本研究探討真實自我、理想自我與品牌人格的一致性以及消費幻想，對於消費者品牌偏好度之影響，並將真實自我、理想自我與品牌人格的一致性分為五大構面，探討各構面對於消費者品牌偏好度之相對影響。採用Aaker (1997) 所發展出來的品牌人格量表來衡量真實自我、理想自我以及品牌人格，消費幻想的衡量則是採用黃依婷 (2006) 所發展之幻想程度的量表。 本研究選擇進行問卷調查的品牌包含象徵型及功能型兩類型，且具高知名度、不同來源國、消費者使用目的及產品價格等特質，經由與專家討論，選出台灣的宏碁 (Acer)、法國的路易威登 (LV)以及美國的星巴客 (Starbucks)，並將問卷以品牌分為三類，採隨機發放，共收集428份有效問卷，其中Acer品牌問卷有134份、Starbucks品牌問卷有143份、LV品牌問卷有151份，透過一般線性模式分析，驗證品牌人格與自我一致性以及消費幻想，對於消費者品牌偏好度之影響。 研究結果顯示，真實自我及理想自我與品牌人格的一致性、消費幻想及品牌對於消費者品牌偏好度均無影響，但是真實自我及理想自我與品牌人格的一致性與消費者品牌偏好度間的關係，會受到消費幻想及品牌的影響。對於象徵性品牌而言，消費幻想高的人並不在意品牌與自己之真實自我或是理想自我有無一致，只要品牌的象徵性意涵豐富，能夠滿足其幻想，消費者就會對品牌有較高的偏好，消費幻想低的人比較務實，所以對於象徵性品牌的偏好度較低；就功能性品牌而言，消費幻想高的人除了產品基本的功能性訴求之外，還希望品牌能夠用來表達真實自我或是理想自我，但是消費幻想低的人比較實際，較注重產品的功能面，所以比較不在意品牌是否能展現自己。若將真實自我一致性分為五個構面來看，真實領先自我一致性對於消費者品牌偏好度有影響，且此關係亦會受到消費幻想的影響，真實誠懇自我一致性與消費者品牌偏好間的關係，會受到消費幻想及品牌的影響。 對於廠商而言，若其品牌屬於象徵性品牌，應該將品牌之象徵性意涵更為突顯吸引更多消費幻想高的人，不需在意品牌人格是否與消費者之自我一致，若其品牌屬於功能性品牌，廠商對於消費幻想低的人應該著重加強品牌功能的宣傳，對於消費幻想高的人要使得品牌具有人格特質以表達消費者的自我。對於消費者而言，若能先瞭解自己消費幻想的程度，將有助於選擇適合自己的品牌。消費幻想高的人，在選購象徵性品牌時，可選擇象徵性意涵豐富的品牌，在選購功能性品牌時，建議選擇符合自己所追求人格特質的品牌；若為消費幻想低的人，不建議購買象徵性品牌，在購買功能性品牌時，要特別注意其功能的表現。 本研究將品牌人格與自我一致性分五大構面，探討其對於消費者品牌偏好的影響，確實瞭解真正影響消費者對於品牌偏好度之品牌人格與自我一致性的特質，能夠給予廠商明確的建議。在本研究之前，對於消費幻想的研究僅止於理論的發展及量表的建構，本研究將消費幻想進行品牌偏好度的實務驗證。 / The main purpose of this research is to investigate the effects of real-self congruity, ideal-self congruity, and consumer fantasy on consumers’ brand preferences. Furthermore, the research divided real-self congruity and ideal-self congruity into five dimensions to discuss the effects of each dimensions on consumers’ brand preferences. The American brand personality scale proposed by Jennifer Aaker in 1997 was used to measure brand personality and self congruity, while consumer fantasy was measured using the fantasy scale by Huang, Yi-Ting (2006). Brands in the research included both symbolic brands and functional brands, that are well-known, come from different countries of origin, used for different usage purposes, and carry different prices. After discussions with a professional, Acer, Louis Vuitton (LV), and Starbucks were selected. Questionnaires for each brand were developed and were distributed randomly. 428 valid questionnaires were collected, among which 134 were Acer brand questionnaires, 143 were LV questionnaires, and 151 were for Starbucks. Data was analyzed by general linear model. The results of the research are in the following. 1. There were no effects of real-self congruity or ideal-self congruity, consumer fantasy, and brands on brand preferences. 2. The relationships between real-self congruity and brand preferences or ideal-self congruity and brand preferences are affected by consumer fantasy and brands. 3. For symbolic brands, consumers with high fantasy don’t care whether the personalities of the brands are consistent with their real-self or ideal-self concepts. As long as the symbols of the brands can satisfy their fantasy, they will have high brand preferences. 