臺灣博碩士論文加值系統

近幾年來，由於各大咖啡連鎖體系的加入，已培養出一定數量的咖啡人口。連鎖咖啡店之引進，將國人喝咖啡的風氣正式推向高峰。各大咖啡連鎖體系將商品延伸到罐裝咖啡市場，並且與連鎖便利超商合作。當消費者在產生購買決策時，接受到廠商利用品牌的知名度推出延伸產品的訊息，將會產生內心層級的過程，進而影響到消費者的實際購買行為，品牌聯想形象及周圍所產生的相關資訊確實會影響到消費者在購買產品時，所做出的評估並做為選擇的依據。研究目的：1.使用模糊層級分析法與灰關聯分析法來分析消費者對於連鎖咖啡店的品牌延伸效果的排序。2.分析連鎖咖啡店的消費者對於品牌延伸因素比重，以讓廠商參考。3.分析連鎖咖啡店的消費者經由品牌延伸因素會購買連鎖咖啡店品牌延伸商品。
研究方法使用量化研究裡，依照台灣本島北、中、南、東部人口比例，來進行分層系統抽樣，共發出385份。資料分析工具模糊層級分析法、灰關聯分析法、SPSS統計軟體。研究結果讓經營咖啡業瞭解消費者對於排序第一的咖啡店其品牌延伸效果得分比重為何。透過迴歸分析得知消費者在品牌延伸效果對於品牌聯想形象、認知契合度與知覺品質之涉入程度。透過變異數分析得知對於產品的行銷做市場區隔。

In the last few years, because each big coffee chain system joining, has raised the certain quantity the coffee population. Introduction the chain coffee shop makes the people drink the coffee the atmosphere officially to push to the peak. Each big coffee chain-line system extends the commodity to the canned coffee market, and makes cooperation with chain convenience shop. When consumer makes a buying decision, accepts the merchant to promote using brand well-knownness extends the product news, will be able to have the innermost feelings level process, then will affect consumer's actual purchase behavior, which the brand association image and periphery will produce the related information truly can affect the consumer when the purchase product, makes the appraisal and will do for the base of choice. Research goal: 1. Uses FAHP and GRA analyzes the consumer to extend the effect arrangement regarding the chain coffee shop brand. 2. Analyzes the chain coffee shop the consumer extends the factor proportion regarding the brand, lets the merchant refer. 3. Analyzes the chain coffee shop the consumer extends the factor by way of the brand to be able to purchase the chain coffee shop brand to extend the commodity.
In the research technique use quantification research, according to the Taiwan main island north, center, south, eastern part the population proportion, carries on the lamination systematic sampling, altogether sends out 385. Material analysis tool FAHP, GRA, SPSS statistics software. Why do the findings let the management coffee industry understanding consumer regarding arrange first coffee shop its brand to extend the effect to score points the proportion. The penetration regression analysis knew the consumer extends the effect in the brand regarding the brand association image, the cognition agreement properly fords into the degree with consciousness quality. The penetration variation number analysis knew makes the market area regarding the product marketing to separate.

目錄 頁次
中文摘要 --------------------------------------------------- i
英文摘要 --------------------------------------------------- ii
誌謝 --------------------------------------------------- iv
目錄 --------------------------------------------------- v
表目錄 --------------------------------------------------- vi
圖目錄 --------------------------------------------------- vii
第一章 緒論----------------------------------------------- 1
第一節 研究背景與動機------------------------------------- 1
第二節 研究目的------------------------------------------- 2
第三節 研究範圍------------------------------------------- 3
第四節 研究流程------------------------------------------- 3
第二章 文獻探討------------------------------------------- 4
第一節 連鎖咖啡店之發展概況------------------------------- 4
第二節 品牌延伸------------------------------------------- 7
第三節 認知契合度----------------------------------------- 9
第四節 品牌聯想形象--------------------------------------- 11
第五節 知覺品質------------------------------------------- 14
第六節 模糊層級分析法------------------------------------- 15
第七節 灰關聯分析法--------------------------------------- 17
第八節 小結----------------------------------------------- 18
第三章 研究方法------------------------------------------- 20
第一節 研究架構與研究假說--------------------------------- 20
第二節 操作性定義----------------------------------------- 21
第三節 研究設計------------------------------------------- 22
