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題名:品牌關係品質對衝動性購買行為之影響─ 品牌偏好的中介效果
作者:劉東皋
作者(外文):Liu, Tong-Kao
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:謝安田
學位類別:博士
出版日期:2018
主題關鍵詞:品牌關係品質衝動性購買行為衝動性特質品牌依附品牌聯結品牌夥伴品質brand relationship qualityimpulsive buying behaviorimpulsive traitsbrand attachmentbrand connectionbrand partner quality
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論文名稱:品牌關係品質對衝動性購買行為之影響─品牌偏好的中介效果
校(院)所組別:大葉大學管理學院博士班
研究生:劉東皋 指導教授:謝安田
論文提要內容:
過去的研究較少針對品牌相關議題對衝動性購買行為的影響進行探討,尤其是品牌關係對衝動性購買的影響,更是缺乏。本研究的目的在於希望了解品牌關係品質會如何影響衝動性購買行為。經實證結果發現,品牌關係品質是一個三構面的構念;在未控制衝動性特質之下,品牌關係品質會直接影響衝動性購買行為,並會透過品牌偏好的中介效果影響衝動性購買行為。其中較特殊的是,在高衝動性特質的族群中,品牌關係品質的夥伴品質子構面較其它子構面會更顯著的影響衝動性購買行為;而在低衝動性特質的消費者之中,品牌關係品質的依附子構面則會直接影響衝動性購買。我們進一步發現,高衝動性特質的消費者之品牌關係品質會顯著高於低衝動性特質消費者,其顯著差異主要顯示在聯結與依附等的品牌關係品質上。
關鍵字:品牌關係品質(brand relationship quality, BRQ),衝動性購買行為(impulsive buying behavior),衝動性特質(impulsive traits),品牌依附(brand attachment),品牌聯結(brand connection),品牌夥伴品質(brand partner quality)
The Influence of Brand Relationship Quality on Impulsive Buying Behavior: The Mediating Effect of Brand Preference
Student: Tong-Kao Liu Advisor: Prof.An-Tian Hsieh
Da Yeh University
ABSTRACT
In the past, there was a lack of research about the impact of the impulsive buying behavior on brand-related issues, especially the impact of brand relationship on impulsive buying. The purpose of this study is to understand how and why brand rela -tionship quality (BRQ) to affect impulsive buying behavior. The empirical results show that BRQ is a three-dimensional construct, and which will significantly affect the impulsive buying behavior. Also, this study shows that brand preference has mediating effect between the relationship of BRQ and impulsive buying behavior when we didn’t control the variable of consumer impulsive traits, and the dimension of partner quality will significantly affect the impulsive buying behavior in the group of high-impulsive trait than others. Besides, low-impulsive consumers will have significant impact on impulsive buying due to the brand relationship of attachment. Furthermore, the special finding is consumers with high impulsive trait have significantly higher BRQ than those who with low impulsive trait, with significant differences mainly manifested in dimensions such as brand connection and attachment.
Key Words: impulsive buying behavior, brand relationship quality, impulsive traits, brand attachment, brand connection, brand partner quality
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