品牌社群參與與品牌依附之關係:自我監控人格特質之干擾效果

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Title:	品牌社群參與與品牌依附之關係:自我監控人格特質之干擾效果 The Relationship between Participation in Brand Community and Brand Attachment: The Moderating Effect of Self-monitoring Personality
Authors:	曾麗玉
Contributors:	企業實務管理數位碩士在職專班
Keywords:	品牌社群品牌依附自我監控 Brand Community Brand Attachment Self-monitoring
Date:	2020
Issue Date:	2020-08-18 14:13:22 (UTC+8)
Abstract:	品牌依附是企業從品牌經營過程到品牌成功的一個重要關鍵因素，為促進消費者對於品牌之依附，創造消費者對於虛擬品牌社群參與乃成為企業重要方針。然而既有研究仍欠缺探究自我監控人格特質對於品牌社群參與與品牌依附之關係的擾干效果，因此以自我監控人格特質為干擾變數，探討自我監控干擾變項對於品牌社群與品牌的情感依附之關係是否會有顯著影響。本研究透過電子問卷，提供受訪對象一個特定的網頁連結，受訪者可透過此網頁連結，直接點選進去填寫本研究問卷，總共收回702份樣本。實際驗證結果顯示，本研究在控制公眾自我意識之條件下，品牌社群參與與品牌情感依附呈顯著負相關，此實証結果與本研究假說一並不相符，但我們發現，自我監控對於品牌社群參與與品牌依附之關係具有顯著的正向干擾效果，也就是說，當自我監控程度越高，品牌社群參與與品牌依附之關係則越往正相關的方向變動。根據本研究結果，提供相關建議以供行銷相關人員作為參考。 Brand attachment is an important key factor for companies to develop from brand management process to brand success. To promote consumers’ attachment to the brand, it is an important policy for enterprises to create consumers’ participation in the virtual brand community. However, the previous research is still deficient in exploring the interference effect of self-monitoring personality traits on the relationship between brand community par-ticipation and brand attachment. Therefore, this study used self-monitoring personality traits as interference variables, and explored whether the self-monitoring interference variables had a significant impact on relationship of attachment for brand community and brand emotion. This study provided the respondents with a specific webpage link through an elec-tronic questionnaire. Respondents can directly click this webpage link to fill in the re-search questionnaire. 702 questionnaires were recovered. The results show that when public self-consciousness is under control, brand community participation is negatively correlated with brand attachment. This empirical result is not consistent with Hypothesis 1 of this study. However, we found that self-monitoring has a significant positive in-terference effect on the relationship between brand community participation and brand attachment. That is to say, the higher the degree of self-monitoring is, the more posi-tively correlated the relationship between brand community participation and brand at-tachment tends to be. Based on the results of this study, relevant suggestions are pro-vided for marketing personnel as a reference.
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