第四節 資料分析工具--------------------------------------- 23
第五節 信效度--------------------------------------------- 25
第四章 資料分析------------------------------------------- 30
第一節 使用模糊層級分析法--------------------------------- 30
第二節 使用灰色關聯分析----------------------------------- 33
第三節 運用spss軟體對各構面分析---------------------------- 35
第四節 小結----------------------------------------------- 60
第五章 結論與建議----------------------------------------- 64
第一節 研究結論------------------------------------------- 64
第二節 行銷實務上的意涵----------------------------------- 66
第三節 研究限制------------------------------------------- 68
第四節 研究貢獻與建議------------------------------------- 69
資料來源------------------------------------------- 70
附錄1 問卷----------------------------------------------- 74

中文部份：
1.丁瑞華&羅宗敏(2005),「品牌延伸之評價模式」, 2005臺灣行銷研討會論文
集,台北
2.中華民國連鎖加盟協會（2001），連鎖加盟發展年鑑。
3.王德剛（1996），「品牌概念形象，廣告策略與品牌權益之關係」，東吳企業管理研究
所未出版碩士論文。
4.李怡寬(1994)，「影響品牌延伸領域及消費者對品牌延伸評估因素之研究」，中央大學
企業管理研究所未出版碩士論文。
5.李允中、王小璠、蘇木村(2001)，「模糊理論及其應用」，全華書局，台北
6.李文龍(2003)，「如何開一家輕鬆又賺錢的咖啡店」，知本家，台北
7.何蒼菘(2001)，「品牌聯想形象與消費者特質對品牌延伸評估之影響」，義守大學管理
科學研究所之未出版碩士論文，高雄
8.周文賢與李宏達(1992),「市場調查與行銷決策研擬,管理科學專題系列No.2」,華泰文
化，台北
9.周宇貞(1999),知覺品質與參考價格對消費者知覺價值與購買行為之影響,私立東吳大學
企業管理學系碩士班碩士論文。
10.施淑琳（1997），「品牌概念，品牌廣度暨品質變異程度對品牌延伸效果之影
響」，台大商學研究所未出版碩士論文。
11.游恆山(1997) 譯，Brian Mullen & Craig Johnson 原著，「消費者行為心理
學」(The Psychology of Consumer Behavior)，五南，台北
12.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」，私立中國文化大學國際貿易學系碩士班未出版碩士論文。
13.溫坤禮(1999)，「灰關聯度的量化研究」，灰色系統學刊，第2期，第2卷，頁117-
133。
14.楊日融(2003)，「咖啡店經營關鍵成功因素之研究」，國立中正大學企業管理研究所
未出版碩士論文，嘉義
15.鄭英輝(1998)，「品牌人格與產品類別對品牌延伸評價的影響」，國立中央大學企管
研究所未出版碩士論文。
16.蔡宗倫(1995)，「消費者對品牌延伸的知覺因素評估：以重複購買之替代性產品為原
則」，台灣大學商學研究所未出版碩士論文。
英文部分
1.Aaker, David A. & Kevin Lane Keller (1990), “Consumer Evaluations
of Brand Extensions,” Journal of Marketing, 54, pp. 27-41
2.Aaker, D. A.Managing Brand Equity( 1991),New York: The Free Press.
Rangaswamy, A., Raymond R. Bruke and Terence A.
3.Aaker David A. (1991), “Managing Brand Equity”, The Free Press：
New York
4.Aaker(1990), D. A. and K. L. Keller, ”Consumer Evaluations of
Brand Extensions,” Journal of Marketing, 54,January, pp. 27-
41.
5.Rise and Laura Rise(1998). “The 22 Immutable Laws of Branding”,
Harper-Collins Publisher, Inc., USA.
6.Buckley, J. J.(1985), “Fuzzy Hierarchical Analysis”, Fuzzy Sets
and Systems, 17,233-247.
7.Boush, David M. & Barbara Loken (1991), "A Process-Tracing Study
of Brand Extension Evaluation," Journal of Marketing
Research, Vol. 28(1), pp.16-28.
8.Brozniarczyk, S.M., and J.W. Alba(1994), ”The Importance of the
Brand in Brand Extensions,” Journal of Marketing Research ,
pp. 214-228.
9.Barrett, Joanna, Ashley Lye, and P. Venkateswarlu
(1999), ”Consumer Perceptions of Brand Extensions:
Generalizing Aaker and Keller’s Model.”Journal of Empirical
Generalization in Marketing Science, pp.1-21.
10.Bridges, Sheri, Kevin Lane Keller, and Sanjay Sood
(2000), ”Communications Strategies for Brand Extensions:
Enhancing Perceived fit by Establishing Explanatory Links,”
Journal of Advertising, Vol. 24, No. 4, Winter
11.Biel, Alexander L.(1992), "How Brand Image Drives Brand Equity,"
Journal of Advertising Research, 32(6), pp. RC6-RC12
12.Bhuian,S. N.(1997),“Exploring Market Orientation in Banks: An
Empirical Examination in Saudi Arabia,” The Journal of
Services Marketing, Vol.11, No.5, pp.317-328.
13.Brucks,Zeithaml(1991) “Selective Recall and Information Use in
Consumer Preferences.”Journal of Consumer Research 1,pp. 464-
472
14.Deng, J. L.(1989) “Introduction to Grey System Theory,” The
Journal of Grey System, Vol.1, No.1, pp.1-24.
15.Dawar, Niraj and Paul F. Anderson (1994), “The Effects of Order
andDirection of Multiple Brand Extensions,” Journal of
Business Research,30(2), pp.119-129.
16.Garvin, David A.(1987), “Competing on the Eight Dimensions of
Quality,”Harvard Business Review, Vol.65, November-
December, pp.101-109.
