsdale, NJ: Erlbaum.
Woodruff, R. B. (1983), “Modeling Consumer Satisfaction Process Using Experience Based Norms,” Journal of Marketing, Vol.10, pp.296-304.
Woodside, A. G. F. and R. T. Daly (1989), “Linking Service Quality, Customer Satisfaction and Behavioral Intention,” Journal of Care Marketing, Dec., Vol. 9, pp.5-7.
Zinkhan, G.M. and Hong J.W. (1991), “Self concept and advertising effectiveness: A conceptual model of congruency, conspicuousness and response mode,” Advances in consumer research, Vol 18, pp. 348-354.
二、中文部份
林宜旻(民84)，「愛情類型、嫉妒與關係滿意度之相關研究」，國立政治大學教育心理研究所。
吳明隆、涂金堂(民95)，「SPSS與統計應用分析」，台北：五南圖書。
邱皓政(民93)，「結構方程模式」，台北：雙葉書廊。
陳順宇(民93)，「多變量分析(第三版)」，台北：華泰書局。
張茉、陳毅文(民95)，「產品類別與網上購物決策過程的關係」，中國科學院心理研究所。
三、網頁資料
Business Week(2006), “Best Global Brands,” http://www.businessweek.com/magazine/content/06_32/b3996410.htm
PConline(2006)，「2006年MP3播放器市場消費行為調查報告」
http://big5.chinabgao.com/gate/big5/www.chinabgao.com/freereports/13386.html
PConline(2007)，「2007年春季筆記型電腦產品消費調查報告」
http://big5.pconline.com.cn/b5/www.pconline.com.cn/notebook/news/gdpl/0702/966880.html
SONY VAIO(民95)，「VAIO的哲學」
http://www.sonystyle.com.tw/vaio/#about-about-philosophy
電子商務時報(民94)，「iPod：席捲全球的簡單風尚」
http://www.ectimes.org.tw/

指導教授

李小梅(Shau-Mei Li)

審核日期

2007-6-21

推文