品牌個性與真實自我、理想自我之一致性是指，消費者所知覺的品牌個性特徵與自我概念（真實自我、理想自我）之間的契合程度。根據過去文獻可以了解到品牌個性與自我概念之一致性與其他構念之間的關係：契合度愈高，顧客基礎品牌權益（簡稱CBBE）愈高、購買意願愈高，但是卻沒有一個研究包括這三個構念，是以這三者之間的關係模式究係為何，是否包含第三變項的中介效果，目前的了解卻是有限。因此，研究者以自我概念一致性理論為基礎，試圖整合過去累積的研究成果，建構三者之間的關係模式，並以408位華碩筆記型電腦的使用者為研究對象，利用結構方程模式，企圖釐清不同面向的自我概念（真實自我與理想自我）與品牌個性之間的契合程度和購買意願的關係，並檢驗CBBE對於該等變項的關係之中介作用。 修正後的最終模式契合實徵資料，並有下列兩點主要發現：（一）品牌個性與真實自我之一致性既無法影響購買意願，亦無法影響CBBE；（二）品牌個性與理想自我之一致性無法直接影響購買意願，僅能間接影響之，影響途徑為：「品牌個性與理想自我之一致性」→「CBBE」→「購買意願」。本研究的發現與國內外文獻略有出入。其一，品牌個性與真實自我之一致性在模式中未呈現研究者所期待的影響力，這之間的落差究係隱含著什麼訊息，是否存有重要的變項未被一併探討，值得後續研究者的重視；其二，品牌個性與理想自我之一致性與購買意願之間原本是沒有關係的，係因CBBE的中介，而使過去研究有「偽關係」的發現。 本研究的發現：消費者理想自我的一致性經驗和購買意願並未存在直接關係，係乃透過其對CBBE的影響，而CBBE又再影響購買意願，間接影響之，不但突破自我概念一致性研究領域的藩籬，更具體彰顯CEEB的實用價值，而對品牌管理實務深具貢獻。特別是，品牌個性與理想自我之一致性提供品牌經理人創造品牌權益一個有效的品牌操作思維；而CBBE模式則可為檢測品牌體質與發展狀況之參考架構。針對研究結果的意涵與限制，研究者於文末進行詳細的說明與探討，並提出數項建議，以供後續研究者與實務工作者的參考。

隨著資金、市場與人才國際化的趨勢，企業面對的競爭越來越激烈，企業從單品牌策略逐漸走向多品牌策略；其中，併購品牌為最快速、控制與投資程度高的品牌組合建立方式，也是目前品牌組合建立的主要趨勢，尤其以國際大型集團發起的併購案件，近幾年於市場上更是層出不窮。然而，目前關於併購行為所產生的益處與影響，多著重於有形資產財務指標的表現，而忽略無形資產的變化，然而品牌是企業彰顯價值以及與消費者溝通的橋梁，是競爭優勢來源之一，因此，本研究欲以消費者的觀點，探討品牌併購會消費者品牌認知的影響。 本研究選定保養品牌作為研究目標，操弄「併購類型相關性」與「品牌個性相似度」等變數，探究品牌併購前後，消費者對主併品牌與被併品牌「品牌權益」與「購買意願」的變化；本研究首先進行前測，找出保養品牌個性差異小與個性差異大的品牌組合，以作為正式實驗之研究標的；接著透過實驗分組，探究受試者對這些品牌組合的反應，以得到其對品牌權益與購買意願產生的變化。 本研究結果顯示，對主併品牌而言，在併購之後，對品牌權益與消費者購買意願變化並無明顯差異，但有相關性併購優於非相關性併購、品牌個性相近組合優於品牌個性相異組合的傾向；而對被併品牌而言，在被併購之後，品牌權益與消費者購買意願變化皆有顯著提升，並且相關性併購提升程度大於非相關性併購，品牌個性相似組合提升程度亦大於品牌個性相異組合。透過本研究結果分析，發現併購活動會造成企業無形資產品牌權益與購買意願的變化，因此，企業在進行併購活動時，應將品牌納入併購活動策略考量中，同時也應注重併購品牌的相關性與品牌個性相似度，以避免對彼此的品牌受損。 / With the internationalization of capital, market and human resources, companies are facing more and more intense competitions. In order to deal with this situation, companies moves from single brand strategy to multi-brand strategy, especially the strategy of merger and acquisition (M&A), which is a fast, highly controlled and highly invested method to develop multi brands. At the same time, M&A is the most common way nowadays to apply multi-brand strategy, especially for international corporations. However, the researches about the advantages and influences of M&A have focused on tangible assets, such as financial performance, instead of focusing on intangible assets, such as brand equity and brand image, which are also important to the corporations. Brand is not only a channel for company to communicate with customers but also a source of competitive advantages. Therefore, this study wants to research how the brand merger and acquisition affects customers’ brand recognitions. This study chooses beauty care brands as research object, and “merger type” and “brand personality” as variables. By undergoing an experiment, this study examines the changes of “brand equity” and “purchase intention” after M&A for both acquiring and acquired brands. The findings are, for the acquiring brand, there is no significant change in brand equity and purchase intention after M&A, and related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one. As for the acquired brand, there are significant rises in brand equity and purchase intention after M&A, and just like the acquiring brand, related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one as well. This study’s results show that the M&A would actually affect corporation’s intangible assets, brand equity and purchase intention. Therefore, when corporations decide to implement M&A strategy, they should take “brand” in consideration. Also, corporations should pay attention on the merger type and brand personality between acquiring and acquired brand to prevent the harm on both brands after M&A.

