研究嘗試探討不同獨特性需求程度的消費者在接收商業訊息的時候，對於企業商標有無使用「對稱性」這個元素，是否會因為不同的產品屬性而對於消費者的品牌態度產生影響。具體來說，本研究企圖探討「商標對稱性」對於品牌態度的影響是否會受到不同獨特性需求以及不同產品屬性的影響。本研究結果顯示：（1）在產品屬性為享樂性的情況下，不對稱性商標的品牌會比對稱性商標的品牌帶來較佳之品牌態度，但對產品屬性為實用性的情況下，對稱性商標的品牌與不對稱性商標的品牌之品牌態度無顯著差異（邊際顯著）；（2）對高獨特性需求的消費者而言，使用不對稱性商標的品牌會比使用對稱性商標的品牌帶來較佳的品牌態度，但是對低獨特性需求的消費者而言，使用對稱性商標的品牌會比不對稱性商標的品牌帶來較佳之品牌態度；（3）在產品屬性為享樂性的情況下，高獨特性需求的消費者與低獨特性需求的消費者之品牌態度無顯著差異，但在產品屬性為實用性的情況下，低獨特性需求的消費者會比高獨特性需求的消費者產生較佳的品牌態度；（4）在產品屬性為享樂性產品的情況之下，對於高獨特性需求的消費者而言，不對稱性商標的品牌會比對稱性商標的品牌引起較佳的品牌態度；但對於低獨特性需求的消費者而言，使用對稱性商標的品牌會比不對稱性商標的品牌帶來較佳之品牌態度；相對地，當產品屬性為實用性產品的情況下，使用對稱性商標的品牌會比使用不對稱性商標的品牌帶來較佳之品牌態度，無論消費者獨特性需求的高低。

The research attempts to explore the moderating roles of consumer’s need for uniqueness (NFU) and product attributes in the impact of “logo symmetry” on consumers’ brand attitudes. Specifically, the purpose of this research is to explore whether the symmetry or asymmetry in logo designs in advertisements has a significant impact on consumers' brand attitudes. Research findings demonstrate that (1) for hedonic products, consumers engenders more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric; on the contrary, for utilitarian products, consumers engender no differential brand attitudes toward the logos presented as symmetric over those presented as asymmetric (marginally significant);(2) As compared with low NFU consumers , high NFU consumers have more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric. On the contrary, low NFU consumers engender more positive brand attitudes toward the logos presented as symmetric than those presented as asymmetric; (3) For hedonic products, high NFU consumers appear to have no differential brand attitudes than low NFU consumers ; on the contrary, for utilitarian products, low NFU consumers tend to engender more positive brand attitudes than high NFU consumers ; (4) In addition, for hedonic products, high NFU consumers are likely to have more positive brand attitudes toward the logos presented as asymmetric than those presented as symmetric; however, low NFU consumers tend to engender more positive brand attitudes toward the logo presented as symmetric than those presented as asymmetric. In contrast, for utilitarian products, the logo presented as symmetric elicits more positive brand attitudes than those presented as asymmetric, regardless of consumers’ NFU.

目錄
第一章　緒論 1
第一節　研究背景以及研究動機 1
第二節　研究問題 3
第三節　研究範圍 4
第四節　研究流程 5
第二章　文獻探討與假說推論 7
第一節　品牌態度 7
第二節　商標對稱性 9
第三節　產品屬性 11
第四節　獨特性需求 13
第三章　研究方法 19
第一節　研究架構 19
第二節　實驗及問卷設計 20
第三節　資料收集 21
第四章　實證結果與分析 22
第一節　敘述性統計 22
第二節　產品屬性操弄檢定 23
第三節　商標對稱性操弄檢定 25
第四節　獨特性需求之衡量 27
第五節　品牌態度之衡量 29
第六節　假說檢定 30
第五章　研究結論與建議 46
第一節　研究結論 46
第二節　學術貢獻 49
第三節　實務意涵 50
第四節　研究限制與建議 53
參考文獻 54
附錄 59

 

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