臺灣博碩士論文加值系統

根據以往國內外探討延伸態度的相關文獻中可發現，大部分的研究都將重心放在直接探討母品牌的知覺品質、知覺連結度之影響性，很少探討這些因素是否影響知覺配適度進而影響延伸態度。此外本研究加入涉入程度及消費者創新為干擾變數，來探討其對上述關係的影響。在選擇實驗樣本時，選擇高雄地區之消費者做為研究對象。
本研究正式問卷共發放260份，剔除無效問卷之後共獲有效問卷共232份，以迴歸分析驗證各研究假說，結論分述如下：1.母品牌的知覺品質對知覺配適度(品牌形象配適度、產品類別配適度)皆有顯著正向影響；2.知覺連結度對知覺配適度(品牌形象配適度、產品類別配適度)皆有顯著正向影響；3.知覺配適度(品牌形象配適度、產品類別配適度)對延伸態度皆有顯著正向影響；4.知覺配適度(品牌形象配適度、產品類別配適度)在母品牌的知覺品質與延伸態度之間，具有部份中介效果存在；5.知覺配適度(品牌形象配適度、產品類別配適度)在知覺連結度與延伸態度之間，具有部份中介效果存在。根據研究結果，本研究提出相關建議。

關鍵字：知覺配適度、母品牌的知覺品質、知覺連結度、延伸態度、涉入程度、消費者創新

According to the past literature about the extension attitude, we found that most of the research directly has explored the influence of perceived quality of parent brand and perceived tie on extension attitude. Few studies have explored whether these factors affect the perceived fit and then affect the extension of attitude.In addition, this study also adds involvement and consumer innovativeness as moderate variables. The study takes consumers of Kaohsiung area as the research targets.

There were 260 official questionnaires distributed. After taking away the invalid questionnaires, there were 232 valid questionnaires used. After using regression analysis of data to verify the hypotheses, the following conclusions are drawn: 1. Perceived quality of parent brand has significant positive effect on the perceived fit; 2. Perceived tie has significant positive effect on the perceived fit; 3. Perceived fit has significant positive effect on the extension attitude; 4. Perceived quality of parent brand and extension attitude through perceived fit have partial mediation; 5. Perceived tie and extension attitude through perceived fit have partial mediation. Finally, the related suggestions will be provided by following researching result.

Keywords: Perceived Fit, Perceived Quality of Parent Brand, Perceived Tie, Extension Attitude, Involvement and Consumer Innovativeness.

目錄
中文摘要i
英文摘要ii
誌謝iv
目錄v
表目錄vii
圖目錄ix
第一章 緒論1
第一節 研究背景及動機1
第二節 研究目的4
第三節 研究流程5
第二章 相關文獻回顧及假設6
第一節 延伸態度6
第二節 知覺配適度8
第三節 母品牌的知覺品質11
第四節 知覺連結度14
第五節 涉入程度18
第六節 消費者創新22
第三章 研究方法25
第一節 研究架構25
第二節 前測26
第三節 問卷研擬過程31
第四節 正式問卷設計32
第五節 前測信度分析36
第六節 研究對象與樣本數39
第四章 資料分析40
第一節 敘述性統計分析40
第二節 信度分析42
第三節 區別效度分析45
第四節 相關分析46
第五節 驗證操弄結果47
第六節 中介效果之驗證49
第七節 干擾效果之驗證55
第八節 假設檢定59
第五章 研究結論62
第一節 研究結論62
第二節 研究貢獻與管理意涵67
第三節 研究限制70
第四節 後續研究與建議71
參考文獻73
中文參考文獻73
英文參考文獻75
附錄 A 前測問卷一85
附錄 A 前測問卷二86
附錄 A 前測問卷三87
附錄 B 黑人正式問卷一89
附錄 B 黑人正式問卷二91
附錄 B NIKE正式問卷一93
附錄 B NIKE正式問卷二95

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