臺灣博碩士論文加值系統

隨著餐飲業市場競爭激烈，許多企業以「品牌」作為重要的競爭手法，為滿足市場上不同需求的消費者，企業運用多品牌策略刺激消費者不同需求的購買意願，其所延伸品牌與原品牌的契合程度亦會影響消費者對兩者間的聯想。因此，欲探討消費者對餐飲業運用多品牌策略之看法，其為動機一；欲了解消費者對於原品牌回饋效果之影響，其為動機二。本研究目的為探討消費者對於原品牌的態度以及延伸品牌的契合度程度，是否影響品牌延伸評價之關係；而其品牌延伸評價結果能否影響品牌回饋效果之關係。採封閉式問卷與立意抽樣方式，以有至運用多品牌策略的餐飲集團消費經驗的消費者為本研究對象，使用SPSS軟體進行樣本結構分析、敘述性分析及迴歸分析。研究結果發現，消費者之原品牌態度越高，其品牌延伸評價即愈高；消費者的契合度愈高，其品牌延伸評價即愈高；消費者的品牌延伸評價愈高，其對原品牌回饋效果愈高。結論顯示消費者的原品牌態度、契合度對品牌延伸評價為正向影響；品牌延伸評價對品牌回饋效果為正向影響。建議後續研究者嘗試在其他變數及干擾下，消費者對於餐飲市場運用多品牌策略之看法及結果。

As the catering industry market more and more competition, many enterprises with "brand" as an important competitive practices, in order to satisfy the different needs of consumers on the market, companies use a multi-brand strategy to stimulate consumer''s different needs of willingness to buy, they extend the brand with the original brand also affect the degree of fit of the consumer association between the two. Therefore, to explore the viewpoint of consumer to catering industry''s use multi-brand strategy. which is one motive; to understand the affect of consumer to original brand reciprocal effect, which is the motivation for two. The purpose of this study was to explore consumer''s the original brand attitude and extension brand of fit extent .will or not the affect to relationship between the evaluation of brand extensions; while the results of the evaluation of brand extension can or not the affect to relationship between the brand reciprocal effect. Adopt closed questionnaire and sampling method of purposive. In this study, consumer had been consumption once go to application the multi-brand strategy restaurant group, using the SPSS software carry out sample structure analysis, descriptive analysis and regression analysis. Results findings that consumers of the original brand attitude Increasingly high, brand extension evaluation is also higher; consumers fit increasingly higher, brand extension evaluation is also higher; consumer''s evaluation of brand extension increasingly high, original brand reciprocal effect is also higher. The conclusion displayed that consumer''s original brand attitude, fit to the evaluation of brand extension is positive influence; evaluation of brand extension to brand reciprocal effect is positive influence. Suggested the researchers of future, increase the other variables and interference, consumers difference viewpoint and results to the catering industry application multi-brand strategy.

摘要 i
Abstract ii
誌 謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 2
二、文獻探討 3
2.1 餐飲業之現況 3
2.2品牌策略(Brand Strategy) 5
2.2.1品牌策略 5
2.2.2多品牌策略(Multi-Brand Strategy) 8
2.2.3多品牌策略之優劣 9
2.2.4多品牌策略應用於餐飲業之現況 11
2.3品牌態度(Brand attitude) 14
2.3.1品牌態度定義 14
2.3.2原品牌態度之衡量構面 17
2.4契合度(Fit) 18
2.4.1契合度定義 18
2.4.2契合度之衡量構面 19
2.5品牌延伸評價(Evaluation of brand extensions) 21
2.5.1品牌延伸評價定義 21
2.5.2品牌延伸評價衡量構面 22
2.6品牌回饋效果(Brand reciprocal effects) 23
2.6.1品牌回饋效果定義 23
2.6.2品牌回饋效果之衡量構面 24
2.7變項間相關研究 25
2.7.1原品牌態度與品牌延伸評價相關研究 25
2.7.2契合度與品牌延伸評價之相關研究 25
2.7.3品牌延伸評價與品牌回饋效果之相關研究 25
三、研究方法 26
3.1研究架構 26
3.1.1研究假說 27
3.2抽樣設計 28
3.2.1研究對象與範圍 28
3.2.2抽樣方法 28
3.3問卷設計 29
3.3.1原品牌態度之衡量問項 29
3.3.2契合度之衡量問項 30
3.3.3品牌延伸評價之衡量問項 30
3.3.4品牌回饋效果之衡量問項 32
3.3.4基本資料與消費特性 32
3.4預試問卷 33
3.5問卷回收情形 35
四、資料分析方法 36
4.1 樣本結構分析 36
4.1.1 基本資料結構分析 36
4.1.2 消費特性分析 37
4.2 敘述性統計分析 40
4.2.1 原品牌態度 40
4.2.2 契合度 42
4.2.3 品牌延伸評價 45
4.2.4 品牌回饋效果 47
4.3 迴歸分析 49
4.3.1 原品牌態度對品牌延伸評價之迴歸分析 49
4.3.2 契合度對品牌延伸評價之迴歸分析 51
4.3.3 品牌延伸評價對品牌回饋效果之迴歸分析 54
4.4 假設驗證 58
五、結論與建議 59
5.1 研究結論 59
5.2 研究貢獻 65
5.2.1 學術貢獻 65
5.2.2 實務貢獻 65
5.3 研究限制與後續研究建議 66
參考文獻 67
英文文獻 67
中文文獻 73
網站文獻 74

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