他人的炫耀行為對品牌態度之影響;A study on the influences of others′ conspicuous behavior on brand attitude

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题名:	他人的炫耀行為對品牌態度之影響;A study on the influences of others′ conspicuous behavior on brand attitude
作者:	黃瑞欽;Huang,Jui-Chin
贡献者:	資訊管理學系
关键词:	奢侈品牌;炫耀行為;品牌識別;自我概念;品牌態度;luxury brands;conspicuous behavior;brand identity;self-concept;brand attitude
日期:	2014-07-03
上传时间:	2014-10-15 17:06:06 (UTC+8)
出版者:	國立中央大學
摘要:	在全球化的趨勢下，消費者有更多機會購買奢侈品牌，使得奢侈品的交易量逐年成長，在2013年奢侈品交易金額高達2170億美金，消費者認為奢侈品牌是具有地位、聲望的象徵，在消費者炫耀性心理的影響下，消費者在使用奢侈品牌時會故意做出炫耀行為來吸引他人注意，只為了獲得社會地位和得到他人的稱讚與羨慕，但炫耀行為卻會影響他人對於該品牌的評價和態度，故本研究以「奢侈品牌」與「炫耀行為」作為研究背景，深入探討兩因素對於品牌態度的影響。過去研究發現影響消費者的品牌態度不勝枚舉，但這些因素卻過於發散，從品牌行銷研究到消費者心理研究，並無學者針對炫耀行為與品牌態度的因素統一彙整，本研究目的是將這些發散的因素加以歸類並聚焦，希望整理出這些因素的關聯性，最後將這些因素整合並分類，歸納出兩大類別，包括「品牌識別」與「自我概念」，品牌識別的定義為品牌的特徵和理念，表達品牌所代表的身分和價值；自我概念是個人對於自己的整體想法，並由個人情感與行為的所建立起來的自我認知，並探討品牌識別與自我概念的作為調節變數對於品牌態度的影響。本研究之研究方法採用實驗法，實驗過程中以紙本問卷作為填答的媒介，透過實驗的操弄，探討「炫耀行為」與「奢侈品牌」是否會負向影響消費者的品牌態度，並以「品牌識別」與「自我概念」作為炫耀行為與品牌態度的調節變數，並進一步探討品牌識別及自我概念對於品牌態度的影響。實驗結果顯示「炫耀行為」會負向影響消費者的品牌態度；而不同奢侈品牌對於品牌識別與品牌態度有顯著差異；當奢侈品牌的品牌識別愈高時，消費者的品牌態度也就愈高；當消費者對於該品牌的自我概念愈高時，消費者的品牌態度也就愈高，本研究依據實驗結果提出實務建議，企業的行銷策略不可誇大炫耀，或採取另一個角度詮釋品牌產品，企業須持續強化與保持品牌識別，因為它會反映公司的核心價值與策略，企業也必須有效地經營顧客關係，以提升消費者的品牌態度。 ;Due to the globalization trend, customer has more chance to buy luxury brand. The transaction amount of luxury brand reaches to 2170 billion in 2013. A Customer believes luxury brand is a symbol of high status and high reputation. In the impact of conspicuous psychological, customer tends to show off their behavior to attract attention and get social status and praise. Conspicuous behavior affects others’ reputation and attitude to luxurious brand. This study discusses about the impact of attitude based on luxury brands and conspicuous behavior. Past studies show that a lot of factors influence consumer brand attitudes, but these studies don’t integrate the factors of conspicuous behavior and brand attitudes. This study integrated these two factors and classified the factors to "brand identity" and "self-concept". Brand identity is defined as the features and ieads of position and value. Self-concept is defined as building up the personal feelings of self-perception and behavior. According to these factors, this study explores the brand identity and self-concept as the moderators to the influence of brand attitudes. This study uses questionnaire as experimental method. Through the questionnaire, the study discusses about whether the conspicuous behavior and luxury brand will negatively affect consumer′s brand attitude and uses brand identity and self-concept as adjustment variables. The study explores the brand identity and self-concept for the influence of brand attitudes. The results show that the conspicuous behavior will negatively affect consumers′ brand attitude. The difference of luxury brand has significant differences in brand identity and brand attitude. The higher the brand recognition and self-concept, the higher the customer’s brand attitude. According to the results, company market strategy can’t be exaggeration or using different view to show their product. Company needs to enhance and keep their brand recognition because brand recognition reflects the company′s value and strategy. Company must effectively manage their customer relationship in order to enhance consumer brand attitude.
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