國立高雄大學圖資館 |

延伸契合度、品牌權益與知覺風險對於延伸產品購買意圖之影響 = The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products
作者:	黃宇暉,
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:	102面圖，表格 : 30公分;
標題:	延伸契合度
標題:	Extension Fi
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/55611926183137825208
附註:	106年10月31日公開
附註:	參考書目：面69-76
附註:	附錄：1.前測問卷；2.平板電腦正式問卷；3.防眩光檯燈正式問卷
其他題名:	延伸契合度品牌權益與知覺風險對於延伸產品購買意圖之影響
摘要註:	過去對於品牌延伸的探討相當多，但是大部分都是採用虛擬品牌或產品做為研究驗證的方式，其中，關於知覺風險與品牌權益對於延伸契合度與購買意圖間的關係較少論述。因此，本研究採用市面上實際的品牌與產品作為研究對象，希望以貼近實際企業進行品牌延伸的方式，來探討品牌延伸契合度、知覺風險與品牌權益等構面，如何影響消費者的購買決策；並進一步探討品牌權益是否對於延伸契合度與購買意圖間的關係具有干擾效果；而另一方面，則探討知覺風險是否在延伸契合度與購買意圖間的關係具有中介效果。本研究以網路與實體問卷並行的方式發放，實體問卷主要受測對象為高雄與屏東地區的一般大眾，網路問卷以MYSURVEY作為問卷平台，並於批踢踢實業坊BBS發放問卷，總計發放正式問卷280份，剔除無效問卷後保留240份有效樣本作為研究樣本，並使用SPSS12.0進行統計分析驗證各個研究假說。研究結果發現，(1)延伸契合度對於購買意圖有正向影響；(2)知覺風險對於延伸契合度與購買意圖間具有中介效果；(3)延伸契合度對於知覺風險具有反向影響；(4)知覺風險對於購買意圖具有反向影響；(5)品牌權益對於延伸契合度與購買意圖間具有干擾效果。本研究建議，企業在推出品牌延伸的過程中，延伸產品的契合度仍然佔有很大的影響因素，需要考慮其延伸產品的功能與特徵是否能夠與母品牌的核心產品具有一致性，以及延伸產品所帶給消費者的感受能否符合母品牌形象所要傳達的意義，相對具有一致性的延伸產品能帶給消費者對於產品的信任感，信任延伸產品能帶來符合預期的效用，因此能夠放心的購買延伸產品，所以當企業進行品牌延伸活動時，能否兼顧延伸契合度將是左右品牌延伸是否成功的重要關鍵。 A lot of studies have been made on brand extension in the existing literatures. However, most of them are studied by taking a virtual brand or product as the example. In addition, the impacts of perceived risk and brand equity on the relationship between extension fit of brand and purchase intention has been rarely discussed. Therefore, this research adopts real market brands and products as the studied cases and aims to explore the impacts of extension fit, perceived risk, and brand equity on consumer's purchase decision. Furthermore, brand equity is used as a moderating variable to explore its impact on the relationship between extension fit and purchase intention. On the other aspect, the perceived risk is used as a mediator variable to testify if it has mediating effects on the relationship between extension fit and purchase intention. A total of 280 questionnaires were distributed; among those 240 effective samples were used for statistical analysis to test the hypotheses for the research goals. Results show that: (1)extension fit has positive effects on purchase intention; (2)perceived risk has mediating effects on the relationship between extension fit and purchase intent; (3)extension fit has a negative impact on perceived risk; (4)perceived risk also has a negative impact on purchase intention; (5)brand equity has moderating effects on the relationship between extension fit and purchase intention. Finally, this research suggests that, since the extension fit accounts for a large impact factor for the extending products, companies should consider if the extending product's functions and characteristics are consistent with the parent brand's core product. Extending products also need to bring consumers the same perceptions that they convey from the parent brands. The consistent extension fit of the product can bring consumers a sense of trust and make consumers purchase the extension products. The appropriate corporate brand extension activities and the ability to take into account the extension fit are the keys to lead the success of the brand extension.

延伸契合度、品牌權益與知覺風險對於延伸產品購買意圖之影響 = The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products
黃, 宇暉

延伸契合度、品牌權益與知覺風險對於延伸產品購買意圖之影響 = The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products / 黃宇暉撰 - [高雄市] : 撰者, 2012[民101]. - 102面 ; 圖，表格 ; 30公分.
106年10月31日公開參考書目：面69-76附錄：1.前測問卷；2.平板電腦正式問卷；3.防眩光檯燈正式問卷.
延伸契合度Extension Fi

