本研究旨在探討消費者個性、品牌個性與口碑之間的關聯性，並以世代為調節變項。近幾年，將世代做為市場區隔在行銷中極為熱門，如何利用世代進行市場區隔，成為行銷的關鍵。本研究將針對NIKE 運動鞋的使用者作為研究樣本，共計收回546份，採用的問卷份數為405份。本研究透過線性結構化方程式模型，將消費者個性對品牌個性與口碑的影響進行實證分析，並驗證世代的調節效果。研究結果發現，消費者個性對口碑之影響中，品牌個性具有部分中介效果。同時經由調節效果分析可得知，不論是嬰兒潮世代、X世代或Y世代的消費者，在消費者個性、品牌個性與口碑之間皆具有部分調節效果。

This study mainly investigates the relationships among consumer personality, brand personality, and word-of-mouth, and generation as a moderator. The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. The present study collects 405 consumers of the nike shoes using to empirically investigate the relationships among consumer personality, brand personality, and word-of-mouth, and examine the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that brand personality serves as a partial mediator between consumer personality and word-of-mouth. The other findings specify the partial moderating effect of generation in consumer personality, brand personality, and word-of-mouth.

目錄
第一章 緒論	
1.1研究背景與動機	1
1.2研究目的	5
1.3研究流程	6

第二章 文獻探討	
2.1運動品牌NIKE介紹	7
2.2消費者個性	12
2.2.1人格特質之定義	12
2.2.2人格特質之構面衡量	13
2.2.3消費者個性之衡量	15
2.2.4小結	16
2.3品牌個性	16
2.3.1品牌個性之定義	16
2.3.2品牌個性之構面衡量	19
2.3.3小結	22
2.4口碑	23
2.4.1口碑之定義	23
2.4.2口碑之構面衡量	24
2.4.3小結	25
2.5世代	25
2.5.1世代定義	25
2.5.2世代的區分與衡量	27
2.5.3小結	30
2.6研究假設	30
2.6.1消費者個性與品牌個性之關聯性	30
2.6.2品牌個性與口碑之關聯性	32
2.6.3消費者個性與口碑之關聯性	32
2.6.4消費者個性、品牌個性與口碑的關聯性	33
2.6.5世代的調節效果	33
2.7消費者個性、品牌個性與口碑之相關變項探討	37
2.7.1研究地圖之探討	37

第三章 研究方法	
3.1研究架構	39
3.2操作型定義與變項衡量	39
3.2.1消費者個性	40
3.2.2品牌個性	40
3.2.3口碑	40
3.2.4世代	41
3.2.5個人變項	41
3.3研究樣本及取樣程序	42
3.4訪談問卷、預試問卷與信效度分析	42
3.4.1消費者個性與品牌個性之訪談問卷	42
3.4.2預試問卷	44
3.4.3系統性偏誤	44
3.4.4信效度分析	44
3.4.5共同方法變異分析	50
3.5資料分析方法	50

第四章 資料分析與結果	
4.1樣本結構分析	53
4.2因素分析	54
4.3估計方法之選擇	58
4.4測量模型分析	59
4.4.1驗證性因素分析	59
4.4.2信度分析	62
4.4.3效度分析	63
4.4.4二階因素測量模型分析	66
4.4.5一階與二階因素測量模型分析之比較	71
4.5相關分析	71
4.6理論模型分析	73
4.7研究假設檢定	73
4.8不同世代群體之分析	75
4.8.1相關分析	75
4.8.2調節效果	77

第五章 結論與建議	
5.1研究結論	79
5.2管理意涵	80
5.3研究限制	85
5.4未來研究方向及建議	86
參考文獻	88
附錄一:訪談問卷	99
附錄二:正式問卷	102

表目錄
表2-1   氣墊演進	9
表2-2   近五季我國鞋類製造業前四大進口國家概況	10
表2-3   五大人格特質的構面與特徵	15
表2-4   品牌個性定義彙整表	18
表2-5   品牌個性的構面、面向與特徵	20
表2-6   不同國家的品牌個性構面比較	21
表2-7   品牌個性與五大人格特質的構面相似性比較	21
表2-8   口碑定義彙整表	23
表2-9   美國世代區分方式	26
表2-10  台灣世代區分方式	27
表2-11  世代特質	29
表2-12  研究地圖之綜合文獻整理	36
表3-1   個人變項	41
表3-2   本研究之消費者個性形容詞	43
表3-3   本研究之品牌個性形容詞	43
表3-4   預試問卷題項分配及信度統計表	45
表3-5   預試項目統計量及項目總和統計量	46
表4-1   人口變項之分布情形	53
表4-2   消費者個性之KMO與Bartlett檢定	54
表4-3   品牌個性之KMO與Bartlett檢定	54
表4-4   消費者個性因素分析之結果	55
表4-5   消費者個性轉軸後之成分矩陣	55
表4-6   調整後消費者個性構面與特徵	56
表4-7   品牌個性因素分析之結果	57
表4-8   品牌個性轉軸後之成分矩陣	57
表4-9   調整後品牌個性構面與特徵	58
表4-10  觀察變項之平均數、標準差、偏態與峰度	58
表4-11  CFA判斷標準一覽表	59
表4-12  各變項之一階驗證性因素分析結果	61
表4-13  正式問卷一階因素信度分析結果表	62
表4-14  一階因素建構信度	63
表4-15  一階因素收斂效度分析結果表	63
表4-16  一階因素區別效度	65
表4-17  二階因素CFA判斷標準	66
表4-18  正式問卷二階因素信度分析結果表	68
表4-19  二階因素建構信度	68
表4-20  二階因素收斂效度分析結果表	69
表4-21  二階因素區別效度	69
表4-22  一階與二階因素分析結果之比較	70
表4-23  構面相關矩陣	72
表4-24  變項路徑表	74
表4-25  直接效果與間接效果	75
表4-26  嬰兒潮世代相關分析	76
表4-27  X世代相關分析	77
表4-28  Y世代相關分析	77
表4-29  世代調節變數	78
表4-30  路徑限定:未限定	78
表5-1   假設驗證結果彙整表	79
 
圖目錄
圖1-1 國人偏愛的慢跑鞋品牌比例	3
圖1-2 年齡與偏愛慢跑鞋品牌之交叉分析	3
圖1-3 研究流程	6
圖2-1 行為構成圖	28
圖2-2 本研究世代的區分	29
圖2-3 研究地圖	35
圖3-1 研究架構	39
圖4-1 二階驗證性因素初始模式圖	67
圖4-2 二階驗證性因素最終模式圖	67
圖4-3 研究路徑圖	73
圖5-1 後續研究發展圖	87

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