臺灣博碩士論文加值系統

本研究旨在透過品牌延伸態度及認知契合度來影響消費者的品牌忠誠度，探討消費者對於品牌的認知及情感是否會對延伸產品產生忠誠度，並且探討認知契合度對品牌忠誠度之影響，本研究亦用產品涉入程度作為干擾項來檢驗是否會對忠誠度造成影響，企圖更清楚地解釋消費者評估一項延伸產品，背後真正的影響因素。
研究對象以東吳大學學生為主，經由問卷調查，並採用SPSS 14.0以進行資料分析及研究假說之驗證。根據本研究之實證，可將結果歸納如下：

一.若消費者對於高知名度品牌的品牌延伸態度越高,則對行為忠誠及態度忠誠也會越高，而以產品涉入程度作為干擾項，亦會影響行為忠誠及態度忠誠的結果；反觀，對於低知名度品牌的延伸產品認知並沒有顯著行為忠誠反而對態度忠誠有影響，以產品涉入程度為干擾項，亦不會顯著行為忠誠但對態度忠誠亦有顯著影響。
二.消費者對於延伸產品之認知契合度越高，其對行為忠誠及態度忠誠的表現也會越高，而以產品涉入程度為干擾項，亦會影響行為忠誠及態度忠誠的結果。
三.若消費者同時考慮延伸態度及認知契合度的交叉影響下並且以產品涉入為干擾項對行為忠誠及態度忠誠皆有顯著影響。
四.研究結果亦顯示消費者對品牌忠誠度的表現不完全來自於對品牌的態度，其延伸認知契合度才是決定消費者對品牌延伸是否成功的首要關鍵。

The purpose of this study is to determine the impact of brand extension and cognitive fit on consumers’ brand loyalty. It seeks to explore consumers’ brand awareness and emotional strain on the extension of product loyalty and also the cognitive fit of the impact of brand loyalty. The study also involves the extent of use of products as a means of testing whether the interference of loyalty will be affected, an attempt to more clearly explain the assessment of the extension of consumer products as well as the impact of the factors behind this.
The sample study undertaken was mainly students from Soochow, through a questionnaire survey, using SPSS 14.0 for data analysis and research to verify the hypothesis. According to the evidence of this study, the results can be summarized as follow:

1. The brand extension attitude of a well-known brand has significant impact on the behavior of loyalty and the attitudinal loyalty. The degree of product involvement as an interference factor, will also have a great influence on the results of these two components; On the other hand, the extension product cognitive of a less well-known brand has no significant impact on the behavior of loyalty but does have an impact on the attitudinal loyalty, and the degree of product involvement as an interference factor produces the same effect as well.
2. Cognitive fit has significant influence on the behavior of loyalty and attitudinal loyalty, and the degree of product involvement as an interference factor will also affect the result of the two components.
3. If consumers at the same time are taking into consideration brand extension attitudes and cognitive fit, and also the degree of product involvement as an interference factor, there will be significant impact on the behavior of loyalty and the attitudinal loyalty.
4. The level of consumers brand loyalty performance does not come from the attitude of the brand, the cognitive fit decides whether a product brand extension is successful.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌延伸 5
第二節 消費者態度 10
第三節 契合度 13
第四節 涉入程度 17
第五節 品牌忠誠度 22
第三章 研究方法 27
第一節 研究架構 27
第二節 研究變數的操作性定義與衡量 29
第三節 研究假設 33
第四節 統計及分析方法 36
第四章 研究結果 38
第一節 樣本敘述 38
第二節 信度分析 44
第三節 品牌延伸產品認知與品牌忠誠度之關係 47
第四節 品牌延伸產品情感與品牌忠誠度之關係 50
第五節 認知契合度與品牌忠誠度之關係 53
第六節 涉入程度之干擾作用下與品牌忠誠度之關係 57
第七節 品牌延伸態度、契合度對品牌忠誠度之影響 61
第五章 結論與建議 66
第一節 研究結論 66
第二節 行銷策略建議 70
第三節 研究限制 72
參考文獻 ……………………………………………………………………………….73
中文部分 ………………………………………………………………………….73
英文部分 ………………………………………………………………………….74
附錄－正式問卷 78

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