求偶思維對自我複雜度、共品牌契合度與雌雄同體共品牌評價之影響_

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題名：	求偶思維對自我複雜度、共品牌契合度與雌雄同體共品牌評價之影響
書刊名：	管理評論
作者：	蔡進發
作者(外文)：	Tsai, Chin-fa
出版日期：	2018
卷期：	37:1
頁次：	頁15-33+95-108
主題關鍵詞：	求偶思維；自我複雜度；共品牌契合度；雌雄同體共品牌評價；Mating mind-sets；Self-Complexity；Co-Brand fit；Androgynous co-brand evaluation
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:9 點閱:18

本文將求偶思維的觀念應用在雌雄同體共品牌的研究上，試圖檢驗求偶思維、自我複雜度、共品牌契合度與雌雄同體共品牌評價之間的關係，並檢驗性別對雌雄同體共品牌評價的影響，是否會受到求偶思維所干擾。本研究採用實驗設計方式，將募集的290位受測者隨機分派到求偶思維情境與非求偶思維情境，進行實驗、蒐集資料並驗證假說。結果顯示：(1)求偶思維、自我複雜度與共品牌契合度會正向影響雌雄同體共品牌評價，(2)求偶思維會正向影響自我複雜度與共品牌契合度，(3)性別對雌雄同體共品牌評價的影響會受到求偶思維所干擾。

以文找文

This study applies the concept of mating mind-sets to the field of androgynous co-brand and attempts to examine the relationships among mating mind-sets, self-complexity, co-brand fit, and androgynous co-brand evaluation. Besides, this study also attempts to examine whether mating mind-sets moderates the effect of gender on androgynous co-brand evaluation. This study adopts experimental design to collect data and to examine proposed hypotheses. 290 recruited subjects are randomly distributed to any one of both mating mind-sets and non-mating mind-sets situation. This result shows that (1) Mating mind-sets, self-complexity, and co-brand fit positively influence androgynous co-brand evaluation. (2) Mating mind-sets positively influence both self-complexity and co-brand fit, respectively. (3) Mating mind-sets moderates the effect of gender on androgynous co-brand evaluation.

以文找文

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6.	Vohs, Kathleen、Akpinar, Ezgi(2011)。Can Religion and Money Substitute for Each Other?。NA-Advances in Consumer Research。Duluth, MN：Association for Consumer Research。

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