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研究生:鄭榮耀
研究生(外文):Jung-Yao Cheng
論文名稱:品牌認同、消費者涉入對延伸產品購買意圖之研究-以TTL台灣水果啤酒為例
論文名稱(外文):A Study of the Effectiveness of Brand Identity and ConsumerInvolvement on the Buying intention for Extended Product-AnExample of TTL Juice Beer
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:124
中文關鍵詞:消費者涉入台灣菸酒公司台灣水果啤酒品牌認同延伸產品評價
外文關鍵詞:extended productbrand identityTTL juice beerconsumer involvementTaiwan Tobacco and Liquor Corporation
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臺灣菸酒公司啤酒產品近幾年來出現市佔率的成長呈現疲弱,其不能持續提升之主因為進口啤酒銷售量逐年成長。臺灣菸酒公司有鑑於此,開發延伸產品-水果啤酒為台灣啤酒即飲市場開闢新口味、調和式水果口味啤酒飲料市場契機。為了振興水果啤酒的銷售量與銷售額,本研究動機乃鑑於台灣菸酒公司有其品牌基礎,相信將有助於其延伸產品。但水果啤酒畢竟是酒精性飲料,若只有品牌上認同,或許仍會影響其購買意願,唯有在掌握了「消費者涉入」後,更能有助於理解到對延伸產品的態度,也才更有可能表現出「購買意願」。
本研究遂以TTL台灣水果啤酒為研究對象,瞭解啤酒市場消費者對所選購啤酒的品牌認同程度,及檢視對台灣啤酒的品牌認同與消費者涉入間之關係所產生的影響。再探究啤酒市場消費者對於台灣啤酒品牌認同程度,對延伸產品台灣水果啤酒評價之關係。而消費者對台灣啤酒的涉入程度對台灣水果啤酒之影響闗係為何?綜合探究品牌認同、消費者涉入與延伸產品三者間,消費者涉入的中介關係影響,並對台灣啤酒推出延伸產品提供運用與行銷上的建議。
經由相關文獻的探討,作為問卷設計之根據,再以便利抽樣發放予消費者填答,總共發出300份問卷,有效回收樣本291份,有效問卷回收率為97.0%;於資料蒐集之後,進行項目分析、因素分析、迴歸分析後對本研究所提出之「品牌認同、消費者涉入與延伸產品」間之四項研究假設加以驗證。
主要獲致的研究結果為:經實證檢定後檢證本研究四項假設皆獲得支持。消費者對啤酒品牌的認同程度越佳,消費者對產品的涉入程度就越強之現象。而台灣啤酒為台灣老字號品牌,透過街頭博感情對消費者紮根攻心。品牌認同中產品形象的影響程度較企業形象為高,產品形象會增加顧客對於延伸產品的知覺品質與購買意圖。「品牌認同」能夠透過「消費者涉入」的中介效果,影響「延伸產品評價」。
The growth of market share in beer product of Taiwan Tobacco and Liquor Corporation (be called for short TTL) gets weakness. The main reason is that the beer of import grows year by year. Because of the reason, TTL launch TTL juice beer as one kind of extended product to create a new market. In order to recover the selling amount and selling share, the intention of this study is to catch the consumer involvement helps to realize the attitude to extended products. Further understand the buying intention of the extended product.
The purpose of this study is to take TTL juice beer as example, investigating the degree of brand identity by consumer and test the influence between brand identity and consumer involvement. Further, discuss the relationship between brand identity and extended product. What is the relationship among brand identity, consumer involvement and extended product?
Through related literature of discussion, as questionnaire design of according to, again to friendly sampling issued to consumers filled answer, total issued 300 copies questionnaire, effective recycling samples 291 copies, effective questionnaire recovery for 97%. After data collecting, through statistics method noted that research results, and on this study made of "brand identity, consumer involvement and extended product" between of four items research assumed be validation.
The result is that the higher degree of brand identity, the consumer involvement is stronger. In summary, TTL should establish affection in consumer’s mind because it is an elder brand in Taiwan. In the two dimensions of brand identity, product image affect the buying intention more than corporate image. Consumer involvement brings mediating effect on Brand identity and extended product.
摘 要 ............................................................................................................................ I
ABSTRACT .................................................................................................................. II
誌 謝 ......................................................................................................................... III
目 錄 ....................................................................................................................... IV
表目錄 ......................................................................................................................... VI
圖目錄 ........................................................................................................................ VII
壹、緒論 ....................................................................................................................... 1
第一節 研究背景與動機 ....................................................................................... 1
第二節 研究目的 ................................................................................................... 3
貳、文獻探討 ............................................................................................................... 6
第一節 品牌認同 .................................................................................................. 6
第二節 消費者涉入 ............................................................................................. 10
第三節 延伸產品之知覺品質及其購買意圖 ..................................................... 16
參、研究方法 ............................................................................................................. 23
第一節 研究架構與研究假設 ............................................................................. 23
第二節 變數定義與問卷設計 ............................................................................ 24
第三節 預試測問卷之信度效度分析及問卷修正 ............................................. 31
第四節 正式問卷的編製及抽樣設計與問卷回收 ............................................. 43
肆、實證分析 ............................................................................................................. 46
第一節 受訪者對台灣啤酒的認知狀況 ............................................................. 46
第二節 各構面之描述性分析及各人口統計變項之差異分析 ........................... 47
第三節 各研究構面間之相關分析 ..................................................................... 58
第四節 各構面之迴歸分析集中界檢測 ............................................................. 59
伍、 結論與建議 ....................................................................................................... 63
第一節 研究結論 ................................................................................................. 63
第二節 管理意涵 ................................................................................................ 65
第三節 研究限制與未來研究建議 ..................................................................... 67
參考文獻 ..................................................................................................................... 68
附錄一 正式問卷 ....................................................................................................... 75
附錄二 專家審查問卷 ............................................................................................. 80
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