The resistivity of a material actually depends in a complicated way on temperature. For example, the resistivity of a metal is well-modeled by the Bloch–Grüneisen formula:
$$\rho(T)=\rho(0)+A\left(\frac{T}{\Theta_R}\right)^n\int_0^{\frac{\Theta_R}{T}}\frac{x^n}{(e^x-1)(1-e^{-x})}dx\ \ ,$$
where $\rho(0)$ is residual resistivity due to defect scattering, the constant A depends on things like electron velocity, Debye radius and number density of electrons, $\Theta_R$ is the Debye temperature, and $n$ is an integer that depends on whether the primary interaction producing the resistance is electron-electron interaction, s-d electron scattering, or phonon scattering.
As another example, the resistivity of an undoped semiconductor can be modeled as being of the form
$$\rho(T)= \rho_0 e^{-aT}\ \ ,$$
but the relationship between resistivity and temperature can be given more accurately in implicit form by the Steinhart–Hart equation:
$$\frac{1}{T} = A + B \ln(\rho) + C (\ln(\rho))^3\ \ ,$$
where $A$, $B$ and $C$ are the Steinhart–Hart coefficients.
However, in many cases, you mainly just care about the behavior of $\rho(T)$ in the vicinity of some temperature $T_0$. Common values used for $T_0$ in tables are 20°C (roughly room temperature) or 0°C, but the important point about $T_0$ here is that it's just an arbitrary choice used for a table, not a physically significant temperature such as a temperature at which $\rho(T)$ is at a local minimum or maximum for a material. In the vicinity of $T_0$, $\rho(T)$ can be approximated by a Taylor expansion
$$\rho(T) \approx \rho(T_0) + \rho'(T_0) (T - T_0)\ \ .$$
Because $T_0$ has no physical significance for the material, the linear term is in general going to be more important than higher order terms for $T$ sufficiently close to $T_0$.
It would be possible to define a
$$\bar{\alpha}=\rho'(T_0)\ \ ,$$
call $\bar{\alpha}$ the "alternative coefficient of resistivity" (ACR) or something, and create a table of the ACR for various materials for some given $T_0$. And tables listing the ACR would be very convenient for calculating
$$\Delta \rho=\rho(T)-\rho(T_0)=\rho(T)-\rho_0$$
as
$$\Delta \rho=\bar{\alpha}\Delta T\ \ ,$$
where we've defined
$$\Delta T=T-T_0$$
and
$$\rho_0=\rho(T_0)\ \ .$$
However, in practical calculations, it isn't usually $\Delta \rho$ that's important for the calculation, but rather $\Delta \rho/\rho_0$. For example, if you're designing a resistor for use in electronic devices that will be operated in the temperature range $20±40 °C$, and the resistance of the resistor needs to change from its nominal value by no more than 5% within that temperature range, you need to choose a material to create the resistor from such that, as listed in a table that uses $T_0=20°C$,
$$\left| \frac{\Delta \rho}{\rho_0}\right |=\left| \frac{\bar{\alpha}\Delta T}{\rho_0}\right |=40\left| \frac{\bar{\alpha}}{\rho_0}\right |<0.05\ \ ,$$
or
$$\left| \frac{\bar{\alpha}}{\rho_0}\right |<0.00125\ \ .$$
Or if you're designing a thermistor, and you want the thermistor's resistance to change by a given percentage for a given change in temperature, you'd wind up needing to choose a material such that $\frac{\bar{\alpha}}{\rho_0}$ has some target value, instead of a maximum value as in the case of a resistor.
Because the expression $\frac{\bar{\alpha}}{\rho_0}$ would keep showing up in practical calculations like that, it's more convenient to just define
$$\alpha=\frac{\bar{\alpha}}{\rho_0}\ \ ,$$
and create tables that list $\alpha$ instead of $\bar{\alpha}$. And since $\bar{\alpha}=\rho_0\alpha$, we have
$$\Delta \rho=\bar{\alpha}\Delta T=\rho_0\alpha\Delta T\ \ .$$