消費者識別和消費者對公司認同之實證研究--以Bhattacharya & Sen之概念性架構為基礎_

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題名：	消費者識別和消費者對公司認同之實證研究--以Bhattacharya & Sen之概念性架構為基礎
書刊名：	顧客滿意學刊
作者：	劉力瑛／張勝雄／曾義明
作者(外文)：	Liu, Li-ying／Chang, Sheng-hsiung／Tseng, Yi-ming
出版日期：	2014
卷期：	10:1
頁次：	頁37-63
主題關鍵詞：	消費者行為；公司識別；組織認同理論；社會識別理論；Consumer behavior；Company identification；Organizational identification theory；Social identity theory
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:30

本研究採用Bhattacharya and Sen（2003）所提出之消費者識別和消費者對公司認同模型之部分架構，以實證方式進行驗證。Bhattacharya and Sen（2003）依據社會識別和組織認同理論指出：穩健的消費者與公司間關係往往決定於消費者對公司的認同，而此認同關係將有助於消費者滿足自我需求。本研究實證結果顯示：（1）識別相似性、識別獨特性、識別聲望與公司識別之吸引力間呈現顯著且正向的關係。換言之，消費者對公司識別之吸引力評價，是依據在消費者對識別的知覺基礎之上。公司識別之吸引力依據在消費者對公司識別與自我感覺的相似程度、獨特性、聲望等三項因素而定；（2）本研究並以識別之可信任性為干擾變項，探討公司識別相似性、獨特性、聲望與公司識別之吸引力間的關係是否會有所不同。結果顯示僅造成識別獨特性與公司識別之吸引力間的影響，由原本顯著而正向的關係，轉變成顯著卻為反向的關係，但卻並未對識別相似性和識別聲望造成影響；（3）公司識別之吸引力與公司認同間呈現顯著且正向的關係；即當公司識別之吸引力愈大時，消費者對公司的認同就愈為強烈。

以文找文

Based on Bhattacharya and Sen's framework, this study conducts an empirical study based on a submodel derived from the framework. That is, this study empirically examines under what conditions consumers enter into strong relationships with certain companies. Followed by Social Identity Theory and Organizational Identification Theory, the hypotheses are verified that strong consumer-company relationships often result from consumers' identification with those companies.407 questionnaires were distributed to the consumers in Taipei. The result shows that consumers' evaluations of a company's identity attractiveness are based on their perceptions of that identity. In addition, the positive link between consumers' perceptions of a company identity and consumers' reactions is verified. Moreover, the consumer-company identification relationship is found to be significantly positively associated with identity attractiveness. Last, managerial implications are offered: managers must articulate and communicate their identities to consumers in a clear, coherent and a persuasive manner, and companies also must devote significant resources to identification management.

以文找文

期刊論文
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13.	Dutton, Jane E.、Dukerich, Janet M.、Harquail, Celia V.(1994)。Organizational Images and Member Identification。Administrative Science Quarterly，39(2)，239-263。
14.	Brown, Tom J.、Dacin, Peter A.(1997)。The Company and the Product: Corporate Associations and Consumer Product Responses。Journal of Marketing，61(1)，68-84。
15.	Cronbach, Lee J.(1951)。Coefficient alpha and the internal structure of tests。Psychometrika，16(3)，297-334。
16.	Kramer, R. M.(1999)。Trust and Distrust in Organizations: Emerging Perspectives, Enduring Questions。Annual Review of Psychology，50(1)，569-598。
17.	Bhattacharya, Chitrabhan B.、Sen, Sankar(2003)。Consumer-company identification: A framework for understanding consumers' relationships with companies。Journal of Marketing，67(2)，76-88。
18.	Bhattacharya, C. B.、Rao, Hayagreeva、Glynn, Mary Ann(1995)。Understanding the bond of identification: An investigation of its correlates among art museum members。Journal of Marketing，59(4)，46-57。
19.	Brewer, Marilynn B.(1991)。The Social Self: On Being the Same and Different at the Same Time。Personality and Social Psychology Bulletin，17(5)，475-482。
20.	Fombrun, Charles、Shanley, Mark(1990)。What's in a Name? Reputation Building and Corporate Strategy。The Academy of Management Journal，33(2)，233-258。
21.	Mael, Fred A.、Ashforth, Blake E.(1992)。Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification。Journal of Organizational Behavior，13(2)，103-123。
22.	Scott, Susanne G.、Lane, Vicki R.(2000)。A Stakeholder Approach to Organizational Identity。Academy of Management Review，25(1)，43-62。
23.	Sen, Sankar、Bhattacharya, Chitra Bhanu(2001)。Does doing Good Always Lead to Doing Better: Consumer Relations to Corporate Social Responsibility。Journal of Marketing Research，38(2)，225-244。
24.	Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。
25.	Kim, Chung K.、Han, Dongchul、Park, Seung-Bae(2001)。The effect of brand personality and brand identification on brand loyalty: applying the theory of social indentifìcation。Japanese Psychological Research，43(4)，195-206。
26.	Bergami, Massimo、Bagozzi, Richard P.(2000)。Self-categorization, Affective Commitment, and Group Self-esteem as Distinct Aspects of Social Identity in the Organization。British Journal of Social Psychology，39(4)，555-577。

會議論文
1.	Gunther, E. E.(1959)。Evaluating Corporate Image Measurement。The ARF Conference。

圖書
1.	Whetten, D. A.、Godfrey, P. C.(1998)。Identity in Organizations: Building Strategy through Conversations。Thousand Oaks, CA：Sage Publications。
2.	Walters, C. G.、Paul, G. W.(1970)。Consumer behavior: An integrated framework。Richard D. Irwin。
3.	Kunda, Ziva(1999)。Social cognition: making sense of people。Cambridge, Massachusetts：MIT Press。
4.	Walton, S. D.(1966)。American Business and Its Environment。New York, NY：Macmillan Book。
5.	Heider, Fritz(1958)。The Psychology of Interpersonal Relations。John Wiley & Sons, Inc.。
6.	Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。

圖書論文
1.	Pratt, Michael G.(1998)。To be or not to be? Central questions in organizational identification。Identity in organizations: Building theory through conversations。Sage。
2.	Pfeffer, J.(1983)。Organizational demography。Research in Organizational Behavior。Greenwich, Connecticut：JAI Press。
3.	Tajfel, Henri、Turner, John C.(1986)。The Social Identity Theory of Intergroup Behavior。Psychology of Intergroup Relations。Nelson-Hall。

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