臉部保養品之品牌形象對品牌態度之影響－探討涉入程度之中介與開放性人格之調節

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姓名

田詠緣(Yung-Yuan Tien) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

臉部保養品之品牌形象對品牌態度之影響－探討涉入程度之中介與開放性人格之調節
(Brand Attitude to Facial Care－Mediated by Involvement and Moderated by Openness to Experience)

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摘要(中)

隨著國際知名化妝品市占率逐年降低，大量的平價美妝保養品及台灣本土的化妝品新創品牌也紛紛進入市場競爭，消費者對品牌的態度更為重要。因此，本研究以臉部保養品為例，針對品牌形象對品牌態度的影響，並探討消費者涉入程度的中介，與開放性人格特質的調節效果。本研究採取網路發放，蒐集357位曾使用臉部保養品之消費者問卷，進行資料分析。經過驗證分析後，本研究發現消費者的涉入程度會對品牌形象與品牌態度間扮演著部份中介的角色；消費者開放性人格的程度也會負向調節涉入程度對品牌態度間的關係。根據本研究之結果，提出研究結果討論與說明、管理意涵、研究限制與未來研究建議以供未來研究參考。

摘要(英)

With the total market share of globally-known cosmetics brands gradually decrease over the years, many inexpensive cosmetics brands and domestic off-the-shelf brands enter this competitive market. Under the circumstances, consumer’s brand attitude becomes more important. The present study explores not only the direct effect from brand image to brand attitude, but also the mediating effect of consumer involvement, and the moderating effect of openness to experience personality. Three hundred and fifty seven valid questionnaires were collected from online consumers who have used facial care products before. The results show that involvement mediated the relationship between brand image and brand attitude. Also, the personality of openness to experience moderated the relationship between involvement and brand attitude. The implications of the findings, limitations, future research directions, and managerial implications are discussed.

關鍵字(中)

★ 臉部保養品
★ 品牌態度
★ 品牌形象
★ 涉入程度
★ 開放性人格

關鍵字(英)

★ Facial Care
★ Brand Attitude
★ Brand Image
★ Involvement
★ Openness to Experience

論文目次

目錄
摘要 ii
Abstract iii
誌謝 iv
目錄 v
圖目錄 vii
表目錄 viii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 4
2-1 品牌態度 6
2-1-1 品牌的定義 6
2-1-2 品牌態度的定義 6
2-1-3 品牌態度相關構面 7
2-2 品牌形象 9
2-2-1 品牌形象的定義 9
2-2-2 品牌形象相關構面 10
2-2-3 品牌形象與品牌態度之關係 12
2-3 涉入程度 13
2-3-1 涉入程度的定義 13
2-3-2 涉入程度相關構面 14
2-3-3 品牌形象與涉入程度之關係 16
2-3-4 涉入程度與品牌態度之關係 17
2-3-5 品牌形象、涉入程度與品牌態度之關係 18
2-4 開放性人格 18
2-4-1 人格特質的定義 18
2-4-2 五大人格特質 19
2-4-3 開放性人格的定義 20
2-4-4 涉入程度、開放性人格與品牌態度之關係 20
第三章研究方法 22
3-1 研究架構 22
3-3 研究工具 23
3-4 研究步驟 25
第四章研究結果 28
4-1 樣本描述性統計 28
4-2 信度分析 29
4-3 效度分析 30
4-4 變項間之相關分析 32
4-5 中介與調節效果分析 34
第五章結論與建議 38
5-1 研究結果與討論 38
5-2 研究貢獻與管理意涵 40
5-3 研究限制與未來研究建議 43
5-4 結論 46
參考文獻 47
一、網路部份 47
二、中文部份 47
三、英文部份 48
附錄：研究問卷 54

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指導教授

杜秉叡

審核日期

2017-6-29

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