本研究以廣告嘻哈性與故事性為自變數、消費者的嘻哈偏好為調節變數對廣告效果進行研究。研究方式以台北市高中生為受測對象，透過自製廣告影片的播放、然後請受測者填答問卷。問卷分析的結果發現： 1. 消費者認知的廣告嘻哈性或故事性愈強時，對應的廣告態度、品牌態度、購買意願皆愈佳。且當消費者認知的廣告故事性愈弱時，廣告嘻哈性與廣告態度之正向關係愈強。亦即當廣告的嘻哈性或故事性同時增強時，對廣告態度的正向影響會有飽和的效果。 2. 廣告嘻哈性與故事性對廣告效果的影響，會受到消費者嘻哈偏好的干擾。消費者的嘻哈偏好程度愈高時，廣告嘻哈性與品牌態度、購買意願的正向關係愈強。而當產品傾向於感性時，消費者的嘻哈偏好程度愈高，廣告故事性與廣告態度之正向關係愈強。此外，消費者的嘻哈偏好程度愈高，廣告故事性與消費者對產品回憶的正確程度的正向關係反而愈弱。 3. 廣告態度不具有廣告嘻哈性與品牌態度關係間的中介影響力，亦即提高廣告嘻哈性，可直接對品牌態度產生正向影響。此外，當消費者的嘻哈偏好低時，廣告態度會扮演廣告嘻哈性與購買意願的中介角色，但是當消費者嘻哈偏好高時則否。表示嘻哈性強的廣告，可以打動嘻哈偏好高的消費者，讓他跳過廣告態度而直接提高購買意願。 4. 廣告態度在消費者的嘻哈偏好程度低時，是廣告故事性與品牌態度的中介變數。表示只有在消費者的嘻哈偏好程度高時，提高廣告故事性才能直接對品牌態度產生正向影響。此外，廣告態度也是廣告故事性與購買意願的中介變數，表示提高廣告故事性對購買意願產生的正向影響，其實是先影響廣告態度而後才影響購買意願的「兩段式」影響，作用有限。 關鍵字：嘻哈、故事、廣告效果、中介效果、品牌態度、購買意願、次文化

近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。 本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them. We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.

