臺灣博碩士論文加值系統

本研究嘗試建立一理論架構，強調品牌訊息可信度為影響品牌權益及購買意願的主要因素。重要結論如下：（1）品牌訊息可信度是影響品牌權益的重要原因。（2）消費者購買意願同時深受品牌訊息可信度及品牌權益兩者影響。本文利用結構方程模式進一步分析得知：（3）消費者知覺風險、知覺品質和價格敏感度並不會對消費者購買意願造成直接顯著影響，但是透過品牌權益，卻會間接影響購買意願，此結論再次驗證品牌存在的價值。（4）高品牌訊息可信度能顯著地提昇消費者的知覺品質、降低知覺風險與降低價格敏感度。

The study attempts to set up a theoretical framework that emphasizes the brand signal credibility as the main antecedent of brand equity and purchase intention. Some of the vital results are shown as below：first, brand signal credibility is the primary determinant of brand equity. Second, the consumer purchase intention is deeply influenced by brand signal credibility and brand equity simultaneously. In the study structural equation modeling was employed and further found out：third, consumer perceived risk, quality and price sensitivity can not significantly influence purchase intention in direct, whereas indirectly affect it via brand equity. Thus, the finding proved the value of brand existence once again. Finally, our result indicates high brand signal credibility will significantly promote consumer perceiver quality but reduce perceived risk as well as price sensitivity.

摘要 iv
英文摘要 v
誌謝 vi
目次 vii
表目錄 viii
圖目錄 xi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍與對象 5
1.4 研究流程 6
第二章 文獻探討 7
2.1 品牌權益V.S.購買意願 7
2.2 品牌訊息可信度V.S.品牌權益 15
2.3 影響品牌權益與購買意願之其它重要構念 21
第三章 研究方法 40
3.1 研究架構 40
3.2 研究假說 41
3.3 研究變數的操作性定義與衡量 42
3.4 抽樣設計 47
3.5 資料分析方法 49
第四章 研究結果與分析 58
4.1 樣本特性描述分析 58
4.2 信度與效度分析 60
4.3 探索性因素分析 64
4.4 結構方程模式之分析 74

第五章 結論與建議 93
5.1 研究結論 92
5.2 實務建議 95
5.3 研究限制 96
5.4 未來研究方向 96

參考文獻 97
附錄
正式問卷 106
















表目錄
表3.1 研究假說以及文獻來源 41
表3.2 品牌訊息可信度操作性定義與衡量表 43
表3.3 品牌權益操作性定義與衡量表 44
表3.4 購買意願操作型定義與衡量表 45
表3.5 知覺風險操作性定義與衡量表 45
表3.6 知覺品質操作性定義與衡量表 46
表3.7 價格敏感度操作性定義與衡量表 46
表3.8 樣本之配額抽樣 47
表3.9 問卷發放及回收狀況 49
表3.10 結構方程模式的方程式與徑路圖之符號代表意義 54
表3.11 整體模式適配度 56
表4.1 在產品等級相同下，您會購買常見品牌亦或白牌產品 58
表4.2 人口統計變數之變數分配表 59
表4.3 研究模式各構念之信度分析表 63
表4.4 本模型之內在結構適合度的檢驗結果 84
表4.5 各構念之KMO係數與Bartlett球形檢定 65
表4.6 品牌訊息可信度之因素分析 66
表4.7 知覺風險之因素分析 68
表4.8 知覺品質之因素分析 69
表4.9 價格敏感度之因素分析 70
表4.10 品牌權益之因素分析 71
表4.11 購買意願之因素分析 74
表4.12 研究變數的代表意義 75
表4.13 整體模式配適度 80
表4.14 本模型的路徑係數與假說驗證 87
表4.15 潛在變項間的直接效果、間接效果與總效果 90
表4.16 本模型中顯著間接效果 92
圖目錄
圖1.1 研究流程圖 6
圖3.1 本研究架構圖 40
圖4.1 本研究整體模式變數間之關係圖 79
圖4.2 本模型架構之顯著路徑圖 92

參考文獻
1.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，國立成功大學企業管理研究所博士論文。
2.李英杰（2005），旅遊行業品牌形象、品牌權益與購買意願之研究，南華大學旅遊事業管理學研究所碩士論文。
3.李祥銘（2003），不同商店通路下消費者手機購買意願之評估，國立成功大學電信研究所碩士論文。
4.吳萬益、林清河（2002），企業研究方法，華泰圖書出版公司。
