品牌態度與品牌依附對於消費者手機品牌選擇的重要性比較－－心理抗拒與自我建構的調節角色

A Comparison of the Relative Importance of Brand Attitude and Brand Attachment for Consumers’Mobile Phone Choice: The Moderating Role of Psychological Reactance and Self-Construal

本研究依據品牌依附模式，以及相關文獻推導出的理論模型，將原來品牌與自我的部分構面，加入「自我展現」、「真實自我」、「理想自我」等三個觀察變數，探討當自我與品牌之間產生強烈連結的時候，利用結構方程式模式（SEM） 比較和驗證品牌依附對於消費者選擇手機品牌的影響是否會比品牌態度更加明顯，另外，探討「自我建構」與「心理抗拒」的調節影響作用。研究結果發現：1.加入自我變數所建構的品牌依附結構模式可使品牌依附效果更加突顯，且比品牌態度更適合作為消費者手機品牌購買意願的預測指標。2.消費者愈傾向獨立自我時，品牌依附與手機品牌購買意願之間的關係愈強；反之，消費者愈傾向相依自我時，品牌依附與購買意願之間的關係則愈弱。3.高心理抗拒的消費者，品牌依附與手機品牌購買意願的關係愈高；反之，低心理抗拒的消費者，則品牌依附與手機品牌購買意願的關係愈低。

Using a review of brand attachment literature, this study integrated 'self-expression', 'actual self' and 'ideal self' within a comprehensive theoretical model and used structural equation modeling (SEM) to explore the different effects between consumers’ brand attachments and brand attitudes on their mobile phone brand choice behavior. In addition, we further hypothesized that the influences of these constructs are moderated by self-construal or reactance. The research results showed that the addition of self-variables to brand attachment model improved prediction of consumer mobile phone brand purchase intention, and so by contrast the importance of brand attachment stands out than brand attitude more clearly. While consumers are inclined to independent self or have higher reactance, brand attachment has been shown to correlate highly with mobile phone brand purchase intention. On the contrary, when consumers are inclined to interdependent self or have lower reactance, brand attachment has weaker connection with mobile phone brand purchase intention.