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研究生:莊惠閔
研究生(外文):Hui-Min Chuanh
論文名稱:產品技術層級、技術相似性,與來源國形象對品牌延伸評價的影響
論文名稱(外文):The Effects of Technology Hierarchy, Technological Similarity, and Country-of-origin on Brand Extension Evaluations
指導教授:蔡明田蔡明田引用關係
指導教授(外文):Ming-Tien Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:92
中文關鍵詞:來源國形象相似性技術層級品牌延伸
外文關鍵詞:brand extensiontechnology hierarchysimilaritycountry-of-origin
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  本研究旨在探討產品技術層級、技術相似性,與品牌來源國形象對消費者品牌延伸評價的影響。當原產品與延伸產品在技術層級上有所差異時,此差異對於不同類別的產品在進行品牌延伸時會有何影響?並以產品的技術相似性與品牌來源國形象為調和變數,探討當消費者面對分屬不同技術層級的產品時,其對品牌延伸的評價是否會受技術相似性與來源國形象的影響而有所差異。在過去的研究中,針對高科技產品進行與上述變數相關的探討較少,因此,本研究以消費性電子產品為主要的受測產品進行問卷設計,以探討變數之間的關係。
  本研究主要以消費者為抽樣對象,透過網際網路以便利抽樣的方式進行問卷發放,並採用實驗設計法,根據各個變數不同的高低水準進行2x2x2組間差異的實驗設計,共8個情境,以探討當原產品屬於不同水準的技術層級時,消費者對品牌延伸的評價是否有所差異,以及不同水準的技術相似性與品牌來源國形象所產生的影響。

本研究主要以多變量變異數進行分析,結果如下:

(1)當原產品具有相對較高的技術層級時,消費者會產生較佳的品牌評價。
(2)在不同水準的產品技術相似性下,原產品與延伸產品的技術層級差異對品牌延伸的評價有顯著影響。
(3)在不同水準的品牌來源國形象下,原產品與延伸產品的技術層級差異對品牌延伸的評價有顯著影響。
(4)在實驗情境下,不同水準的產品技術層級對消費者的母品牌評價並未產生顯著的影響。
  The purpose of this study is to examine that when the difference of technology hierarchy exists between the parent product and the extension product, how technological similarity and country-of-origin influence consumers’ brand extension evaluations. Although the researches about brand extension have been extensively discussed, few studies referred to technological characteristics for high-tech products. Moreover, under the trend of global marketing, country-of-origin has become increasingly important in brand extension evaluation. Consequently, this study takes consumer electronics products for example and investigates the effects of technology hierarchy, technological similarity and country-of-origin on brand extension evaluations.
  This study adopts random sampling to collect data and selects end users as the subject. Then it conducts an experiment design of each component with two treatment levels, resulting in 2×2×2 eight different conditions, and uses ANOVA to analyze the data. The results are showed as follows.

(1)When the parent product is perceived to be at a relatively higher level of technology, consumers will have superior brand extension evaluations.
(2)Under different technological similarity conditions, the level of technology hierarchy between the parent and the extension product has a significant influence on brand extension evaluations.
(3)Under different country-of-origin conditions, the level of technology hierarchy between the parent and the extension product has a significant influence on brand extension evaluations.
(4)There is no significant difference of the evaluations toward the parent brand after exposing to the brand extension.
Contents
Chapter 1 Introduction........................................................1
1.1 Research Motivations..................................................1
1.2 Research Objectives...................................................4
1.3 Research Domain.......................................................5
1.4 Research Procedure....................................................5
Chapter 2 Literature Review...................................................7
2.1 Brand Extension.......................................................7
2.2 Similarity...........................................................15
2.3 Technology Hierarchy.................................................18
2.4 Country-of-origin....................................................19
Chapter 3 Research Method....................................................21
3.1 Research Framework...................................................21
3.2 Research Hypotheses..................................................23
3.3 Research Design......................................................30
3.4 Research Method......................................................39
Chapter4 Analysis and Results................................................41
4.1 Sample Structure.....................................................41
4.2 Reliability Analysis.................................................45
4.3 Assumption Test of Variance Analysis.................................47
4.4 Analyze the Significance of the Whole Model..........................48
4.5 Effects of Each Variable on Brand Extension Evaluations..............49
4.6 Hypotheses Examination...............................................68
Chapter5 Conclusions and Suggestions.........................................70
5.1 Conclusions..........................................................70
5.2 Managerial Implication...............................................72
5.3 Research Limitations.................................................74
5.4 Future Research Suggestion...........................................75
5.5 Research Contributions...............................................76

【Reference】................................................................77
Appendix A Pretest One Questionnaire.........................................83
Appendix B Pretest Two Questionnaire.........................................85
Appendix C Formal Questionnaire..............................................89
A. Chinese
1.吳文村 (2001),「產品製造來源國之國家形象、價格折扣與品牌知名度對於消費者產品評價之影響」,成功大學國企所碩士論文。
2.李奇勳 (2000),「價格、保證及來源國形象對產品評價與購買意願的影響」,成功大學企研所博士論文。
3.李孟慈 (2003),「產品種類相似度與產品國家契合度資訊不一致對跨國品牌延伸評價之影響」,暨南國際大學國企所碩士論文。

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