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研究生:李慧珊
研究生(外文):Lee Hui-Shan
論文名稱:延伸相似度、從眾特質與品牌延伸評估關係之研究
論文名稱(外文):The relationship among extension similarity, conformity and brand extension evaluation.
指導教授:林少龍林少龍引用關係
指導教授(外文):Lin Shao-Lung
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:90
中文關鍵詞:延伸相似度從眾特質品牌延伸評估
外文關鍵詞:extension similarityconformitybrand extension evaluation
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本研究目的為探討消費者之從眾特質是否與延伸相似度產生交互作用以影響消費者對品牌延伸評估。本研究採用實驗法,分為預試和正式實驗,預試主要是測試消費者對品牌的品質、熟悉度(高於平均水準)、偏好度一致,高/低品牌延伸相似度以及篩選出最受歡迎數位相機之規格,預試結果篩選出蘋果(APPLE)為高相似度延伸品牌、耐吉(NIKE)為低相似度延伸品牌,以作為正式實驗的操弄。
在正式實驗時,本研究以虛擬情境以及製作廣告傳單來操弄自變數,採用2(高/低延伸相似度)的組間因子設計,而2(高/低從眾特質)則採用組內因子設計,共計兩種實驗方格進行測試,研究對象以文大商學院學生為主要對象。資料分析,預試採用1-Way ANOVA以篩選出所需的品牌,正式實驗將採用2-Way ANOVA以檢驗交互效果。
本研究結果指出高相似性延伸又比低相似延伸有較佳的評估,品牌延伸相似性會正向影響品牌延伸評估。本研究結果指出,在品牌延伸策略上,高相似延伸比低相似延伸更能提升消費者對知覺品質與購買意願,而延伸相似度與消費者從眾特質的交互作用會影響知覺品質與購買意願。
The purpose of this study is to explore whether extension similarity and conformity have the interactive effect on brand extension evaluation. The study used the experimental research and included a pretest and experiment. The purpose of pretest is to exam brand quality, familiarity, favor, similarity and digital camera specification. There are 80 samples collected in the pretest. The outcome of pretest selected two brands which are APPLE and NIKE to be our experimental manipulation. The design was a 2 (extension similarity)between-subject factors ×2 (conformity)within-subject factors, and selected three hundred students as research samples. We used one-way ANOVA to analyze the pretest and two-way ANOVA to analyze the interaction effect. Results indicate brand extensions have a positive effect on brand extension evaluation. In addition, brand extension similarity and conformity have the interactive effect on the perceived quality and the purchase intention. Nevertheless finding from the graph, when high conformity happened, high extension similarity will have better brand evaluation than low conformity. In other words, so far as high conformity consumers correspond to high conformity consumers be concerned, extension similarity still have a positive effect on the perceived quality and the brand extension evaluation.
內容目錄
中文摘要 .................... iii
英文摘要 .................... iv
致謝詞 .................... v
內容目錄 .................... vi
表目錄  .................... viii
圖目錄  .................... ix
第一章 緒論................... 1
第一節 研究背景............... 1
第二節 研究問題與目的............ 3
第三節 研究架構............... 4
第二章 文獻探討................. 6
第一節 品牌延伸............... 6
第二節 品牌延伸相似度............ 10
第三節 從眾行為............... 13
第四節 創新採用與擴散理論.......... 22
第五節 研究假設............... 24
第三章 研究方法................. 28
第一節 實驗設計............... 28
第二節 預試................. 28
第三節 正式實驗............... 35
第四章 實證結果................. 41
第一節 樣本結構............... 41
第二節 信度與效度分析............ 44
第三節 研究變數之操弄檢定.......... 47
第四節 假設檢定............... 49
第五章 結論與建議................ 55
第一節 理論上的意涵............. 55
第二節 行銷上的意涵............. 56
第三節 研究限制與未來研究建議........ 58
參考文獻 .................... 60
附錄A 預試問卷................ 72
附錄B 正式問卷................ 78
附錄C 廣告傳單................ 88

表 目 錄
表 3-1 產品類別與品牌.............. 30
表 3-2 各品牌品質、熟悉度、偏好程度及延伸相似性
之平均值.................. 33
表 3-3 蘋果/Apple與耐吉/NIKE品質、熟悉度、喜好
程度及延伸相似性之變異分析結果....... 34
表 3-4 數位相機之規格篩選表........... 35
表 4-1 正試問卷回收結果............. 41
表 4-2 正式實驗樣本結構............. 43
表 4-3 從眾特質之因素分析與信度分析結果..... 45
表 4-4 品牌延伸評估之知覺品質量表因素分析
與信度分析結果............... 46
表 4-5 品牌延伸評估之購買意願量表因素分析
與信度分析結果............... 46
表 4-6 母品牌之變異數分析結果.......... 47
表 4-7 延伸相似度之變異數分析結果........ 48
表 4-8 從眾特質之變異數分析結果......... 49
表 4-9 延伸相似度對知覺品質之變異數分析..... 50
表 4-10 延伸相似度對購買意願之變異數分析..... 50
表 4-11 品牌延伸相似度與從眾特質對知覺品質
之變異數分析................51
表 4-12 品牌延伸相似度與從眾特質對購買意願
之變異數分析................53

圖 目 錄
圖 1-1 研究架構................. 5
圖 2-1 從眾行為模型............... 17
圖 4-1 品牌延伸相似度與從眾特質對知覺品質
之交互效果影響............... 52
圖 4-2 品牌延伸相似度與從眾特質對購買意願
之交互效果影響............... 53
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