展露次序、品質訊號對主、次品牌知覺品質影響之研究

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姓名

彭怡文(Yi-wen Peng) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

展露次序、品質訊號對主、次品牌知覺品質影響之研究
(The Impact of Brand Display Orders and Quality Signals on Perceived Quality of Master Brand and Subbrand)

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摘要(中)

有鑑於市場上的企業同時推出主品牌與次品牌的情形很普遍，而過去對於主次品牌的研究，大多是從管理層面來探討，因此本研究欲以單一品牌對單一品牌的影響為主要架構，探討當消費者先接觸到主品牌或是次品牌產品，而日後再認識另一個延伸品牌時，對於兩品牌的知覺品質差異會受到哪些因素影響。本研究以服飾業為實驗產品，以主次品牌的「展露次序」和「品質訊號」為影響知覺品質的自變數，實驗一結合「市場區隔方式」為干擾變數形成2x2x2的實驗設計，實驗二則結合「來源國形象」和「產品類別相似度」為干擾變數形成2x2x2x3的實驗設計，進一步瞭解自變數對主次品牌其知覺品質差異的影響效果以及加入干擾變數後的交互作用情形。兩組實驗並都將受測者依認知需求分為高低兩組，再探討對主效果有無干擾。而本研究採用多變量分析中的重複測量研究方法，主要是想探討主、次品牌在不同的反應情境下，上述因素是否會造成消費者對兩者品牌的知覺品質有不同的反應。
經由兩組實驗結果，本研究的結論如下：
1.主、次品牌展露次序的不同會讓受測者對於兩品牌的知覺品質差異有顯著影響。
2.品質訊號的好壞會讓受測者對先後展露兩品牌的知覺品質差異有顯著影響。
3.市場區隔和品質訊號有顯著的交互作用，以價格作為區隔方式時最為明顯。
4.來源國形象和品質訊號有顯著的交互作用，尤其不佳的來源國形象最為明顯。
5.產品類別相似度和品質訊號有顯著的交互作用，尤其是產品類別為高度相似時。

摘要(英)

It’s more conventional that enterprises promote both master brands and subbrands, but former researches mostly pay great attention to the management of brand strategies. So this research is focused on the impact of unitary brand to unitary brand. We want to probe factors in the difference of perceived quality when consumers firstly contact one of the master brand or the subbrand, and then contacting the other extensive brand. We manipulate factors to two experiments and select clothes as the experiment objects. Experiment 1 is a 2(brand display order: master brand to subbrand vs. subbrand to master brand) x 2 (quality signals: positive vs. negative) x 2(market segment: price vs. non price) between-subject design. Experiment 2 is a 2(brand display order: master brand to subbrand vs. subbrand to master brand) x 2 (quality signals: positive vs. negative) x 2(country images: positive vs. negative) x 3(product category similarity: the same vs. high vs. low) between-subject design. Both of the experiments separate subjects by need for cognition (NFC) into two parts (high NFC vs. low NFC) to examine whether existing interaction effect. In this research method, we use multivariate repeat measure. This method can help to determine the perceived quality reaction in different condition.
Through two experiments, we summarize results as follows:
1.Brand display orders have significant impact on the difference of the perceived quality between two brands.
2.Quality signals have significant impact on the difference of the perceived quality between two brands.
3.There is a significant interaction between quality signal and market segment. Especially when market segment variable is price, the interaction on the difference of the perceived quality between two brands is mostly significant.
4.There is a significant interaction between quality signal and country image. Especially positive country image has more significant interaction than negative country on the difference of the perceived quality between two brands.
5.There is a significant interaction between quality signal and product category similarity. When product category is highly similar, the interaction on the difference of the perceived quality between two brands is mostly significant.

關鍵字(中)

★ 認知需求
★ 市場區隔
★ 來源國形象
★ 產品類別相似度
★ 知覺品質
★ 主品牌
★ 次品牌
★ 展露次序
★ 品質訊號

關鍵字(英)

★ NFC
★ perceived quality
★ market segment
★ country image
★ product category similarity
★ master brand
★ subbrand
★ display order
★ quality signal

論文目次

摘要 i
Abstract ii
目錄 iii
圖目錄 vi
表目錄 vii
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的與問題 4
第三節研究範圍與流程 6
3.1 研究範圍 6
3.2 研究步驟與流程 6
第二章文獻探討 9
第一節主、次品牌策略之相關文獻探討 9
1.1主、次品牌的定義 9
1.2 主次品牌相關的品牌策略類型 10
1.3多品牌策略的效益與風險 17
第二節次序效果 20
2.1 次序效果的定義 20
2.2次序效果相關理論 21
第三節知覺品質 22
3.1知覺品質的定義 22
3.2知覺品質的分類與構面 23
3.3知覺品質的組成要素 24
3.4知覺品質與消費者的關係 25
第四節品質訊號 26
4.1訊號理論 26
4.2品質訊號 26
第五節市場區隔 28
5.1市場區隔的定義 28
5.2市場區隔的優點 28
5.3市場區隔的條件 29
5.4市場區隔的基礎 30
第六節來源國形象 31
6.1來源國形象的定義 31
6.2來源國形象與知覺品質的關係 31
第七節產品類別相似度 33
7.1相似度的概念與分類 33
7.2相似度影響品牌延伸評估的關係 35
第八節認知需求理論 36
8.1認知需求的定義 36
8.2認知需求的測量 36
第三章研究方法 37
第一節研究架構 37
第二節研究假設 38
2.1自變數主效果 38
2.2自變數交互效果 39
2.3干擾變數交互效果 40
第三節變數定義與衡量 43
3.1自變數 43
3.2應變數 43
3.3干擾變數 43
第四節研究設計 45
4.1實驗設計 45
4.2前測問卷 47
4.3主問卷 52
第五節統計分析方法 56
第四章研究結果 57
第一節樣本輪廓分析 57
1.1 樣本分佈 57
1.2 性別分佈 58
1.3 年齡分佈 58
1.4 職業分佈 59
1.5 每月可支配所得分佈 60
第二節信度分析 61
第三節實驗一之研究結果與分析 62
3.1 品牌展露次序的影響 62
3.2 品質訊號的影響 64
3.3 品牌展露次序x品質訊號的影響 66
3.4 市場區隔干擾的影響 66
3.5 認知需求干擾的影響 69
第四節實驗二之研究結果與分析 71
4.1 品牌展露次序的影響 71
4.2 品質訊號的影響 72
4.3 品牌展露次序x品質訊號的影響 74
4.4 來源國形象干擾的影響 74
4.5 產品類別相似度干擾的影響 77
4.6 認知需求干擾的影響 80
第五節假設驗證 82
第五章結論與建議 84
第一節研究結論 84
1.1 主次品牌展露次序對消費者的影響 84
1.2 品質訊號對消費者的影響 85
1.3 品牌展露次序和品質訊號的交互作用對消費者的影響 85
1.4 市場區隔的干擾對消費者的影響 86
1.5 來源國形象的干擾對消費者的影響 86
1.6 產品類別相似度的干擾對消費者的影響 87
1.7 認知需求的干擾對消費者的影響 88
第二節理論貢獻 89
第三節實務貢獻 90
第四節研究限制與未來研究方向 91
4.1 研究限制 91
4.2 未來研究方向 92
參考文獻 93
附錄 100
實驗一問卷 100
實驗二問卷 108

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2007-7-8

推文