本研究主要探討品牌故事與產品類別在消費者品牌評價上的效果，並以MOA因子為干擾效果探討其對於品牌故事與產品類別的消費者評價效果。本研究分別以流行涉入程度、物質主義、品牌知識及心裡模仿為干擾因子及其交互作用之影響。

本研究中共分為兩個層面探討消費者的品牌評價效果分別為品牌故事（象徵型品牌故事、非象徵型品牌故事）以及產品類別（奢侈品、必需品）；消費者評價效果包含：品牌態度、品牌評價、品牌偏好以及品牌情感。綜上所述，本研究為七因子實驗設計，透過實驗設計法來進行研究假設推論之驗證。
本研究使用兩個產品類別的品牌故事分別為Tiffany 以及五月花，利用前測的結果將品牌故事型態分類為象徵型及非象徵型的品牌故事，共有8個問卷版本，有效樣本為159個有效樣本，進行統計分析及假設測試後，研究結果如下：

1. 非象徵型的品牌故事容易引起消費者的正面品牌評價。
2. 相較於必需品，奢侈品的消費容易引起消費者的正向品牌評價。
3. 象徵型的品牌故事可搭配上必需品會使消費者有較正向的品牌評價。
4. 消費者的流行涉入程度會干擾品牌故事以及產品類別所引起消費者品牌評價效果，流行涉入程度高的消費者，對於非象徵型的品牌故事以及奢侈品有較正向的品牌評價。
5. 物質主義的高低程度的確干擾了消費者在品牌故事上的品牌評價效果；物質主義程度高者對於非象徵型的品牌故事以及奢侈品有較正向的品牌評價。
6. 過程模仿並沒有干擾品牌故事對於消費者的品牌評價效果，但在產品類別在消費者評價的效果上產生了影響。
7. 品牌故事與產品類別對於消費者的評價效果的確會受到結果模仿效果的強弱所干擾，當結果模仿效果愈強時，消費者對於非象徵型品牌故事以及奢侈品擁有較正向的品牌評價。

This study attempts to examine the effect between brand story and product type on consumers’ evaluation and these effects which are moderated by MOA factors: fashion involvement, material value, brand knowledge and mental simulation. This study also combined brand story and product type on consumers’ brand evaluation.

Consumers’ brand evaluation includes consumers’ brand attitude, brand evaluation, brand preference, and brand affect. There are two levels in this study which are brand story types (Symbolic-oriented brand story and Non-symbolic-oriented brand story) and product type (Luxury goods and Necessity goods). The study has following conclusions:

1. Non-symbolic-oriented brand story would evoke consumers’ brand evaluation.
2. Luxury goods would easier evoke consumers’ brand evaluation than necessity goods.
3. Consumers would have better brand evaluation that symbolic-oriented brand story combines with necessity goods.
4. Fashion involvement does moderate the effect of brand story on consumer’ brand evaluation and the effect of product on consumers’ brand evaluation.
5. Materialism value does moderate the effect of brand story on consumer’ brand evaluation and the effect of product on consumers’ brand evaluation.
6. Process-focused mental simulation does not moderate the effect of brand story on consumers’ brand evaluation, but it moderates the effect of product type on consumers’ brand evaluation.
7. Outcome-focused mental simulation does moderate the effect of both brand story and product type on consumers’ brand evaluations.

Title Page i
Letter of Approval ii Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgements vi
Table of Contents viii
List of Tables x
List of Figures xiv

CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Question 3
1.4 Research Objective 4
1.5 Research Procedure 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 Consumers’ Brand Perception 7
2.2 Sacred Consumption 9
2.3 Narrative 13
2.4 Product Category 15
2.5 Motivation, Opportunity, and Ability (MOA Factors) 17
2.6 Hypothesis Inference 26
CHAPTER 3 METHODOLOGY 43
3.1 Research Framework 43
3.2 Research Hypotheses 45
3.3 Operational Definition and Variables Measurements 47
3.4 Experimental Design and Data Collection 54
3.5 Pilot Study 56
3.6 Questionnaire Design and Experiment Procedure 60
3.7 Statistical Methods 65
CHAPTER 4 RESULTS 68
4.1 Sample Descriptive Information 68
4.2 Reliability Analyses 69
4.3 Group Classification 72
4.4 Hypotheses Testing 72
4.5 Summary of Hypotheses Testing 108
Chapter 5 CONCLUSIONS 110
5.1 Conclusions 111
5.2 Contributions and Implications 116
5.3 Limitations and Future Research 118

REFERENCE 121
Chinese Reference 121
English Reference 122
APPENDIX 126
Appendix One 127
Appendix Two 143
Appendix Three 152

Chinese Reference

1. 王家偉，2005年，「品牌故事組成元素對品牌形象知覺之影響：產品類別、訊息訴求、自我一致性及品牌強度調和效果之探討」，元智大學國際企業所碩士論文。

2. 林宜君，2007年，「延伸產品類別與品牌故事具體程度對品牌延伸之影響：產品、品牌和消費者因素調和效果之探討」，元智大學國際企業所碩士論文。

3. 陳玉屏，2006年，「從品牌利益、品牌情感與品牌關係品質影響之研究---以精品品牌為例」，逢甲大學企業管理所碩士論文。

4. 張心怡，2007年，「品牌故事為廣告訴求對於品牌個性與品牌關係影響之研究」，元智大學國際企業所碩士論文。

5. 郭李靖，2003年，「人格特質與品牌個性對品牌偏好的影響」，國立交通大學管理學院碩士班碩士論文。


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