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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Yu-Chen Chuang | en |
| dc.contributor.author | 莊喻臻 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:12:17Z | - |
| dc.date.available | 2021-08-23 | |
| dc.date.available | 2022-11-23T09:12:17Z | - |
| dc.date.copyright | 2021-08-23 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-08-13 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79812 | - |
| dc.description.abstract | 在這個品牌行動主義開始萌芽的世代，消費者對品牌的期待已不僅止於提供優良的產品，越來越多的消費者期望品牌具有社會意識，主動對社會議題表達立場，承擔讓社會變得更美好的責任。然而，社會議題總是具有其爭議性，品牌表態或許能贏得大多數消費者的讚賞，但同時也勢必會激怒部分與品牌立場不同的消費者，更甚者還會引起消費者對品牌的抵制行動。 本研究的目的在於探討消費者的立場如何影響品牌背叛及抵制決策，並分別探討關係品質、個人品牌連結與品牌忠誠三個變數在消費者與品牌立場相左的情境下的調節效果。本研究以台灣消費者做為研究對象，採便利抽樣方式於社群平台發布問卷，總計共回收378份有效問卷，並使用Hayes (2015) 所提出的SPSS Process模組驗證本研究中的中介調節模型。 研究結果發現：（1）立場不一致程度透過品牌背叛正向影響抵制決策。（2）關係品質及個人品牌連結不會影響立場不一致程度與品牌背叛間的關係。（3）品牌忠誠對品牌背叛與抵制決策間的關係有正向影響。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:12:17Z (GMT). No. of bitstreams: 1 U0001-0708202101012700.pdf: 1857632 bytes, checksum: 4007e0fcb5932bb9ed255f22b026c619 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 口試委員會審定書 # 誌謝 i 中文摘要 ii 英文摘要 iii 目錄 iv 圖目錄 vi 表目錄 vii 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的與研究問題 5 第二章 文獻探討 6 第一節 品牌行動主義 (Brand Activism) 6 第二節 消費者抵制 (Consumer Boycott) 7 第三節 品牌背叛 (Brand Betrayal) 8 第四節 自我品牌連結 (Self-Brand Connection) 9 第五節 關係品質 (Relationship Quality) 10 第六節 品牌忠誠 (Brand Loyalty) 11 第三章 研究方法 12 第一節 研究假說 12 第二節 研究架構 14 第三節 研究變數之定義與衡量 15 第四節 問卷設計與施測流程 18 第五節 研究樣本 18 第六節 資料分析方法 18 第四章 資料分析與驗證 19 第一節 樣本描述 19 第二節 信度分析 21 第三節 效度分析 23 第四節 迴歸分析 24 第五章 結論 28 第一節 研究發現 28 第二節 理論意涵 29 第三節 管理意涵 30 第四節 研究限制 31 第五節 未來研究建議 32 參考文獻 34 附錄：問卷題目 40 | |
| dc.language.iso | zh-TW | |
| dc.subject | 品牌忠誠 | zh_TW |
| dc.subject | 品牌行動主義 | zh_TW |
| dc.subject | 品牌背叛 | zh_TW |
| dc.subject | 消費者抵制 | zh_TW |
| dc.subject | 關係品質 | zh_TW |
| dc.subject | 個人品牌連結 | zh_TW |
| dc.subject | Brand Activism | en |
| dc.subject | Brand Loyalty | en |
| dc.subject | Self-Brand Connection | en |
| dc.subject | Relationship Quality | en |
| dc.subject | Consumer Boycott | en |
| dc.subject | Brand Betrayal | en |
| dc.title | 消費者對社會議題的立場如何影響品牌背叛與抵制決策 | zh_TW |
| dc.title | How Does Customers’ Stance on Sociopolitical Issues Affect Their Brand Betrayal and Boycott Decisions? | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 潘令妍(Hsin-Tsai Liu),陳亭廷(Chih-Yang Tseng) | |
| dc.subject.keyword | 品牌行動主義,品牌背叛,消費者抵制,關係品質,個人品牌連結,品牌忠誠, | zh_TW |
| dc.subject.keyword | Brand Activism,Brand Betrayal,Consumer Boycott,Relationship Quality,Self-Brand Connection,Brand Loyalty, | en |
| dc.relation.page | 46 | |
| dc.identifier.doi | 10.6342/NTU202102167 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-08-16 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| Appears in Collections: | 國際企業學系 | |
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| File | Size | Format | |
|---|---|---|---|
| U0001-0708202101012700.pdf | 1.81 MB | Adobe PDF | View/Open |
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