第五章、 研究結論
5.4 後續研究建議
1.加入不同契合度產品
本研究在契合度的組成分為原型與典範，並只探討高典範高原型與低典範與 低原型的產品組合，未來可以探討兩種契合度高低的組合，可以對各類型延伸契 合度的產品做更深入的探討。
2.採用其他依變數
本研究以購買意圖作為依變項，後續的研究可以考慮加入不同的依變項探討，
例如:再購意圖、品牌滿意度等，如此可以對於消費者對於延伸產品的購買行為 有更多的了解。
3.採其他自變項對於購買意圖的影響
本研究探討契合度與知覺風險對於購買意圖的影響，未來可以探討消費者的 各種涉入程度對於購買行為的影響，例如產品涉入、廣告涉入、購買涉入等等，
可以從更多面向來探討消費者在於延伸產品的購買決策。
4.擴大研究範圍
本研究主要以南部地區的消費者為研究對象，未來可以擴大樣本為各地區的 消費者，甚至是比較兩岸三地不同地區的消費者對於延伸產品購買的看法。
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參 考 文 獻
中文文獻
1. 李偉豪(2005)，從主觀的品牌權益探討品牌延伸－以我國電子資訊自創品牌 廠商為例，國立中正大學企業管理研究所碩士論文，嘉義。
2. 吳鎮全(2006)，從品牌聯想觀點探討購買利益與顧客忠誠度關聯性之分析 -台灣液晶電視產業品牌經營之實證研究，國立臺北大學企業管理學系碩士論
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3. 范惟翔、莊立民、林忠勳(2006)，品牌聯想、知覺風險對企業主管購買意願 之影響研究，經營管理論叢， 2(2)，嘉義。
4. 陳又新(2008)，從知覺品質觀點探討品牌延伸策略對消費者購買意向之影 響—以華碩數位電視為例研，國立臺北大學企業管理學系碩士論文，台北。
5. 陳睿傑(2011)，影響消費者對母品牌與延伸產品之購買意願因素-以知覺風險 與品牌承諾為干擾，國立高雄應用科技大學企業管理學系碩士論文，高雄。
6. 黃蘭貴(2008)，品牌形象、涉入程度、與延伸契合度對品牌態度的影響 -以捷安特品牌延伸為例，國立中山大學企業管理學系碩士論文，高雄。
7. 劉雅婷(2011)，探討企業品牌延伸策略與品牌關係架構關係之研究-以食品產 業、日用品產業、奢侈品產業為例，國立屏東科技大學企業管理研究所碩士 論文，屏東。
英文文獻
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附錄 A、前測問卷
第一部分
飛利浦電子公司簡介
皇家飛利浦電子公司是世界上最大的電子公司之一，於 1891 製造
燈泡
起家，20 世紀初成為歐洲最大的碳絲極燈生產者，隨著公司規模的擴大產品也開始多角化發展，跟隨時代的趨勢推出創新來改善人們的生活品質並專注於
健康舒適
與優
質生活
領域，現今飛利浦已在醫療保健、優質生活和照明領域成為了全球領導者。
1. 您是否使用過飛利浦的產品 是 否 2. 您使用過哪些產品(可複選)
(1) 照明設備 : 燈泡 檯燈 車燈 吊燈 (2) 影音產品 : 收音機 藍光撥放器 家庭劇院 手持攝影機 車用影音
(3) 電子產品 : 電話 耳機&喇叭 液晶顯示器 筆記型電腦 光碟機 平板電腦
(4)個人保健用品: 刮鬍刀 電動牙刷 吹風機
(5)家庭生活用品: 淨水器 電磁爐 果汁機 吸塵器 熨斗 您好!
