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篇名 品牌人格化:消費者擬人化行為的前因與後果之探究
Brand Personification: An Examination of the Antecedents and Consequences of Consumer Anthropomorphism
作者 陳冠儒、林芝璇
中文摘要

此篇研究透過品牌人格化、消費者品牌關係、擬人化理論的文獻輔以一項在Amazon Mechanical Turk上所實施的 2(品牌人格:一致的與不一致的) × 2(品牌名稱:已知與未知) 受試者間設計實驗來探討影響消費者擬人化行為的前因與後果。實驗的結果證實廣告 中品牌人格化訊息導致消費者擬人化行為。此擬人化行為更進一步帶來正向的廣告效益, 例如:廣告投入度和廣告好感度;及正向的品牌效益,例如:品牌好感度和購買意願。除此之外,消費者擬人化行為正向且顯著地影響品牌依附和品牌經驗。最後,根據此研究結 果提出對於消費者擬人化行為構念彼此之間因果關係的理論蘊含以及如何有效利用品牌人 格化策略來管理消費者品牌關係之有效性建議。

英文摘要

Building on the literature in brand personification, consumer-brand relationships, and theory of anthropomorphism, this research examines the antecedents and consequences of consumer anthropomorphism. A 2 (brand personality: congruent versus incongruent) × 2 (brand name: known versus unknown) between-subjects experimental design was implemented online via Amazon Mechanical Turk. The results provide empirical evidence that brand personification leads to anthropomorphism which not only results in positive advertising outcomes, such as ad engagement and attitude toward the ad, but also positive brand outcomes, such as attitude toward the brand and purchase intention. Furthermore, anthropomorphism positively influences brand attachment and brand experience. Theoretical implications for the relationships between anthropomorphism constructs and managerial suggestions about utilizing brand personification strategies for leveraging consumer-brand relationships are discussed.

中文關鍵詞 品牌人格化、消費者擬人化行為、廣告投入度、廣告/品牌好感度、購買意願、 品牌依附、品牌經驗
英文關鍵詞 Brand personification, anthropomorphism, ad engagement, attitude toward the ad/brand, purchase intention, brand attachment, brand experience
發表日期 2015/7/3
授權狀況 已授權
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