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題名:人身品牌忠誠與轉換之研究:偶像、消費者與媒體關係之探討
作者:董美戀
作者(外文):Mei-Lien Tung
校院名稱:國立暨南國際大學
系所名稱:國際企業學系
指導教授:黃佑安
學位類別:博士
出版日期:2015
主題關鍵詞:人身品牌忠誠人身品牌轉換偶像特質消費者特質媒體影響力human brand loyaltyhuman brand switchingidol traitsconsumer traitsmedia influence
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人身品牌的概念日益受到行銷學界的重視,然行銷學界對於偶像品牌與消費者購買行為關係的研究仍是少見,至今仍多集中於名人偶像代言產品的研究上。此外,過去文獻較少涉及偶像特質與人身品牌忠誠與轉換的關聯。為有別於實體產品的忠誠與轉換意願,本研究提出人身品牌的忠誠與轉換分類架構並加以實證,同時延伸及進一步探討對人身品牌忠誠與轉換的瞭解。因此,本研究整合推-拉-繫住力理論、社會認同理論與人身品牌相關理論,提出影響人身品牌忠誠與轉換的前因變項與干擾變項,藉以實證調查偶像特質與人身品牌忠誠與轉換的關聯,亦進一步探討消費者特質、媒體影響力在偶像特質與人身品牌忠誠與轉換關係中的干擾效果,希冀對此一學術領域與實務提出具體貢獻。本研究的實證結果有:偶像特質對人身品牌忠誠與轉換產生正向的影響,顯示新歌手相對吸引力與相對契合度可以促進人身品牌忠誠或轉換;此外,消費者特質、媒體影響力在偶像特質與人身品牌忠誠與轉換關係的過程中,會產生不同程度的干擾效果。本研究也提出對於理論與實務界的貢獻,並說明本研究限制以及提出未來研究方向和建議。
Human brand in music sector has become so widespread in recent years that it can no longer be ignored. However, little academic research has empirically examined the factors affecting the human brand loyalty and brand switching. Drawing on push-pull-mooring theory, social identity theory and human brand related theories, this study develops a conceptual framework of human brand loyalty and brand switching in the popular music context and examines the relationships between antecedents and moderating factors that influence human brand loyalty and brand switching.
A survey was conducted on Taiwanese students to verify the validity of the research framework. The tested model empirically examines the relationship between idol traits, human brand loyalty and brand switching and further investigates the moderating effects of consumer trails and media influence on the relationship between idol traits, human brand loyalty and brand switching. The finding of this study suggested that the idol traits are positively related to human brand loyalty and brand switching. This reveals that the new singer’s relative attractiveness and relative fitness facilitate human brand loyalty and brand switching. Similarly, the finding of this study indicated that consumer traits and media influence generate different levels of moderating effects on the relationship between idol traits, human brand loyalty and brand switching. The findings broaden existing understanding about the human brand loyalty and brand switching. Several implications are extracted to help music marketers better revise their existing idol strategies to strength idol brand success.
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