原品牌態度與延伸契合度對休閒農場品牌延伸評價與購買意願之整合性分析

The Integration Analysis of the Original Brand Attitude and Extensive Fit on Brand Extensions and Purchasing Intention of the Leisure Farm

林俊昇(Jeun-Sheng Lin) ； 潘信穎(Hsin-Ying Pan)

《行銷評論》 3卷3期 (2006/09) Pp. 311-331

https://doi.org/10.29931/MR.200609.0003

摘要

休閒農場主要提供農村戶外休閒體驗活動，並以本身所生產的各項農產品，讓遊客體驗農產品的生長過程，從活動中獲取農業樂趣，農場也可將農產品或其它附屬工藝商品等進行販售，作為遊客旅遊後之伴手禮。若農場能在延伸產品的行銷上多加規劃，將可能成為農場的重要收益來源。本文探討沿用品牌延伸的模式，瞭解消費者對休閒農場延伸產品的偏好態度，配合延伸產品與原品牌間契合度，是否會影響消費者對延伸產品評價，欲對其間關係進行整合性分析。
研究以中部某休閒牧場為例，藉由實驗設計的方式，採2×2之因子設計，以四個不同的實驗組合，每組抽取100個樣本，回收率為95.71%。文中以線性結構模式(LISREL)為分析工具，結果得到消費者對原品牌之態度愈好，則對品牌延伸之評價也愈高；消費者對品牌延伸的認知契合度愈高，會提高品牌延伸的評價，且延伸契合度對延伸契合度與品牌延伸評價具有干擾作用，故農場經營者從事品牌延伸，以推出相似延伸產品為主；消費者對延伸產品評價愈高時，其購買意願也會提高。

關鍵字

休閒農場 ； 品牌延伸 ； 延伸契合度 ； 品牌態度

並列摘要

Leisure farms provide consumers with farming experiences for the enjoyment of learning rural livelihood by doing, and sales of agricultural products and other art craft as souvenir for the expansion of such experiences. By appropriately designing and marketing its extended products, it could generate additional income source for the farm. This study employed the brand expansion model to investigate consumers' preference for the extended products and whether the extensive fit of the products with the original product would affect the consumers' evaluation of the extended products by using the LISREL model as the analytical tool.
An experimental design of two by two factor design technique is used, and in each of the four groups, 100 samples were collected. The results show that the consumer's attitude toward the original product is positively correlated with the evaluation of the extended products. It is also observed that the extensive fit of the product would affect the evaluation of the extended product. Therefore, it is advisable that the extended products should have a higher level of extensive fit toward the original products to increase the intend to purchase.

並列關鍵字

Leisure Farms ； Brand Extension ； Original Brand Attitude ； Extensive Fit

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