5.洪宇生（2003），促銷評價影響品牌權益及購買意願模式之研究-以洗面乳為例，朝陽科技大學企業管理研究所碩士論文。
6.許佳鳴（2000），消費者價格敏感度、品質認知與廠商價策略之關係研究，中國文化大學國際企業研究所碩士論文。
7.黃芳銘，結構方程模式理論與應用（2003），五南圖書出版公司。
8.黃俊英（1998），多變量分析，中國經濟企業研究所出版。
9.陳振遂與洪順慶（1999），消費品品牌權益衡量量表之建構-顧客基礎觀點，中山管理評論，第七卷第四期，第1175-1199頁。
10.陳順宇（2004），多變量分析，華泰書局。
11.陳富美（2004），品牌權益、促銷方式及促銷效果關聯之研究─以運動鞋與衛生紙為例，朝陽科技大學企業管理研究所碩士論文。
12.楊瓊櫻（2001），知覺品質、知覺犧牲與知覺價值對新聞電子報訂閱意願之影響，國立師範大學大眾傳播研究所碩士論文。
13.蔡東峻與李曉青（2005），折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響，中山管理評論，第十一卷第一期，第143-176頁。
14.Aaker, David A.（1991）, “Managing Brand Equity,” New York：The Free Press.
15.─and Jacobson, Robert（1994）,“The financial Information Content of Perceived Quality,” Journal of Marketing Research, Vol.31, No.2, pp. 191-202.
16.Aihwa Chang and Chiung-Ni Tseng（2005）, “Building Customer Capital through Relationship Marketing Activities: The Case of Taiwanese Multilevel Marketing Companies,” Journal of Intellectual Capital, Vol.6, No.2, pp.253-266.
17.An Tien Hsieh and Wen Ting Chang（2004）, “The Effect of Consumer Participation on Price Sensitivity,” The Journal of Consumer Affairs, Vol.38, No.2, pp.282-296.
18.Bagozzi, R. P., and Yi, Y.（1988）, “On the Evaluation of Structural Equation Models,” Journal of the Academy Marketing Science, Vol.16, pp.74-94.
19.Barbara A, Lafferty, Ronald E. Goldsmith（1999）, “Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When A High Versus A Low Credibility Endorser is Used in the Ad,” Journal of Business Research, Vol.44, No.1, pp.109-116.
20.─, and Stephen J. Newell（2002）, “ The Dual Credibility Model ：The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions,” Journal of Marketing Theory and Practice , Vol.10, No.3, pp.1-12.
21.Batra, R. and Sinha, I.（2000）, “Consumer-Level Factors Moderating the Success of Private Label Brands,” Journal of Retailing, Vol.76, No.2, pp.175-191.
22.Bauer, R. A.（1960）, “Consumer Behavior as Risk Taking, in Robert S. H.（Eds.）,” Dynamic Marketing in the Changing World, 1：389-398, Chicago： American Marketing Association.
23.Bhatnagar, Amit, Saniog Misra and H. Raghav Rao（2000）, “On Risk, Convenience, and Internet Shopping Behavior,” Communications of the ACM, Vol.43, No.11, pp.98-105.
24.Bhuian, S. N., （1997）, “Marketing Cues and Perceived Quality：Perceptions of Saudi Consumers toward Products of The U.S., Japan, Germany, Italy, U.K. and France,” Journal of Quality Management, 2（2）, pp.217-235.
25.Blackett, T.（1991）, “The Valuation of Brands,” Marketing Intelligence and Planning, Vol.9, No.1, pp.27-35.
