產品資訊揭露、品牌權益與善因行銷間之關聯性研究

A Study of Relationship among Product Information Disclosure, Brand Equity and Cause-Related Marketing

張道群(Tao-Chun Chang)

指導教授 ： 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

近年來，我國拜經濟蓬勃發展之賜，使得國民所得及國民消費能力等經濟指標逐年成長，進而造就極具發展潛力的餐飲市場，吸引投資人加碼投資。然而，投資難免會有風險，所以投資人多採加盟之方式，以有效降低投資風險，提高成功機率。在此同時，我國餐飲連鎖產業也隨此趨勢蓬勃發展。除此之外，我國因氣候及飲食條件等先天優勢，造就了競爭激烈的外帶飲料市場，但因法規與人為因素等後天失調，導致品質危機屢見不鮮，進而使消費者產生疑慮，拒絕購買。因此，我國外帶飲料連鎖加盟業應透過何種方式搭配其連鎖經營型態之優勢來創造差異化，並結合適當的行銷策略以達到事半功倍之成效，乃為外帶飲料連鎖加盟業需深思的議題。
　　本研究經由回顧相關文獻後針對上述議題，提出一待驗證的因應方案，即外帶飲料連鎖加盟業透過揭露(公佈)其產品資訊的方式，搭配連鎖經營型態之品牌優勢並結合適當的善因行銷方案，藉以塑造差異化，增加品牌權益。為了驗證此方案之可行性，本研究擬透過蒐集與整理國內外相關文獻，來建立架構與待驗證臆說及發展問卷，並以台中市之外帶飲料消費者為調查對象，進行實證資料的蒐集。待資料蒐集完成後即運用適宜之統計方法加以分析與解釋。最後，將分析之結果提供予我國外帶飲料連鎖加盟業作為參考之用。
　　本研究透過相關分析之結果發現，產品資訊揭露、品牌權益及善因行銷間具有中等程度的正向相關。進一步，利用迴歸分析之發現，產品資訊揭露會正向的影響品牌權益；產品資訊揭露之『健康及衛生資訊』及『創新創意資訊』會正向影響品牌忠誠度、知覺品質/領導性及品牌聯想/差異性；產品資訊揭露之『創新創意資訊』及『價格資訊』亦會正向影響品牌知名度。另外，在干擾效果方面，聯合主題推廣會對創新創意資訊與品牌聯想/差異性間之關係產生正向影響效果；與銷售有關的募款活動會對創新創意資訊與品牌聯想/差異性間之關係以及創新創意資訊與品牌知名度間之關係產生正向影響效果；授權會對價格資訊與品牌知名度間之關係造成負向影響效果。
　　根據分析結果，本研究建議我國外帶飲料連鎖加盟業之業者(既加盟總部或可稱加盟主)想提升外帶飲料連鎖加盟品牌之品牌忠誠度或知覺品質/領導性，甚至是品牌聯想/差異性時，可以藉由揭露與產品健康、衛生及創新創意有關的資訊，來達成上述目標，不過，若欲提升的是外帶飲料連鎖加盟品牌之品牌知名度，則必須要改以揭露與產品之創新創意及價格有關的資訊。除此之外，倘若能於揭露產品之創新創意資訊的同時，能搭配聯合主題推廣或與銷售有關之募款活動等善因行銷方式，則可有助於品牌權益的提升。最後，尚需提醒外帶飲料連鎖加盟業之業者，在揭露產品之價格資訊的同時，千萬不可搭配授權，因為倘若搭配此種善因行銷方式可能會導致消費者產生誤解，造成品牌權益不增反減的窘境。

