(3.238.235.155) 您好!臺灣時間:2021/05/11 18:46
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

: 
twitterline
研究生:林蕙禕
研究生(外文):Hui-Yi Lin
論文名稱:品牌聯名的行銷策略對消費者產品接受度及購買意願之影響:以社會認同與社群影響為中介變數
指導教授:陳冠儒陳冠儒引用關係黃依潔黃依潔引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:92
中文關鍵詞:品牌聯名便利商店通路產品接受度購買意願社會認同社群影響
相關次數:
  • 被引用被引用:0
  • 點閱點閱:453
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:220
  • 收藏至我的研究室書目清單書目收藏:0
本研究目的為探討台灣便利商店通路與國外知名品牌的品牌聯名行銷策略對消費者產品接受度及購買意願之影響,以及社會認同與社群影響對於消費者在此決策過程中所產生的中介效果。研究方法採取問卷調查法,以網路線上問卷進行抽樣,共收集290份有效問卷進行分析。研究結果發現,品牌配適、知覺品質與知覺稀少三者皆對於產品接受度與購買意願具有顯著影響;而社會認同、社群影響分別對於品牌配適、知覺品質、知覺稀少與產品接受度、購買意願間的關係上具有部分中介效果。本研究學術上闡明消費者面對品牌聯名時如何建構決策過程;實務上則可作為企業採取品牌聯名行銷策略之參考。
The purposes of this research are to explore the co-branding strategies in terms of their effects on consumers’ product acceptance and purchase intention, and to further evaluate the mediating effects of social identity and social media influence in the process. An online survey (N = 290) with convenience sampling was conducted. The results showed that brand fit, perceived quality, and perceived scarcity had significant influences on product acceptance and purchase intention,respectively. Secondly, social identity and social media influence partially meditated the effects of brand fit, perceived quality, and perceived scarcity on product acceptance as well as purchase intention. Theoretical and managerial implications are discussed.
摘要 i
Abstract ii
致謝 iii
目錄 i
表目錄 iv
圖目錄 vi

第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 論文架構 4
1-4 研究流程 5

第二章 文獻探討與研究假設 6
2-1 連鎖式便利商店通路 6
2-2 品牌聯名 7
2-3 自變數 8
2-3-1 品牌配適 8
2-3-2 知覺品質 9
2-3-3 知覺稀少 9
2-4 依變數 10
2-4-1 產品接受度 10
2-4-2 購買意願 11
2-5 自變數與依變數關係建立 12
2-5-1 品牌配適與產品接受度及購買意願間的關係 12
2-5-2 知覺品質與產品接受度及購買意願的關係 12
2-5-3 知覺稀少與產品接受度及購買意願的關係 13
2-6 中介變數 14
2-6-1 社會認同 14
2-6-2 社群影響 15
2-7 研究假說 17

第三章 研究方法 19
3-1 研究架構 19
3-2 問卷設計 20
3-2-1 聯名活動挑選 21
3-2-2 問卷編排 23
3-2-3 前測 24
3-2-4 樣本取得 25
3-3 研究變數之操作型定義 25
3-3-1自變數 25
3-3-2 依變數 27
3-3-3 中介變數 29
3-4 資料分析方式 30

第四章 資料分析 32
4-1 樣本描述 32
4-2 敘述性統計 33
4-3 信度分析 34

第五章 結論與建議 52
5-1 研究結果與討論 52
5-1-1 品牌聯名對於產品接受度之影響 52
5-1-2 品牌聯名對於購買意願之影響 53
5-2 研究貢獻 54
5-2-1 學術之貢獻 54
5-2-2 實務之貢獻 54
5-3 研究限制與未來研究建議 56

