臺灣博碩士論文加值系統

由於國人對於科技產品使用率逐漸提升，廠商為了滿足不斷改變的消費者需求，進而不斷研發產品增加市佔率，因此企業尋求利用原品牌所建立的知名度、消費者對其知覺品質和印象等，企圖將消費者對原品牌的品牌態度轉移至延伸品牌上，以達到減少成本支出。然而在資訊流通快速的社會上，當消費者在購買產品時，可能會參考群體的意見，進而產生從眾行為。
本研究探討具市佔率高的Samsung品牌相關產品，觀察消費者品牌態度在品牌延伸對購買意願之間的轉變，以及從眾行為在品牌延伸對品牌態度之間所帶來的影響。本研究以問卷調查法進行資料蒐集，發放對象為使用過、關注過、討論過Samsung品牌的受試者，於2015年6月1日到2015年6月15日進行發放，共15個工作天，一共回收750份問卷，有效問卷共659份，有效回收率為87%。本研究以結構方程模式進行研究驗證，重要的實證結果為：
1.不同年齡/教育程度/婚姻狀況對於購買品牌延伸之產品的從眾行為具有顯著差異
2.品牌態度在品牌延伸與購買意願之間具有正向中介效果
3.從眾行為在品牌延伸與品牌態度之間具有正向干擾效果

With the increasing use of consumer technology products, technology companies have devoted to developing new products so as to meet the constantly changing and growing needs of consumers as well as to raise their market share. In order to reduce the costs of a new product, enterprises usually attempt to have consumers’ brand attitude toward their original brands shift to the extended ones by taking advantage of the awareness, perceived quality, and impression of the original brands associated by potential consumers. However, in the fast-flowing information society, conformity is likely to occur if consumers refer to group opinions before buying a product.
This study focuses on the products by Samsung, a company which currently has a rather high market share. The purpose of the study is to observe the shift in the consumers’ brand attitude between brand extension and purchase intention and also to understand the influence of conformity on brand extension and attitude. The questionnaire survey was used to collect data from people who have the experience of using, following, or discussing Samsung products. Questionnaires were distributed from June 1 through June 15, 2015. Totally, 750 questionnaires were collected and 659 were valid (87% valid return rate). Structural equation modeling (SEM) was employed to analyze the data and the results and discussions are stated below:
1. The conformity to buy extended brand products differs significantly among subjects of different ages, education, and marital status.
2. Brand attitude has a mediation effect on the relationship between brand extension and purchase intention.
3. Conformity has an interference effect on the relationship between brand extension and brand attitude.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 9
第一節 品牌延伸契合度 9
第二節 從眾 19
第三節 品牌態度 25
第四節 購買意願 30
第三章 研究方法與設計 33
第一節 研究架構 33
第二節 研究假說 34
第三節 研究變數之衡量 39
第四節 研究設計與分析方法 45
第五節 資料分析與方法 51
第四章 資料結果與分析 55
第一節 敘述性統計分析 62
第二節 共同方法變異檢測 62
第三節 變異數分析 63
第四節 信度與效度分析 65
第五節 結構方程模式分析 73
第五章 結論與建議 85
第一節 研究結果與討論 85
第二節 貢獻與管理實務意涵 89
第三節 研究限制與後續發展建議 91
文獻探討 93

Aaker, D. A. (1990). Brand extensions: the good, the bad, and the ugly. Sloan Management Review, 31(4), 47-56
Aaker, D. A., &; Keller, K. L. (1993). Interpreting cross-cultural replications of brand extension research. International Journal of Research in Marketing, 10(1), 55-59.
Aaker, D. A.(1991). Managing Brand Equity, New York
Aaker, D. A.(1992). Managing the most important assets: Brand equity. Strategy &; Leadership, 20(5), 56-58.Allen, V. L. (1965). Situational factors in conformity. In L. Berkowitz. (Ed.), Advances in Experimental and Social Psychology. (pp. 133-175). New York: Academic Press.
