消費者會購買與卡通品牌聯名的奢侈品嗎?獨特感及奢華感之共同影響

Do Customers Purchase Luxury Products Co-branded with Cartoon Brands? The Joint Effects of Product Uniqueness and Product Luxuriousness

王若穎(Wang Jo-Ying)

指導教授 ： 陳佳誼

國立屏東科技大學/管理學院/企業管理系所/碩士(2020年)

https://doi.org/10.6346/NPUST202000242

摘要

近年來許多奢侈品牌試圖透過聯合品牌的策略拓產市場，然而基於過去聯合品牌的文獻，奢侈品牌與卡通品牌形象間的低配適度似乎會降低消費者對聯合品牌商品的購買意願；相反的，近期的研究卻建議適度基模不一致的產品可提升消費者的資訊處理，因此奢侈與卡通品牌的不一致形象反而會增加消費者對聯合品牌商品的購買意願。究竟奢侈品牌與卡通品牌聯名會如何影響消費者的購買意願，至今仍缺乏相關探討。本研究主張，奢侈品牌與卡通品牌聯名會降低產品的奢華感，但同時會提高產品的獨特感，而產品奢華感與獨特感會共同影響消費者對奢侈與卡通聯合品牌商品的購買意願。為了驗證研究假說，本研究共進行三個實驗，實驗一之目的在於驗證產品獨特感及消費者獨特性需求對奢侈與卡通聯合品牌商品購買意願的影響；實驗二則試圖探討產品奢華感及消費者地位性程度如何影響奢侈與卡通聯合品牌商品之購買意願；實驗三則進一步驗證不同模式的奢侈與卡通品牌聯名(結合文字商標或圖案商標)的影響差異，以及消費者獨特性需求及地位性消費需求的調節效果。實驗一及實驗二的結果顯示，奢侈與卡通聯合品牌會提高(降低)產品獨特感(奢華感)，並隨著消費者獨特性需求(地位性消費)程度的提升，消費者會增加(降低)對奢侈與卡通聯合品牌商品的購買意願；實驗三則發現，相較於結合文字商標，消費者對於結合圖案商標的聯合品牌商品之奢華感有較低的評價，產品獨特感及奢華感均會正向影響奢侈與卡通聯合品牌商品之購買意願，而消費者獨特性需求會調節產品獨特感與購買意願之間的關係。根據實驗的發現，本研究提出奢侈品牌與卡通品牌進行聯合時的實務建議。

關鍵字

聯合品牌 ； 產品獨特感 ； 產品奢華感 ； 基模一致性

並列摘要

In recent years, many luxury brands attempted to co-brand with cartoon brands to enlarge market. However, based on the past literature on brand alliances, low fitness of the images between luxury and cartoon brands seemed to decrease purchase intention on co-branded products. In contrast, recent studies suggested that moderately schema-incongruent products increase information processing, therefore the inconsistent images between luxury and cartoon brands might enhance consumers’ purchase intention on cobranded products. To date, how the luxury brands allying with cartoon brands influenced purchase intention still is lack of exploration. The current study proposed that luxury brands co-branding with cartoon brands reduce product luxuriousness but enhance product uniqueness. Moreover, product luxuriousness and product uniqueness jointly influence purchase intention on luxury-cartoon co-branding products. In order to examine the research hypotheses, three experimental design were conducted. The Experiment 1 aimed to test the impacts of product uniqueness and consumers’ need for uniqueness on the purchase intention on luxury-cartoon co-branding products. Experiment 2 attempted to explore how product luxuriousness and consumers’ status consumption influence purchase intention on luxury-cartoon co-branding products. Experiment 3 further examined the differential impacts of brand alliance modes (combined with word mark versus figure mark), and the moderating effects of need for uniqueness and status consumption. The results of Experiment 1 and Experiment 2 showed that the luxury-cartoon co-branding increases (decreases) consumers' evaluation of the product uniqueness (luxuriousness). As the consumers’ need for uniqueness (status comsumption) enhanced, consumers’ purchase intention on luxury-cartoon co-branding products will be increased (decreased). Experiment 3 found that, compared with combined with word mark, consumers have a lower evaluation on product luxuriousness on co-branded products combined with figure mark. In addition, both product uniqueness and luxuriousness positively affect the purchase intention of luxury-cartoon co-branded products, while consumers’ need for uniqueness moderates the relationship between product uniqueness and purchase intention. Based on the findings of this study, practical implications for luxury brands attempting to co-brand with cartoon brands were provided.

並列關鍵字

Brand Alliance ； Product Uniqueness ； Product Luxuriousness ； Schema Congruence

參考文獻

中文文獻

吳欣鴻 (2011)，《由消費者觀點分析品牌延伸的績效研究》，國立成功大學企業管理學系碩士論文，台南市。

林敏生 (1989)，《感性消費.理性消費》，書泉出版社，台北市。

呂珈芳 (2011)，《跨界聯名對於企業整體評價影響之研究》，國立中山大學企業管理學研究所碩士論文，高雄市。

張寶蔌 (2009)，《時尚產業之經營模式-以 LVMH 和 ZARA 為例》，國立臺灣大學商學研究所學位論文，台北市。