探討品牌個性對幸福度的影響—以科技品牌為例

Abstract

本研究旨在探討品牌個性與幸福度之關係，並同時將品牌情感與滿意度納入模型中，且以過去較少被研究的科技品牌為實證對象，藉由自我一致性理論的精神，推論品牌個性對於品牌情感、滿意度以及幸福度會產生正向影響，並且以品牌情感與滿意度作為中介因子，進一步探討兩者在品牌個性與幸福度關係當中所扮演之角色與相對的中介強度，試圖達成(1)了解品牌個性對品牌情感、滿意度以及幸福度之影響，(2)了解品牌情感和滿意度之中介效果與(3)對於科技產業之品牌研究更加了解的三重目的。 本研究共回收312份有效問卷，並且使用SmartPLS 3進行結構方程模式分析，以得出研究模型的驗證結果。本研究歸納出兩項研究發現：(1)品牌個性對於品牌情感、滿意度與幸福度皆有正向影響。(2)品牌個性對幸福度之影響多來自於滿意度與品牌情感之中介效果所造成之間接影響，其中品牌情感之效果更為強烈。最後，本研究根據實驗結果對學術以及實務界提出相關建議。

This study aims to explore the relationship between brand personality and happiness. At the same time, we include the brand affect and satisfaction into the model, and utilize technology brands, which were less studied in the past, as empirical objects. This study inference that brand personality will have positive impacts on brand affect, satisfaction and happiness on the basis of the self-consistency theory. Furthermore, this study use brand affect and satisfaction as mediators to observe the roles they play in the relationship between brand personality and happiness, and compare the relative strength of the two mediators. In sum, this study tries to (1) understand the effect of brand personality on brand affect, satisfaction and happiness, (2) understand the mediating effect of brand affect and satisfaction, and (3) obtain more understanding of the technology brand research. In this study, 312 valid questionnaires were collected, and the structural equation model was analyzed using SmartPLS 3 to obtain the results of the research model. The empirical experiment summarizes two findings: (1) Brand personality have positive impacts on brand affect, satisfaction and happiness. (2) The influence of brand personality towards happiness is mainly caused by the indirect effects of satisfaction and brand affect, in which the mediating effect of brand affect is more intense. Finally, according to the results of this study, we present some relevant suggestions to the academic and practical fields.