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研究生:徐子庭
研究生(外文):Tzu-Ting Hsu
論文名稱:影響延伸態度之因素探討-以品牌熟悉度與品牌承諾為干擾變數
論文名稱(外文):The Influence of Factors on Consumer’s Extension Attitude-Familiarity and Brand Commitment as Moderators
指導教授:王崇昱王崇昱引用關係
指導教授(外文):Chung-Ue Wang
口試委員:翁鶯娟白純菁王崇昱
口試委員(外文):Ying-Jiuan WongChuen-Jing BaiChung-Ue Wang
口試日期:2013-05-31
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系
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:2013
畢業學年度:101
語文別:中文
論文頁數:132
中文關鍵詞:延伸態度契合度品牌聯想品牌識別品牌聲譽品牌熟悉度品牌承諾
外文關鍵詞:Extension AttitudeFitBrand AssociationsBrand IdentityBrand ReputationBrand FamiliarityBrand Commitment
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過去探討有關影響延伸態度的因素之研究甚多,但大部分研究的重心都放在品牌聯想、品牌識別、品牌聲譽的直接影響,鮮少探討這些因素是否會透過契合度進而影響延伸態度。此外本研究加入品牌熟悉度及品牌承諾為干擾變數,來探討其對上述關係的影響。
本研究以高屏地區之民眾做為研究對象,正式問卷共發放250份,剔除無效問卷之後共獲有效問卷共224份,以迴歸分析、結構方程模式進行資料分析,結論分述如下:(1)契合度對延伸態度顯著正向影響;(2)品牌聯想、品牌識別、品牌聲譽對契合度有顯著正向影響;(3)品牌識別、品牌聲譽對品牌聯想有顯著正向影響;(4)契合度在品牌聯想、品牌識別、品牌聲譽與延伸態度之間,具有部份中介效果存在;(5) 當消費者對母品牌有較高的品牌承諾情況,將會強化品牌聲譽對契合度的影響。根據研究結果,本研究提出相關建議。

In the past, there were a lot of studies discussing about the factors affecting the extension attitude of people, we found that most of the research directly has explored the influence of brand associations and brand identity and brand reputation on extension attitude. Few studies have explored whether these factors affect the fit and then affect the extension of attitude. In addition, this study also adds brand familiarity and brand commitment as moderate variables.
The study takes consumers of Kaohsiung and Pingtung City as the research targets. There were 250 official questionnaires distributed. After taking away the invalid questionnaires, there were 224 valid questionnaires returned.
Using regression analysis and structural equation modeling (SEM) for data analysis, the following conclusions are drawn: (1)Fit has significant positive effect on the extension attitude; (2) Brand associations and brand identity and brand reputation has significant positive effect on the fit; (3) Brand identity and brand reputation has significant positive effect on the brand associations; (4) Brand associations and brand identity and brand reputation and extension attitude through fit have partial mediation; (5) The effect of brand reputation on fit is stronger when consumer has high commitment. Finally, the related suggestions will be provided by following researching result.

中文摘要i
英文摘要ii
誌謝iv
目錄v
表目錄vii
圖目錄ix
第一章 緒論
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
第一節 品牌延伸6
第二節 延伸態度8
第三節 契合度10
第四節 品牌聯想14
第五節 品牌識別17
第六節 品牌聲譽20
第七節 品牌熟悉度22
第八節 品牌承諾25
第三章 研究設計
第一節 研究架構28
第二節 前測29
第三節 問卷研擬過程36
第四節 正式問卷設計37
第五節 問卷預試42
第六節 前測信度分析43
第七節 研究對象與樣本數47
第四章 資料分析
第一節 敘述性統計分析48
第二節 信度分析50
第三節 相關分析55
第四節 區別效度分析56
第五節 驗證操弄結果61
第六節 中介效果之驗證62
第七節 干擾變數之驗證67
第五章 研究結論
第一節 研究結論84
第二節 研究貢獻與管理意涵92
第三節 研究限制96
第四節 後續研究與建議97
參考文獻
第一節 中文部分98
第二節 英文部分100
附錄A前測問卷一111
附錄A前測問卷二112
附錄A前測問卷三113
附錄B王品正式問卷一116
附錄B王品正式問卷二120
附錄B麥當勞正式問卷一124
附錄B麥當勞正式問卷二128


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