Ahluwalia, R. (2008). How far can a brand stretch? Understanding the role of self-construal. Journal of Marketing Research, 45(3), 337-350.
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17.
Anderson, J. C., &; Gerbing, D. W. (1988). Structural equation modeling in practice: A
review and recommended two-step approach. Psychological Bulletin, 103(3),
411 - 423.
Allen, V. L., &; Levine, J. M. (1971). Social support and conformity: The role of independent assessment of reality. Journal of Experimental Social Psychology, 7(1), 48-58.
Ajzen, I., and Fishbein, M. (1981), Acceptance Yielding and Impact, in Cognitive
Processes in Persuasion, Richard E.P., Storm, T.M. and Brock, T.C. (Eds).
Appadurai, A. (1999). Globalization and the research imagination. International Social Science Journal, 51(160), 229-238.
Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. Groups, leadership, and men, 222-236.
Assael, H. (1968). The political pole of trade associations in distributive conflict resolution. Journal of Marketing, 32(2).
Barwise, P. (1993). Brand equity: snark or boojum?. International Journal of Research in Marketing, 10(1), 93-104.
Barone, M. J., Miniard, P. W., &; Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of consumer Research, 26(4), 386-400.
Bagozzi, R. P., Baumgartner, J., &; Yi, Y. (1988). An investigation into the role of intentions as mediators of the attitude-behavior relationship. Journal of Economic Psychology, 10(1), 35-62.
Barberis, N., &; Shleifer, A. J. Wurgler (2001),". Comovement," Working paper, University of Chicago.
Baron, R. M., &; Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical
considerations. Journal of personality and social psychology, 51(6), 1173-1182.
Barone, M. J., Miniard, P. W., &; Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of consumer Research, 26(4), 386-400.
Bearden, W. O., &; Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer research, 183-194.
Bearden, W. O., Netemeyer, R. G., &; Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonalinfluence. Journal of Consumer Research, 15(4), 473-481.
Bennett, R., &; Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty　measurement approaches. Journal of Brand Management, 9(3), 193-209.
Bhat, S. and Reddy, KS. (1997),”Investigating the dimensions of fit between a brand
and its extension, AMA 1997 Winter Educators’ Conference, 8, 186-194.
Bhat, S., &; Reddy, S. K. (2001). The impact of parent brand attribute associations and effect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.
Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
Boush, D. M., &; Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of marketing research, 16-28.
Burnkrant, R. E., &; Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer research, 206-215.
Chen, A. C. H., &; Chen, S. K. (2000). Brand dilution effect of extension failure a Taiwan study. Journal of Product &; Brand Management, 9(4), 243-254.
Cialdini, R. B. (1993). Influence: Science and practice. New York: Harper Collings.
Cialdini, R. B., &; Trost, M. R. (1998). Social influence: social norms, conformity, and compliance. In D. Gilbert., S. Fiske and G Lindzey (Eds.), The handbook of social psychology ,4, 151-192. New York, NY: McGraw-Hill.
Cialdini, R. B., &; Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annu. Rev. Psychol., 55, 591-621.
Cohen, J. B., &; Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54.
Deutsch, M., &; Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of abnormal and social psychology, 51(3), 629-636.
Doyle, P. (1990). Building successful brand: The strategic options, Journal of Consumer Marketing, 5-20.
Dodds, W. B., Monroe, K. B., &; Grewal, D.(1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dusek, J. B. (1996). Introduction to adolescence. Adolescent Development and Behavior. (3^rded.). Upper Saddle River, NJ: Prentice-Hall, 1-15.
Dwivedi, A., Merrilees, B., &; Sweeney, A. (2010). Brand extension feedback effects: A holistic framework. Journal of Brand Management, 17(5), 328-342.
Lassar, W., Mittal, B., &; Sharma, A. (1995), “Measuring customer-based brand
equity.” Journal of Consumer Marketing, Vol. 12, No. 4, pp.11-19.
