品牌個性偏好與消費者涉入程度、生活型態之關係研究── 以香水產品為例

Abstract

品牌個性(Brand Personality)是以人格特質理論為基礎的一組評估品牌個性的架構(Aaker, 1997; Geuens, Weijters, & De Wulf, 2009)。將消費者所知覺的品牌個性分為五種構面:真誠 (Sincerity)、興奮(Excitement)、有能力的(Competence)、教養(Sophistication)、強壯(Ruggedness)。 本研究以五個香水品牌Dior、Bvlgari、Jo Malone、Chanel、Victoria’s Secret作為研究對象, 以此探討消費者對品牌個性(真誠、興奮、能力、教養、粗獷堅實)的偏好與涉入程度(包 括產品涉入、品牌涉入)、生活型態(獨立自主傾向、休閒態度傾向)之間的關係。 通過設計問卷了解受測者對品牌的個性認知、對品牌的偏好以及其個人特質。問卷發放 時間為2016年3月29日至5月20日,以網路問卷作為主要形式。參與問卷填答的受測者總共有 216名,最終回收218份問卷。最後有效問卷為202份,有效回收率為91.74%。 問卷回收後,通過因素分析、對應分析對Dior、Bvlgari、Jo Malone、Chanel、Victoria’s Secret 等五個香水品牌個性製作出品牌個性知覺圖,得出五個不同品牌之個性。通過二元迴歸分析, 得出偏好不同品牌個性的受測者具有哪些類型的人格特質。綜合兩個部分的數據得出人格特 質與品牌個性偏好之關係,總結為以下實證結果: 1. 「興奮」、「教養」的品牌個性偏好與「獨立自主」的人格特質呈正相關; 2. 「能力」的品牌個性偏好與「獨立自主」的人格特質呈負相關; 3. 「能力」的品牌個性偏好與「品牌涉入」、追求「休閒態度」的態度呈正相關; 4. 「粗獷堅實」的品牌個性偏好與「產品涉入」程度呈負相關。

Brand personality is set of description to evaluate the personality of brands based on the theory of personality trait(Aaker, 1997; Geuens, Weijters, & De Wulf, 2009), Which consists of sinceriy, excitement, competence, sophistication, ruggedness. This thesis uses five fragrance brands include Dior, Bvlgari, Jo Malone, Chanel and Victoria’s Secret as the research objects, to find out the relationship among brand personality, Consumer Involvement and Lifestyle. Using questionnaire to know about consumers’ attitudes toward brand personality, preference toward different brands and their characteristics. From March 29th to May 20th of 2016, 218 questionnaires have been done and 202 of them are effective. Effective rate is 91.74%. To find out the brand personality of five brands, I use factor analysis and correspondence analysis to draw the perceptual map of brand personality and get the characteristics of consumers via binary logistic regression. Following are the results of this thesis: 1. Sincerity and sophistication of brand personality have positive correlation with independence of consumers’ characteristics. 2. Competence of brand personality has negative correlation with independence of consumers’ characteristics. 3. Competence of brand personality has positive correlation with brand involvement and recreational attitude of consumers’ characteristics. 4. Ruggedness of brand personality has negative correlation with product involvement of consumers’ characteristics.