這是一份有關於品牌延伸產品的問卷，目的在於了解品牌延伸產品的定位，請閱讀以下 說明後，依據您目前的認知與使用現況填答。本研究結果僅供學術研究使用，您的資料不會 單獨呈現及外流，請安心作答，謝謝您的配合
國立高雄大學 亞太工商管理學系碩士班 指導教授：莊寳鵰 博士 研 究 生：黃宇暉 敬上
78
麵包機 熱水壺 (6)其他:__________________________
附錄 A、(續)
3. 您同意燈泡為飛利浦最主要銷售產品嗎? □ □ □ □ □ 4. 您同意燈泡是最能代表飛利浦的產品嗎? □ □ □ □ □
第二部分 契合度 一、典範契合度
本研究以飛利浦燈泡作為典範契合度比較的基準，請以燈泡所具備的特徵與其功 能比較與其他延伸產品間的契合度
1. 您認為防眩光檯燈與燈泡的功能或特徵是相似的嗎? □ □ □ □ □ 2. 您認為平板電腦與燈泡的功能或特是相似的嗎? □ □ □ □ □ 非 不 沒 同 非 常 同 有 意 常 不 意 意 同 同 見 意 意
非 不 沒 同 非 常 同 有 意 常 不 意 意 同 同 見 意 意
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附錄 A、(續)
二、原型契合度
飛利浦在 2011 年的最新廣告以輕鬆、樂趣、健康成長的產品概念來為他旗下的 產品注入新的品牌概念，本研究以飛利浦 2011 的形象廣告作為原型契合度的比
較基準，請以「
一小步，飛利浦健康好生活
」作為品牌的形象或概念來評價延伸產品的原型契合度。
飛利浦 2011 形象廣告
3. 您同意防眩光檯燈符合「健康好生活」的品牌形象嗎? □ □ □ □ □ 4. 您同意平板電腦符合「健康好生活」的品牌形象嗎? □ □ □ □ □ 非 不 沒 同 非 常 同 有 意 常 不 意 意 同 同 見 意 意
80
附錄 A、(續)
此部份採不記名，詢問您有關個人基本資料，僅供學術研究之用，絕不對外 公開，請您安心填答，並在下列各問項中勾選最適當的選項。
1. 請問您的性別？ □男 □女
2. 請問您的年齡？ □20歲以下 □20-29歲 □30-39歲 □40-49歲 □50-59 歲 □60歲以上
3. 請問您的教育程度？ □國中及以下 □高中 □大專 □碩士 □博士 4. 請問您的職業？ □學生 □農林漁牧業 □傳統製造業 □電子資訊業 □服
務業
□軍公教 □家管□其他
5. 請問您的每月平均收入？□ 2 萬元以內 □ 2-3 萬元 □ 3-4 萬元 □ 4-5 萬元 □ 5-6 萬元 □ 6-7 萬元 □ 7-8 萬元 □ 8 萬元以上
本問卷到此結束 謝謝您的作答 祝您身體健康 萬事如意
81
附錄 B、平板電腦正式問卷
壹、 背景說明
一、請閱讀以下介紹飛利浦電子公司簡介
皇家飛利浦電子公司是世界上最大的電子公司之一，於 1891 製造
燈泡
起家，20 世紀初成為歐 洲最大的碳絲極燈生產者，隨著公司規模的擴大產品也開始多角化發展，跟隨時代的趨勢推出創新來改善人們的生活品質並專注於
健康舒適
與優質生活
領域，現今飛利浦已在醫療保健、優質生活和照明領域成為了全球領導者。
親愛的先生、小姐，您好：
非常感謝您撥冗填答此份學術性問卷。此份問卷的目的主要在探討「品牌延伸產品的定位、品牌權 益與知覺風險對購買意圖的影響」，本研究的完成極需您的協助與幫忙，懇請惠予協助參與。
本研究所搜集的資料均採不具名的方式蒐集，所有資料僅供學術研究之用，且嚴格保密，絕對 不會呈現任何個人相關資訊，敬請放心填答！這份問卷並沒有標準答案，請您就實際的狀況，選擇
本研究所搜集的資料均採不具名的方式蒐集，所有資料僅供學術研究之用，且嚴格保密，絕對 不會呈現任何個人相關資訊，敬請放心填答！這份問卷並沒有標準答案，請您就實際的狀況，選擇