臺灣博碩士論文加值系統

過去對於品牌延伸之相關研究，多半著重於影響品牌延伸之成功因素為主，且多半以廠商角度為出發點，但甚少從消費者的角度來探討是何因素會對品牌延伸評價造成弱化影響。是故本研究建立以品牌強度、品牌信任及情感及產品類別相似度為自變數，品牌延伸評價為應變數之研究架構，另加入消費者不確定性為干擾變數，並以輔仁大學管理學院學生為研究對象，探討消費者不確定性之干擾影響，並提出企業經營管理上之建議。
本研究驗證品牌強度和品牌信任及情感，產品類別相似度對於品牌延伸評價的確具有部份及完全正向的影響，但在自變數皆為相當顯著正向影響下，消費者之不確定性難以足夠對此一正向影響產生弱化效果，並進而減低消費者對品牌延伸之評價。本研究建議企業可多利用既有之品牌優勢及產品類別之相似性來推陳出新產品，以持續減低消費者對產品上之不確定的疑慮，以確保企業在新產品的推出上，更能穩固。

Most of the past literatures which about the Brand Extension were foucus on the success sides from the firms, fewer to explored what kinds of effect would weakned the consumer of the brand extension evaluation.
Hence, The purpose of this study is to investigate the Effect of Consumer Uncertainty as moderating and can provide a guide of implementing brand extension strategy, It can also be used as the basis for further study about the effect of uncertainty.
We propose that three factors including brand strength,brand trust and affect, product category similarity, will influence consumers’s evaluation of the brand extension, and involve the consumer uncertainty as moderating, and we find the brand strength,brnad trust and affect, product category silmilarity have influence the consumer of the brand extension evaluation obviously, but the consumer’s uncertainty has unenough negative effect to affect the three factors.

目 錄
頁次
第壹章 緒論 1
第一節研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 6
第貳章 文獻探討 8
第一節 品牌延伸之定義 8
第二節 影響消費者對品牌延伸評價之因素 10
第三節 品牌強度與品牌延伸評價之關係 12
第四節 品牌信任及情感與品牌延伸之評價 14
第五節 產品類別相似度與品牌延伸之評價 15
第六節 消費者不確定性對品牌延伸評價之干擾 17
第參章 研究設計 20
第一節 研究架構 20
第二節 研究假說 21
第三節 衡量變數與操作型定義 27
第四節 問卷對象 31
第五節 統計方法 32
第肆章 分析與結果 34
第一節 效度與信度分析 34
第二節 敘述性統計分析 36
第三節 品牌強度對品牌延伸評價之主效果 41
第四節 品牌信任及情感對品牌延伸評價之主效果 43
第五節 產品類別相似度對品牌延伸評價之主效果 44
第六節 消費者不確定性為干擾效果之分析 45
第伍章 結論與建議 57
第一節 研究結果 58
第二節 研究建議 60
第三節 研究限制與後續建議 61
參考文獻 62
附錄問卷 66


表　目 錄
表 4-1-1各衡量變數之個別項目、總分相關係數Cronbach’s α係數表 35
表 4-2-1各題項與顯現變數之偏態與峰度 37
表 4-2-2樣本結構統計表 39
表 4-2-3各研究變數平均值與標準差 41
表 4-3-1品牌強度對品牌延伸評價之迴歸分析 42
表 4-3-2品牌強度之不同構面對品牌延伸評價之迴歸分析 43
表 4-4-1品牌信任及情感對品牌延伸評價之迴歸分析 44
表 4-4-2品牌信任及情感之不同構面對品牌延伸評價之迴歸分析 44
表 4-5-1產品類別相似度對品牌延伸評價之迴歸分析 45
表 4-5-2產品類別相似度之不同構面對品牌延伸評價之迴歸分析 45
表 4-6-1產品成份不確定與品牌強度交互效果之驗證 46
表 4-6-2他人態度不確定與品牌強度交互效果之驗證 47
表 4-6-3產品特色不確定與品牌強度交互效果之驗證 48
表 4-6-4產品成份不確定與品牌信任及情感交互效果之驗證 -49
表 4-6-5他人態度不確定與品牌信任及情感交互效果之驗證 50
表 4-6-6產品特色不確定與品牌信任及情感交互效果之驗證 51
表 4-6-7產品成份不確定與產品類別相似度交互效果之驗證 52
表 4-6-8他人態度不確定與產品類別相似度交互效果之驗證 53
表 4-6-9產品定位不確定與產品類別相似度交互效果之驗證 54
表 4-6-10研究假設驗證結果 55




圖　目 錄
圖 2-2-1 消費者面對品牌延伸時所身處環境 11
圖3-1-1 研究架構圖 21

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