運動用品品牌延伸對顧客知覺品牌形象與購買意圖之影響

The Influence of Brand Extension of Sports Goods on Customers' Brand Image Perception and Purchase Intention

林秋慧(Chiu-Hui Lin)

《國立體育學院論叢》 17卷3期 (2006/09) Pp. 1-15

https://doi.org/10.6591/JPES.2006.09.01

摘要

本研究旨在探討運動用品品牌延伸策略對顧客知覺品牌形象與購買意圖之影響。採3×2實驗設計針對Nike、FILA、HIPO三個運動用品品牌進行牛仔褲與Mp3產品延伸，以273名18~24歲之大專院校學生為研究對象，利用成對樣本t檢定與多元迴歸分析進行以下問題探討：(1)瞭解運動用品品牌延伸策略對品牌形象是否具稀釋效果。(2)顧客對品牌的知覺品質、熟悉度與延伸產品知覺適配度，對延伸後整體品牌形象之影響。(3)延伸後之整體品牌形象對顧客購買意圖之影響。研究結果顯示：(1)高、低知名度之運動用品品牌延伸策略對整體品牌形象其稀釋效果；惟虛構之動用品品牌HIPO進行MP3延伸策略時，真有增強整體品牌形象之效果。(2)高知名度品牌若延伸至關聯性較高之產品時，顧客的知覺品質是影響整體品牌形象的重要菌素；若延伸至與原品牌關聯性較低之產品時，則知覺適配度即成為重要影響因素。(3)低知名度品牌若延伸至關聯性較高之產品時，熟悉度是影響整體品牌形象的重要因素；若延伸至與原品牌形象關聯性較低之產品時，僅知覺適配度其有影響效果。(4)虛構品牌在延伸至高科技產品後，整體品牌形象不具稀釋效果，且顧客均高度認為知覺品質與適配度具有影響延伸後整體品牌形象之效果。(5)延伸後之整體品牌形象愈高，其顧客購買意圖愈高。

關鍵字

運動用品 ； 品牌延伸 ； 品牌形象 ； 購買意圖

並列摘要

This research was intended to examine the impact of brand extension of sports goods on customers' brand image perception and purchase intention. A three by two experimental design method was adopted. The experiment factors were three sports goods brand (Nike 、FILA 、HIPO) and two extended products (jeans and Mp3). 273 college students between 18 and 24 years old were selected for this study. T-test and regression analysis were used to examine: (1) The dilution effect on brand extension strategy to the brand image. (2) The influence of customers to the perceived quality of the brand, brand familiarity, and the perceive degree of fit have the positive effect on general brand image and product brand image after extending. (3) The effect of brand image after extending to customer purchase intention. Several conclusions were made as follows: First, the brand extension strategy of sports goods had dilution effect on brand image. Second, when the high well-known brand extends the products with high association, the perceived quality of customer is the important key factor in affecting the general brand image. But when the high well-known brand extends the products with 10w association, the perceived degree of fit becomes the main influence. Third, when the 10w well-known brand extends the products with high association, the customers' perceived degree of familiarity has the positive effect on the general brand image. When it extends the product with 10w association only the perceived degree of fit has positive effect on it. Fourth, general brand image doesn't have dilution effect. Customers highly recognize that the perceived quality and perceived degree of fit have great effect on the general brand image. Finally, general brand image are higher the customers' purchase willingness are higher after extending.

並列關鍵字

sports goods ； brand extension ； brand image ； purchase intension

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