品牌延伸知覺契合度與品牌回饋效果：探討品牌體驗與知覺價值之中介

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姓名

黃美甄(Mei-Chen Huang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

品牌延伸知覺契合度與品牌回饋效果：探討品牌體驗與知覺價值之中介
(Perceived Fit and Reciprocal Effects of Brand Extension: Exploring the Mediation of Brand Experience and Perceived Value)

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至系統瀏覽論文 (2027-7-26以後開放)

摘要(中)

企業將既有且成功的品牌延伸(brand extension)推出新產品，是滿足市場與顧客的需求的策略之一。過往研究關於消費者對於延伸品牌或產品的評價或態度對既有品牌的回饋效果(reciprocal effects)尚無定論，故本研究欲探討消費者的知覺契合度(perceived fit) 與品牌回饋效果是否會受品牌體驗(brand experience)與知覺價值(perceived value)所中介。透過發放網路問卷給知悉品牌延伸意涵且了解或體驗過任一延伸品牌之消費者為研究對象，共回收 406 份有效問卷，以 SPSS 與 AMOS 作為統計分析與研究假說檢定工具。研究結果發現知覺契合度與品牌回饋效果具有顯著正向關係，且品牌體驗與知覺價值兩者具有序列中介效果。雖然知覺價值會中介知覺契合度與品牌回饋效果，但品牌體驗與品牌回饋效果則不具有顯著正向關係。

摘要(英)

Brand extension is one of the strategies an enterprise may use to put an existing and successful brand into new products to satisfy market and consumer needs. As prior research did not come to consensus regarding to the reciprocal effects of consumers’ evaluation or attitude toward brand extension on existing brand or products, the present study hypothesized perceived fit of brand extension as a possible contributor. Furthermore, it is hypothesized that brand experience and perceived value may mediate such mechanism. Using online questionnaires distributed to consumers who are aware of brand extension and with prior experience, a total of 406 valid questionnaires were analyzed using SPSS and AMOS for statistical analysis and hypotheses testing. Results show significant positive relationship between perceived fit and reciprocal effects, with serial mediation by brand experience and perceived value. Although perceived value alone is found to mediate the relationship between perceived fit and reciprocal effects, brand experience alone is not.

關鍵字(中)

★ 品牌延伸
★ 品牌回饋效果
★ 知覺契合度
★ 品牌體驗
★ 知覺價值

關鍵字(英)

★ brand extension
★ reciprocal effects
★ perceived fit
★ brand experience
★ perceived value

論文目次

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
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 研究流程 4
第二章文獻探討 6
2-1 品牌延伸 6
2-2 品牌回饋效果 9
2-3 知覺契合度 11
2-4 品牌體驗 14
2-5 知覺價值 17
第三章研究方法 21
3-1 研究架構 21
3-2 研究工具 21
3-3 研究對象 23
3-4 研究步驟 23
第四章研究結果 25
4-1 樣本描述性統計 25
4-2 信度分析 27
4-3 量表描述性統計 28
4-4 相關性分析 30
4-5 效度分析 32
4-6 模型適配度檢定 34
4-7 結構方程模型分析 35
第五章討論與建議 40
5-1 研究討論 40
5-2 管理意涵 43
5-3 研究限制與未來建議 45
參考文獻 47
附錄:研究問卷 54

圖目錄
圖 1 研究流程圖 5
圖 2 企業成長機會矩陣 7
圖 3 品牌發展策略圖 8
圖 4 研究架構圖 21
圖 5 結構方程模型 36

表目錄
表 1 知覺契合度構面彙整 13
表 2 傳統行銷與體驗行銷差異比較 14
表 3 樣本描述性統計 25
表 4 信度分析 27
表 5 量表描述性統計 28
表 6 相關矩陣 31
表 7 因素負荷量 32
表 8 組合信度、收斂效度及區別效度 34
表 9 模型適配度 35
表 10 假說驗證結果 37

參考文獻

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指導教授

杜秉叡鄭明松(Ben-Roy Do Ming-Sung Cheng)

審核日期

2022-7-26

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