女性服裝品牌的品牌體驗對關係品質之影響: 以品牌個性、自我形象調和度與功能調和度為中介變數

Abstract

本文主要以品牌個性、自我形象調和度以及功能調和度作為中介變數，探討女性服裝提供的品牌體驗對品牌關係品質的影響。本文的品牌體驗所指的是女性服裝品牌提供給顧客所有關於感官、情感、行為以及知性的品牌經驗。品牌個性所指的是消費者對於購買的女性服裝品牌所傳遞的個性認知。自我形象調和度是指消費者認為品牌所傳遞的形象與自我形象(包含真實的自我形象與理想的自我形象)相符的程度。功能調和度指的是消費者知覺品牌所傳遞出的相關功能性需求是否具備適切性。品牌關係品質是指女性服裝品牌與消費者之間互動的關係。透過發放網路問卷，總共有302位填答者進行本研究的施測。 研究結果顯示，品牌體驗對於品牌關係品質會產生直接的影響，當品牌體驗透過品牌個性的中介對於關係品質的影響卻為不顯著。然而三個中介變數在兩者之間所帶來的間接影響卻是大過於直接效果。研究結果的應用將論述於管理意涵與未來研究建議。Based on brand personality, self-image congruence and functional congruence as mediators, this paper develops a model to explain the influence of brand experience of female clothes on relationship quality. In this paper, brand experience refers to all experience about sensory, affective, behavioral, and intellectual offered by the brand. Brand personality refers to the characteristics of the brand perceived by the customer. Self-image congruence refers to the match between brand’s image and consumer’s self image (actual self-image and ideal self-image). Functional congruence refers to the perceived suitability of a brand to fulfill product-related needs. Brand relationship quality refers to the interactive relationship between brand and consumers. The results suggest that brand experience has direct effect on brand relationship quality. But, see the brand personality as a mediator, we find that brand experience has no influence on relationship quality. However, based on the three mediators in this model, the indirect effect is more than direct effect. Implications for managers and future research directions are discussed.