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品牌認知與商品知識對消費者購買延伸性產品意願之研究:以誠品書局為例

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The effect of brand recognition and commodity

knowledge on purchase intention of extension

product - A Case of Eslite Bookstore

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D9978907 D9978968

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Abs

Abs

Abs

Abstract

tract

tract

tract

Recently, traditional bookstores declined little by little because the raise of the

on-line bookstore and e-book. Many large-scale bookstores advanced to reform for keeping net income and catering environment. They started to sell extension products in their bookstore, expanding their characteristic of diversification. Hoping to gave customers a totally new experience, not just selling books. Therefore, they also reformed in the interior decorating, unclear of business and so on.

Therefore, this study aims to investigate whether Eslite bookstore brand

recognition and commodity knowledge will affect the willingness of the customer purchase intention of enterprise extension products. Brand loyalty might moderate the effects of the first two factor of influence and become moderating variable.

With using Eslite bookstore as the research target, the study use the related

literature to confer brand recognition, the commodity knowledge, the brand loyalty. The questionnaire will be conducted to the main target customers. The statistical analysis is applied to analysis the collected data from questionnaire.

The final statistical data and the anticipated results as follows: The brand

recognition and the commodity knowledge can affect the customer to have the forward influence to the purchase intention of the extension product, but the brand loyalty will disturb the customer to purchase intention of the extensible product.

Keyword

Keyword

Keyword

Keyword:

brand recognition commodity knowledge brand loyalty extension product purchase intention

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(Brucks, 1985潢 Park and Lssind(1981潢

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: Cooking Studio

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3 Cooking Studio

Lasser 1995

Rangaswamy, Burke & Oliva 1993

Keller(1993潢

associative networkmemory

model

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Huffman and Houston

1993

Heaney and Goldsmith 1999

Brucks, 1985; Urbany et al., 1989;

Berné et al.,1999; Heaney & Goldsmith, 1999; Smith, 2000

(subjective knowledge潢

(objective knowledge潢

Jacoby and Olson(1970潢

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2006潢

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(Chaudhuri and

Holbrook, 2001; Jones and Taylor, 2007潢

Schiffman and Kanuk(1991潢

(Liebermann and Flint-Goor, 1996潢

(Fishbein and Ajzen, 1975潢

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2. 2. 2. 2. :::: Brucks(1985潢 (subjective knowledge潢 (objective knowledge潢

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2006 5 2 53-88 2007 4 4 481-504 2007 2010 7 4 349-371

2006 Journal of Technology Management

2007 6 11 2 63-96

Berné, C., Múgica, J. M., Pedraja, M., & Rivera, P., 1999, “The Use of Consumer’s PriceInformation Search Behaviour for Pricing Differentiation in Retailing”, The International Review of Retail, Distribution and Consumer Research, 9(2), pp.127-146.

Brucks, M., 1985, “The Effects of Product Class Knowledge on Information Search Behavior”, Journal of Consumer Research, 12(1), pp.1-16.

Chaudhuri, A. and Holbrook, M. B., 2001, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65(2), pp.81-93.

Fishbein M. and I. Ajzen., 1975, Belief, Attitude, Intention, and Behavior An Introduction to Theory and Research, Reading, Mass. Addison-Wesley.

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Huffman, C. & Houston, M. J., 1993, “Goal-Oriented Experiences and the Development of Knowledge”, Journal of Consumer Research, 20(2), pp.190-207. Jacoby, J., and Olson, J. C., 1970, An Attitude Model of Brand Loyalty: Conceptual Underpinnings Instrumentation Research. In Jacoby, J. and Chestnut, R.W., 1978. Brand Loyalty: Measurement and Management, pp. 1-32, New York: John Wiley & Sons.

Jones, T. and Taylor, S. F., 2007, “The Conceptual Domain of Service Loyalty: How Many Dimensions,” Journal of Service Marketing, 21(1), pp. 36-51.

Keller, K.L., 1993, “Conceptualizing, Measuring, and ManagingCustomer- Based Brand Equity”, Journal of Marketing.

Lasser, W., B. Mittal and A. Sharma, 1995, “Measuring Customer-Based Brand Equity”, Journal of Consumer Marketing, Fall, 12(4) , pp11-22.

Liebermann Y. and A. Flint-Goor, 1996, “ International Journal of Research in Marketing”, 13(3), pp237-249.

Prus, A. and Brandt, D. R., 1995, Understanding Your Customers. Marketing Tools, 2, pp 10-14.

Rangaswamy, A., Burke, R., & Oliva, T. A., 1993, Brand equity and extendibility of brand names. International Journal of Research in Marketing, 10.

Schiffman, L. G. & Kanuk, L. L., 2000, Consumer Behavior, New Jersey: Prentice-Hall.

Urbany, J. E., Dickson, P. R., & Wilkie, W. L., 1989, “Buyer Uncertainty and Information Search”, Journal of Consumer Research, 16(2), pp.208-215.

Eslite -http://www.eslitecorp.com/TW/content.aspx?no=4.3.1 MBA http://wiki.mbalib.com/zh-tw/%E5%93%81%E7%89%8C%E8%AE%A4%E7% 9F%A5

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MBA -http://wiki.mbalib.com/zh-tw/%E5%93%81%E7%89%8C%E5%BF%A0%E8% AF%9A%E5%BA%A6 MBA -http://wiki.mbalib.com/zh-tw/%E5%9B%A0%E7%B4%A0%E5%88%86%E6% 9E%90 MBA -http://wiki.mbalib.com/zh-tw/%E5%93%81%E7%89%8C%E8%AE%A4%E7% 9F%A5 -http://tx.liberal.ntu.edu.tw/Jx/Methodology/Analy-TxStatisticsCanon-Factor.htm #factor

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