品牌形象、情感性品牌依附、知覺品質、滿意度與購後行為關係之探討——兼論自我一致性的干擾效果

The Relationships among Brand Image, Emotional Brand Attachment, Perceived Quality, Satisfaction, and Post-purchase Behavior: Self-congruence as a Moderator

本研究以知名的購後行為模型「形象→品質→滿意度→購後行為」為基礎，另外加入情感性品牌依附於該模型中，試圖建構一個兼具「認知」（指知覺品質）與「情感」（指情感性品牌依附）成份的購後行為新模型，並以易產生情感性依附的高級進口車車主為研究對象。
本研究以問卷調查法蒐集了 400 份有效樣本，並以結構方程模式來檢驗此模型和所提出的假設。研究結果如下：（1）此一兼具認知與情感成份的購後行為模型可以與實證資料配適好；（2）品牌形象會正向影響知覺品質、滿意度和情感性品牌依附；（3）知覺品質會正向影響滿意度；（4）滿意度與情感性品牌依附會正向影響購後行為；（5）品牌形象可以分別透過知覺品質、滿意度和情感性品牌依附來間接影響購後行為；（6）自我一致性不會干擾品牌形象對情感性品牌依附的影響結果。

Based on the famous post-purchase behavior model “image→quality→ satisfaction→ post-purchase behavior”, the purpose of this study was to integrate emotional brand attachment into the original framework to form a new postpurchase behavior model including both cognitive (i.e., perceived quality) and emotional (i.e., emotional brand attachment) perspective. To examine the model and associated hypotheses, deluxe imported car owners are selected as the research scope, because they are prone to appear emotional attachment.
400 valid questionnaires were collected. And we adopted a structural equation modeling (SEM) approach to examine the proposed model and the associated hypotheses. We have the following conclusions: (1) The new post-purchase behavior model consisting of both cognition and emotion components produced adequate fit to the data. (2) Brand image positively influences perceived quality, satisfaction and emotional brand attachment；(3) Perceived quality positively influences satisfaction；(4) Satisfaction and emotional brand attachment positively influence post-purchase behavior respectively；(5) Post-purchase behavior is indirectly influenced by brand image through perceived quality, satisfaction and emotional brand attachment respectively；(6) The effect of brand image on emotional brand attachment is not moderated by self-congruence.