品牌個性及消費者品牌認同對其行為忠誠之影響：消費者惰性及口碑之干擾效果

The Influence of Brand Personality and Consumer-Brand Identification on Behavioral Loyalty: Moderating Roles of Consumer Inertia and Word of Mouth

隨著線上購物盛行，如何提供令人滿意之服務補救方案已被視為最重要的線上行銷議題。然而，服務補救滿意度，品牌個性及消費者品牌認同(CBI)三者要如何促進線上品牌忠誠及行為意圖，口碑(WOM)與消費者惰性之干擾效果如何，過去之文獻仍缺少有系統的整合。因此，本研究提出一個較完整之研究模型，並蒐集351 位台灣線上消費者之資料進行實證分析。結果顯示，服務補救滿意度、品牌個性及消費者品牌認同均對於品牌忠誠度及購買意圖有顯著之影響。此外，口碑宣傳可促進再購意願，但消費者惰性卻會抑制品牌忠誠度對其再購意願之影響力。

With shopping online becoming more common, one of the most critical issues in online marketing is how to provide a satisfactory complaint handling and service recovery program. However, the roles of service recovery satisfaction, brand personality, and consumer-brand identification (CBI) in promoting online brand loyalty and behavioral intention have rarely been examined in a systematic and meaningful way. Furthermore, the moderating effects of word-of-mouth (WOM) and consumer inertia have also received relatively little attention. This study thus developed a research model and empirically tested it with fourteen hypotheses. The data was collected using an online survey of 351 online shoppers from Taiwan with experience of service complaints and service recovery efforts. The results indicated that, while service recovery satisfaction has a significant impact on creating consumer loyalty and behavioral intention, brand personality and CBI are more important mediators with regard to enhancing brand loyalty and behavioral intention. Furthermore, while WOM is a positive moderator that can enhance the influence of brand loyalty on repurchase intention; consumer inertia is a negative moderator that may adversely affect the level of behavioral intention. The results of this work imply that promoting brand personality and CBI is essential in the process of service recovery, especially for those customers with lower levels of inertia and higher levels of WOM.