消費者之品牌認知、品牌態度與行銷通路契合度對品牌延伸商品購買意願之影響

The Effects on Brand Cognition、Attitude and The Marketing Channel Fit To Brand Extension Products Purchase Intentions of Consumer

曾錦和(Zeng-Her Tseng)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2011年)

摘要

本研究以消費者之品牌認知、品牌態度與行銷通路契合度對品牌延伸商品購買意願之影響做為探討主題。採取問卷調查法，針對具有經濟及消費能力的消費者進行調查，總計發放950份而回收730份，回收率為76.84％，經過濾後，其中有效問卷為704份，佔96.44％。然後根據本研究目的之需要，以及考量各變數及統計分析工具之適切性，在分析方法的使用上，本研究採用線性結構模式(LISREL)建構模式並驗證假說。
研究結果指出原品牌認知對原品牌態度有顯著的正向影響，原品牌認知對延伸品牌認知無顯著的正向影響，原品牌態度對延伸品牌認知有顯著正向影響，原品牌態度對延伸品牌態度有顯著正向影響，延伸品牌認知對延伸品牌態度有顯著正向影響，延伸品牌態度對延伸品牌購買意願有顯著正向影響，原品牌與延伸品牌行銷通路契合度對延伸品牌態度，部分有顯著正向影響，原品牌與延伸品牌行銷通路契合度對延伸品牌購買意願，部分有顯著正向影響。
在研究理論的貢獻上，本研究發現，原品牌的品牌認知與延伸品牌的品牌認知會相互影響的關係理論異於先前學者所研究的論證，該相互影響的關係並非均能適用於任何產業。而在實務上的貢獻，則對企業提出建議，於面對日益顯著的M型社會現象，惟有選擇對且合適的行銷通路與策略，才能將品牌價值之加乘效益，發揮的淋漓盡致與創造持久、永續的品牌經濟。

關鍵字

品牌認知 ； 品牌態度 ； 行銷通路契合度 ； 品牌延伸 ； 購買意願

並列摘要

This paper elucidated the effects on brand cognition、attitude and the marketing channel fit to brand extension products purchase intentions of consumer. A questionnaire survey was conducted, targeting the consumers who could financially support myself, had the purchasing power. 950 questionnaires were distributed and 704 valid questionnaires were obtained. The LISREL was used to build model and tested the hypotheses.
The results indicated that (1) parent brand cognition significantly positive impacted on brand attitude, (2) parent brand cognition insignificantly positive influenced on and brand extension cognition, (3) parent brand attitude significantly positive impacted on brand extension cognition, (4) parent brand attitude significantly positive impacted on brand extension attitude, (5) extended brand cognition significantly positive impacted on extended brand attitude, (6) extended brand attitude significantly positive impacted on purchase intentions of extended brand, (7) marketing channel fits of parentl brand attitude and extended brand attitude (8) marketing channel fits of parent brand and extended brand significantly positive impacted on purchase intentions of extended brand .
This study also found that the condition of interplay between parent brand and extended brand cognition in this paper are different from the one found from former researchers, and this was not always suitable to other industries. As the trend of M-Shaped society getting more obviously, this study suggested to industries that the benefit of brand value will be soundly shown and the lasting and sustainable brand economy will be developed by using the correct and suitable marketing channel and strategy.

並列關鍵字

Brand Cognition ； Brand Attitude ； Marketing Channel Fit ； Brand Extension ； Purchase Intentions

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