臺灣博碩士論文加值系統

在現今企業競爭劇烈的環境下，企業如果要建立一個知名品牌將更顯困難，其所需投入的成本將會更多。因此，許多企業為降低新產品進入市場可能帶來的風險及節省塑造新品牌的形象與價值的時間，通常會運用在市場上已具有知名度之母品牌，來對於新產品進行品牌延伸。
本研究旨為探討品牌延伸產品態度與知覺契合度對於消費者購買意願之影響效果，並以衝動性人格特質作為干擾變數，來檢驗是否會對消費者購買意願造成影響，透過問卷調查的方式，總共有效問卷為330份，有效回收率86％，回收之有效問卷採用SPSS 14.0軟體，以進行資料分析及研究假說之驗證。根據本研究之實證結果發現，品牌延伸產品態度與知覺契合度對於消費者購買意願皆具顯著的正向關係；在干擾效果方面，衝動性人格特質在品牌延伸產品態度與知覺契合度間皆有顯著干擾影響。

Now companies are in competitive environment. If companies want to build a well-known brands will be more difficult and the cost of inputs required will be more. Therefore, many companies in order to reduce the risks of new products enter to the market and save to shape of the new brand image and value of the time, they usually used mother brand which were famous in the market for new products to brand extensions.
The purpose of this study is to determine the impact of brand extension product attitude and perceived fit on consumer purchase intention. It also involves the impulsive buying personality as moderator variable whether the interference of consumer purchase intention will be affected. This study uses survey of form. The questionnaires are 380, and there are 347 returned invalid unfinished volume which has not filled in 17. Totally effective questionnaires are 330 and the effective returns-ratio is 86%. Returned questionnaires using SPSS 14.0 for data analysis and research to verify the hypothesis. The result this research show that the brand extension product attitude and perceived fit on consumer purchase intention has significant positive relationship. In the interference effect aspect, the impulsive buying personality has interference effect between the brand extension product attitude and perceived fit.

中文摘要 ．．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．．． 3
　　第三節　　研究目的．．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 5
　　第一節　　品牌延伸態度．．．．．．．．．．．．．． 5
　　第二節　　知覺契合度．．．．．．．．．．．．．．． 11
　　第三節　　衝動性人格特質．．．．．．．．．．．．． 16
　　第四節　　消費者購買意願．．．．．．．．．．．．． 20
第三章　　研究方法．．．．．．．．．．．．．．．．．． 24
　　第一節　　研究架構．．．．．．．．．．．．．．．． 24
　　第二節　　研究變數之操作性定義與衡量．．．．．．． 25
　　第三節　　研究假設．．．．．．．．．．．．．．．． 30
　　第四節　　資料分析方法．．．．．．．．．．．．．． 34
第四章　　實證結果．．．．．．．．．．．．．．．．．． 36
　　第一節　　樣本資料．．．．．．．．．．．．．．．． 36
　　第二節　　相關分析．．．．．．．．．．．．．．．． 38
　　第三節　　信度分析．．．．．．．．．．．．．．．． 40
　　第四節　　階層迴歸分析．．．．．．．．．．．．．． 46
第五章　　結論與建議．．．．．．．．．．．．．．．．． 51
　　第一節　　研究結論．．．．．．．．．．．．．．．． 51
　　第二節　　管理之意涵．．．．．．．．．．．．．．． 54
　　第三節　　研究限制與未來研究建議．．．．．．．．． 55
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 57
附錄A 研究問卷．．．．．．．．．．．．．．．．．．．． 68

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