參考文獻 57
附錄一 66
一、 英文部分
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.
Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28, 35-37.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of marketing, 63(4_suppl1), 146-163.
Ahmed, S. A., & d'Astous, A. (2008). Antecedents, moderators and dimensions of country-of-origin evaluations. International Marketing Review, 25(1), 75-106.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
Ajzen, I. (1987). Attitudes, traits, and actions: Dispositional prediction of behavior in personality and social psychology. In Advances in experimental social psychology (Vol. 20, pp. 1-63). Academic Press.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Amaldoss, W., & Jain, S. (2005). Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42(1), 30-42.
Atlas, M. S., & Snyder, C. R. (1978). The effects of need-for-uniqueness upon valuation of scarce and non-scarce objects. Unpublished honors thesis at the University of Kansas.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of personality and social psychology, 37(6), 913.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of consumer research, 15(4), 473-481.
Bearden, W. O., & Rose, R. L. (1990). Attention to social comparison information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 16(4), 461-471.
Bluemelhuber, C., Carter, L. L., & Lambe, C. J. (2007). Extending the view of brand alliance effects: an integrative examination of the role of country of origin. International Marketing Review, 24(4), 427-443.
Bonfield, E. H. (1974). Attitude, social influence, personal norm, and intention interactions as related to brand purchase behavior. Journal of Marketing Research, 11(4), 379-389.
Brannon, L. A., & McCabe, A. E. (2001). Time-restricted sales appeals: The importance of offering real value. Cornell Hotel and Restaurant Administration Quarterly, 42(4), 47-52.
Breckler, S. J. (1984). Empirical validation of affect, behavior, and cognition as distinct components of attitude. Journal of personality and social psychology, 47(6), 1191.
Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modified food–results of a cross-national survey. Journal of consumer policy, 24(1), 23-61.
Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and social psychology bulletin, 17(5), 475-482.
Brewer, M. B., & Roccas, S. (2001). Individual values, social identity, and optimal distinctiveness.
Brock, T. C. (1968). Implications of commodity theory for value change. In Psychological foundations of attitudes (pp. 243-275). Academic Press.
Brucks, M. (1986). A typology of consumer knowledge content. ACR North American Advances.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: the effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), 184-196.
Ditto, P. H., & Jemmott, J. B. (1989). From rarity to evaluative extremity: Effects of prevalence information on evaluations of positive and negative characteristics. Journal of Personality and Social Psychology, 57(1), 16.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33-40.
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of marketing, 70(1), 34-49.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Ettenson, R., & Gabrielle Klein, J. (2005). The fallout from French nuclear testing in the South Pacific: A longitudinal study of consumer boycotts. International Marketing Review, 22(2), 199-224.
Faems, D., Van Looy, B., & Debackere, K. (2005). Interorganizational collaboration and innovation: Toward a portfolio approach. Journal of product innovation management, 22(3), 238-250.
Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human relations, 16(3), 233-239.
Fromkin, H. L., & Snyder, C. R. (1980). The search for uniqueness and valuation of scarcity. In Social exchange (pp. 57-75). Springer, Boston, MA.
Fromkin, H. L., Williams, J. J., & Dipboye, R. L. (1973). Birth-order, responses to need-for-uniqueness scale items and valuation of scarce commodities. HL Fromkin, The psychology of uniqueness: Avoidance of similarity and seeking of differences.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.
Geylani, T., Inman, J. J., & Hofstede, F. T. (2008). Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), 730-744.
Hadjicharalambous, C. (2006). A typology of brand extensions: positioning cobranding as a sub-case of brand extensions. Journal of American Academy of Business, 10(1), 372-377.
Helmig, B., Huber, J. A., & Leeflang, P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23(3-4), 285-304.
Helmig, B., Huber, J. A., & Leeflang, P. S. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359-377.
Hem, L. E., De Chernatony, L., & Iversen, N. M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.
Ho, H. C., Lado, N., & Rivera-Torres, P. (2017). Detangling consumer attitudes to better explain co-branding success. Journal of Product & Brand Management, 26(7), 704-721.
Janda, S., Trocchia, P. J., & Gwinner, K. P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412-431.
Kapferer, J. N. (2001). (Re) inventing the brand: Can top brands survive the new market realities?. Kogan Page Publishers.
Keller, K. L. (2008). Best practice cases in branding: lessons from the world's strongest brands. Pearson/Prentice-Hall.
Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of marketing research, 29(1), 35-50.
Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Leenders, R. T. A. (2002). Modeling social influence through network autocorrelation: constructing the weight matrix. Social networks, 24(1), 21-47.
Lindstrom, M. (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction, 22(2).
Lynn, M., & Bogert, P. (1996). The effect of scarcity on anticipated price appreciation. Journal of Applied Social Psychology, 26(22), 1978-1984.
Lynn, M. (1989). Scarcity effects on desirability: Mediated by assumed expensiveness?. Journal of Economic Psychology, 10(2), 257-274.
Lynn, M., & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14(6), 601-616.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 23(2), 130-143.
Maklan, S., Peppard, J., & Klaus, P. (2015). Show me the money: improving our understanding of how organizations generate return from technology-led marketing change. European Journal of Marketing, 49(3/4), 561-595.
Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens’ susceptibility to peer influence. Journal of retailing, 80(2), 101-116.
Mani, S., & Luo, X. (2015). Product alliances, alliance networks, and shareholder value: Evidence from the biopharmaceutical industry. International Journal of Research in Marketing, 32(1), 9-22.
Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of consumer marketing, 21(1), 39-50.
Mishra, S., Singh, S. N., Fang, X., & Yin, B. (2017). Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand. Journal of Product & Brand Management, 26(2), 159-176.
Murphy, G. L., & Medin, D. L. (1985). The role of theories in conceptual coherence. Psychological review, 92(3), 289.
Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of consumer research, 18(2), 185-193.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
Prince, M., & Davies, M. (2002). Co-branding partners: What do they see in each other?. Business Horizons, 45(5), 51-55.
Roehm, M. L., & Sternthal, B. (2001). The moderating effect of knowledge and resources on the persuasive impact of analogies. Journal of Consumer Research, 28(2), 257-272.
Ruekert, R. W., & Rao, A. (1994). Brand alliances as signals of product quality. Sloan management review, 36(1), 87-97.
Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European journal of marketing, 32(3/4), 305-322.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of marketing research, 31(2), 149-158.
Siegrist, M., & Cvetkovich, G. (2000). Perception of hazards: The role of social trust and knowledge. Risk analysis, 20(5), 713-720.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of marketing research, 35(1), 30-42.
Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27(1), 49-68.
Spreng, R. A., & Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of retailing, 72(2), 201-214.
Sultan, F., & Mooraj, H. A. (2001). Design a trust-based e-business strategy trust. Marketing Management, 10(4), 40.
Suri, R., Kohli, C., & Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35(1), 89-100.
Swami, S., & Khairnar, P. J. (2003). Diffusion of products with limited supply and known expiration date. Marketing Letters, 14(1), 33-46.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75(1), 77-105.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Tajfel, H. (1974). Social identity and intergroup behaviour. Information (International Social Science Council), 13(2), 65-93.
Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56-65.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and communication technologies in tourism 2015 (pp. 817-830). Springer, Cham.
Tyler, T. R., & Blader, S. L. (2003). The group engagement model: Procedural justice, social identity, and cooperative behavior. Personality and social psychology review, 7(4), 349-361.
Verhallen, T. M. (1982). Scarcity and consumer choice behavior. Journal of Economic Psychology, 2(4), 299-322.
Verhallen, T. M., & Robben, H. S. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of economic psychology, 15(2), 315-331.
Verlegh, P. W. (2007). Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38(3), 361-373.
Witkowski, T. H., & Wolfinbarger, M. F. (2002). Comparative service quality: German and American ratings across service settings. Journal of Business Research, 55(11), 875-881.
Wilton, R. D., Páez, A., & Scott, D. M. (2011). Why do you care what other people think? A qualitative investigation of social influence and telecommuting. Transportation Research Part A: Policy and Practice, 45(4), 269-282.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of personality and social psychology, 32(5), 906.
Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39.
Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2012). The effects of product scarcity and consumers' need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263-274.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2003). Customer perceptions of service. Services Marketing: Integrating Customer Focus across the Firm.
Zimmer, M. R., & Bhat, S. (2004). The reciprocal effects of extension quality and fit on parent brand attitude. Journal of Product & Brand Management, 13(1), 37-46.

