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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Ta-Hsuan Tseng | en |
| dc.contributor.author | 曾大軒 | zh_TW |
| dc.date.accessioned | 2021-06-13T02:00:45Z | - |
| dc.date.available | 2008-07-16 | |
| dc.date.copyright | 2007-07-16 | |
| dc.date.issued | 2007 | |
| dc.date.submitted | 2007-07-07 | |
| dc.identifier.citation | 參考文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30307 | - |
| dc.description.abstract | 論文摘要
本研究主要針對年輕的學生族群進行調查分析，以獲得青年人之功能性品牌選擇風險、情感性品牌選擇風險、品牌信任、品牌情感、購買意願、品牌形象契合度、產品屬性契合度與品牌延伸態度之間的關係。儘管國內外的文獻研究裡，品牌信任與品牌情感對於母品牌態度的影響效果著墨甚多，但很少直接拓及至品牌延伸的相關領域。本研究以商品性質(搜尋品及體驗品)為劃分基礎，分別探討消費者之品牌信任與品牌情感對於購買意願的影響與品牌延伸的評價；並將契合度細分為品牌形象契合度與產品屬性契合度，觀察不同延伸方向的產品對於品牌延伸的強弱效果。 本研究利用LISREL統計檢定分析來了解各構念之間的相關關係，實證結果可歸納出以下幾點： 1.體驗品之品牌選擇風險對品牌信任與品牌情感有較強的連結關係。 2.品牌信任與品牌情感均會促進消費顧客之購買意願。 3.品牌信任與品牌情感不易直接對消費者之品牌延伸態度產生明顯影響。 4.消費者對母品牌既有產品購買意願不會明顯對品牌延伸態度產生影響。 5.消費者看待延伸產品的態度受到延伸產品與母品牌之間契合度的影響。 6.相較於搜尋品，體驗品之契合度對品牌延伸態度的影響效果較為強烈。 | zh_TW |
| dc.description.abstract | THESIS ABSTRACT
The study examines the relationship among functional brand-choice risk, emotional brand-choice risk, brand trust, brand affect, purchase intention, prototype fit, exemplar fit, and brand extension attitude by focusing on the young students. Though issues on “how brand trust and brand affect affects brand attitude” have been widely discussed, little extend to brand extension directly. Hence, the study investigates how brand trust and brand affect influence purchase intension and brand extension attitude based on the nature of products (search goods and experience goods). In addition, dividing fitness into prototype fit and exemplar fit, observing the effect of different extension direction on brand extension attitude. The study establishes a model to examine the relationship between each construct built in model by LISREL. The induced conclusions are as follows: 1.The brand-choice risk of experience goods has stronger relationship to brand trust and brand affect. 2.Brand trust and brand affect both promote purchase intention. 3.Brand trust and brand affect couldn’t influence brand extension attitude obviously. 4.Purchase intention hasn’t obvious influence on brand extension attitude. 5.Prototype fit and exemplar fit affect brand extension attitude. 6.Prototype fit and exemplar fit of experience goods have stronger influence on brand extension attitude. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T02:00:45Z (GMT). No. of bitstreams: 1 ntu-96-R94724044-1.pdf: 3022419 bytes, checksum: 406b30667d23e0abec1d4366e434a048 (MD5) Previous issue date: 2007 | en |
| dc.description.tableofcontents | 目錄
表目錄...................................................Ⅲ 圖目錄...................................................Ⅳ 第一章 緒論 第一節 研究背景與動機...............................001 第二節 本研究主要採用之構念.........................002 第三節 研究目的.....................................004 第四節 研究流程與步驟...............................004 第二章 文獻探討 第一節 品牌的相關理論...............................008 第二節 品牌延伸相關研究.............................013 第三節 契合度.......................................023 第四節 品牌選擇風險.................................028 第五節 品牌信任與品牌情感...........................031 第六節 購買意願.....................................035 第七節 搜尋品與體驗品...............................037 第三章 研究架構與假設 第一節 研究架構.....................................040 第二節 研究假設.....................................046 第四章 問卷設計與研究方法 第一節 衡量問項的設計...............................055 第二節 研究對象與抽樣方式...........................060 第三節 研究方法.....................................061 第五章 資料分析與結果 第一節 敘述統計分析.................................071 第二節 探索性因素分析...............................074 第三節 信度與效度分析...............................078 第四節 LISREL實證結果...............................085 第五節 實證分析與討論...............................094 第六章 研究結論與建議 第一節 研究結論.....................................102 第二節 管理意涵.....................................103 第三節 實務建議.....................................106 第四節 研究貢獻.....................................108 第五節 研究限制.....................................109 第六節 後續研究方向.................................110 參考文獻 中文參考文獻........................................112 