The Congruence between Brand Personality and Self-Concept and its Effect on Consumer’s Attitude towards Online Shopping Stores

• Main Authors: Sun, Yu-Hsuan, 孫宇萱
• Other Authors: Li, Shu-Chu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/93wtwk

碩士 === 國立交通大學 === 傳播研究所 === 102 === This study adopted brand management 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.