26.Blackston（1992）, “Brand Equity：Snark or Boojum,” International Journal of Research in Marketing, Vol.10, No.1, pp.93-104.
27.Boonghee Yoo, Naveen Donthu and Sungho Lee（2000）, “An Examination of Selected Marketing Mix Elements and Brand Equity,” Academy of Marketing Science.Journal, Vol.28, No.2, pp.195-211.
28.Boris Snoj, Aleksandra Pisnik Korda, and Damijan Mumel（2004）, “The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value,” The Journal of Product and Brand Management, Vol.13, No.2/3, pp.156-167.
29.Boulding, W., and Kirmani, A.（1993）, “ A Consumer-Side Experimental Examination of Signaling Theory：Do Consumer Perceive Warranties as Signals of Quality,” Journal of Consumer Research, Vol.20, No.1, pp.111-123.
30.Bruce L. Alford and Abhijit Biswas（2002）,“The Effect of Discount Level, Price Consciousness and Sale Proneness on Consumer’s Price Perception and Buying Intention,” Journal of Business Resarch,Vol.55, pp.775-783.
31.Brucks, M., and Zeithaml, V. A.（2000）, “Price and Brand Name as Indicators of Quality Dimensions,” Journal of Academy Marketing Science, Vol.28, No.3, pp.359-374.
32.Byoungho Jin and Yong Gu Suh（2005）, “Integrating Effect of Consumer Perception Factors in Predicting Private Brand Purchase in A Korean Discount Store Context,” The Journal of Consumer Marketing, Vol.22, No.2/3, pp.62-71.
33.Calder B. J., Philips L. W. and Tybout A M.（1991）, “Designing Research for Application,” Journal of Consumer Research, Vol.8, No.3, pp.197-207.
34.Chang, Tung-Zong and Albert R. Wildt.（1994）, “Price, Product Information, and Purchase Intention：An Empirical Study,” Journal of the Academy Marketing Science, Vol.22, No.1, pp.16-27.
35.Cobb-Walgren, Cathy J., Ruble, Cynthia A., and Donthu, Naveen（1995）, “Brand Equity, Brand Preference, and Purchase intent,” Journal of Advertising, Vol.24, No.3, pp.25-40.
36.Dodds, William B., Kent B. Monroe, and Dhruv Grewal（1991）, “The Effect of Price, Brand and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research, Vol.28, No.3, pp.307-319.
37.Dowling, R. and Stalin, R.（1986）, “A Model of perceived Risk and Intended Risk-Handling Activity,” Journal of Consumer Research, Vol.21, No.6, pp.110-134.
38.Earl Babbie（1998）, The Practice of Social Research, 8th, p.364.
39.Eda Atilgan, Safak Aksoy, and Serkan Akinci（2005）, “Determinants of the Brand Equity：A Verification Approach in the Beverage Industry in Turkey,” Marketing Intelligence & Planning, Vol.23, No.2/3, pp.237-248.
40.Erevelles Sunil, Abhik Roy, and Stephen L. Vargo （1999）, “The of Price and Warranty Cues in Product Evaluation：A Comparison of U.S. and Hong Kong Consumers,” Journal of International Consumer Marketing, 11（3）, pp.67-91.
41.Farquhar, P. H.（1989）, “Managing Brand Equity,” Marketing Research, Vol.30, No.4, pp.24-33.
42.Fornell, C. R. and Larcker, D. F.（1981）, “Evaluating Structural Equation Models with Unobservable Variables Measurement Error,” Journal of Marketing Research, Vol.18, No.1, pp.39-50.
43.Forsythe, Sandra M. and Bo Shi（2003）, “Consumer Patronage and Risk Perceptions in Internet Shopping,” Journal of Business Research, Vol.56, pp.867-875.
44.Foxall, G. R., and James, V. K.（2003）, “The Behavior Ecology of Brand Choice：How and What Do Consumers Maximize？”Psychology and Marketing, 20（9）, pp. 811-836.
