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    題名: 消費者個性、品牌個性與口碑關聯性之研究 : 以世代為調節變項
    其他題名: The study on the relationships among consumer personality, brand personality and word-of-mouth : generation as a moderator
    作者: 林耿毅;Lin, Keng-Yi
    貢獻者: 淡江大學管理科學研究所碩士班
    廖述賢
    關鍵詞: 消費者個性;品牌個性;口碑;世代;調節效果;Consumer Personality;Brand Personality;Word-of-Mouth;Generation;Moderating Effect
    日期: 2011
    上傳時間: 2011-12-28 18:16:24 (UTC+8)
    摘要: 本研究旨在探討消費者個性、品牌個性與口碑之間的關聯性,並以世代為調節變項。近幾年,將世代做為市場區隔在行銷中極為熱門,如何利用世代進行市場區隔,成為行銷的關鍵。本研究將針對NIKE 運動鞋的使用者作為研究樣本,共計收回546份,採用的問卷份數為405份。本研究透過線性結構化方程式模型,將消費者個性對品牌個性與口碑的影響進行實證分析,並驗證世代的調節效果。研究結果發現,消費者個性對口碑之影響中,品牌個性具有部分中介效果。同時經由調節效果分析可得知,不論是嬰兒潮世代、X世代或Y世代的消費者,在消費者個性、品牌個性與口碑之間皆具有部分調節效果。
    This study mainly investigates the relationships among consumer personality, brand personality, and word-of-mouth, and generation as a moderator. The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. The present study collects 405 consumers of the nike shoes using to empirically investigate the relationships among consumer personality, brand personality, and word-of-mouth, and examine the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that brand personality serves as a partial mediator between consumer personality and word-of-mouth. The other findings specify the partial moderating effect of generation in consumer personality, brand personality, and word-of-mouth.
    顯示於類別:[管理科學學系暨研究所] 學位論文

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