本研究的主要目的在探討消費者的多樣化尋覓特質對知覺契合度與聯合品牌態度關係之干擾效果。本研究採用實驗法，以鮮果汁運動飲料作為虛擬的聯合品牌產品，進而達到操弄聯合品牌及多樣化尋覓特質之目的；本研究採用實際品牌來呈現真實的品牌聯想與情感。研究程序分為預試與正式實驗，預試的目的在篩選出正式實驗所需之母品牌及聯合品牌產品，預試回收有效樣本50人。正式實驗，以虛擬情境配合品牌logo來操弄自變數，採用3(鮮果汁品牌)×3(運動飲料品牌)的組間因子設計，共計9種實驗方格，每一方格樣本數35人，共計有效樣本數272人。研究結果顯示，知覺契合度正向影響聯合品牌態度，同時上述關係受到多樣化尋覓特質的干擾，意即高多樣化尋覓特質的消費者相對於低多樣化尋覓特質的消費者，知覺契合度更正向影響聯合品牌態度。本研究討論研究發現在理論及管理實務上的意涵，同時對未來的研究方向提出建議。
The main purpose of this study is to explore the moderating effect of variety seeking on the relationship between attitude toward perceived fit and attitude toward the co-brand. The study used the experiment design including a pretest and final experiment, and fictitious sports drink of fresh juice as the co-branded product, and then to manipulate perceived fit and attitude toward the co-brand. The study used actual brand to present the brand association and emotional. The purpose of pretest is to select core brands and co-brand product. The data were provided by 50 students. The experiment use virtual scenario with the brand logo to manipulate the independent variable. The experiment was 3 (fresh juice brands) ×3 (sports drink brands) between-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 35 college students. The data were provided by 272 students. The results reveals that perceived fit positively affects attitude toward the co-brand. Moreover, the personal characteristics such as variety seeking moderate the above mentioned relationship. Compare to consumers with lower variety seeking, perceived fit more positively affects attitude toward the co-brand for the consumers with higher variety seeking. This study discusses the implication for the theory and practices, and suggestions for the future study.