共享經濟、社群媒體，已經是現代人在行銷媒體以及商業管理上密不可分的話題，然而，在這樣一個網際網路頻繁運用的同時，整個大環境的改變，過多的資源讓消費者的身分開始轉變，不再像以往的方式只是單單的接受與接收，而是有強烈的求知慾，這樣的資訊的啃食方式，改變了消費者的身分，消費者直接或間接的轉變成評量者、推薦者甚是購買者變成銷售者，這就是共享經濟下的一個模組。本研究探討目前市面上已經執行且成功擴散的共享經濟經營模式，用這樣的一個方式間接地看台灣市場在品牌行銷上的概況。本研究針對保養品產業，先來探討目前市場上會使用的媒體行銷工具，並運用研究方法，找到網路平台上與實體通路間的一個微妙的組合，這樣的組合行銷方式來自於消費者對基本資訊的強烈需求與擴散，直接與間接地達成共創經濟的模式，讓台灣保養品可以找到一組符合現在消費者與商品之間的行銷模式，並探討出哪些行銷模式是會被消費者有強連結與弱連結的行銷模組。 同時在這樣的研究方式下，測試及比較體驗行銷與信任行銷兩者之間，會因為共創的這樣的一個身分，而改變對品牌的認同感與黏著度。 / Sharing economy and social media are, nowadays, inseparable topics in the realm of media marketing and business management. However, while in an era which WWW is being used with such high frequency, the entire environment is changed, these abundant resources have transformed consumers’ identities, not any longer a one way receiver, but to have a strong desire and curiosity to acquiring more knowledge and information. It is such hunger for information the key consumers’ identities change. Consumers are changed directly or indirectly to an evaluator, they are from being the one that suggests or purchases to a seller, this is the new module developed under “sharing economy.” This study explores the shared economic business models that have been implemented and are now proliferating successfully in the marketplace, and indirectly look at the Taiwanese market in terms of brand marketing. This research aims at the skin care industry, starting at exploring the media marketing tools currently used in the market, and through further research to find out a subtle combination of channel marketing and online sales platforms. Such a combination of marketing methods comes from consumers’ strong demand for basic information and proliferation, directly and indirectly bring out the model of a “ co-creating economy,” in order that Taiwanese skin care product brands can find a suitable marketing model between consumers and products, and further explore which marketing models would be the strongest links and weakest links to these consumers. At the same time in such research approach, the test and comparison between experience marketing and trust marketing will change the brand recognition and attachment due to the presence of co-creation. Key words: Customer value, create economy, service quality, purchase intention, service involved

本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論： 1.當代言人與產品適配度較高時，消費者購買意願會較高。 2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。 3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。 4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。 5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。 6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。 / The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results: 1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention. 2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention. 3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention. 4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility. 5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.

近年來，隨著網際網路及線上社群日益普及，電子口碑的影響力迅速壯大。有鑑於這樣的趨勢，許多廠商開始尋找具有一定人氣的公眾人物或網路紅人為產品撰寫業配文。做為一種相對新穎的行銷方式，業配文同時兼具一般電子口碑的特性與產品代言的商業色彩。正因為它並非單純自發性的使用心得分享，許多消費者仍對其可信度有所疑慮，且大眾對其之觀感亦差異甚大。 本研究遂以信號理論（Signaling Theory）的觀點出發，將業配文撰文者視為信號傳遞者（Signaler）、文章內容視為信號本身（Signal）、消費者視為信號接收者（Receiver）、承載文章之平台視為信號環境（Signaling Environment），探討此四大面向中可能影響消費者文章信任、產品態度與購買意願之因素。 本研究採量化分析，透過發放線上問卷蒐集初級資料，經統計迴歸分析後發現，信號接收者面向的「撰文者與消費者相似性」、「撰文者過往名聲」、信號本身面向的「文章內容真實性」以及信號環境面向的「平台可信度」確實對文章信任有正向顯著影響，並會藉之進而影響產品態度和購買意願。此外，「平台生動性」及「平台互動性」則直接對產品態度有正向顯著影響。而本研究也針對文章信任之中介效果及信號接收者面向的「消費者人格外向開放性」、「消費者過去受業配文影響之經驗」、「消費者產品知識程度」是否具調節效果進行分析，詳細結果於研究中將一一闡述。 / In recent years, the impact of Electronic Word-of-Mouth (eWOM) has surged due to the prevalence of the Internet and social media. In response to this phenomenon, many firms have been inviting public figures or Internet celebrities to write sponsored (blog) posts for certain products. Sponsored posts, in substance, lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements. Hence, many consumers still take sponsored posts with a grain of salt and remain skeptical of their authenticity as well as trustworthiness. This research builds upon Signaling Theory by adopting the concept of “Signaler”, “Signal”, “Receiver”, and “Signaling Environment”, and aims at clarifying some possible factors that may influence consumers’ trust toward the sponsored posts, product attitude and purchase intention. Among the independent variables, “Similarity between Writer and Consumer”, “Writer’s Reputation”, “Content Truthfulness”, and “Media Credibility” are significantly positively correlated with consumers’ trust toward the sponsored posts, which then positively influences consumers’ product attitude and purchase intention. Meanwhile, “Media Vividness” and “Media Interactivity” also contribute significantly to consumers’ product attitude. Other factors involved, the mediating effect of trust, as well as the moderating effect of “Consumer’s Personality” and “Consumer’s Past Experiences” are further discussed in this research.

