文具控的品牌忠誠：以轉換成本與品牌承諾為中介;Brand Loyalty of Stationery Lovers: The Mediating Effect of Switching Costs and Brand Commitment

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题名:	文具控的品牌忠誠：以轉換成本與品牌承諾為中介;Brand Loyalty of Stationery Lovers: The Mediating Effect of Switching Costs and Brand Commitment
作者:	黃彥慈;Huang, Yen-Tzu
贡献者:	企業管理學系
关键词:	依戀;品牌創新性;轉換成本;品牌承諾;品牌忠誠;文具控;Attachment;Brand innovativeness;Switching costs;Brand commitment;Brand loyalty;Stationery lovers
日期:	2019-04-11
上传时间:	2019-09-03 14:39:18 (UTC+8)
出版者:	國立中央大學
摘要:	近年來文具市場蓬勃發展，不只被稱作「文具控」的文具喜愛者逐漸增加，文具市場的規模也隨之逐年增加。為了深入了解文具控對文具品牌的忠誠動機，本研究以依戀與品牌創新性作為動機因素，並以轉換成本與品牌承諾作為中介要素，討論其對品牌忠誠的影響效果。本研究以文具控作為調查對象，共回收 700 份問卷，有效問卷共 472 份，有效問卷回收率為67.42%，並以結構方程式進行數據分析與驗證。實證結果顯示，信任與滿意對品牌忠誠有直接的正向顯著關係；信任、滿意與品牌創新性透過轉換成本與情感承諾對品牌忠誠有間接的正向顯著關係；情感承諾與持續承諾對品牌忠誠有正向顯著關係，且情感承諾比持續承諾對品牌忠誠有更強烈的影響力。;Stationery market ¬is flourishing in recent years. Not only stationery lovers but also the scale of the market is increasing. To know the drivers by which stationery lovers are loyal to specific stationery brand, this study develops an explanatory model to explain how attachment and brand innovativensess affect consumer’s brand loyalty toward stationery brands. In addition, this study combines switching costs and brand commitment in to the model to examine their mediating effects. This study collected 700 samples in total by online questionnaires and final usable samples were 472 (67.42%). This study analyzes the data by structural equation modeling. The findings indicate that attachment have direct effect on brand loyalty. The study also finds that attachment and brand innovativeness have indirect effect on brand loyalty mediated by switching costs and brand commitment. In addition, the results demonstrate that affective commitment has stronger effect on brand loyalty than continuance commitment does.
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