英文參考文獻........................................114 附錄 前測問卷............................................119 正式問卷(搜尋品)....................................121 正式問卷(體驗品)....................................126 表目錄 表2-1 品牌相關定義與作用................................010 表2-2 品牌策略概分與細分之統整..........................013 表2-3 廠商運用之品牌策略................................014 表2-4 契合度特定用詞及衡量構面..........................025 表2-5 品牌選擇風險分類..................................031 表2-6 品牌信任相關衡量構面..............................033 表2-7 品牌情感相關衡量構面..............................034 表2-8 產品相關分類依據及分類結果........................038 表3-1 前測基本資料分析..................................043 表3-2 品牌形象契合商品選定之前測結果....................043 表3-3 研究假設整理......................................053 表4-1 品牌選擇風險之衡量問項............................056 表4-2 品牌信任與情感之衡量問項..........................057 表4-3 購買意願之衡量問項................................058 表4-4 契合度類型之衡量問項..............................059 表4-5 品牌延伸態度之衡量問項............................060 表4-6 配適度指標........................................065 表5-1 性別分析..........................................071 表5-2 年齡分析..........................................071 表5-3 教育程度分析......................................072 表5-4 職業別分析........................................072 表5-5 可支配金額分析....................................072 表5-6 ASUS相關商品消費分析.............................073 表5-7 ASUS相關商品使用分析.............................073 表5-8 Levi’s相關商品消費分析..........................073 表5-9 Levi’s相關商品使用分析..........................073 表5-10 PC電腦或NB使用品牌分析...........................073 表5-11牛仔褲使用品牌分析................................074 表5-12有效問卷率........................................075 表5-13整體問卷標準化因素負荷量分析......................075 表5-14整體問卷信度分析..................................079 表5-15整體問卷效度分析(分項與總量相關)..................082 表5-16各模型配適度指標..................................085 表5-17各模型路徑係數表..................................087 表5-18多重樣本分析......................................089 表5-19整體模型分析結果彙整..............................100 表6-1 研究結論..........................................102 圖目錄 圖1-1 研究流程架構圖....................................007 圖2-1 品牌的意涵........................................009 圖2-2 消費者面對品牌延伸時所身處的訊息環境..............018 圖2-3 品牌信任與品牌情感樹狀分析........................032 圖3-1 本研究之觀念性架構................................040 圖3-2 產品性質劃分結構..................................044 圖3-3 搜尋品-品牌形象契合模型架構(ASUS液晶電視為例).....044 圖3-4 搜尋品-產品屬性契合模型架構(ASUS PDA掌上型電腦為例).....................................................045 圖3-5 體驗品-品牌形象契合模型架構(Levi’s個性背包為例)..045 圖3-6 體驗品-產品屬性契合模型架構(Levi’s正式西裝為例)..046 圖3-7 品牌承諾之分解....................................049 圖4-1 潛在構念-衡量題項架構圖(ASUS液晶電視).............067 圖4-2 潛在構念-衡量題項架構圖(ASUS PDA掌上型電腦)......068 圖4-3 潛在構念-衡量題項架構圖(Levi’s個性背包)..........069 圖4-4 潛在構念-衡量題項架構圖(Levi’s正式西裝)..........070 圖5-1 整體模型路徑係數架構圖(ASUS液晶電視)..............090 圖5-2 整體模型路徑係數架構圖(ASUS PDA掌上型電腦)........091 圖5-3 整體模型路徑係數架構圖(Levi’s個性背包)...........092 圖5-4 整體模型路徑係數架構圖(Levi’s正式西裝)...........093 | |
| dc.language.iso | zh-TW | |
| dc.subject | 契合度 | zh_TW |
| dc.subject | 搜尋品 | zh_TW |
| dc.subject | 品牌信任 | zh_TW |
| dc.subject | 品牌延伸 | zh_TW |
| dc.subject | LISREL | zh_TW |
| dc.subject | 品牌情感 | zh_TW |
| dc.subject | 體驗品 | zh_TW |
| dc.subject | fitness | en |
| dc.subject | LISREL | en |
| dc.subject | experience goods | en |
| dc.subject | brand extension | en |
| dc.subject | brand trust | en |
| dc.subject | brand affect | en |
| dc.subject | search goods | en |
| dc.title | 品牌信任、品牌情感與契合度類型對品牌延伸之影響：以搜尋品及體驗品為例 | zh_TW |
| dc.title | The Effect of Brand Trust, Brand Affect and Type of Fitness on Brand Extension: Comparison between Search and Experience Goods | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 95-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 謝明慧(Ming-Huei Hsieh),林俊昇(Jiun-Sheng Lin) | |
| dc.subject.keyword | 品牌延伸,品牌信任,品牌情感,契合度,搜尋品,體驗品,LISREL, | zh_TW |
| dc.subject.keyword | brand extension,brand trust,brand affect,fitness,search goods,experience goods,LISREL, | en |
| dc.relation.page | 130 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2007-07-10 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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