品牌延伸與消費者知覺品質關係之研究 — 以產品涉入程度為干擾變數

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題名:	品牌延伸與消費者知覺品質關係之研究 — 以產品涉入程度為干擾變數
作者:	溫承書
貢獻者:	國際企管管理研究所碩士在職專班
關鍵詞:	品牌延伸 brand extension 知覺品質 perceived quality 知覺契合度 perceived fit 產品涉入 product involvement
日期:	2012
上傳時間:	2012-11-01 11:49:08 (UTC+8)
摘要:	本研究問題是探討當企業進行品牌延伸策略時，是否也會有策略失效的時候。尤其是具備功能性的產品，消費者除了考量原品牌的知名度及其主要產品的品質印象，更會針對延伸產品本身的特性與自身需求做為評估，因故減弱了知覺契合度所帶來的正面影響。因此本研究以PC品牌商推出智慧型手機產品為例，並以知覺契合度、知覺品質及產品涉入三者之關係進行實證研究，藉以了解產品涉入程度會否對知覺契合度與知覺品質間的關係產生干擾，以及PC品牌商推出智慧型手機產品後市場反應平淡的因素。本研究是針對知名3C論壇Mobile01的網路會員，透過網路郵寄問卷的方式，以及中國文化大學推廣教育部學生進行問卷調查，共計發出750份問卷，回收312份，有效問卷共270份，回收率36%。研究結果顯示，知覺契合度會顯著正向影響知覺品質，而產品涉入則會顯著負向影響知覺品質。再者，當以知覺契合度為自變數並加入產品涉入為干擾變數時，則會對知覺契合度與知覺品質的關係產生負向干擾效果，上述所有結果皆符合本研究之假設。本研究根據研究結果提出管理意涵，及後續研究之建議。 This study is to explore when the corporation implements brand extension strategy,there will be possibly a policy failure. In particularly with functional products to consumers, not only to considerate the original brand awareness and its main product’s quality impression, but to estimate the feature of the extension product and the demand of itself, and then weaken the positive impact by perceived fit. Therefore this study takes the PC brand corporations release smart phone products as an example to study practicably the relationship of the perceived fit, perceived quality and product involvement. To understand the situation of the product involvement whether produces moderation between the perceived and perceived quality, as well as the reason why a PC brand corporation getting poor market performance after launching a smartphone product. 750 structured questionnaires were distributed to the students of Chinese Culture University and the members of Mobile01 forum through convenience sampling method. 270 completed and valid questionnaires were returned. The results show that the perceived fit was positively related to perceived quality; However, product involvement was negatively related to perceived quality. Furthermore, when perceived fit as independent variables while using product involvement as the moderating variables, which produced negative moderation between the perceived fit and perceived quality. According to the result and practical management of this research could advise fur-ther research.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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