Lee, J., Park, D. H., &; Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.
Farquhar, P. H., Han, J. Y., Herr, P. M., &; Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4(3).
Farquhar, P. H. (1989). Managing brand equity. Marketing research, 1(3), 24-33.
Franziska Volckner &; Henrik Sattler（2006）. ”Drive of brand extension success,”
Journal of Marketing Vol.70, 18-34.
Fandos, C., &; Flavián, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British Food Journal, 108(8), 646-662.
Fedorikhin, A., Park, C. W., &; Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Fishbein, M., &;Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research.Reading,MA: Addison-Wesley Publishing Company.
Fornell, C., and Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
Gaski, J. F., and Nevin, J. R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of marketing research, 130-142.
Garbarino, E., &; Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. the Journal of Marketing, 70-87.
Grewal, D., Monroe, K. B., &; Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 46-59.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., &; Tatham, R. L. (1998). Multivariate data analysis (Vol. 5). Engelwood Cliffs: Prentice-Hall.
Hawkins, D. I., Mothersbaugh, D. L.,&; Best, R. J. (2007). Consumerbehavior: building marketing strategy, 10. New York, NY: McGraw-Hill Companies.
Howard, J. A. (1994). Buyer Behavior in Marketing Strategy ,2 . Englewood Cliffs, N.J. Prentice-Hall Inc.
Hubbard, R., &; Armstrong, J. S. (1994). Replications and extensions in marketing: Rarely published but quite contrary. International Journal of Research in Marketing, 11(3), 233-248.
Hughes, D. G. (1973). Demand analysis for marketing decision. In D. A. Aaker &;A. L. Biel, (Eds.), Brand equity and advertising, 67-82. New Jersey, NJ: Lawrence Erlbaum Associates, Hillsdale.
Jap, S. D. (1993). An Examination of the effects of multiple brand extensions on the brand concept. Advances in consumer research, 20(1).
John, D. R., Loken, B., &; Joiner, C. (1998). The negative impact of extensions: can flagship products be diluted? . Journal of Marketing, 62(1). 19-32.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
Kelley, H. H. (1952). Two functions of reference groups. Readings in social psychology, 410-414.
Kelman, H. C. (1961). Processes of opinion change. Public opinion quarterly, 25(1), 57-78.
Kim, C. K., Lavack, A. M., &; Smith, M. (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52(3), 211-222.
Klink, R., and Smith, D.(2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38, 326–335.
Kotler, P., Ang, S.H., Leong, S. M., and Tan, C.T. (2004). Marketing Management-An Asian Perpective, 3th Edition, Singapore: Prentice Hall.
Kotler, P. (2000), Marketing Management: Analysis and Planning, Implementation and Control. (〖10〗^thEd). NJ: Prentice-Hall.
Kotler, P., &; Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management, 9(4), 249-261.Lascu, D. N., &; Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 1-12.
Lippa, R. A.(1990). Introduction to Social Psychology, California: Wadsworth, Inc.
Loken, B., &; John, D. R. (1993). Diluting brand beliefs: when do brand extensions have a negative impact?. Journal of marketing. 71-84.
Macinnis, H. (1997), Consumer Behavior, Boston, New York: Houghton Mifflin Company, 393-394.
Marsh, H. W., Hau, K. T. , Balla, J. R., &; Grayson, D. (1998). Is more ever too much? The number of indicators factor in confirmatory factor analysis. Multivariate Behavioral Research, 33 (2), 181-220.
Martinez, E., &; De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of consumer marketing, 21(1), 39-50.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising,29(4), 13-24.
Milberg, S. J., Whan Park, C., &; McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-140.
Miller, G. A., Galanter, E., &; Pribram, K. H. (1960). Plans and the structure of behavior. New York, NY: Holt, Rinehard and Winston.