45.Garretson, J. A. and K. E. Clow（1999）, “The Influence of Coupon Face Value on Service Quality Expectation, Risk Perception and Purchase Intentions in the Dental Industry,” The Journal of Service Marketing, Vol.13, No.1, pp.59-70.
46.Gilbert A. Churchill, J. R.（1999）, Marketing Research：Methodological Foundations, 7th, p.100.
47.Grewal Dhruv, R. Krishman, Julie Baker and Norm Borin（1998）, “The Effect of Store Name, Brand Name and Price Discounts on Consumers, Evaluations and Purchase Intentions,” Journal of Retailing, Vol.74, No.3, pp.331-352.
48.Grossman, Sanford J.（1981）, “The Information Role of Warranties and Private Disclosure about Product Quality,” Journal of Law and Economics, Vol.24（December）, pp.461-483.
49.Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham, and William C. Black（1998）,“Multivariate Data Analysis,” (5th ed), Prentice-Hall Englewood Cliffs, NJ.
50.Hertzendorf, Mark N.（1993）, “I am not a High-Quality Firm-but I Play One on TV,” The Rand Journal of Economics, Vol.24, No.2, pp.236-247.
51.Jacoby, J. and Kaplan L. B.（1972）, “The Components of Perceived Risk,” Advances in Consumer Research. M Venkatesan, ed., Chicago, pp. 382-383.
52.Jillian C. Sweeney, Geoffrey N. Soutar, and Lester W. Johnson（1999）, “The Role of Perceived in the Quality-Value Relationship：A Study in a Retail Environment,” Journal of Retailing, Vol.75, No.1, pp.77-105.
53.Judith H. Washburn and Richard E. Plank（2005）, “Measuring Brand Equity： An Evaluation of a Consumer-Based Brand Equity Scale,” Journal of Marketing theory and Practice, Vol.10, No.1, pp.46-62.
54.Juha Munnukka（2005）, “Dynamics of Price Snsitivity among Mobile Service Customers,” The Journal of Product and Brand Management, Vol.14, No.1, pp.65-73.
55.Kahneman, D., and Tversky, A.（1979）, “Prospect theory: An Analysis of decision Under Risk,” Econometrica, Vol.47, No.2, pp.263-291.
56.Kaplan, L., G. J. Szybilli, and J. Jacoby（1974）, “Components of Perceived Risk in Product Purchase：A Cross-Validation,” Journal of Applied Psychology, Vol.59, No.3, pp.287-291.
57.Keller, Kevin Lane.（1993）, “Conceptualizing, Measuring, and Managing Consumer-Based Brand Equity,” Journal of Marketing, Vol.57, No.1, pp.1-29.
58.─（1998）,“Strategic Brand Management：Building, Measuring, and Managing Brand Equity, ”Prentice Hall.
59.─（2001）, “Building Customer-Based Brand Equity：A Blueprint for Creating Strong Brands,” Marketing Management, Vol.10, No.2, pp.14-19.
60.Kellogg, Deborah L., William E. Younggdahl, and David E. Bowen（1997）, “On the Relationship between Customer Participation and Satisfaction：Two Frameworks,” International Journal of Service, Vol.8, No.3, pp.206-219.
61.Kirmani, A.（1990）, “The Effect of Perceived Advertising Costs on Brand Perceptions,” Journal of Consumer Research, Vol.17, pp.160-171.
62.─, and Rao, A. K.（2000）, “No Pain, NO Gain：A Critical Review of the Literature on Signaling Unobservable Product Quality,” Journal of Marketing, Vol.64, No.2, pp.66-79.
63.─, and Wright Peter（1989）, “Money Talks：Perceived Advertising Expense and Expected Product Quality,” Journal of Consumer Research, Vol.16, No.3, pp.344-353.
64.Klein, B. and Leffer, K. B.（1981）, “The Role of Market Forces in Assuring Contractual Performance,” Journal of Political Economy, Vol.89, pp.615-641.
65.Kotler Philip（1997）,“Marketing Management”（7th ed）Upper Saddle River, New Jersey , Prentice-Hall Inc.
