張佳榮Chang, Chia-Jung藍心Lan, Shin2022-06-082027-02-012022-06-082022https://etds.lib.ntnu.edu.tw/thesis/detail/f04cf4a0b9bacc9a873c654e97186f15/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/118376本研究旨在闡釋消費者針對品牌發問後，該行為相映於品牌愛之影響；並進一步探討消費者個人之認知需求於其中扮演之調節作用。近年學者愈加重視品牌愛所代表之正向效益與永續性，然先前文獻多著墨於品牌愛本身之定義與所創造之重要後果，卻較少探索引發消費者品牌愛之前因。故而本文以消費者學習及喜愛－動機迴圈系統為理論基礎，重新解構消費者發問之重要性，並設計兩項實驗以操弄消費者發問之質（深度）與量（廣度），透過實驗分析證實問的問題得越多、越深，便會產生越高的品牌愛；同時驗證了個人認知需求越高，亦將放大發問對品牌愛的影響效力。此外，發問的深度在實驗結果顯示比發問的數量更能增添品牌愛。因此本文顛覆傳統視顧客提問為負擔之觀念，於學術上開創發問行為之新構面，更奠定品牌經營實務中妥善因應消費者發問之重要性，承先啟後增進消費者問答之研究洞悉與實踐應用。關鍵字: 發問問題、品牌愛、認知需求、消費者學習The research aims to illustrate the impact of question-asking behavior on brand love and the moderating effect of need for cognition on the relationship between question-asking and brand love. Based on the consumer learning perspective, two studies were conducted to examine the hypotheses. Study 1 demonstrated that consumers asking questions with higher breadth (quantity) and depth (quality) would generate more brand love than the lower breadth and depth. Moreover, Study 2 confirmed the moderating effect of need for cognition on the relationship between question-asking and brand love. Results showed that the quality of questioning might affect brand love more than quantity. Accordingly, these conclusions renew our understanding and extend the studies and applications on consumer question-asking, need for cognition, and brand love.Keywords: Question-asking, Brand love, Need for Cognition, Consumer learning發問問題品牌愛認知需求消費者學習Question-askingBrand loveNeed for CognitionConsumer learning學術論文