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聯合成份品牌化對購買決策之影響 = The Impact of Cobr...

國立高雄大學亞太工商管理學系碩士班

聯合成份品牌化對購買決策之影響 = The Impact of Cobranded Ingredient Branding on Purchase Decision

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Impact of Cobranded Ingredient Branding on Purchase Decision
作者:	陳怡君,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	72面圖，表格 : 30公分;
標題:	聯合成份品牌
標題:	Cobranded ingredient branding
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/88810487841052190734
附註:	參考書目：面56-62
摘要註:	聯合成份品牌是將產品內含成份的使用品牌名稱加以註明，並與最終產品的品牌聯合呈現的一種行銷策略，生產關鍵零組件或組成成份的企業為了差異化與增加最終消費者的認知，因此會採用聯合成份品牌化策略。本研究主要探討當企業導入聯合成份品牌策略時，品牌權益、產品特性、關係利益等是否會干擾聯合成份品牌化之消費者購買決策，以及消費者特性對聯合成份品牌化與消費者購買決策之間的中介效果。本研究以具備購買能力之一般消費者做為研究對象，採用問卷調查的方式，回收有效樣本166份。經由信度分析、驗證性因素分析、相關分析以及迴歸分析，進行各影響構面間相關性及影響性研究分析。研究結果發現，聯合成份品牌化、品牌權益、產品特性、關係利益以及消費者特性對購買決策具正向影響性；品牌權益、產品特性、關係利益等不會干擾聯合成份品牌化之消費者購買決策；而消費者特性對聯合成份品牌化與消費者購買決策之間具中介效果。消費者最關注的是聯合成份品牌化可帶來的關係利益以及產品特性與產品知識，企業欲透過聯合成份品牌化進入市場者，必須強調所使用的成份對最終產品的功能和貢獻，並被消費者看見或體驗到，進而提升消費者對於聯合成份品牌化之購買決策。 Cobranded ingredient branding is one of the marketing strategies that aims at increasing customer awareness and brand value through highlighting the use of recognized key components or ingredients in order to create competitive advantages from the very beginning. The goal of this research is to explore whether there are moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision. In addition, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is also analyzed.This study was performed empirically by sampling from those consumers who have the capabilities of purchase. One hundred and sixty six effective samples were collected. The statistical approaches including reliability analysis, confirmatory factor analysis, correlation analysis, and regression analysis were adopted to testify the research goal. Results show that cobranded ingredient branding, brand equity, product characteristics, consumer characteristics, and relational benefits have positive effects on consumer’s purchase decision. Further analyses show that the moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision are not significant. Nevertheless, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is significant.The interests of the consumers are those relational benefits, product characteristics, and product knowledge that brought by the cobranded ingredient branding. Therefore, for those companies that desire to adopt the strategy of cobranded ingredient branding into the market, should particularly highlight the functions and contributions of the ingredients in the end products. Through this way, the virtues of the end product can be seen and experienced by the consumers, and then to enhancing the positive impact of cobranded ingredient branding on the consumer’s purchase decision.

聯合成份品牌化對購買決策之影響 = The Impact of Cobranded Ingredient Branding on Purchase Decision
陳, 怡君

聯合成份品牌化對購買決策之影響 = The Impact of Cobranded Ingredient Branding on Purchase Decision / 陳怡君撰 - [高雄市] : 撰者, 2012[民101]. - 72面 ; 圖，表格 ; 30公分.
參考書目：面56-62.
聯合成份品牌Cobranded ingredient branding

聯合成份品牌化對購買決策之影響 = The Impact of Cobranded Ingredient Branding on Purchase Decision
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