臺灣博碩士論文加值系統

本研究同時從消費者認知與母品牌概念的觀點，探討在消費者思考型態的干擾作用之下，品牌體驗和母品牌與延伸產品契合度對於品牌延伸評價在偏好態度與購買意願上產生的影響性。
前測中針對體驗程度差異選出實體品牌- Diesel服裝品牌(體驗程度高)和Hang Ten服裝品牌(體驗程度低)。接著針對延伸產品契合度差異選出適當延伸產品-手錶(契合度高)、腳踏車(契合度低)與啤酒(契合度低)。以三因子實驗設計法產生8組研究組別：2(品牌體驗程度：高/低)× 2(延伸產品契合度：高/低) × 2(消費者思考型態：分析型/全面型)。以大學生為受測對象，發出問卷350份，共計回收有效問卷308份。
研究結果顯示出：品牌體驗程度高適合延伸到契合度低的產品，相較之下品牌體驗程度低較不適合；傾向全面型思考型態的消費者在面對品牌延伸策略時對於體驗程度高的品牌評價較佳；然而傾向分析型思考型態的消費者在面對品牌延伸時，品牌體驗程度對其產生的影響並無顯著差異。

Through the perspectives of consumer cognition and brand concept, the purpose of this study is to explore the influence of brand experience and extended products fitness on brand extension evaluation with preference and purchase intention under the moderate effect of consumer’s style of thinking.
The pretest selected entity brand with the different level of experience-Diesel (high level) and Hang Ten (low level). Also selected extended products with different of fitness-watch (high fitness), bike (low fitness) and beer (low fitness). The design was 3 factorial experiment: 2 (brand experience: high / low) ×2 (extended products fitness: high/ low) ×2(think style: holistic/analytic).The data were collect from college students. 350 questionnaires were sent, and returned in 308 valid questionnaires.
The results indicate that the high brand experience degree could extend to low extended products fitness. However the low brand experience is not as suitable as high brand experience. For holistic think style, it is a significant different influence between high and low brand experience on brand extension evaluation, which prefer high brand experience more than low brand experience. For analytic think style, it is no different influence between high and low brand experience on brand extension evaluation.

目錄
中文論文摘要 i
英文論文摘要 ii
誌謝 iii
目錄 iv
圖目錄 v
表目錄 vi

第一章 緒論 1
　第一節 研究背景與動機 1
　第二節 研究目的 4
第二章 文獻探討 5
第一節 品牌延伸相關理論 5
第二節 品牌體驗相關理論 13
第三節 全面/分析型思考型態 23
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變數的操作性定義與衡量方法 38
第四節 研究設計 43
第五節 資料蒐集與分析方法 53
第四章 研究結果與分析 56
　第一節 實驗樣本 55
　第二節 信度分析 59
　第三節 假設檢定 60
　第四節 研究結果 68
第五章 結論與建議 69
第一節 研究結果討論 69
第二節 管理涵義 71
第三節 研究限制 73
第四節 未來研究建議 73
參考文獻 75
附錄Ａ　前測問卷 82
附錄Ｂ　正式問卷 97

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2.Hang Ten(2011年3月22日)。Hang Ten品牌資訊【官方網站資料】。取自http://www.hangten.com.tw/
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