66.─（2000）,“Marketing Management：Analysis, Planning, Implementation, and Control, ” 10th Edition, New Jersey, Prentice-Hall Inc.
67.Krishna, A., Currim, I S., and Shoemaker, R. W.（1991）, “Consumer Perception of Promotion Activity,” Journal of Marketing, Vol.55, No.2, pp.4-16.
68.Krishnamurthi, L.（1992）, “Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decision,” Journal of Consumer Research, Vol.19, No.3, pp.387-400.
69.Kulkarni Subodh P.（2000）, “The Influence of Information Technology on Information Asymmetry in Product Markets,” The Journal of Business and Economic Studies, Vol. 6, No. 1; pp. 55-71.
70.Lasser, Walfried, Banwari Mittal and Arun Sharma（1995）, “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, Vol.12, No.4, pp.11-20.
71.Lee, Khai Sheang and Soo Jiuan Tan（2003）,“E-retailing versus Physical Retailing： A Theoretical Model and Empirical Test of Consumer Choice,” Journal of Business Research, Vol.56, No.2, pp.877-885.
72.Lichtenstein, D., Blonch, D., and Black, W.（1988）, “Correlates of Price Acceptability,” Journal of Consumer Research, Vol.15, No.2, pp.243-252.
73.Lutz, Nancy A.（1989）, “Warranties as Signals under Consumer Moral Hazard,” Rand Journal of Economics, No.20, pp.239-255.
74.Lydia J. Price and Niraj Dawar（2002）, “The Joint Effects of Brands Warranties in Signaling new Product Quality,” Journal of Economic Psychology, Vol.23, No.2, pp.165-190.
75.Lynch, J., and Ariely, D.（2000）, “Wine Online: Search Costs and Competition on Price, Quality, and Distribution,” Marketing Science, Vol.19, No.1, pp.83-103.
76.Margaret C. Campbell（2002）, “Building Brand Equity,” International Journal of Medical Marketing, Vol.2, No.3, pp.208-218.
77.Martin, G. S., and Brown, T. J.（1990）, “In Search of Brand Equity：The Conceptualization and Measurement of The Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Gatignon, Fisk and Graham, （Ed.）, Marketing Theory and Application. Vol.2, American Marketing Association, Chicago, IL, pp.431-438.
78.McCooll-Kennedy, Janet R. and Richard E. Fetter, Jr.（2001）, “An Empirical Examination of the Involvement to External Search Relationship in Search Relationship in Services Marketing,” Journal of Services Marketing, Vol.15, No.2, pp.82-98.
79.Meyer, R. J., and Roberts, R.（1985）, “A Multiattribute Model of Consumer Choice during Product Learning,” Marketing Science, Vol.4, pp.41-61.
80.Mitra, A., and Lynch, J.（1995）, “Toward a Reconciliation of Market Power and information Theories of Advertising Effects on Price Elasticity,” Journal of Consumer Research, Vol.21, No.4, pp.644-659.
81.Miyazaki, Anthony D. and Ana Fernandez（2001）, “Consumer Perceptions of Private and Security Risks for Online Shopping,” Journal of Consumer Affairs, Vol.35, No.1, pp.27-44.
82.Monroe, Kent B.（1990）, Pricing：Making Profitable Decisions, McGraw-Hill, New York, NY.
83.─, and R. Krishnan（1985）, “The Effect of Price on Subjective Product Evaluation,” in Perceived Quality, J. Jacoby and J. Olson. Eds., Lexington, MA：Lexington books, pp.209-232.
84.Myers, James H. and Allan D. Shocker（1985）, “The Nature of Product Related Attributes,” Research in Marketing, Greenwich, CT：JAI Press, Vol. 5, pp.211-236.
85.Newell, S. J.（1993）, “Developing A Measurement Scale And A Theoretical Model Defining Corporate Credibility And Determining its Role As an Antecedent Of Consumers’ Attitude Toward The Advertisement, ” Doctoral Dissertation, Florida State University.
