臺灣博碩士論文加值系統

隨著市場競爭的加劇，新產品進入市場已面臨更大的風險，且可以迎合消費者的購買心態，將決定新產品在一片紅海中，取得優勢的關鍵要素。在全球化的時代，品牌與產品來源國已是消費者在購買前，用來判斷產品的依據，所以消費者購買態度與品牌要素、產品來源國之間勢必有著密不可分的關係。因此本研究透過文獻整理，實證結果發現品牌忠誠度、品牌形象透過產品來源國形象的交互作用下，對品牌延伸購買態度呈正向顯著的影響，而知覺品質透過產品來源國的交互作用下，對品牌延伸購買態度則呈負向顯著的影響。

As an increasingly competitive market situation, new products enter the market that have to face even greater risks, and can cater to the purchase mentality of consumers that will determine new products to take advantage of the key elements in the Red Sea. In an era of globalization, brand and products country-of-origin are used to determine consumers’ purchasing decisions, so consumers’ purchasing attitude, elements of brand and product country-of-origin are bound to have close relationship each other. The results of study show that brand loyalty, brand image through the interaction of product country-of-origin image, the purchase attitude towards the brand extension have positive and significant impact, and the perceived quality through the interaction of product country-of-origin image, the purchase attitude towards the brand extension has negative and significant impact.

目 錄
摘要………………………………………………………………………i
Abstract……………………………………………………………… ii
誌謝……………………………………………………………………iii
目錄…………………………………………………………………… iv
表目錄……………………………………………………………… vi
圖目錄…………………………………………………………………vii
附錄………………………………………………………………… viii
一、緒論……………………………………………………………… 1
1.1 研究背景與動機………………………………………… 1
1.2 研究目的……………………………………………… 2
1.3 研究流程與論文結構 ………………………… …………3
二、文獻探討……………………………………………………………5
2.1 品牌延伸與品牌延伸購買態度………………………… 5
2.1.1 品牌延伸……………………………………………… 5
2.1.2 品牌延伸購買態度…………………………………… 6
2.2 產品來源國形象與品牌延伸購買態度…………………… 7
2.2.1 產品來源國形象……………………………………… 8
2.2.2 針對產品來源國－中國的觀感…………………… 9
2.2.3 對品牌延伸購買態度的影響………………………… 9
2.3 品牌忠誠度與品牌延伸購買態度…………………………10
2.3.1 品牌忠誠度的衡量………………………………… 10
2.3.2 對品牌延伸購買態度的影響…………………………11
2.3.3 透過產品來源國形象的干擾 ……………………… 12
2.4 品牌形象與品牌延伸購買態度 ………………………… 13
2.4.1 品牌形象的衡量 …………………………………… 13
2.4.2 對品牌延伸購買態度的影響 ……………………… 14
2.4.3 透過產品來源國的干擾 …………………………… 14
2.5 知覺品質與品牌延伸購買態度 ………………………… 14
2.5.1 知覺品質的衡量…………………………………… 15
2.5.2 對品牌延伸購買態度的影響 ……………………… 15
2.5.3 透過產品來源國的干擾 …………………………… 16
3.1 研究架構………………………………………………… 17
3.2 研究變項之操作性定義與衡量……………………………17
3.2.1 變項操作性定義與衡量………………………………17
3.2.2 控制變項 …………………………………………… 18
　 3.3 問卷設計…………………………………………………… 18
3.4 抽樣方法與樣本…………………………………………… 20
3.4.1 抽樣對象與方法…………………………………… 20
3.5 資料分析方法……………………………………………… 30
3.5.1資料統計分析…………………………………… 30
3.5.2 變數間相互關係所使用的統計方法…………………30
3.5.3 抽樣方法………………………………………………31
3.6 正式問卷效度與信度分析………………………………… 31
3.6.1 正式問卷效度…………………………………………31
3.6.2 正式問卷信度…………………………………………31
四、研究結果與分析………………………………………………… 32
4.1 樣本特性分析……………………………………………… 32
4.2 相關分析…………………………………………………… 32
4.3 研究結果與分析…………………………………………… 33
五、結論與建議 ……………………………………………………. 37
5.1 研究結論 ……………………………………………………37
5.2 理論意涵…………………………………………………… 37
5.3 管理實務意涵……………………………………………… 38
5.4 研究限制…………………………………………………… 39
5.5 未來研究方向............................................. .........39
參考文獻……………………………………………………………… 40

表 目 錄
表 1 有關品牌延伸成功態度的研究………………………………… 7
表 2 本研究之變數及衡量方式…………………………………… 19
表 3 消費者年齡…………………………………………………………………… 21
表 4 消費者教育程度…………………………………………………………………… 21
表 5 消費者職業別…………………………………………………………………… 21
表 6 品牌延伸購買態度因素分析效果………………………… 22
表 7 產品來源國因素分析效果………………………………… 23
表 8 品牌忠誠度因素分析效果………………………………… 24
表 9 品牌形象因素分析效果…………………………………… 26
表 10知覺品質因素分析效果………………………………………27
表 11三個品牌現有延伸產品項購買次數歸類表……………… 28
表 12品牌延伸產品態度衡量問卷效度………………………… 29
表 13品牌延伸產品態度分數表……………………………………29
表 14各衡量變數信度值………………………………………… 31
表 15各變數相關係數矩陣……………………………………… 33
表 16產品來源國對品牌延伸購買態度的迴歸分析…………… 34
表 17品牌忠誠度、產品來源國對品牌延伸購買態度的迴歸分析 34
表 18品牌形象、產品來源國對品牌延伸購買態度的迴歸分析 35
表 19知覺品質、產品來源國對品牌延伸購買態度的迴歸分析 36
表 20研究成果…………………………………………………… 37

圖 目 錄

圖 1 研究流程……………………………………………………… 3
圖 2 研究架構…………………………………………………… 17

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2.周文賢、楊明璧、賴曉慧（2005）。品牌形象契合度及產品屬性契合度對消費
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3.張重昭、謝千之、陳弘林（2000）。產品資訊、參考價格與知覺品質對消費者
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