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| 題名: | 摘“皇冠”效應：內涵、機制與情境;Picking off the “crown” effect: What, how and when? |
| 作者: | 黃怡丹;YIDAN, HUANG |
| 貢獻者: | 企業管理學系 |
| 關鍵詞: | 自我建構;擬人化品牌;上對下關係;消費者-品牌關係;上級角色 |
| 日期: | 2019-05-15 |
| 上傳時間: | 2019-09-03 14:39:26 (UTC+8) |
| 出版者: | 國立中央大學 |
| 摘要: | “顧客是王”這個極受歡迎的銷售策略，使得學術界和業界對於“奉承式”行銷給予了極大的關注。現存關於擬人化品牌角色的研究主要集中在品牌作為“夥伴”或者“僕人”兩個角色所產生的效應 研究僅涵蓋了品牌作與消費者關係中自下而上（如品牌為僕人角色）或者平等（如品牌為夥伴角色）的關係，而自上而下（如品牌為上級角色）的關係仍未被討論。然而，真的每一位顧客都想要被當成“國王”來服侍嗎？事實上，並不是所有的人都希望自己處於高高在上的地位，也不是所有人對權利都充滿慾望。在自我建構中，具有依賴傾向的個人，更喜歡跟隨別人而不是作為上級去控制、引導別人。當他們與比自己優秀的人一起工作時，表現都會比平常更優異。由於現實社會中的人際關係，也常常會反應在品牌與消費者的關係中。因此，基於現有理論的空缺，本論文的研究重點在於上級型擬人化品牌角色與自我建構對品牌態度的影響。
實驗結果驗證了我們的核心假設——摘“皇冠”效應，即在自我建構中具有依賴傾向的個人，對扮演上級角色的擬人化品牌具有更正面的態度。與之相反，在自我建構中具有獨立傾向的個人，對扮演僕人角色的擬人化品牌具有更正面的態度。
基於角色行為和溝通方式的差異，我們把上級型擬人化角色進一步區分為兩種類型：即大師型品牌角色與導師型品牌角色。大師型品牌角色，通常具有威權與充滿自信的特征。而導師型品牌，擅長基於專業涵養，以更溫和的方式來影響跟隨者。因此，我們探討了追隨者對這兩個角色潛在的心裡機制，結果顯示，消費者對於大師型品牌的喜愛屬於感性追隨，消費者對於導師型品牌的喜愛屬於理性追隨。
此外，在實驗中我們從人格特質、人與人互動的過程以及環境因素探索了可能的干擾因素對摘“皇冠”效應的影響。
在人格特質方面，自戀以及物質主義會對摘“皇冠”效應產生干擾。實驗結果表明，自戀者對傲慢的品牌持有更正面的態度。當品牌扮演僕人角色時，與消費者之間的關係為下對上。而當品牌扮演上級角色時，與消費者之間的關係為上對下。上級角色往往帶有更多傲慢傾向，因此我們在研究中測試了自戀特質對摘“皇冠”效應影響。結果表明，“摘‘皇冠’效應”只作用於自戀程度較低的消費者，即具有依賴型的個體對於上級型角色持有更正面的態度，而具有獨立型的個體對於僕人型角色持有更正面的態度。而對於具有高度自戀和在自我建構上傾向於獨立型的消費者而言，他們對大師型品牌角色的態度比導師型和僕人型角色更正面。
而對於物質型消費者而言，無論是哪種自我建構類型（依賴型或者獨立型），對僕人型擬人化品牌的態度都比對上級型擬人化品牌（大師型和導師型）具有更正面的態度。對於非物質性消費者而言，在自我建構中具有依賴型傾向的個體，對上級型（大師型和導師型）擬人化品牌的態度更加正面。即“摘‘皇冠’效應”只存在於非物質型消費者中，不存在于物質型消費者中。
在人與人互動方面，結果表明在送禮情景中，收禮者與送禮者的關係並不會對摘“皇冠”效應產生干擾作用。
在環境因素方面，只有風險感知會對摘“皇冠”效應產生影響，而擬人化形式的變化以及社交擁擠的變化並不會產生干擾作用。結果顯示，當個體感知到風險或者未知時，他們會更關注消極因素，并提高自身的警惕性。當個體面臨風險情境時，上級角色相比于僕人角色可帶來更多的安全感，這與人們在面臨風險時更傾向於接受預防型信息一致，上級角色能獲得更多的信任。因此，我們也測試了風險感知對摘“皇冠”效應的影響。結果表明，當消費者感知到高風險時，無論具有哪種自我建構的類型，個體對上級品牌角色（大師和導師）的態度都比僕人品牌角色更正面。而當消費者感知的風險較低時，則摘“皇冠”效應得到驗證，即具有依賴型的個體對於上級型角色持有更正面的態度，而具有獨立型的個體對於僕人型角色持有更正面的態度。
本論文還討論了研究的局限性和未來的研究方向。;The universal mantra, “The customer is our king”, has led to considerable focus on the servant-anthropomorphized brand. The literature largely focuses on the well-established effect of the role of ‘partner’ and ‘servant’ in brand anthropomorphism. Prior studies have merely covered bottom-up orientation (the servant role) or equality (the partner role) in the relationship between anthropomorphic brands and consumers. Top-down oriented relationships (superior roles) in brand-consumer relationship hasn′t been discussed yet. However, does your “king” want to be served as a “king”? Do consumers mind picking off their “crown”? It is also true that not everyone wishes to lead nor to feel in control all of the time. Individuals with an interdependent self-construal, who tended to follow instead of leading, performed better when working with those they felt to be superior to themselves rather than for those on a similar level.Given this gap, this research focus on examining how anthropomorphic brand role, self-construal and consumer responses to brands interact.
The result supported our central premise-“Picking off the ‘crown’ effect” that individuals with an interdependent (independent) self-construal respond more favourably to an anthropomorphised brand playing superior (servant) roles than toward those acting out subservient roles. We further distinguish between two types of superior role (master and mentor) based on behaviour and communications. We also explore the underlying psychological mechanism of followership, as demonstrated through emotional followership of someone in a master role and rational followership of someone in a mentor role.
