人格特质与品牌个性 关系之研究以运动鞋产品为例.docVIP

人格特質與品牌個性關係之研究：以運動鞋產品為例 周世玉1 陳麒文2 張為詩31國立中興大學行銷學系副教授 台中市402南區國光路250號 Tel：0439 Fax：042國立交通大學管理科學研究所碩士班 台中市402南區國光路250號 Tel：0439 Fax：043國立交通大學經營管理研究所碩士班台中市402南區國光路250號 Tel：0439 Fax：04摘 要 本研究利用Aaker之「品牌個性量表」與Goldberg的「人格特質自我分析量表」為基礎，設計有關產品品牌個性及消費者人格特質之問卷，以中部某大學全體學生為抽樣母體，調查大學生自我認知之人格特質及其對運動鞋品牌個性認知。我們以因素分析所萃取之因素進行集群分析，結果發現此大學之學生的人格特質可分為「親切可靠型」、「外向且有創意型」及「保守內向型」，而品牌個性則可分為「誠懇可靠型」、「強壯型」、「流行出色型」及「樸實溫和型」。經統計分析之結果發現人格特質與品牌個性偏好有顯著相關，而人格特質與品牌個性偏好也對品牌個性影響的程度有顯著影響。 關鍵詞：品牌個性、人格特質、集群分析 A Study of Relationship between Human Personality and Brand Personality: Sports Shoes as an Example Chou, Shihyu1 Chi-Wen Chen2 Wei-Shih Chang3 1Department of Marketing, National Chung Hsing University No.250, Guoguang Rd., South District, Taichung City 402, Taiwan 2 Department of Management Science, National Chiao Tung University No.250, Guoguang Rd., South District, Taichung City 402, Taiwan 3Institute of Business and Management, National Chiao Tung University No.250, Guoguang Rd., South District, Taichung City 402, Taiwan Abstract In this study, based on Aaker’s brand personality measurements and Goldberg’s personality self-evaluation measurements, we develop a questionnaire to investigate college students’ personality and brand personality preference toward sports shoes. The population under investigation consists of all students at a university in middle Taiwan. According to the cluster analysis results, we classify personality types of the investigated population into three categories and sports shoes brand types into four groups respectively. After a series of hypotheses tests, we find that the students’ personality type and brand personality preference are significantly correlated. The results also indicate that students’ personality type and brand personality type significantly influence the extent that brand type personality affects buying decisions. Key words: Brand Personality, Human Personality, Cluster Analy