人格特质、品牌个性与品牌忠诚的关系之研究－以.PDF

人格特質、品牌個性與品牌忠誠的關係之研究 －以玩具及電玩購買者為例 A Study on the Relationship between Consumer Personality Trait, Brand Personality and Brand Loyalty: An Example of Toys and Video Games Buyers 1 2 林隆儀 鄭羽廷 1真理大學、淡水鎮真理街 32號、 02、nicklin@.tw 2 真理大學、淡水鎮真理街 32號、 0932053085 、winyes54324@ 摘要 本研究旨在探討人格特質、品牌個性與品牌忠誠的關係。採用便利抽樣法，以在台北火車站的台北 地下街參觀或購買玩具或電玩的成年消費者為研究對象，訪問 400名消費者，蒐集到有效樣本 387份。 採用變異數分析檢定研究假說，實證結果獲得下列重要的發現:(1)人格特質對品牌個性有顯著的正向影 響關係。( 2)興奮、能力、真誠與優雅的品牌個性對態度忠誠有顯著的正向影響。(3)興奮、能力、和平 與優雅的品牌個性對行為忠誠有顯著的正向影響。(4)親和與開放型的人格特質對態度忠誠有顯著的正向 影響。( 5)外向、親和與開放型的人格特質對行為忠誠有顯著的正向影響。 關鍵詞:人格特質、品牌個性、品牌忠誠 Abstract: The purpose of this study is to explore the relationship between consumer personality trait, brand personality and brand loyalty. The convenience sapling was used, 400 adult consumers were interviewed that looked round or bought toys and video games in Taipei City Mall, and 387 effective samples were collected. The research used variables analysis to verify study hypotheses, the major findings of this study were as follow: (1) Personality trait has significant positive influence on brand personality. (2) The brand personality of excitement, competence, Sincerity and sophistication has significant positive influence on affective loyalty. (3) The brand personality of excitement, competence, peacefulness and sophistication has significant positive influence on action loyalty. (4) The personality trait of agreeableness and openness has significant positive influence on affective loyalty. (5) The personality trait of extroversion, agreeableness and openness has significant positive influence on action loyalty. Key words: Personality trait, Brand personality, Brand l