摘要
有鑑於台灣汽車產業已經趨近飽和，而且面對汽車市場的快速變遷，汽車業者如何快速因應並保持優勢，已成為現今相當重要的課題。有研究指出保持優勢，最重要的就是要提升消費者更高層次的滿意度和忠誠度。而要達到這種更高層次的消費者行為，過去的許多學者在不同研究中，確認了藉由消費者的真實的自我一致性，增加消費者的品牌依附得到顧客的認同，會進而提升顧客的滿意度與顧客的再購意願。故本研究主要以豪華汽車購買者為研究對象，探討真實的自我一致性、品牌依附、滿意度和忠誠度之關係。本研究以問卷調查法，採滾雪球抽樣方式蒐集了401份有效樣本，並以廻歸方程模式來驗證此模型和所提出的假設。研究結果顯示真實的自我一致性會正向影響購後行為與品牌依附；而品牌依附對於顧客滿意度和忠誠度都產生正向顯著之影響；而品牌依附也具有部分中介效果。本研究結果可作為豪華品牌汽車業者執行品牌行銷策略擬定時之參考。
關鍵詞: 真實的自我一致性、品牌依附、忠誠度、滿意度Abstract
In view of the fact that Taiwan's auto industry is approaching saturation and facing rapid changes in the auto market, how quickly automakers can respond to and maintain the advantages of the auto industry has become a very important issue. Some studies have pointed out that to maintain the competitive advantage, the most important is to improve consumers' higher levels of satisfaction and loyalty. To achieve this higher level of consumer behavior, many scholars have confirmed in different studies that the higher consumer's actual self-congruence is, the stronger the consumer's brand attachment is, which will further enhance customer satisfaction and customers’ willingness to repurchase. Therefore, this study focuses on luxury car buyers as the research subjects to explore the relationship between actual self-congruence, brand attachment, satisfaction and loyalty. 401 valid questionnaires were collected using a snowball sampling method, and the model hypothesis was verified using the regression method. The results show that actual self-congruence positively affects brand attachment behavior while brand attachment has a positive and significant impact on satisfaction and loyalty. Also, brand attachment has an intermediary effect. The results of this study can be used as a reference for the implementation of brand marketing strategies by luxury brand automakers.
Keywords: Actual Self-congruence, Brand Attachment, Loyalty, Satisfaction