4. For functional brands, consumers with high fantasy still hope that the brands can express their real-self or ideal-self concepts. In contrast, people with low fantasy are realistic so they focus a lot on the function that the brands can provide them and don’t care whether the brands can express themselves. 5. The relationship between real-leading-self congruity and brand preferences is affected by consumer fantasy. 6. The relationship between real-sincere-self congruity and brand preferences is affected by consumer fantasy and brands. Businesses whose brands are symbolic ones should emphasize the symbols of their brands to attract more consumers with high fantasy levels but don’t need to be as concerned with whether the personalities of the brands are consistent with consumers’ real-self or ideal-self concepts. On the other hand, businesses whose brands are functional brands should emphasize the great functionality of their brands to attract consumers with low fantasy and make the brands have personalities to express consumers’ real-self or ideal-self. Moreover, consumers should understand the degree of their fantasy to help them purchase suitable brands. When purchasing symbolic brands, consumers with high fantasy can select brands with rich symbols, while when purchasing functional brands, they should buy brands with personalities that fit their real-self or ideal-self. Consumers with low fantasy should buy less symbolic brands and should pay attention to the functions of the brands when purchasing functional brands. This research contributes by dividing the real-self congruity and ideal-self congruity into five dimensions and discussing the effects of each of them on brand preferences. This can lead to a better understanding of how the real personalities of brands and consumers’ self concepts affect brand preferences which will be useful to help companies form branding strategies. In addition, prior to this research, the studies about consumer fantasy were limited to the development of theories and the construction of the scale to measure consumers’ fantasy. This research connects consumer fantasy and brand preference to study the relationship between them.

一致性理論源於心理學中自我概念的延伸，其主要論點便是人會選擇與己之自我概念趨同的物、事、或人；並且極力避免與己之自我概念不同的物、事、或人互動。其道理來自於自我的穩定性及避免矛盾，自我往往讓自己處於一種習慣的狀態，並不希望改變。 自Grubb and Grathwohl（1967）透過Rogers（1951）的個體自我增強理論（theory of individual self enhancement）為基礎，假設自我概念對個體而言是一種價值，並且個體的行為會朝向增強或保護他們的自我概念為方向，因此購買、展示行為或商品使用，皆會透過購買符號商品的過程來加強自我概念後，將此理論運用到廣告行銷領域的研究便開始蓬勃發展。本研究即是透過一致性理論來觀察吸菸者與其所喜好的香菸品牌間之關係，並輔以Aaker，J的品牌人格理論做為觀察面向。最後在本研究架構上將吸菸動機及吸菸行為一併納入其中討論。 根據本研究對吸菸行為的觀察，認為吸菸行為是一種社會性行為，因此決定探討自我概念的三個面向，分別為真實自我、理想自我、及社會自我。自我概念及品牌人格的測量，則同時使用Aaker（1997）的品牌人格量表測之。 研究結果發現：自我概念與品牌人格越趨同者，確實較自我概念與品牌人格不趨同者，會對品牌產生較好的態度。並且三個面向的自我概念在皮爾森分析下皆與品牌態度呈正相關，最後再經由迴歸分析後得知具有預測能力的變數則是理想自我。 吸菸動機對品牌態度也同時具有影響力，但較理想自我概念一致性來得弱。而吸菸行為則是發現使用頻率與理想自我概念一致性有不相上下的正向影響力；而菸齡在檢測上則是發現對品牌態度呈現負向影響；最後每日吸菸量對品牌態度則是毫無影響力。