86.Nicholas J. Ashill, and Ashish Sinha（2004）, “An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention,” Journal of Asia - Pacific Business, Vol. 5, No. 3, p. 27.
87.Ohanian, Roobina.（1990）, “Construction and Validation of a Scale to Measure Celebrity Endorser’s Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, Vol.19, No.3, pp.39-52.
88.Park, Chan Su, and Srinivarsan, V. （1994）, “A Survey-Based Method for Measuring and Understand Brand,” Journal of Marketing Research, Vol.31, No.2, pp.271-288.
89.Peter, J. Paul and Lawrence X. Tarpey（1975）, “A Comparative Analysis of Three Consumers Decision Strategies”, Journal of Consumer Research, Vol.2, No.1, pp.184-37.
90.―and Michael J. Ryan（1976）, “An Investigation of Perceived Risk at the Brand Level,” Journal of Marketing Research, Vol. 13, Iss. 2, pp.184-88.
91.Raj Sethuraman and Catherine Cole（1997）, “Factors Influencing the Price Premiums that Consumers Pay for National Brands over Store Brands,” The Journal of Product and Brand Managements, Vol.8, No.4, pp.340.
92.Rao, Akshay R., and Ruekert, R. B.（1994）, “Brand Alliances as Signals of Product Quality,” Sloan Management Review, Vol. 36, Iss. 1, pp.87-97.
93.Richard G. Netemeyer, Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dawane Dean, Joe Ricks and Ferdinand Wirth（2004）, “Developing and Validating Measures of Facets of Customer-Based Brand Equity,” Journal of Business Research, Vol.57, No.2, pp.209-224.
94.Roberts, J. H., and Urban, G.（1988）, “Modeling Multiattribute Utility, Risk and Belief Dynamics for new Consumer Durable Brand Choice,” Marketing Science, Vol.28, pp.429-440.
95.Robertson, T. S., Ziehnski, J., and Ward, S.（1984）, Consumer Behavior Glenview, IL Scoot, Foresman.
96.Ronald E. Goldsmith, Daekwan Kim, Leisa R. Flynn, and Wan-Min Kim（2005）,“Price Sensitivity and Innovativeness for Fashion Among Korea Consumers,” The Journal of Social Psychology,Vol.145, No.5, pp.501-508.
97.Roselius, T. （1971）, “Consumer Ranking of Risk Reduction Method,” Journal of Marketing, Vol.35, No.1, pp.56-61.
98.Sandra, M. Forsythe and Bo Shi（2003）, “Consumer Patronage and Risk Perceptions in Internet Shopping,” Journal of Business Research, Vol.56, No.11, pp.867-875.
99.Schumacker, R. E. and Lomax, R. G. （1996）, “A Beginner’s Guide to Structural Equation Modeling,” Mahwah, NJ： Lawerence Erlbaum Associates.
100.Shapiro, C（1985）,“Consumer Information, Product Quality, and Seller Reputation,” Bell Journal of Economics,Vol.13, pp.20-35.
101.Shawn Tseng and B. J. Fogg.（1999）, “Credibility and Computing Technology,” Association for Computing Machinery. Communications of the ACM, Vol.42, No.5, pp. 39-44.
102.Shikhar Sarin, Trina Sego, and Nataporn Chanvarasuth（2003）, “Strategic Use of Bundling for Reducing Consumers’ Perceived Risk Associated with the Purchase of New High-Tech Products,” Journal of Marketing Theory and Practice, Vol.11, No.3, pp.71-83.
103.Shimp, T. A., and W. O. Bearden（1982）, “Warrant and Other Extrinsic Cue Effects on Consumers’ Risk Perceptions”, Journal of Consumer Research, Vol.9, No.1, pp.38-46.
104.―, and Dunn, T. H., and Klein, J. G.（2004）“Remnants of the U.S. Civil War and Modern Consumer Behavior,” Psychology and Marketing, Vol.21, No.2, pp.75-91.
