臺灣博碩士論文加值系統

獲利是企業重要的目標之一，為達到超額報酬與長遠經營，台灣企業紛紛將品牌視為重要的獲利指標，但經營品牌的方式多樣，在拓展新市場中以品牌延伸為最常見的方式。

本研究以文獻探討與問卷發放等方式探討。問卷方式發放方式採用便利抽樣，為降低受測者對問卷之標的有所疑義，故問卷發放地點選擇與標的有關連之商店街。本研究以產品相似程度為出發點如何影響消費者態度及其他購買意願並於實驗過程加入品牌聲望與產品品質對產品相似度有何程度上的幫助其之間的關係發現以下數點：（一）產品相似度影響消費者態度受產品品質影響（二）產品相似度與產品品質可能影響消費者態度。（三）消費者態度越正面越可能激起購買意願
研究結果可以發現，消費者對於產品的態度深受產品品質影響，產品質是影響消費者態度是最為重要，而購買意願則深受品牌影響。

Profit is one of the major goals of an enterprise. To achieve excess returns and sustainable operation, the enterprises gradually begins to consider brand as an important profit index. Brand operation, however, has multiple approaches, with brand extension being the most commonly seen approach in expanding new markets.

The study has employed literature review and questionnaire issuance for exploration. The questionnaire issuance method adopted convenience sampling, and to lower the doubts of the test subjects toward the questionnaire subject, therefore, a Shotengai (commercial district) related to the subject was selected as the issuance location. Product similarity level is applied as the start point of the study. The following results are found after evaluating the impact of the product similarity level on consumer attitude and purchase intention, and the assistance of brand reputation and product quality: (1) The impact of the product similarity level on consumer attitude will be affected by product quality (2) The product similarity level and product quality may impact consumer attitude (3) The more positive the consumer attitude, the greater the purchase intention will be.
The study result shows that the product attitude of consumers is deeply impacted by product quality, which is the most important factor that impacts consumer attitude, and purchase intention is deeply impacted by brand.

摘要 iv
Abstract v
目錄 vii
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究範圍與流程 5
第二章 文獻回顧 7
第一節 產品適配度 7
第二節 消費者態度 15
第三節 品牌聲望 21
第三 章研究設計 27
第一節 研究架構與假設 27
第二節 實驗設計 31
第三節 各變數定義 32
第四節 問卷設計方式 35
第五節 問卷發放與分析方法 35
第四章 資料分析與結果 38
第一節 樣本分析 38
第二節 信度分析 39
第三節 因素分析 41
第四節 變異數分析 43
第五章 結論與建議 60
第一節 結論 60
第二節 實務建議與未來研究方向 63
參考文獻 65
附錄一 69

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網路資料
施懿倫 (民99)。 台灣二十大品牌揚威國際。取自：經濟部國際貿易局
http://search.trade.gov.tw/Search/Detail.aspx?id=97903
經濟部國際貿易局綜企會第一科 (民99)。2010年4月國際貿易情勢分析。取自：http://search.trade.gov.tw/Search/Detail.aspx?id=81605