有鑑於多品牌發展下,是否會使消費者對該品牌產生混淆有探討的必要性,本研究擬以消費者角度出發,探討王品運用多品牌策略對於原品牌態度及契合度對品牌延伸態度之影響。選擇王品原因是因為該集團規模大,且擁有餐飲業眾多品牌,故本研究以王品集團為本研究之研究對象。本研究針對國內消費者,以便利抽樣方式進行問卷調查,共回收300份有效問卷,以SPSS統計軟體,進行樣本組成分析、敘述性統計、信度分析、效度分析及迴歸分析等。分析後獲得結論如下:1、原品牌態度對品牌延伸態度正向顯著影響。2、契合度對品牌延伸態度具有正向顯著影響。3、延伸品牌態度對知覺價值具有正向顯著影響。4、延伸品牌態度對購買意願具有正向顯著影響。5、知覺價值對購買意願具有正向顯著影響。
In view of the development of multi-brands, whether it will make consumers have confusion about the brand, this study intends to explore the use of multi-brand strategy on the brand's extended attitude. The reason for choosing Wang Pin is because the group is large in scale and has many brands in the catering industry. Therefore, this research is based on Wang Pin Group. This study aimed at domestic consumers to conduct a questionnaire survey by means of convenient sampling. A total of 300 valid questionnaires were collected, and SPSS statistical software was used for sample composition analysis, descriptive statistics, reliability analysis, validity analysis and regression analysis. After the analysis, the results are as follows: 1. The original brand attitude has a significant impact on brand extension attitude. 2. The degree of fit has a positive and significant impact on brand extension attitude. 3. Extending brand attitude has a positive and significant impact on perceived value. 4. Extending brand attitude has a positive and significant impact on purchase intention. 5. Perceptual value has a positive and significant impact on purchase intention.