契合度、信任與知覺價值間因果關係之探討

The Causal Relationship among Fit, Trust, and Perceived Value

黃于真(Yu-Chen Huang)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2010年)

摘要

本研究探討契合度(產品國家契合度、品牌形象契合度、產品屬性契合度)、品牌信任(過程基礎信任、特徵基礎信任、制度基礎信任)、以及知覺價值之間的因果關係，並且使用線性結構關係模型檢驗每個變數間的因果關係。本研究對在台北市東、南、西、北四區的百貨公司進行消費之族群進行配額抽樣。實證結果指出研究假設皆為正向關係，亦即當市場上某一企業決定發行新產品時，三項前置變數(產品國家契合度、品牌形象契合度、產品屬性契合度)皆會經由品牌信任增強消費者的知覺價值。當發行低涉入程度之產品時，品牌形象契合度對知覺價值有最大的影響；當發行高涉入程度之產品時，產品國家契合度對知覺價值有最大的影響。因此，本研究之管理意涵可提供全球企業適當的品牌延伸策略建議，並且幫助他們建立正向且強烈的顧客價值。

關鍵字

契合度 ； 品牌信任 ； 知覺價值

並列摘要

This study investigates the cause and effect relationship among fit (product-country match, prototype fit and exemplar fit), brand trust (process-based trust, characteristic-based trust, and institutional-based trust) and perceived value and uses the structural equation modeling to test the cause and effect relationship among every variable. This study focuses on those consumers who shopping at department stores in four areas of Taipei city, and we use the quota sampling method. Empirical results indicate positive relationships to the targeted hypothesis: the three variables of product-country match, prototype fit, and exemplar fit will enhance perceived value through brand trust while a business launch a new product. Consequently, the managerial implications of this study can provide appropriate suggestions for global enterprises to develop their brand extension strategy to build positive and strong value for consumers.

並列關鍵字

Fit ； Brand Trust ； Perceived Value

參考文獻

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