手機使用者人格特質與品牌忠誠度關聯之研究：探討使用動機的干擾效果

The Relationship between Personality of Mobile Phone Users and the Brand Loyalty: The Moderating Effect of Users’ Motivation

隨著科技不斷的創新與進步，消費者可從許多管道輕易獲取大量有關產品的資訊，品牌的多樣化更擴大消費者購物決策的範圍與複雜性，因此手機業者如何增加消費者對於品牌的忠誠度以增進其銷售量就顯得格外重要。本研究目的有二，一是了解手機使用者人格特質與品牌忠誠度之間的關聯；二是以使用動機為干擾因子，探討手機使用者人格特質與品牌忠誠度之間的影響。回收有效樣本共 252 份。研究發現，手機使用者人格特質與品牌忠誠度具部分顯著正向關係；手機使用動機與品牌忠誠度有顯著正向關係；使用動機對手機使用者人格特質與品牌忠誠度間有部分干擾效果。希望研究結果能協助業者了解不同人格特質手機使用者的行為表現，以做出適當的行銷策略，提升品牌忠誠度。

The diversity of media tools and the popularity of the internet world cause consumers can easily obtain a variety of product information with technology continuous innovation and improvement. The diversification of brands enlarges the range and the complexity of consumers’ purchasing decisions. Therefore, it’s particularly important for mobile phone operators to improve consumers’ brand loyalty to increase their volume of sales. The purpose of this study is: 1.To investigate the relationship between personalities of mobile phone users and the brand loyalty. 2. To explore the users’ motivators as a moderating variable of the relationship between personalities of mobile phone users and the brand loyalty. A total of 252 valid copies were adopted. The results show that there is a significant positive relationship between the personalities of mobile phone users and the brand loyalty. There is a significant positive relationship between the users’ motivation and the brand loyalty. The results also point out the users’ motivation plays a partly moderating role between the personalities of mobile phone users and the brand loyalty. The results of this research help the mobile phone operators understand the behavior of different personalities of mobile phone users. These mobile phone operators can take proper marketing strategies in order to enhance the brand loyalty.