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研究生: 姚懿軒
Yao, Yi-Hsuan
論文名稱: 探討儀式感對品牌愛的影響:以情緒幸福感作為中介變數
The Influence of Sense of Ritual on Brand Love: Emotional Well-Being as a Mediator
指導教授: 張佳榮
Chang, Chia-Jung
口試委員: 鄒蘊欣
Chou, Yun-Hsin
張佳榮
Chang, Chia-Jung
劉素娟
Liu, Su-Chuan
口試日期: 2022/07/27
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 84
中文關鍵詞: 儀式感品牌愛情感即訊息理論情緒幸福感解釋水平
英文關鍵詞: The Sense of Ritual, Brand Love, Affect-as-information Theory, Emotional Well-Being, Construal Level
DOI URL: http://doi.org/10.6345/NTNU202201772
論文種類: 學術論文
相關次數: 點閱:174下載:0
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  • 近年來,品牌愛的研究開始備受重視,但過去對於品牌愛的前置變因並無過多研究。同時,儀式感於現今的行銷活動中時常被使用,也在消費體驗中展現出正向影響。綜合上述原因,本研究認為儀式感能夠影響消費者對特定品牌的品牌愛程度,實驗一中將儀式感分成主要兩個部分:行為及產品,並基於情感及訊息理論,將情緒幸福感作為中介變數。實驗二加入解釋水平作為調節變數,探索不同心理視角下,是否會影響消費者對品牌愛的判斷。

    In recent years, research on brand love has begun to receive attention, but there has not been much research on the pre-variables of brand love in the past. At the same time, sense of ritual is often used in today's marketing, showing positive impact on the consumption experience. Based on the above reasons, this study believes that sense of ritual can affect consumers' brand love for a specific brand. In Experiment 1, sense of ritual is divided into two main parts: behavior and product, and based on affect-as- information theory, with emotional well-being as a mediating variable. In Experiment 2, construal level was added as a moderating variable to explore whether different psychological perspectives would affect consumers' judgment of brand love.

    1 Introduction 1 2 Literature Review 5 2.1 Rituals: Behavior and Product 5 2.2 The Relationship between Rituals and Brand Love 6 2.3 Using Affect-as-Information Theory Influences Your Decisions 8 2.4 The Meditating Role of Emotional Well-being 9 2.5 Extended Product Influences Consumers’ Perception 11 2.6 Construal Level as Mediator 12 3 Method 14 3.1 Pilot Test 14 3.2 Experiment 1 15 3.2.1 Participants and Design 15 3.2.2 Materials and Procedure 16 3.2.3 Results and Discussion 18 3.3 Experiment 2 20 3.3.1 Participants and Design 20 3.3.2 Materials and Procedure 21 3.3.3 Results and Discussion 22 4 General Discussion 23 4.1 Theoretical Implications 23 4.2 Practical Implications 24 4.3 Limitations and Future Research 26 References 27 Appendix A 32 Appendix B 49

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