二、 中文部分
DMA台灣數位媒體應用暨行銷協會(民107)。2017年台灣數位廣告量統計報告。臺北市數位行銷經營協會。
創市際市場研究顧問(民107)。2018年台灣網路報告。TWNIC財團法人台灣網路資訊中心。
花千惠、胡凱傑. (民103)。奢侈品品牌形象, 奢侈品價值與品牌態度對消費者購買意圖之影響,科際整合管理研討會,台北。

三、 網路資料
公平交易委員會(民107年9月5日)。有關辦理「106年連鎖式便利商店經營概況調查」【新聞報導】。
取自https://www.ftc.gov.tw/internet/enterprise/doc/docDetail.aspx?uid=126&docid=15589
蘋果日報(民107年11月20日)。超商熱飲大戰現泡奶茶當道【新聞報導】。取自https://tw.lifestyle.appledaily.com/daily/20181120/38183978/
Yahoo!奇摩看見數位行銷力(民108年1月11日)。「2018年台灣網路報告」公布【新聞報導】。取自https://yahoo-emarketing.tumblr.com/post/181918825211/ix190111
MoneyDJ理財網(民91年11月4日)。台灣便利商店市場之現況與趨勢。【新聞報導】
取自https://www.moneydj.com/KMDJ/Report/ReportViewer.aspx?a=8962147f-feef-4d62-b1d0-579db280306b
維基百科(民108年3月28日)。便利商店【線上論壇】。取自https://zh.wikipedia.org/wi
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