Besides, we explored moderation influence on “picking off the ‘crown’ effect” from three aspects (individual characteristics, environment, and interaction process).The result showed not all of the moderate factors that we observed had effects.
In terms of individual characteristics, narcissism and materialism moderate “picking off the ‘crown’ effect”. The result showed narcissism moderate the “Picking off the ‘crown’ effect”. Specifically, for consumer who are in high narcissism and independent self-construal, they respond more positive attitude to master anthropomorphic brand roles than mentor or servant role. And for consumer who are in low-narcissism condition, participants express more positive attitude on servant role than mentor and master role among independent frame. And participants express more positive attitude on superior role than servant role among interdependent frame. The result proved that “Picking off the ‘crown’ effect” only exists in low- narcissist’s participants instead of high-narcissist’s participants.
Also, the result showed “Picking off the ‘crown’ effect” affect non-materialists consumer whose attitude of superior versus servant role depends on the consumer′s self-construal (independent or interdependent). However, when consumer is materialists, servant brand roles is likely to be more positive attitude, no matter the type of self-construal.
Additionally, he result showed narcissism moderate the “Picking off the ‘crown’ effect”. Specifically, for consumer who are in high narcissism and independent self-construal, they respond more positive attitude to master anthropomorphic brand roles than mentor or servant role. And for consumer who are in low-narcissism condition, participants express more positive attitude on servant role than mentor and master role among independent frame. And participants express more positive attitude on superior role than servant role among interdependent frame. The result proved that “Picking off the ‘crown’ effect” only exists in low- narcissist’s participants instead of high-narcissist’s participants.
In terms of interaction process, the result showed gift-recipient did not moderate “picking off the ‘crown’ effect”.
In terms of environment, only risk-perception moderates “picking off the ‘crown’ effect”, while anthropomorphized form and social crowding do not have moderate effect. The result showed when consumer perceived high-risk, superior brand roles is likely to be reported more positive attitude, no matter the type of self-construal. “Picking off the ‘crown’ effect” only occurs when consumer perceived low-risk, the positive attitude of superior versus servant role depends on the consumer′s self-construal (independent or interdependent).In general, the fear of the unknown will affect consumers′ judgment of the brand.
Limitations and future avenues for research are also discussed in this research. |
| 顯示於類別: | [企業管理研究所] 博碩士論文
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