博碩士論文 107421011 詳細資訊



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姓名 王純華(Chun-Hua Wang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 探討Instagram上品牌擬人化貼文及自我概念品牌投入對消費行為之影響
(Exploring the impact of brand anthropomorphism and brand engagement in self‐concept on consumer behavior on Instagram)
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摘要(中) 隨著社群媒體蓬勃發展，其中Instagram的成長性之高，使品牌企業紛紛加入社群媒體行銷，究竟這些行銷方式對於消費者看待品牌的想法為何、能不能成功打動消費者是值得探討的議題。故本研究旨在瞭解品牌透過社群媒體–Instagram貼文來行使品牌擬人化策略是否對於消費者看待品牌會有所有影響，並同時考慮自我概念品牌投入在其中扮演的角色。研究方法採用問卷調查法，透過網路問卷形式，共收到329份的有效問卷。研究結果發現品牌擬人化類型對於消費者的品牌獨特及品牌共鳴有顯著且正向影響，消費者自我概念品牌投入程度高低對於消費者的品牌獨特及品牌喜好有顯著且正向影響。品牌獨特、品牌喜好、品牌共鳴對於顧客契合及品牌信任有顯著且正向影響，品牌共鳴對於企業社會責任溝通有顯著且正向影響。而結論需求在自我概念品牌投入經由品牌獨特對顧客契合及社會責任溝通的影響中具調節效果。本研究學術上的貢獻在於闡述品牌擬人化類型對於消費者行為的解釋。實務上則提供品牌或企業在進行品牌擬人化策略及社群媒體經營，所需考量之參考建議。
摘要(英) In recent years, Instagram has gained numerous users that propel companies all shape and sizes to start promoting their brand or product through this platform Building on the literature, the purposes of this study are to explore the influences of brand anthropomorphism in Instagram posts along with consumers’ brand engagement in self-concept (BESC) on consumer behavior. An online survey was conducted with convenience sampling, which collected data from 329 consumers who are Instagram users. The results indicated that brand anthropomorphism types had significant influences on brand uniqueness and brand resonance. BESC had significant influences on brand uniqueness and brand love. Also, brand uniqueness, brand love and brand resonance had significant influences on consumer engagement and brand trust. Brand resonance had significant influences on corporate social responsibility (CSR) communication. In addition, need for closure moderated the relationships between BESC and CSR communication through brand uniqueness. In conclusion, this study contributes to explain role of brand anthropomorphism and BESC in consumers’ decision-making. Practically, the study provides suggestions for brands and corporates to leverage the use of Instagram strategically.
關鍵字(中) ★ 品牌擬人化
★ 自我概念品牌投入
★ 品牌聯想
★ 顧客契合
★ 品牌信任
★ 企業社會責任溝通		 關鍵字(英) ★ brand anthropomorphism
★ brand engagement in self‐concept
★ brand association
★ consumer engagement
★ brand trust
★ corporate social responsibility communication
論文目次 摘要 i
Abstract ii
圖目錄 v
表目錄 vi
第一章 緒論 1
1-1 研究背景 1
1-2 研究目的 4
1-3 研究流程 5
第二章 文獻探討與假說 6
2-1 Instagram行銷方式 6
2-2 品牌擬人化(Brand anthropomorphism) 7
2-3 自我概念品牌投入(Brand engagement in self‐concept, BESC) 9
2-4 品牌聯想(Brand association) 10
2-5 品牌獨特 (Brand uniqueness) 10
2-6 品牌喜好(Brand love) 11
2-7 品牌共鳴(Brand resonance) 12
2-8 顧客契合(Consumer engagement) 13
2-9 品牌信任(Brand trust) 15
2-10 企業社會責任溝通(Corporate social responsibility communication) 17
2-11 結論需求(Need for closure) 19
第三章 研究架構與方法 21
3-1 研究架構 21
3-2 研究對象 22
3-3 實驗設計 22
3-4 測量方法 24
3-5 研究變數之操作型定義 24
四、研究分析與結果 33
4-1 問卷前測 33
4-2 正式問卷測試 33
4-3 個人樣本背景資料統計分析 34
4-4 各量表之信度與項目分析 39
4-5 相關係數分析 40
4-6 ANCOVA分析 41
4-7 多元迴歸分析 47
4-8 調節型中介效果迴歸分析 49
4-9 研究假說驗證 55
第五章 結論 57
5-1 研究結果 57
5-2 學術貢獻 60
5-3 管理意涵 61
5-4 限制研究與未來研究方向 62
參考文獻 63
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二、中文部分
1. 洪順慶 (2004)。忠誠，正在流行。突破雜誌，233， 26-32頁。
2. 吳肇展 (2010)。民宿經營關鍵成功因素之個案研究－資源基礎理論觀點。管理實務與理論研究，4(4)，142-163頁。
3. 黃德瑋 (2005)。高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究－以3C產品為例。南華大學。碩士論文。
4. 黃延聰 (2014）。品牌導向量表之發展與驗證。中山管理評論，22(3)，501-541頁。
三、網路部分
1. 周雨萱（2019年4 月16 日）。CG 帥大叔出任「肯德基」新代言人，虛擬網紅席捲
Instagram 中！取自https://www.incgmedia.com/index.php/trends/cg-kol。
2. 奧立弗（2020年3 月2 日）。想在Instagram做網紅行銷？5個讓人忍不住分享的IG行銷案例。取自https://oliver88.com/taxonomy04/article1927/。
指導教授 黃依潔 陳冠儒(Yi-Chieh Huang Kuan-Ju Chen) 審核日期 2020-7-15
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