臺灣博碩士論文加值系統

本研究根據品牌延伸理論，檢視平面媒體(包含報紙與雜誌)藉由成立其專屬網站，作為一品牌延伸產品的方式，是否可以增進其使用者對於該延伸網站與其原平面媒體產品之品牌忠誠度。另外亦探究閱聽眾對於該平面媒體的品牌知識、品牌態度以及原本媒體的使用習慣，會如何影響其對於該媒體品牌延伸網站的使用。
因欲探討報紙與雜誌兩種不同形式的平面媒體，故本研究先透過內容分析這兩類媒體延伸網站的各項功能，以期能理解不同平面媒體網站功能之差異，好釐清這些功能差異可能會造成的影響，再透過網路問卷的方式進行資料收集。本次研究一共收集了710份有效問卷，回收率83%。
研究結果發現，報紙讀者的對於原本報紙相關品牌知識和品牌態度，確實會顯著影響其使用該報紙品牌延伸網站之頻率；但其原本使用報紙之習慣並不會有所影響。而對於雜誌讀者而言，原本的媒體使用頻率和品牌態度皆會影響其使用該雜誌品牌延伸網站之頻率，但品牌知識對其則沒有顯著影響性。最後，不論報紙或雜誌的品牌延伸網站之設立，皆會正向影響其使用者對於該平面媒體產品和延伸網站之品牌忠誠度。

According to Brand Extension Theory, consumers’ brand knowledge, brand attitude and brand loyalty will affect their use of brand extension. Using the brand extension theory as the theoretical framework, this study regards the websites of print news media as their brand extensions, and thus investigated the relationships between brand knowledge, brand attitudes and brand loyalty and the use behaviors of Taiwan’s major print news media. An online survey was adopted to collect data for this study, and 710 valid questionnaires were obtained. The data analysis shows that for newspapers, readers’ brand knowledge and brand attitudes were positively associated with the use of these newspapers’ websites. However, for news magazines, only readers’ brand attitudes exerted a significant effect on the use of magazines’ websites.

中文摘要…………………………………………………………………………..…I
英文摘要…………………………………………………………………………….II
目錄…………………………………………………………………………………III
圖目錄………………………………………………………………………………VI
表目錄……………………………………………………………………………..VII
第一章　緒論　
第一節　研究背景　…………………………………………………………..…1
第二節　研究動機與目的　……………………………………………………..3
第二章 文獻探討　
第一節　媒體品牌　…………………………………………………………..…6
　　　一、品牌定義與特性...………………………………………………………..6
　　　二、媒體品牌　…………………………..……………………………………8
第二節　品牌延伸理論　....……………………………………………………..9
一、 品牌契合度　..…………………………………………………………12
二、 品牌知識　..……………………………………………………………15
（一）、品牌知名度　……………………………………………………16
（二）、品牌形象　………………………………………………………17
三、品牌態度　…………….………………………………………………..20
四、品牌忠誠度　…….…….………………………………………………..23
第三節　相關實證研究　………………………………………………………27
一、品牌延伸相關實證研究　……………………………………………..27
　　　二、與網站品牌延伸相關之研究………………..…………………………30
第四節　研究架構圖　…………………………………………………………33
第三章 研究方法　
第一節　前測 網站內容分析法……………………………………………… 34
　　　一、母群體與樣本　……………………………………………………..…34
　二、類目建構 ……… ………………….……………………………………36
　三、編碼員信度　……………………………………………………………38
　四、內容分析之結果　…………………………………………………..…38
第二節　問卷設計與變項測量　………………………………………………40
一、 樣本要求與資料收集方式……………………………..……………40
二、 媒體使用習慣與人口變項……………………………………………41
三、 自變項測量　………………………………………………… 41
四、　依變項測量……………………………………….……………… 42
第四章　研究發現與討論　
第一節　研究發現　 …………………………………………………………43
　　　一、樣本結構分析　…………………………………………………………43
　　　二、因素分析　…………..…………………………………………………46
（一）報紙問卷中各題項構面的因素萃取與信度分析………………...46
（二）雜誌問卷中各題項構面的因素萃取與信度分析………………...50
　　　三、假設驗證　…………………………………………………..…………53
　第二節　研究發現之討論………………………….…………………………… 58
　　　一、影響品牌延伸網站使用意願之因素　………………………………..58
　　　（一）「報紙與雜誌媒體使用習慣差異之影響……………………………59
　　　（二）品牌形象與延伸網站的使用意願呈負相關……………………..…62
　　　（三）品牌知識對於讀者使用雜誌延伸網站之意願沒有影響…………..63
　　　（四）認同感不影響使用者的採用意願……………………………….…..65
　　　（五）媒體品牌形象是否重要……………………………………………..66
　　　二、品牌延伸產品的使用對品牌忠誠度之影響…………………………..67
　　　（一）影響讀者忠誠度之因素　…………………………………………..68
　　　（二）如何運用品牌延伸網站來培養讀者忠誠度　…………...…………69
三、整體討論　……………………………………………………………..71
第五章　結論與研究限制　
　 第一節　研究結論　 …………………………………………………………..72
　 第二節　研究限制與未來建議..………………………………………………..73
參考文獻　…………………………………………………………………….…..74
附錄一　正式施測問卷(報紙)…………….……………………………….…89
附錄二　正式施測問卷(雜誌)…………….……………………………….…94

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三、網路資料
DMA（2012）。2012上半年度台灣整體網路廣告市場量達53.86億，取自http://www.iama.org.tw/Bulletin/NewsDel/107
IAMA（2012）。2011年全年台灣整體網路廣告市場破百億達102.15億新台幣，成長19.46%，取自http://www.taaa.org.tw/cview.asp?cid=201231918574
Slate（2012）。Google Has Officially Eaten the Newspaper Industry，取自http://www.slate.com/blogs/future_tense/2012/11/12/google_ad_revenue_tops_entire_us_print_media_industry_chart.html
動腦雜誌（2011）。2011前三季台灣五大媒體廣告量分析，取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=16223#ArchorAlert