Miller, D. T.,&; Prentice, D. A. (1996). The construction of social norms and standards. In E. T. Higgins &; A. W. Kruglanski (Eds.), Social Psychology: Handbook of Basic Principles ,799-829. New York, NY: Guilford Press.
Morrin, M. (1999). The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research (JMR), 36(4).
Morris, J. D., Chongmoo, W., Geason, J. A., &;Jooyoung, K. (2002). The power of affect: Predicting intention. Journal of Advertising Research, 42(3), 7-17.
Morein, J. (1975). “Shift from rand to product line marketing,” Harvard Business Reviews, 53(September-October), 56-64.
Mowen, J. C., &; Minor, M. (1998). Consumer Behavior 5 th edition Upper Saddle River, NJ: Prentice Hall.
Morwitz, V. G. &; D. Schmittlein (1992). “Using segmentation to improve sales forecasts based on purchase intent: Which "Intenders" actually buy? ” Journal of Marketing Research, 29(4), 391-405.
Moorman, C., Zaltman, G., &; Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3).
Mongeau, P. A., &; Stiff, J. B. (1993). Specifying causal relationships in the elaboration likelihood model. Communication Theory, 3(1), 65-72.
Mowen, J. C, Minor, M. (1998). “Consumer behavior.” NJ: Prentice Hall, 487-489.
Neal, W. D. (2000). For Most Consumers, Loyalty Isn't Attitude. Marketing News, 10(7).
Park, C. W., Milberg, S., &; Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of consumer research, 185-193.
Percy, L., &; Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology &; Marketing, 9(4), 263-274.
Pitta, D. A., &; Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of consumer Marketing, 12(4), 51-64.
Porter, M.E. (1980). Competitive strategy, Free Press, New York, 1980. 263-274
Randall, G. (1997). Do your own market research. New York, NY: The Free Press.
Percy, L., &; Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology &; Marketing, 9(4), 263-274.
Rangaswamy, A., Burke, R. R., &; Oliva, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in marketing,10(1), 61-75.
Kotler, P.(2000). Marketing management: The millennium edition. Prentice Hall, Upper Saddle River, NJ.
Lane, V. R., (2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing Research, 64(1), 80-91.
Pincus, S., &; Waters, L. K. (1977). Informational social influence and product quality judgments. Journal of Applied Psychology, 62(5), 615.
Ries, Al and Jack Trout (1986). “Positioning: The battle for your mind.” New York:
McGraw-Hill Book Company.
Romeo, J. B. (1991). The Effects of negative information on the evaluations of brand extensions and the family brand. Advances in consumer research, 18(1).
Rosenberg, M. J., &; Hovland, C. I. (1960). Cognitive, affective, and behavioral components of attitudes. Attitude organization and change: An analysis of consistency among attitude components, 3, 1-14.
Rose, R. L., Bearden, W. O., &; Manning, K. C. (2001). Attributions and conformity in illicit consumption: The mediating role of group attractiveness. Journal of public policy &; marketing, 20(1), 84-92.
Schwartz, B., &; Ward, A. (2004). Doing better but feeling worse: The paradox of choice. Positive psychology in practice, 86-104.
Schiffman, L. G. &; Kanuk, L. L.(2000), Consumer behavior (7^thed.). Prentice Hall International, Inc.
Schiffman, L. G.,&; Leslie, L. K. (2000). Consumer behavior (7^thed.). New Jersey, NJ: Prentice Hall.
Schiffman, L. G., &; Kanuk, L. L. (2010). Consumer behavior (10 ed.): Englewood Cliffs: Prentice-Hall, Inc.
Sengupta, J., &; Fitzsimons, G. J. (2000). The effects of analyzing reasons for brand preferences: disruption or reinforcement?. Journal of Marketing Research, 37(3), 318-330.
Shao, C. Y., Baker, J. A., &; Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Spiggle, S., Nguyen, H. T., &; Caravella, M. (2012). More than fit: brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
Song, P., Zhang, C., Xu, Y. C., &; Huang, L. (2010). Brand extension of online technology products: evidence from search engine to virtual communities and online news. Decision support systems, 49(1), 91-99.
