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研究生:郭彥良
研究生(外文):Yan-liang Guo
論文名稱:品牌延伸方式對於消費者購買行為意圖之影響
論文名稱(外文):Linking the Brand Extension Modes of Products to the Purchase Intentions of Consumers
指導教授:黃俊閎黃俊閎引用關係
指導教授(外文):Chun-Hung Huang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:69
中文關鍵詞:品牌延伸方式知覺獲得價值知覺交易價值購買意圖
外文關鍵詞:Brand Extension ModePerceived Acquisition ValuePerceived Transaction ValuePurchase Intensions
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  • 收藏至我的研究室書目清單書目收藏:1
過去的數十年來,台灣企業專注在製造,相對輕忽行銷,雖然以代工製造模式創造台灣經濟奇蹟、為台灣的經濟成就立下汗馬功勞,卻讓企業在微利的夾縫中存活。企業也不得不開始考量走向自創品牌的道路。品牌可以創造企業更高的附加價值,更可累積顧客的忠誠度,品牌延伸(brand extension)更是企業運用現有品牌快速且低廉進入市場的重要策略。然而,由於降低成本或接近市場等多方考量,企業全球佈局(global configuration)漸趨普及,企業推出品牌延伸產品的途徑已不再僅限於自行生產(insourcing),尚可能包含外包(outsourcing)及品牌授權(brand licensing)(趙琪,1995),消費者對於這些相同品牌、卻來自不同途徑的產品是否抱持不同的評價,是所有廠商都普遍存在的疑慮,在考慮全球佈局的同時,企業不能忽略消費者的態度。本研究意圖針對品牌延伸方式對消費者的購買意圖上的影響來進行研究,並納入知覺獲得價值與知覺交易價值這兩項因素來探討是否會影響對品牌延伸方式的衡量。
本研究以Zaichkowsky(1985)發展出的個人涉入量表來挑選出高涉入及低涉入產品各一種(電腦與飲料),引用趙琪(1995)對品牌延伸方式的分類,並採用Grewal(1998)對購買意圖的衡量問項,以3x2(三種品牌延伸方式x高低涉入兩種商品)實驗法將受訪者分為六個群組。在實驗人數及受測對象方面,本研究針對台灣北部一所大學全體大學部學生為抽樣母體,以隨機抽樣方式抽取各學院學生做為本研究實驗對象,在正式實驗中共有六種不同情境,總共1200位受測者將被隨機分派到其中一種情境,每個情境有200人接受實驗測試。
經過實驗,本研究發現品牌延伸方式(brand extension modes)對消費者購買意圖確實有顯著的影響,自行生產獲得較高的偏好,委外代工並不會如想像中的導致消費者厭惡,授權品牌給其他製造商的產品則被發現甚至可能導致消費者對該品牌產品購買意願的降低;而實驗分析證實,涉入程度也具有影響,高涉入的產品會令消費者更關心母品牌所使用的延伸方式。
以往文獻鮮少關心到消費者對品牌延伸方式的重視程度,然而在廠商全球佈局高度複雜而分工細緻的現今,這個問題卻是廠商所亟欲需要知道的。本研究嘗試探討品牌延伸方式對消費者購買意圖的影響,並加入產品涉入的比較,以瞭解消費者對相同品牌、卻來自不同途徑的產品是否抱持不同的評價,是過去研究未有的作法,因此對於未來從事類似主題的研究者頗具有啟發性的意義,且對實務界在相關事務的決策上也具有頗高的參考價值。除了研究意涵(research implications),本研究並進一步提供後續研究者研究主題的方向建議。
In the past several decades, Taiwan businesses that focused on manufacture yet relatively neglected marketing, have although achieved the Taiwan economic miracle through the OEM production mode, contributing to creating Taiwan’s economic achievements, yet the process also leaves Taiwan businesses struggling to fine a survival niche amid the meager profit Margin. The trend compels businesses to begin pondering towards the path of creating private brands. Brands not only help to create higher added value and accumulate customer loyalty, but brand extension is also a vital strategy for businesses to enter the market rapidly and inexpensively using their existing brands. Nevertheless, with diverse considerations including cost cutting, getting close to the market, and the prevalence of a global configuration, the means for businesses to launch brand extension products is no longer limited to in-sourcing, but can also include outsourcing, brand licensing (Chao Chi, 1995). As producers tend to share a common skepticism in terms of whether the consumers hold different value perception on products under the identical brands but come from different origins, it highlights how businesses cannot afford to neglect the consumer’s attitude at the time when tackling global configuration. The study attempts to study the impact of the brand extension mode to the consumer’s purchasing desire, and to examine whether it also impacts the evaluation of the brand extension mode by incorporating the two elements of cognitively derived value and cognitive transaction value.
The study picks one each highly involved and lowly involve product – the computer and beverage using the individual involvement chart Zaichowsky (1985) has developed, citing Chao Chi’s (1995) classification on brand extension modes, and adopts Grewal’s (1998) purchasing desire measurement questionnaire by dividing the respondents into six groups using the 3x2 (3 brand extension modes x two highly involved and lowly involved products) experiment method. Of the experiment subjects and respondents, the study randomly draws students from various schools as the experiment subjects focusing on the student body of a university in the northern Taiwan as the random sampling body, and places a total of 1,200 test respondents through random assignment to one of the six scenarios in the formal experimentation, where 200 respondents are to undergo the experiment in each scenario.
Upon concluding the experiment, the study discovers that the brand extension modes do bear a significant impact to the consumer’s purchasing desire, where in-sourcing products derives a higher preference, OEM outsourcing does not really lead to the consumer’s resentment as expected, and brand licensing on products produced by other manufacturer has been found to likely to reduce the consumer’s purchasing desire towards the brand of products; as validated from the experiment analysis, the level of involvement also commands certain influence, where a highly involved product prompts the consumers to be more concerned of the extension mode the mother brand adopts.
With past archival literature tends to focus on the level of emphasis by the consumers toward the brand extension mode, yet with today’s highly complex and detailed task-sharing in the producers’ global configuration, the question does beckon for all producers to find the answer. The study attempts to examine how brand extension mode impacts the consumer’s purchasing desire, and incorporates a product involvement comparison to discern whether a consumer holds a different valuation perception on the same brand of products that come from different means, which has been an innovative approach unseen in the past studies. Consequently the study finding more than present an inspirational significant to future researchers engage in similar subject study, but also provide crucial reference value for the industry sector in making decision on related matters.
In addition to theoretical and managerial implications, limitations and suggestions for future research are also provided.
第壹章 緒論
第一節、研究背景與動機
第二節、研究目的與問題
第貳章 文獻探討
第一節、品牌延伸
第二節、品牌延伸之成敗影響因素
第三節、消費者之知覺價值與購買意圖
第參章 研究方法
第一節、研究流程
第一節、研究流程
第四節、研究設計
第肆章 實證分析與結果
第一節、樣本結構分析
第二節、信度分析
第三節、知覺價值與購買行為意圖的相關分析
第四節、單因子變異數分析
第五節、本章小結
第伍章 結論與建議
第一節、研究發現與討論
第二節、研究意涵與建議
第三節、研究限制
第四節、後續研究建議
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