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題名：世代影響與互動影響機制對消費者品牌轉換行為之研究
作者：羅淑芳
作者(外文)：Shu-Fang Luo
校院名稱：雲林科技大學
系所名稱：管理研究所博士班
指導教授：陳振燧
學位類別：博士
出版日期：2011
主題關鍵詞：產品型式；品牌轉換；世代影響；互動機制；自信心；Interactive Mechanism；Generational Influence；Self-confidence；Product Type；Brand Switch
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品牌研究日漸受到重視，品牌權益建立的終極目標是希望達到顧客的品牌忠誠，然而，消費者對品牌的不忠誠卻是比比皆是，尤其是年輕消費者的品牌轉換行為已經很普遍。
因此，本研究從社會學習的角度，探討當年輕人進入大學就讀，受雙親與同儕影響互有消長時的品牌轉換行為，其次，針對消費者受跨世代和同世代的互動影響機制，例如示範影響和強化影響，探討其影響差異。另外，這種品牌轉換行為的影響關係可能因為產品的奢侈性和可見度在社會學習中扮演不同的角色，使得消費者有不同的轉換行為，除此之外，消費者特性的自信心高低及情境特性的離家時間長短可能干擾上述的影響關係。
本研究採問卷調查法，針對離家就學時間長短不一的大學生，進行資料蒐集。本研究結果發現品牌轉換行為會隨著離家越久，同儕影響上升，雙親的影響力下降時增加，受示範機制影響顯著，較不受強化機制影響，另外，產品的奢侈性及可見度、消費者自信心的程度和離家時間長短對上述關係具有顯著的干擾效果。
The issues about consumer’s brand choice are more important than ever. The aim of building brand equity is to attain consumer’s brand loyalty. However, it is common for young consumers to purchase goods with fashion brands and to decrease brand loyalty. The objective of this study is to explore the impact of generational influences and interactive mechanism on brand switch behavior based on social learning theory.
The questionnaire surveys were used to collect data. The results indicated that the brand-switch behaviors of young adults were more influenced by peers than those by parents. The influences by modeling mechanism are greater than those by reinforcement mechanism. Meanwhile, the product type, self-confidence and time of leaving home were proved to be moderators.
Specifically, for luxury goods, the influences by peers are greater than those by parents, but there is no difference for necessity goods. And for public goods, the influences by modeling mechanism are greater than those by reinforcement mechanism, but there is no difference for necessity goods. For high self-confidence consumer, the influences by peers and modeling mechanism are significantly higher than those by parents and reinforcement mechanism, but there are no significant differences for low self-confidence consumer. On the other hand, for the longer time of leaving home students, the influences by peers and modeling mechanism are significantly higher than those by parents and reinforcement mechanism, but there are no significant differences for the shorter time of leaving home students.
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