微關非必要產品屬性、產品涉入程度、產品線延伸策略對產品線延伸評價之影響

THE EFFECTS OF TRIVIAL ATTRIBUTES, PRODUCT INVOLVEMENT AND PRODUCT LINE EXTENSIONS ON PRODUCT LINE EXTENSIONS EVALUATIONS

魏君玲(Chun-ling Wei)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

在目前競爭激烈的市場環境中，廠商透過各種行銷活動的差異化來獲得其競爭優勢，不過由於資訊流通快速，廠商與競爭者之間產品透過網路透明、及相關產品的模仿能力越來越強，使得產品之間差異化越來越小。因此近年來許多廠商開始發展以較細微的屬性，也就是所謂的微關非必要產品屬性推出新產品，來吸引消費者的目光，進一步影響消費者的購買決策。
本研究加入產品涉入程度(低涉入程度、高涉入程度)、與產品線延伸策略(向上延伸、向下延伸)兩變數來作為干擾變數。在產品涉入方面，學者提出當產品具有其獨特性的價值時，會引起消費者對產品有較高的評價，因為消費者認為其產品為較貴與高涉入的獨特性產品。另外產品線延伸方面主要強調與產品績效相關的獨特性或產品特微，由此得知產品線延伸策略是指當公司將原有的品牌加入變化，增加產品線推出相似的新產品。如可口可樂陸續推出健怡可樂及櫻桃可樂。因此本研究將主要在探討加入產品涉入程度、與產品線延伸策略作為干擾變數時，微關非必要產品屬性是否對產品線延伸評價有顯著影響。
本研究所採用2×2×2實驗設計模式為受測者間因子實驗設計，主要在衡量變數的個別主效果，及測量變數間的交互效果。並以問卷調查的方式，採用便利抽樣的方式來進行抽樣。主要以大學生為受測對象，共回收有效問卷353份，有效回收率88.9％。最後將所收集的問卷再以SPSS 12.0 軟體進行ANOVA分析來做檢定，了解不同變數之間所造成的效果是否有明顯的差異。
研究結論
1.當產品存在微關非必要產品屬性時有較高的產品線延伸評價。
2.當產品為高涉入程度時，存在微關非必要產品屬性比不存在微關非必要產品屬性相對於低涉入程度，消費者對產品線延伸評價有較高的評價。
3.當產品線延伸策略為向上延伸時，存在微關非必要產品屬性比不存在微關非必要產品屬性，消費者對產品線延伸評價有較高的評價。
4.當產品線延伸策略為向下延伸時，存在微關非必要產品屬性比不存在微關非必要產品屬性，消費者對產品線延伸評價不會有較高的評價。

關鍵字

微關非必要產品屬性 ； 產品涉入程度 ； 產品線延伸策略 ； 產品線延伸評價

並列摘要

As markets become increasingly competitive, product differentiation is an important marketing strategy to gain competitive advantage. However, it is not sustainable since products emulation is available due to the transparent and real-time information. Therefore, many companies have started to develop and design new products with tiny differentiated, which is so-called “trivial attribute”, draw consumers’ attention and influence their purchasing processing for recent years
Therefore, this study examines the product involvement (low and high), and product-line extensions (upward and downward) are moderators. In term of product involvement, the scholar suggested that consumers would give the higher valuation because they assumed that product with irrelevant attributes is relatively costly, unique, and high-involved. In term of product-line extensions is to emphasize the product performance result from its uniqueness and features. According to this concept, it is assume that product extension strategy is the application of producers to develop the subtle and similar variation from their original brand (product). For example, Coca-Cola continually offers “diet-coke” and “cherry coke”. For this reason, the main purpose of this study is to explore the effects of product involvement and product-line extension, in addition to trivial attributes, on product evaluation. Especially, the moderating effects of product involvement and product-line extension on the relationship between trivial attributes and product evaluation will be examined.
In this study a 2×2×2 between-subject design with two trivial attributes of product level (exist and non-exist), two involved of product level (high and low), and two extensions of product-line level (upward and downward) is used. The data is collected by convenient sampling from students of business school of Universities Among that there were 353 effective questionnaires and effective response rate is 88.9 percent. This study adopted SPSS 12.0 for windows to testing hypothesis of study.
The result of this study:
1.Adding a trivial attribute to a product has higher evaluations on this product.
2.The effect of trivial attribute on product evaluation is contingent on the level of product involvement. The effect of trivial attribute on product evaluation is more significant in the context of high product involvement than low product involvement.
3.Adding a trivial attribute to a product has higher evaluations on this product when firm implants upward product line extension strategy.
4.Adding a trivial attribute to a product has not higher evaluations on this product when firm implements downward product line extension strategy.

並列關鍵字

Trivial Attributes ； Product Involvement ； Product-Line Extensions ； Product-line Extensions Evaluations

參考文獻

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