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研究生:蔡孟勳
研究生(外文):Meng-HsunTsai
論文名稱:聯合品牌與綑綁銷售對消費者評價及購買意圖之影響
論文名稱(外文):The Influences of Co-branding and Bundling on Consumer Evaluation and Purchase Intention
指導教授:劉宗其劉宗其引用關係
指導教授(外文):Tsung-Chi Liu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:94
中文關鍵詞:聯合品牌綑綁銷售購買意圖
外文關鍵詞:co-brandingbundlingpurchase intention
相關次數:
  • 被引用被引用:3
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  • 評分評分:
  • 下載下載:53
  • 收藏至我的研究室書目清單書目收藏:0
創造卓越的顧客價值是企業成功的關鍵因素,價值能使顧客提升購買行為。而創造顧客價值有兩大途徑,提升品質以及降低顧客成本,企業針對此兩方向擬定策略故能提升顧客價值。聯合品牌策略是結合其他的成分品牌,並將該品牌的權益轉移至新品牌上,以提升消費者的品質認知;綑綁銷售策略則將個別產品進行綑綁組合,並提供折扣誘因吸引消費者,使消費者感受成本節省。本研究選定以服飾業的UNIQLO作為研究範圍,針對UNIQLO執行兩策略進行實證,探討此兩策略為廠商帶來的實際效益。本研究以實驗設計2 (聯合品牌:無聯名/聯名) X2 (綑綁銷售:無組合/定價組合,並以知覺品質、內部參考價格、知覺價值、購買意圖等為內生變數進行探討,同時輔以消費者訪談討論聯合品牌與綑綁銷售之策略效果。
研究結果顯示聯合品牌與綑綁銷售策略兩者都能顯著提升消費者知覺價值與購買意圖,且兩策略間無明顯之交互作用。聯合品牌與綑綁銷售策略皆能為企業整體營運有所助益,但本質上有差異。綑綁銷售能在短時間給予消費者刺激,提升短期營收;聯合品牌幫助品牌形成差異化,強化長期競爭優勢。所以沒有最好、只有最適合的策略,企業應視自己的經營目標與能力進行策略制定。

Creating superior customer value is the key to business success due to the fact that customer value can significantly increase consumers’ purchasing intention. There are two major directions for a corporate to focus on in order to enhance customer value - to improve product quality and to reduce customer cost. Co-branding strategy attaches an additional brand with new ingredients, transferring the brand's equity to the new brand in order to enhance the consumers’ perception of product quality. By contrast, bundling strategy packaged two or several individual products with discount, attracting consumers with the perception of cost decrease, offering discount incentives for consumers to make them feel the cost savings. This study selects UNIQLO in the clothing industry as the research scope, and explores the actual effectiveness of these two strategies on the corporation. A 2 (No Co-branding /Co-branding) × 2 (Unbundling/ Price bundling) within-subject factorial design is applied to examine the proposed hypotheses among perceived quality, internal reference price, perceived value and purchase intention. In addition, consumer interviews are applied to discuss the effects of co-branding and bundling
strategies.
The results of the research indicate that both co-branding and bundling strategies significantly enhance the perceived value and purchase intention of the customers while no considerable interaction is found between the two strategies.
Co-branding and bundling strategies can both bring benefits to business operations, but there are still differences between the two. Bundling gives economic incentives to consumers to create short-term revenue; co-branding helps differentiate the brand and thus strengthen long-term competitive advantages. In summary, there are no best but only most appropriate strategies. Enterprises should consider their own business goals and capabilities and develop proper strategies accordingly.


目錄
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
第三節 研究流程 5
第二章 文獻探討 6
第二節 綑綁銷售 10
第三節 定價組合 14
第四節 內部參考價格 19
第五節 知覺品質 20
第六節 知覺價值 22
第七節 購買意圖 22
第三章 研究架構與研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 研究範圍與對象 29
第四節 研究方法選擇 30
第五節 研究變數操作性定義與衡量 31
第六節 前測問卷 34
第七節 正式問卷設計 35
第八節 資料分析方法 38
第四章 問卷資料分析 40
第一節 樣本敘述性統計分析 40
第二節 因素分析與信度分析 42
第三節 線性結構模式分析 45
第四節 變異數分析 47
第五章 結論與建議 53
第一節 假設驗證及討論 53
第二節 結論與管理意涵 57
第三節 研究限制與未來研究建議 60
參考文獻 62
附錄一、消費者訪談逐字搞 72
附錄二、正式問卷 82
附錄三、前測問卷 92


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