本研究目的在探討消費者的自我意識特質如何干擾延伸相似度對於品牌延伸評估之影響。本研究採用實驗法，以不同實際品牌延伸至手機以操弄相似度(高/低)，研究程序分為預試和正式實驗兩階段，預試主要目的為篩選出正式實驗所需之品牌(高相似/低相似以及一致的品牌品質、熟悉度及偏好度)，預試回收有效問卷為70份；預試結果篩選出佳能/Canon為高相似品牌，李維/Levis為低相似品牌。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延伸相似度，採用組間設計，共計兩個實驗方格(高相似/低相似)，每一實驗方格樣本數各為150人，而自我意識特質(高/低)則以組內設計的方式處理，回收問卷後再依其自我意識特質以平均數將其區分為高/低自我意識特質組，研究對象為大學生。本研究結果顯示，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的知覺品質與購買意願，而自我意識特質會干擾延伸相似度與品牌延伸評估的正向關係，即低自我意識的消費者相對於高自我意識特質消費者而言，延伸相似度更正向影響其品牌延伸評估。

The purpose of this study is to examine the moderating effect of self-consciousness on the relationship between extension similarity and brand extension evaluation. The study used the experimental method including a pretest and final experiment. The purpose of pretest is to select core brands (high/low similarity、consistent quality, awareness and preference). The usable samples consisted of 70 participants. The result of pretest showed Canon as the high similar extension brand, and Levis as the low similar extension brand. The research conducted with virtual scenario and advertisement handbill to manipulate the extension similarity levels. The final experiment used 2(similarity, high/low) between-subjects factors × 2(self-consciousness, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 150 college students randomly. Results indicated that similarity was positively affect brand extension evaluation. In additional, the interactive effect between similarity and self-consciousness on the perceived quality and purchase intension was significant. In other words, the low self-consciousness consumers compared to those of high self-consciousness, their perceived extension similarity more positively affect their brand extension evaluation.

中文摘要　　．．．．．．．．．．．．．．．．．．． iii
英文摘要　　．．．．．．．．．．．．．．．．．．． iv
誌謝辭 　．．．．．．．．．．．．．．．．．．． 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　　品牌延伸評估．．．．．．．．．．．． 6
第二節　　延伸相似度．．．．．．．．．．．．． 18
第三節　　自我意識 ．．．．．．．．．．．．． 24
第四節　　研究假設．．．．．．．．．．．．．． 29
第三章　　研究方法．．．．．．．．．．．．．．．． 32
第一節　　實驗設計．．．．．．．．．．．．．． 32
第二節　　預試．．．．．．．．．．．．．．．． 33
第三節　　正式實驗．．．．．．．．．．．．．． 39
第四章　　實證結果．．．．．．．．．．．．．．．． 44
第一節　　樣本結構．．．．．．．．．．．．．． 44
第二節　　信度與效度分析．．．．．．．．．．． 46
第三節　　研究變數之操弄檢定．．．．．．．．． 54
第四節　　假設檢定．．．．．．．．．．．．．． 56
第五章　　結論與建議．．．．．．．．．．．．．．． 61
第一節　　研究結論與討論．．．．．．．．．．． 61
第二節　　管理與行銷意涵．．．．．．．．．．． 63
第三節　　研究限制與未來建議．．．．．．．．． 64
參考文獻　　．．．．．．．．．．．．．．．．．．．． 66
附錄A 　預試問卷．．．．．．．．．．．．．．．． 79
附錄B 　正式問卷．．．．．．．．．．．．．．．． 88
附錄C 　廣告傳單．．．．．．．．．．．．．．．． 102

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