本研究主要是探討消費者的仇視對購買決策之影響，其中以品牌忠誠為調節因子，並進一步探討不同商品之品牌權益對仇視效果之影響差異。
本研究發現：1.消費者仇視對於購買決策時有顯著的負面影響；2.當品牌忠誠作為調節因素時，會弱化仇視對購買決策之影響；3.在不同的品牌權益分析下，我們發現低品牌權益的商品之品牌忠誠的弱化效果較高，反之高品牌權益的商品之品牌忠誠的弱化效果較低。本研究結果建議，當消費者仇視存在時，廠商應該設法提高其商品之品牌忠誠度以及提高品牌權益。本研究亦提出研究限制與未來研究方向。
This research mainly discusses the influence of consumer animosity on purchase decision, in which brand loyalty is the moderator. From there, we further discuss the brand equity’s influence on animosity between different products.
Through the result we find that, first, consumer’s animosity has a negative influence on purchase decisions; second, when brand loyalty is a moderating factor, it will weaken the influence of animosity on purchase decisions; third, from the analyses of different brand equities, we find that the products with higher brand equity has weaker moderating effect. We suggest that when consumer animosity presents, the firms should seek to improve brand loyalty and its equity. This research also brings up the research limitations and future research directions.
