本研究目的主要在探討消費者的認知需求特質對延伸相似度與品牌延伸評估關係之干擾效果。本研究採用實驗法，由母品牌產品類別延伸至不同產品類別以操弄延伸相似度，以皮夾作為延伸產品，研究程序分為預試和正式實驗兩階段，預試的主要目的在篩選出正式實驗所需之品牌(高相似/低相似、一致的品牌品質、一致的品牌偏好度、高品牌熟悉度)，預試回收有效樣本為29人；預試結果篩選出NET為高相似延伸品牌，貝納頌為低相似延伸品牌。正式實驗階段，本研究以虛擬情境搭配廣告傳單的製作來操弄延伸相似度，採用高相似/低相似之組間設計，共計兩組實驗方格，每一實驗方格樣本數各為80人，而認知需求特質(高/低)則採組內設計的方式處理，回收問卷後再根據該認知需求特質平均數將其區分為高/低認知需求特質組，研究對象以大學生為主。研究結果顯示，在品牌延伸策略上，高相似延伸比低相似延伸更能提升消費者的知覺品質與延伸產品態度，而認知需求特質會干擾延伸相似度與品牌延伸評估的正向關係，即低認知需求特質的消費者相對於高認知需求特質的消費者而言，延伸相似度會更正向的影響品牌延伸評估。本研究討論理論及實務上的意涵，並對未來的研究提出建議。
The purpose of this study is to explore the moderating effect of need for cognition on the relationship between extension similarity and brand extension evaluation. The study used the experimental research including a pretest and final experiment. The purpose of pretest is to select core brands (high similarity/low similarity, same quality, same preference, high-awareness). The usable samples consisted of 29 participants. The outcome of pretest was NET as the high similar extension brand, and Bernachon as the low similar extension brand. The experimental design was 2(extension similarity, high/low) between-subjects factors × 2(need for cognition, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 80 students randomly. The result shows that similarity was positively affect brand extension evaluation. In addition, need for cognition does have moderate effect on the positive relationship between extension similarity and brand extension evaluation. That is comparing to consumers with high need for cognition, extension similarity more positively affects the brand extension evaluation for the consumers with the lower need for cognition. This study discusses the implication for the theory and practices, and suggestions for the future study.