延伸契合度、品牌權益與知覺風險對於延伸產品購買意圖之影響 = The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products
LDR:05580nam0a2200313 450 001 346018
005 20171103092709.0
009 346018
010 0 $b 精裝
010 0 $b 平裝
100 $a 20121108d2012 k y0chiy50 e
101 1 $a chi $d chi $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 延伸契合度、品牌權益與知覺風險對於延伸產品購買意圖之影響 $d The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products $z eng $f 黃宇暉撰
210 $a [高雄市] $c 撰者 $d 2012[民101]
215 0 $a 102面 $c 圖，表格 $d 30公分
300 $a 106年10月31日公開
300 $a 參考書目：面69-76
300 $a 附錄：1.前測問卷；2.平板電腦正式問卷；3.防眩光檯燈正式問卷
314 $a 指導教授：莊寶鵰博士
328 $a 碩士論文--國立高雄大學亞太工商管理學系碩士班
330 $a 過去對於品牌延伸的探討相當多，但是大部分都是採用虛擬品牌或產品做為研究驗證的方式，其中，關於知覺風險與品牌權益對於延伸契合度與購買意圖間的關係較少論述。因此，本研究採用市面上實際的品牌與產品作為研究對象，希望以貼近實際企業進行品牌延伸的方式，來探討品牌延伸契合度、知覺風險與品牌權益等構面，如何影響消費者的購買決策；並進一步探討品牌權益是否對於延伸契合度與購買意圖間的關係具有干擾效果；而另一方面，則探討知覺風險是否在延伸契合度與購買意圖間的關係具有中介效果。本研究以網路與實體問卷並行的方式發放，實體問卷主要受測對象為高雄與屏東地區的一般大眾，網路問卷以MYSURVEY作為問卷平台，並於批踢踢實業坊BBS發放問卷，總計發放正式問卷280份，剔除無效問卷後保留240份有效樣本作為研究樣本，並使用SPSS12.0進行統計分析驗證各個研究假說。研究結果發現，(1)延伸契合度對於購買意圖有正向影響；(2)知覺風險對於延伸契合度與購買意圖間具有中介效果；(3)延伸契合度對於知覺風險具有反向影響；(4)知覺風險對於購買意圖具有反向影響；(5)品牌權益對於延伸契合度與購買意圖間具有干擾效果。本研究建議，企業在推出品牌延伸的過程中，延伸產品的契合度仍然佔有很大的影響因素，需要考慮其延伸產品的功能與特徵是否能夠與母品牌的核心產品具有一致性，以及延伸產品所帶給消費者的感受能否符合母品牌形象所要傳達的意義，相對具有一致性的延伸產品能帶給消費者對於產品的信任感，信任延伸產品能帶來符合預期的效用，因此能夠放心的購買延伸產品，所以當企業進行品牌延伸活動時，能否兼顧延伸契合度將是左右品牌延伸是否成功的重要關鍵。 A lot of studies have been made on brand extension in the existing literatures. However, most of them are studied by taking a virtual brand or product as the example. In addition, the impacts of perceived risk and brand equity on the relationship between extension fit of brand and purchase intention has been rarely discussed. Therefore, this research adopts real market brands and products as the studied cases and aims to explore the impacts of extension fit, perceived risk, and brand equity on consumer's purchase decision. Furthermore, brand equity is used as a moderating variable to explore its impact on the relationship between extension fit and purchase intention. On the other aspect, the perceived risk is used as a mediator variable to testify if it has mediating effects on the relationship between extension fit and purchase intention. A total of 280 questionnaires were distributed; among those 240 effective samples were used for statistical analysis to test the hypotheses for the research goals. Results show that: (1)extension fit has positive effects on purchase intention; (2)perceived risk has mediating effects on the relationship between extension fit and purchase intent; (3)extension fit has a negative impact on perceived risk; (4)perceived risk also has a negative impact on purchase intention; (5)brand equity has moderating effects on the relationship between extension fit and purchase intention. Finally, this research suggests that, since the extension fit accounts for a large impact factor for the extending products, companies should consider if the extending product's functions and characteristics are consistent with the parent brand's core product. Extending products also need to bring consumers the same perceptions that they convey from the parent brands. The consistent extension fit of the product can bring consumers a sense of trust and make consumers purchase the extension products. The appropriate corporate brand extension activities and the ability to take into account the extension fit are the keys to lead the success of the brand extension.
510 1 $a The Impact of Extension Fit, Brand Equity and Perceived Risk on Purchase Intension for Extension Products $z eng
517 1 $a 延伸契合度品牌權益與知覺風險對於延伸產品購買意圖之影響 $z chi
610 0 $a 延伸契合度 $a 品牌權益 $a 知覺風險 $a 購買意圖
610 1 $a Extension Fi $a Brand Equityt $a Perceived Risk $a Purchase Intension
681 $a 008M/0019 $b 343425 4436 $v 2007年版
700 1 $a 黃 $b 宇暉 $4 撰 $3 576254
712 0 2 $a 國立高雄大學 $b 亞太工商管理學系碩士班 $3 166023
801 0 $a tw $b NUK $c 20121108 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/55611926183137825208