Sullivan, M. W. (1992). Brand extensions: when to use them. Management Science, 38(6), 793-806.
Sun, B., &; Morwitz, V. G. (2010). Stated intentions and purchase behavior: A unified model. International Journal of Research in Marketing, 27(4), 356-366.
Tauber, E. M. (1981). Brand franchise extension: new product benefits from existing brand names. Business Horizons, 24(2), 36-41.
Tauber, E. M. (1988). Brand leverage-strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-30.
Taylor, V. A., &; Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.
Thamaraiselvan and Raja (2008). How do consumers evaluate brand extensions-research findings from India. Journal of Services Research, 8(1)
(April-September), 43-62.
Völckner, F., &; Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.
Williams, L. J., &; Hazer, J. T. (1986). Antecedents and consequences of satisfaction and commitment in turnover models: A reanalysis using latent variable structural equation methods. Journal of applied psychology, 71(2), 219-231.
Wilkie. M. (1994). Consumer behavior, (3^rded.), New York: John Wiley and Sons Inc.
Yeung, C. W., &; Wyer Jr, R. S. (2005). Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations. Journal of Marketing Research, 42(4), 495-506.
Yeo, J., &; Park, J. (2006). Effects of parent-extension similarity and self regulatory focus on evaluations of brand extensions. Journal of Consumer Psychology, 16(3), 272-282.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 2-22.
卞廣祥（2013）。球鞋之品牌形象、品牌態度、從眾行為對消費者行為意圖之影響。碩士論文，雲林科大，雲林縣。
朱珮君（2004）。國小兒童從眾行為對零食購買決策影響之研究。碩士論文，世新大學，台北市。
余伯泉、李茂興（2003）。Elliot Aronson, Timothy D. Wilson, and Robin M. Akert著。社會心理學（Social Psychology）。台北市：弘智文化。
別蓮蒂（2003）。消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響。台灣管理期刊，3(2)，65-84。
別蓮蒂、沈永正（2007），品牌與品牌相似度及品牌與屬性相似度對消費者評估品牌延伸產品的影響。台灣管理期刊，24(5)，551-567。
吳泓哲（2011）。直接經驗與廣告對消費者認知、情感及行為意向之影響－以台灣國產水果為個案研究。中興大學行銷研究所碩士論文，台中市。
吳昭賢（2007）。自我一致性、品牌態度與品牌忠誠度關係之研究。碩士論文，朝陽科技大，臺中市。
吳柏凱（2010）。產品契合度與品牌認同度對品牌延伸策略之探討—以蘋果、HTC、Samsung 三大手機品牌為例。碩士論文，樹德科技大學，高雄市。
吳淑鶯、王文宣（2012）。消費者對航空公司的品牌知曉、認知品質與知覺價值在品牌態度及購買意願上之影響。中華管理評論國際學報，13（2），1-17。
吳淑鶯、羅貞蓮（2010）。延伸產品知識區隔在強勢品牌之品牌延伸效果比較研究。中華管理評論國際學報，13（1），6 -22。
