自我一致性、品牌信任、品牌愛戀與消費者寬恕關係之研究：以運動服飾品牌為例

Abstract

近幾年，越來越多人在生活中有健康的運動習慣，健身房與運動中心在台灣越來越興盛，而運動品牌服飾的銷量也隨之快速成長。本研究的主要目的是要以運動服飾品牌為研究標的，探討自我一致性、品牌信任、品牌愛戀與消費者寬恕之間的影響關係。 本研究的樣本抽樣方式採用便利抽樣，都是取自曾經有購買運動品牌服飾經驗的受測樣本，而受測者以大學生和研究生居多。透過研究者自製的「運動服飾品牌之行銷研究調查」進行線上問卷的發放，藉此蒐集分析所需的研究資料。受測者需要透過量表評估自身的人格特質，同時也需要針對運動服飾品牌進行品牌個性的衡量，進而透過兩者的分數計算出自我一致性的分數。關於研究資料的分析方式，包括信度分析、獨立樣本t檢定以及線性迴歸分析等，以驗證研究假說是否獲得支持，並進一步了解代表消費族群的受測者對於運動服飾品牌的自我一致性、品牌信任、品牌愛戀與消費者寬恕。 本研究的主要研究結果如下：（一）自我一致性對品牌信任有正向顯著的影響；（二）自我一致性對品牌愛戀有正向顯著的影響；（三）品牌信任對品牌愛戀有正向顯著的影響；（四）無論品牌是否處於可控因素的情境中，品牌愛戀對消費者寬恕有正向顯著的影響。根據上述的研究結果，研究者提出相關的建議，以提供未來研究進行時的參考。

The gym culture in Taiwan at present is growing at a very fast pace as more and more people are joining the gym movement for great health. As a resault, sportswear products are selling well in Taiwan. The main purpose of this study is to investigate the relationships among self-congruity, brand trust, brand love, and consumer forgiveness of the sportswear brands. People who bought the sportswear products were taken as the research sample. Most researchers were college students and graduate students. Primary data were collected through convenience sampling. The self-developed “Marketing survey on the sportswear brands” was used for data collection. Respondents rated their own personality traits and those of their favorite sportswear brand, and then derives a measure of self-congruity. The data were analyzed with t-test of Paired Samples, t-test of Independent Samples, Pearson Product-Moment Correlation, and Regression Analysis, in order to test the hypothesis and understand the self-congruity, brand trust, brand love, and consumer forgiveness of the respondents. The main findings are as follows: (1) Self-congruity has a significantly positive influence on brand trust. (2) Self-congruity has a significantly positive influence on brand love. (3) Brand trust has a significantly positive influence on brand love. (4) Brand love has a significantly positive influence on consumer forgiveness whether the brand has control over the transgression or not. According these results, some suggestions were given.