品牌个性与自我概念一致性对于品牌态度之影响-国立交通大学机构典藏.PDF

ISSN 1680-8428 25 818 1 2 3 E-mail: anny5550526@ E-mail: shuchu@.tw (03) 5131579 2015/08/072016/01/29 26 ISSN 1680-8428 The congruence between brand personality and self-concept and its effect on consumers attitude towards online shopping Yu-Hsuan Sun, Shu-Chu Sarrina Li Abstract 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. Keywords: Brand personality, self-concept theory, brand attitude, purchase intention, online stores Yu-Hsuan Sun, a master student in the Institution of Communication Studies at National Chiao Tung University, now is a senior officer of Marketing PR, ASE Group. E-mail: anny5550526@. The second author, Shu-Chu Sarrina Li, is corresponding author and Professor in the Institution of Communication Studies at National Chiao Tung University. E-mail: shuchu@.tw; Telephone: (03)5131579 Received: 2015/08/07Accepted: 2016/01/29 27