品牌個性與自我概念一致性對於品牌態度之影響——以台灣購物網站為例

The congruence between brand personality and self-concept and its effect on consumer's attitude towards online shopping

本研究根據自我一致性理論，探討購物網站展現的品牌個性與消費者自我概念一致性是否會影響其對於該網站的品牌態度，進而影響消費者的購買意願。本研究採用網路問卷法，有效樣本共計 818 份。研究結果發現：（1）購物網站之品牌個性顯著影響消費者之品牌態度。（2）自我概念與品牌個性間的一致性，部分正向影響消費者對於購物網站之品牌態度。（3）「有活力的」品牌個性一致性先影響品牌態度進而影響購買意願。

This study adopted the self-congruity theory as the theoretical framework to examine the congruence between brand personality and self-concept and its effect on consumers' brand attitudes and purchase intentions. An online survey was adopted to collect data for this study and 818 valid questionnaires were obtained. The data analysis shows that brand personalities exerted a significant effect consumer's brand attitudes of online shopping stores. Furthermore, this study found that the congruence between brand personality and consumers' self-concept positively influenced consumers' attitudes towards online shopping stores, which in turn, affected their purchase intentions towards online shopping stores. More findings were discussed in the thesis.