聯名商品期望失驗後消費者歸因之研究–以便利商店微波食品為例

Research on Consumer Attribution of Co-branded Products after Expectancy Disconfirmation: A Case Study of Convenience Store Microwaved food

陳重安(Chen Chung-An)

指導教授 ： 董澤平 ； 吳彥濬

國立臺灣師範大學/管理學院/全球經營與策略研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202201640

摘要

消費者對品牌的觀感，與對習慣購買與使用的產品會產生固定印象。本研究探討近十年最廣泛使用的行銷策略-品牌聯名策略。產業與產品選擇了超商微波鮮食，因隨著台灣人口結構、家庭型態與現代生活時間碎片化的影響，方便快速微波鮮食產品大行其道。此研究探討超商微波鮮食在發生失驗時，消費慣性與品牌權益，對於消費者歸因和再訪意願的影響。對於企業而言，將舊客戶留住吸引其回訪，能有效用低成本爭取原本顧客的支持和吸引新顧客。因此在消費者失驗後，何種要素會影響消費者的觀感與動作是至關重要的。

本研究結果發現，當主品牌擁有愈高的品牌權益，在消費者對於聯名商品發生失驗時，消費者會歸因於主品牌的程度愈低。而當消費者對於主品牌存在愈高的消費慣性，當消費者對聯名商品發生失驗時，消費者會歸因於主品牌的程度愈低，並且願意再訪主品牌的意願會隨著消費慣性的升高而升高。研究也發現到當聯名品牌中的主品牌權益愈高，消費者對於願意再訪搭檔品牌的意願並不會因此愈低。

關鍵字

消費慣性 ； 品牌權益 ； 期望失驗 ； 消費者歸因 ； 品牌聯名 ； 再訪意願

並列摘要

Consumer creates a settle impression toward certain brand through brand equity and products/brand that they’re familiar with. This study explores the most popular marketing strategy in this decade--co-branding. It based its industry and product on co-branded microwaved food in convenience store chain in Taiwan. Because of the demographic structure, family structure and time-fragmentation environment, microwaved food that can be served with speed and ease made it way through mainstream. This study explores the influence of consumer inertia, brand equity, the involvement on consumer attribution and revisit intention when experiencing disconfirmation with co-branded product. Companies are mostly concerned about costs and strategies, the ability to retain old customers and attracts revisit intention from them, is a sufficient way to strive its customer relationships with minimized cost. Because of that, elements which effects consumer’s thoughts and actions after disconfirmation are utterly important.

According to the results of this study, when consumer experiences disconfirmation, host brand with higher brand equity have lower consumer’s attribution toward host brand. When consumer experiences disconfirmations, host brand with higher consumer inertia have lower consumer attribution toward host brand, and have higher revisit intention when consumer have higher consumer inertia. This study also found out that with the increasing of host brand’s brand equity, consumer revisit intension toward partnered brand doesn’t decrease.

並列關鍵字

consumer inertia ； brand equity ； disconfirmation ； consumer attribution ； co-branding ； revisit intention

參考文獻

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