105.Shocker, A. D. and Weitz, B.（1988）, “A Perspective on Brand Equity Principles and Issues,” Cambridge, MA：Marketing Science Institute, 1988, pp.88-104.
106.Shugan, S.（1980）, “The Cost of Thinking,” Journal of Consumer Research, Vol. 7, No. 2, pp. 99-111.
107.Sinha, I. and Batra, R.（1999）, “The Effect of Consumer Price Consciousness on Private Label Purchase,” International Journal of Research in Marketing, Vol.16, No.3, pp.237-251.
108.Sirkka L. Jarvenpaa, Noam Tractinsky, and Michael Vitale（2000） “Consumer Trust in an Internet Store,” Information Technology and Management, Vol.1, Iss. 1-2, p. 45-71.
109.Singh J. and Deepak Sirdeshmukh D.（2000）, “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements,” Journal of the Academy Marketing Science, Vol.28, No.1, pp. 150-167.
110.Spence, A. Michael （1974）, Market Signaling：Information Transfer in Hiring and Related Screening Processes, Cambridge, MA：Harvard University Press.
111.Srinivasan, N., and Ratchford, B. T. （1991）, “An Empirical Test of a Model of External Search for Automobiles,” Journal of Consumer Research, Vol.18, No.2, pp.233-242.
112.Steenkamp, Jan-Benedict E.M.（1990）, “Conceptual Model of the Quality Perception Process,” Journal of Business Research, Vol.21, No.4, pp.309-333.
113.Sternthal, Brain, Ruby Dholakia, and Clark Leavitt（1978）, “The Persuasive Effect of Source Credibility：Tests of Cognitive Response,” Journal of Consumer Research, Vol.4（March）, pp.252-260.
114.Stone. Robert, N. and Gronhaug, Kjell.（1993）, “Perceived Risk: Further Considerations for the Marketing Discipline,” European Journal of Marketing, Vol.27, No.1, pp.39-50.
115.Sweeney, Jillian C. and Soutar, Geoffrey N.（2001）, “Consumer Perceived Value: The Development of a Multiple Item Scale,” Journal of Retailing, Vol.77, No.2, pp.203-220.
116.Tan, Soo Jiuan（1999）,“ Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, Vol.16, No.2, pp.163-180.
117.Tauber E. M.（1998）, “Brand Leverage：Strategy for Growth in a Cost Control World,” Journal of Advertising Research, Vol.28, No.4, pp.26-30.
118.Tellis, G. J., and Gaeth, Gary J.（1990）, “Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices,” Journal of Marketing, Vol.54, No.2, pp.34-45.
119.Teo, Thompson S.H. and Yon Ding Yeong（2003）, “Assessing the Consumer Decision Process in the Digital Marketplace”, The International Journal of Management Science, Vol. 31, pp.349-363.
120.Tirole, J.（1990）, The Theory of Industry Organization. Cambridge, MA：Free Press.
121.Tülin Erdem and Joffre Swait（1998）, “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, Vol.7, No.2, pp.137-157.
122.─（2004）,“Brand Credibility, Brand Consideration, and Choice,” Journal of Consumer Research, Vol.31, No.1, pp.191-198.
123.─（2002）,“The Impact of Brand Credibility on Consumer Price Sensitivity, ”International Journal of Research in Marketing, Vol.19, No.1, pp.1-19.
124.Wernerfelt, B.（1988）, “Umbrella branding as a Signal of New Product Quality : An Example of Signaling by Posting a Bond, ” The Rand Journal of Economics, Vol. 19, Iss. 3; pp. 458-466.
125.William G. Zikmund（1999）, Business Research Methods, 6th, p.338.
126.Yoo, B., and N. Donthu（1997）, “Developing and Validating a Consumer-based Overall Brand Equity Scale for Americans and Koreans：An Extension of Aaker’s and Keller’s Conceptualization,” Paper presented at 1997 AMA Summer Educators Conference, Chicago.
127.Zeithaml, Valarie A.（1988）, “Consumer Perception of Price, Quality, and Value：A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52, No.3, pp.2-22.