關鍵字

外帶飲料連鎖加盟業 ； 產品資訊揭露 ； 品牌權益 ； 善因行銷

並列摘要

During recent years, thanks to our country’s prosperous economic development, the growth in the economic indicators, such as National Income, national consuming power and so on, has increased year after year, resulting in the food and beverage market with great developmental potential, in which investors are attracted to raise the quota of investment. However, investment risks are hard to avoid. Therefore, most investors adopt the way of franchising, so as to reduce investment risks effectively and enhance the probability of success. Meanwhile, the restaurant chain industry in our country has also developed prosperously along with such a trend. Besides, because of the inborn advantages such as climate and diet conditions, our country has a keenly-competitive market of takeout beverage. However, due to the acquired imbalance in laws, regulations, human factors and so on, the occurrence of quality crisis is frequently seen; thus, consumers have doubt, and then refuse to buy. Therefore, the issue deserved to be carefully contemplated by the takeout beverage chain and franchises industry is: What kinds of ways our country’s takeout beverage chain and franchises industry should adopt, so as to combine the advantages in its chain management pattern to create differentiation, while yielding twice the result with half the effort by means of combining proper marketing strategies.
In this study, through related literature review, a corresponding project needed to be verified was proposed, namely: By means of product information disclosure (proclamation), together with brand advantages in the chain management pattern and combined with proper projects of cause-related marketing, the takeout beverage chain and franchises industry can shape differentiation and increase brand equity. In order to verify the feasibility of this project, this study intends to construct the structures as well as the hypothesis needed to be verified and develop the questionnaire, through the collection and arrangement of related domestic and foreign literature. Also, the research subjects were based on the takeout beverage consumers in Taichung City, for undertaking the collection of empirical data. After the collection of data was finished, proper statistic methods were utilized to undertake analyses and explanations. Finally, the analyzed results can be provided as reference for the takeout beverage chain and franchises industry in our country.
According to the research findings through related analyses, medium-degree of positive correlation was found among product information disclosure, brand equity and cause-related marketing. Furthermore, the findings through Regression Analysis indicated: Product information disclosure would have positive influence on brand equity; “information about health and hygiene” and “information about innovation and creativity” in product information disclosure would have positive influence on brand loyalty, perceived quality/leadership and brand associations/differentiation; “information about innovation and creativity” and “information about prices” in product information disclosure would have positive influence on brand awareness. Besides, in the aspect of moderating effect, joint issue promotion would have positive influence effect on the relationship between “information about innovation and creativity” and brand associations/differentiation; sales-related fundraising would have positive influence effect on the relationship between “information about innovation and creativity” and brand associations/differentiation, as well as on the relationship between “information about innovation and creativity” and brand awareness; authorization would pose negative influence effect on the relationship between “information about prices” and brand awareness.
According to the analysis results, the suggestions in this study are: If the proprietors (namely the franchise headquarters or the franchisee) in the takeout beverage chain and franchises industry in our country want to enhance the brand loyalty or perceived quality/leadership of the takeout beverage chain and franchises brands, even brand associations/differentiation, they can achieve the foregoing goals through information disclosure related to health, hygiene, innovation and creativity regarding the products. However, if the thing they intend to enhance is the brand awareness of the takeout beverage chain and franchises brands, instead, they should change to disclose the information related to innovation, creativity and prices regarding their products. In addition, at the time when the “information about innovation and creativity” regarding the products is disclosed, if the methods of cause-related marketing such as joint issue promotion or sales-related fundraising can be performed simultaneously, the enhancement of brand equity can be facilitated. Finally, we also remind the proprietors in the takeout beverage chain and franchises industry: At the time when the “information about prices” regarding the products is disclosed, authorization should not be performed simultaneously; because the combination of such a cause-related marketing way may make consumers have misunderstanding, resulting in the dilemma in which brand equity will reduce, not increase.

並列關鍵字

Takeout Beverage Chain and Franchises Industry ； Product Information Disclosure ； Cause-Related Marketing ； Brand Equity

參考文獻

1.中華民國市場拓展學會(1993)。零售商手冊。台北：崇德工業研究發展基金會。

55.張銘純(2002)。品牌策略、組織系絡性變數、組織設計策略與品牌權益關係之研究。未出版碩士論文，中原大學企業管理研究所，桃園。

103.關復勇、鄭尹惠、黃志雄(2007)。漁產品資訊揭露與品牌權益間關係之研究。運籌管理評論。2(1)，37-50。

5.王瑞顯、吳正雄、吳慧芝、林孟築與林家秀(2008)。遊客對台南地方小吃品牌權益之認知研究。嘉南學報。34，872-883。

25.呂惠富(2008)。促銷活動對於運動鞋品牌評價及購買意願之影響。休閒暨觀光產業研究。3(1)，1-14。