本研究旨在從社會認知觀點探討顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響，以及探討員工知覺顧客社會地位與前期購買意願之中介效果。過去在員工正向情緒表達相關研究上，雖有探討顧客衣著線索與購買行為線索對員工正向情緒表達之影響，但並未深入探討其中之歷程，本研究認為認知心理學領域中之基模概念，可以解釋過去在情緒表達研究中，顧客外表與行為線索對第一線服務員工正向情緒表達影響關係的研究發現。 本研究以百貨公司化妝品專櫃之櫃員與其互動之顧客為研究對象，共觀察及記錄93筆交易互動，以實地場域之觀察法進行研究，研究結果發現，如同預期，顧客之衣著線索及購買行為線索對員工正向情緒表達皆有顯著的正向影響，顯示顧客若穿著愈高貴或是展現越多購買行為線索，員工會表現得越親切，研究結果驗證了過去情緒表達相關之研究發現；然而，員工知覺顧客社會地位與員工知覺顧客前期購買意願之中介效果並不如預期達顯著，顯示顧客衣著線索與購買行為線索並非透過激發員工對顧客社會地位與前期購買意願之基模影響員工正向情緒表達，而可能透過激發了別的基模來影響員工之正向情緒表達。整體而言，本研究所提之研究假說部分符合預期，而研究結果可對情緒表達與社會認知基模理論相關研究提供理論貢獻與實務意涵。 / According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research.

近年來，全球女性保養品市場呈現穩定成長，雖然保養品以往都被視為屬於「女性領地」的產品，但全球男性保養市場不僅從2012年起就持續成長，未來前景也是相當看好。 有別於以往以性別（sex）做為市場區隔，消費者的性別認同及性傾向，已逐漸被用於區隔目標消費者，且同性戀消費者更因為其相較於一般異性戀男性的消費能力較強，而被視為「夢幻市場 （Dream Market）」。然而，現今台灣在該領域相關的研究文獻，卻往往只探討生理性別，忽略生理性別和性別認同之間的落差，如此將導致與性別相關的行銷研究有扭曲或偏頗的現象。 因此本研究希望能將性別認同與性傾向等因素，納入研究消費者購買保養品行為之考量因素，彌補理論和實際狀況的落差，期能研究出不同性別認同、性傾向的消費者，對不同定位保養品購買意願的差異，並根據該研究結果，給予保養品廠商一些行銷上的建議，讓其在釐清品牌定位時更有方向，並以更有效率、更適切的方式與顧客溝通。 本研究將影響保養品的購買意願從「性別認同」、「性傾向」、「獨特性需求」、「從眾行為」、「產品涉入」、「在意社會觀感程度」、「品牌知覺」、「品牌性別」、「品牌態度」等九大方面著手。 本研究以問卷方式獲取初級資料，收獲有效問卷共 375份，經過統計迴歸分析後發現，「性別認同」、「在意社會觀感程度」、「品牌知覺」和「品牌態度」此四項，最顯著影響消費者購買保養品意願。另外，雖然「性傾向」並沒有對購買意願產生影響，但卻有可能透過「在意社會觀感程度」干擾購買意願。而還有其他顯著影響因素待於研究中一一闡述。 / Recently, the global market of female skin care products has grown a steady pace. Although, the skin care products are usually regarded as female products, the global market of male skin care products has grown fastly since 2012 and market analysts are optimistic about its future. In the past, we usually only use “sex” to segment a market, but gender identity and sexual orientation are gradually used to target customers now. Moreover, gay customers are regarded as a “Dream Market” because they have greater purchasing power than heterosexual men do. However, existing studies still tend to probe into sex and neglect the differences between sex and gender identity. Therefore, this research takes gender Identity and sexual orientation into consideration when conducting the behavior of purchasing skin care products, and the dependent variable” purchase intention” is leveraged by “Gender Identity”, “Sexual Orientation“, “Product Involvement”, “Need for Uniqueness”, “Conformity Behavior”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, “Brand Gender”, “Brand Perception”. Among influential factors, “Gender Identity”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, and “Brand Perception” contribute significantly to purchase intention. Although sexual orientation does not lead to purchase intention, it may affect purchase intention through influencing the factor of “the degree of concerning with social perception”. Other factors affecting the behavior of purchasing skin care products will be further discussed in this research.