電視購物頻道與製造商品牌聯盟對知覺品質之影響

The Effect of Brand Alliance Between Televsion Shopping Channel and Manufacturer Brand on Perceived Quality

陳怡伶(Yi-Ling Chen)

指導教授 ： 王仕茹

國立臺灣師範大學/教育學院/大眾傳播研究所/碩士(2003年)

摘要

本研究以品牌聯盟理論來觀察電視購物頻道品牌與製造商品牌的合作成效，以彌補過去品牌聯盟理論多半在探討實體產品間的合作之不足。由於產品可被觀察程度的不同（搜尋品與經驗品）對於品牌聯盟的效果有所影響。因此，隨著所欲評估的產品類別之不同，使得消費者推論產品品質的依據有所差別，導致品牌聯盟所發揮的效果也隨之不同。此外，消費者無法實地接觸產品此電視購物頻道此零售通路所特有的產業特性外，加上電視購物通路使消費者面臨時間壓力的搶購刺激，亦使得消費者的購買決策受到時間上的限制，所以消費者可能更須藉助電視購物頻道與製造商之品牌作為產品品質判斷的線索。
因此，本研究欲探討製造商品牌和零售商品牌所形成之品牌聯盟組合、產品特性（搜尋品與經驗品）以及時間壓力對聯盟下產品知覺品質之影響，希望透過實驗設計方法，瞭解實驗操弄變項對消費者於品牌聯盟後之產品知覺品質有何影響。
研究結果發現(1) 過去品牌聯盟所探討的都是兩製造商間的共同生產或行銷，與本研究針對製造商與零售商合作下所作之產品銷售的研究結論並不相符，在本研究中，製造商品牌知名度對消費者於判斷產品品質時確實有顯著的影響力；零售商品牌能發揮其標示產品品質的能力只有在搜尋品的情況，而在經驗品的情況下，零售商並不具備任何標示產品品質的能力。(2)在干擾效果部分，則與過去結論有完全不同的結果，雖然產品特性對零售商品牌知名度的干擾效果如本研究所預期的顯著存在，但卻發生在產品為搜尋品的情況，並非如預期發生於經驗品的情況。本研究推論應當與資訊不對稱有關，由於資訊不對稱的情況不僅發生在製造商與消費者之間，亦同時存在於製造商與零售商之間，當產品為經驗屬性時，消費者無法相信零售商為其挑選產品的能力，且產品的品質亦並非零售商所能控制，但消費者亦無法從製造商的產品屬性來得知產品品質，因而零售商品牌並未能替製造商品牌產生品質保證的功效；然而搜尋品的情況，資訊不對稱的情形較不嚴重，消費者除了依靠自身對於製造商品牌的判斷，亦相信零售通路有能力為其篩選產品，因而零售商品牌便成為消費者判斷產品品質的雙重指標。(2)在時間壓力的情況下，製造商品牌與零售商品牌知名度之干擾效果不如本研究所預期的顯著存在。本研究認為時間壓力可能與消費者的購買意願較為相關，對於品質的判斷則無顯著的影響力。

關鍵字

品牌聯盟 ； 電視購物頻道 ； 製造商 ； 知覺品質 ； 產品特性 ； 時間壓力

並列摘要

The study will discuss the relationships between manufacturers and retailers (television shopping channel) based on brand alliance theory. The aim of this study is to examine the cooperation between manufacturer brand and television shopping channel brand by brand alliance theory, different from past studies that concentrate on the collaboration between two physical products. Because the effect of brand alliance depends on product attributes (search goods and experience goods), in addition to time pressure that television channel create to stimulate the consumers desire to purchase, as a result, the study will analyze how different brand alliances between manufacturer brand and television shopping channel brand, product attribute, time pressure affect consumers’ perceived quality to products after the brand alliance.
The important results and findings can be summarized as follows:
(1) The conclusion of brand alliance between manufacturer brand and television shopping channel brand is different from past researches’ findings. In the study manufacturer brand can have significant effect when consumers judge the quality of products. But television shopping channel brand only exist the influence when products are search goods; in the condition of experience goods, television shopping channel brand can’t signal the products’ quality
(2) Though product attributes interact with retailers brand, but just happened in the condition of experience goods, the study inferred that information asymmetry theory could explain the situation. The information asymmetry not only exists between manufacturers and consumers, but also exists between manufacturers and retailers, therefore, in the condition of experience goods, consumers can’t trust the ability that retailers pick up the products; in the condition of search goods, the information asymmetry is less serious, consumers can judge products’ quality by themselves, besides they believe that retailers have the ability to choose products. So retailer can become the index of quality, as products are search goods.
(3) In the study, in the condition of time pressure, manufacturer brand and retailer brand don’t have significant effect. We inferred that time pressure is more related to the purchase intention, is less related to the judgment of perceived quality.

並列關鍵字

brand alliance ； television shopping channel ； manufacturer ； percevied quality ； product attributes ； time pressure

參考文獻

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