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研究生： 朱力岩
Julien Manchuelle
論文名稱： 自我一致性與識別融合對人類品牌行銷的影響： 以知覺互動性為干擾變數
Impact of Self-congruence and Identity Fusion on Human Brand Marketing: Perceived Interactivity as a Moderator
指導教授： 王仕茹
Wang, Shih-Ju
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： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 75
中文關鍵詞： 名人品牌 、臉書名人粉絲專頁 、自我一致性 、識別融合 、知覺互動性 、品牌真實性 、情感品牌依附 、正面口碑
英文關鍵詞： Human brand, Facebook fan page, self-congruence, identity fusion, perceived interactivity, perceived brand authenticity, emotional brand attachment, positive word of mouth
DOI URL： https://doi.org/10.6345/NTNU202203786
論文種類： 學術論文
相關次數： 點閱：166  下載：0 
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    • 行銷領域愈來愈常使用名人品牌 (human brands)，而且伴隨著社群網站如臉書的興盛，許多名人使用粉絲頁與粉絲從事直接互動，並在臉書上揭露更多的訊息（例如家庭生活、休閒、事業、想法等），這些將如何影響人們對名人的態度，是名人行銷上的重要議題。首先，名人會在臉書從事形象管理 (impression management)，他們的形象與粉絲知覺到的實際自我和理想自我一致性，是否能增進人們所感受到的品牌真實性和情感品牌依附，進而影響粉絲願意從事正面的口碑宣傳？第二，名人所呈現的臉書形象可能與他們在大眾媒體上的形象相同（形象融合度高）或相異（形象融合度低），而高低形象融合度何者有利？第三，臉書提供了名人與粉絲直接互動的機會。本研究也將粉絲的知覺互動性視作是一個調節者，進一步討論其如何影響實際自我和理想自我一致性的效果。本研究的發現可以為名人的社群行銷提供管理的影響和建議。

    Human brands are increasingly being used by marketers. Social networking sites provide functions such as Facebook fan pages where human brands can connect with their fans. Images presented in fan pages are not always the same as those in mass media. Fusion of those images, as well as actual and ideal-self congruence, and perceived interactivity positively influence word of mouth through positive influence on perceived brand authenticity and emotional brand attachment. However, when perceived interactivity is introduced as a moderating effect on actual-self congruence, brand authenticity is negatively affected decreasing emotional brand attachment and positive word of mouth. Managerial implications and recommendations for future research are provided.

    摘要 4 Abstract 5 Chapter 1: Introduction 6 2.1 Social Networking Sites, Facebook, and Facebook Fan Pages 11 2.2 Brands 12 2.2.1 Human Brands 13 2.3 Concept of Self and Human Brands on Facebook 14 2.4 Consumer-Human Brand Identification 17 2.5 Self-Concept Theory: Ideal and Actual-self Congruence 18 2.6 Brand Authenticity 20 2.3 Fusion of human brands’ identities on Facebook and in mass communication mediums 21 2.4 Perceived Interactivity 22 2.5 Moderating Role of Perceived Interactivity on Ideal and Actual-self 23 2.6 Emotional Brand Attachment 25 2.7 Positive Word of Mouth 25 2.8 Research Model and Hypotheses 26 Chapter 3: Methodology 30 3.1 Sampling and data collection procedures 30 3.2 Measurement development 30 3.3 Descriptive Statistics 33 3.3.1 Sample characteristics 33 3.3.2 Sample characteristics: Facebook and Celebrity Fan Page Usage 35 3.3.3 Sample characteristics: Facebook/Mass Media Identity Fusion 39 3.3.4 Sample characteristics: Celebrity Fan Page Descriptive Statistics 40 CHAPTER 4: RESULTS 43 4.1 Measurement model 43 4.2 Structure Equation Model 48 4.2.1 Goodness of Fit 48 4.2.2 Hypothesis Testing 48 4.2.3 Moderating effect of Perceived Interactivity 49 Chapter 5: Discussion and Implications 52 5.1 Research Contributions 52 5.2 Managerial Implications 54 References 58 Appendix 64

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