17.Kolter, Philip (1991), “Marketing Management: Analysis, Planning,
Implementation & Control Englewood Cliffs”, Prentice-Hall,
Inc.: N. J.
18.Kotler, P(2003), “Marketing Management”, 11th ed, New Jersey:
Prentice Hall.
19.Kotler, P. (2000). “Marketing Management” (The Millennium
Edition),Prentice Hall International, Inc.,407
20.Kotler, P. (1997). “Marketing management Analysis, planning,
implementation, and control”. New Jersey: Prentice-Hall.
21.Keller, Kevin Lane(1998), Strategic Brand Management, Building
Measuring, and Managing Brand Equity,.Prentice Hall, Upper
Saddle River, New Jersey.
22.Keller, Kevin Lane and David A. Aaker(1992), ”The Effects of
Sequential Introduction of Brand Extensions,” Journal of
Marketing Research, 29,February, pp.35-50.
23.Klink, Richard R. and Daniel C. Smith(2001),” Threat to the
External Validity of Brand Extension Research,” Journal of
Marketing Research , pp.326-335.
24.Keller, K.L（1993）“Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity”, Journal of Marketing, Vol.57,
January, , pp.1-22.
25.Krishnan, H. S. (1996), “Characteristics of Memory Associations：
A Consumer-Based Brand Equity Perception,” International
Journal of Research in Marketing, 13, pp. 309-405
26.Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). “The
effects of brand name suggestiveness on advertising recall”.
Journal of Marketing, 62(1), 48-57.
27.Lye, Ashley, P. Venkateswarlu and Jo Barrett(2001), ”Brand
Extension: Prestige Brand Effects,” Australasian Marketing
Journal, 9 (2),pp. 53-65.
28.Laarhoven, P. J. M. and W. Pedrycz(1983), “A Fuzzy Extension of
Saaty's Priority Theory”, Fuzzy Sets and Systems, 11（3）,
229-241.
29.Lassar, W., Mittaal, B., & Sharma, A. (1995). Measuring customer-
based brand equity. Journal of Consumer Marketing,12(4), 11-
19.
30.Park, C. Whan(1991), Sandra Milberg, and Robert
Lawson, "Evaluation of Brand Extension: The Role of Product
Feature similarity and Brand Concept Consistency," Journal of
Consumer Research, 18, Sep, pp.185-193.
31.Park, C. Whan, Sandra Milberg, and Robert Lawson
(1991), "Evaluation of Brand Extension: The Role of Product
Feature similarity and Brand Concept Consistency," Journal of
Consumer Research, pp.185-193.
32.Park, C. Whan, Bernard J. Jaworski, & Deborah J. MacInnis
(1986), “Strategic Brand Concept-Image Management,” Journal
of Marketing, 50, pp. 135-145
33.Park, C. Whan, Robert Lawson, & Sandea Milberg (1989), “Memory
Structure of Brand Name,” Advances in Consumer Research, 16,
pp. 726-731
34.Rangaswamy, A., Raymond R. Bruke and Terence A. Oliva
(1993), ”Brand Equity and the Extendibility of Brand Names,”
International Journal of Research in Marketing, 10 (1),.pp.
61-75.
35.Sheinin, Daniel A. and Bernd H. Schmit (1994), “Extending Brands
with New Product Concepts: The role of Category Attribute
Congruity,Brand Affect, and Brand Breadth,” Journal of
Business Research, 31(1),pp.1-10.
36.Saaty, T. L.(1990) “How to Make a Decision: The Analytic
Hierarchy Process”, European Journal of Operational Research,
Vol.48, No.1, 1990, pp.9-26.
37.Saaty, T. L.(1992) The Analytic Hierarchy Process, New York:
McGraw-Hill, Inc., 1980.Lious, T.S. and Wang, M.J.J. “Ranking
Fuzzy Numbers with Integral Value,” Fuzzy Sets and Systems,
Vol.50, pp.247-255.
38.Steenkamp, Jan-Benedict E.M(1992), “Conceptual Model of the
Quality Perception Process,” Journal of Business Research,
Vol.21, pp.309-333.
39.Tauber E.M. (1981), “ Brand Franchise Extension : New Product
Benefits From Existing Brand Names,” Business Horizons, 24,
pp. 36-41
40.Tauber Edward M. (1988), “Brand Leverage：Strategy for Growth in
A Cost- Control World,” Journal of Advertising Research,
Aug/Sep, pp. 26-37
41.Zeithaml, Valarie A(1988), “Consumer Perceptions of Price,
Quality and Value: A Means-End Model and Synthesis of
Evidence,” Journal of Marketing, Vol.52, pp.2-22.
網路部份
1.行政院內政部戶政司(2004)，臺閩地區各縣市鄉鎮市區土地面積及人
口密度， http://www.ris.gov.tw/ch4/static/st10-7.xls
2 賴繪文(2004)，超商飲料大戰白熱化 高知名度品牌搶占市場，華夏導報，
http://epaper.pccu.edu.tw/index.asp?NewsNo=5022