吳雅雯（2010）。探討電腦網路玩家去抑制行為、從眾行為與網路成癮之相關研究-以Facebook「開心農場」線上遊戲為例。碩士論文，中山大學，高雄市。
李心渝（2011）。服務產品的產品線延伸。碩士論文，中山大學，高雄市。
李美慧（2007）。探究從眾性購買和衝動性購買之關係。經營管理論叢，3（2），117-127。
李茂興、余伯泉（1995）。《社會心理學》。台北：揚智。
亞太地區雜誌、尼爾森市場研究機構。亞洲1000大品牌市場調查http://www.campaignasia.com/top1000brands/。市調分析。
林妙雀、李建裕（2010）。吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數。行銷評論，7（4），525-555。
林俊昇、潘信穎（2006）。原品牌態度與延伸契合度對休閒農場品牌延伸評價與購買意願之整合性分析。行銷評論，3（3），311-332。
林建文（2004）。原品牌態度，知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究。碩士論文，實踐大學，臺北市。
林修竹（2011）。消費者對品牌延伸態度之前置與後置因素探討。碩士論文，逢甲大學，臺中市。
林書豪（2010）。影響自行車騎士隊自行車購買意願之因素探討。碩士論文，中央大學，桃園市。
邱瑋珍（2006）。品牌形象與品牌態度對購買意願之影響研究。碩士論文，淡江大學，新北市。
邱馨卉（2013），從資訊處理模式與 體驗行銷模式的比較 探討從眾的調節效應－以智慧型手機產業為例。碩士論文，中正大學，嘉義縣。
美國皮尤研究中心Pew Research Center（2011）。Pew Internet and American Life Project。研究報告。
凌儀玲（2005）。個人特性與群體特性對消費者從眾強度之影響。行政院國家科學委員會專題研究計畫成果報告（NSC93-2416-H-415-003）。碩士論文，嘉義大學，嘉義市。
徐強、周俊宏、凌儀玲（2003）。路購物從眾行為及前攝性思考之研究。電子商務與數位生活研討會，碩士論文，台北市。
神腦國際（2013）。5吋手機消費大調查：性別、年齡、地區比一比。市場調查。http://www.senao.com.tw/review3.php?aid=259
comScore全球數字化測量和分析供應商。2014年9月comScore Media Metrix®網路流量報告。市場調查。
高英濟（2006）。品牌延伸廣告對旗艦商品廣告效果之影響－以廣告涉入購買及購買決策涉入為干擾效果。碩士論文，台北大學。
高德納諮詢公司The Gartner Group（2013）。Market Share Analysis: Mobile Phones, Worldwide, 4Q13 and 2013。市調分析。
高德納諮詢公司The Gartner Group（2015）。Smartphone Sales Represented Two-Thirds of Global Phone Market in 2014。市調分析。
張自賢、林芳儀（2011）。品牌認知、偏好、延伸產品知覺契合度對消費者行為意向之研究：以星巴克為例。餐旅暨家政學刊，7（4），349-371。
張春興（1990）。心理學概要，台北市：東華書局。
陳鉦達、謝安田（2009）。消費者個人特質及從眾消費傾向間關係之研究。稻江學報，3（3），204-222。
陳澤義、盧葦蓁（2006）。透過品牌要素、廣告代言人形成品牌態度之研究：以少淑女流行服飾業為例。東吳經濟商學學報，55，35-68。
曾郁茹(2004)。延伸相似度對品牌延伸評估之影響：母品牌線索與知覺契合度之角色。碩士論文，中國文化大學，新北市。
黃士滔、鄭竹君、林俞廷、巫旻欣、黃天駿、邱一忠（2010)。以 3C 產品為例探討消費者購買因素。工程科技與教育學刊，7（1），106-107。
黃少章（2010）。品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意願關係之研究。運動傳播學刊，3，130-148
黃芳銘（2004）：社會科學統計方法學─結構方程模式。台北，五南出版社，2004年9月。
黃姿云（2005），零售業商店國際品牌與自有品牌對購買傾向的影響－以家樂福量販店為例。碩士論文，成功大學，台南市。
黃惠秋（2006）。「認識自我」生命教育課程對國中生自我概念及生命意義感之影響。碩士論文，慈濟大學，花蓮縣。
詹詠為（2011）。母品牌與產品資訊對品牌延伸評價之影響。中山大學，高雄市。
劉國瑞（2006）。網站特性、產品特性、消費者特性、服務品質及優惠政策對網路購買意願傾向之研究－以投影機商品為例。碩士論文，國立成功大學，台南市。
羅貞蓮 （2010）。延伸產品知識區隔在強勢品牌之品牌延伸效果比較研究。中華管理評論國際學報，13（1），5-33。