兩岸知名運動鞋品牌延伸對品牌權益影響之研究 王捷毅、封德台
E-mail: 345380@mail.dyu.edu.tw
摘 要
本研究主要說明了購買知名運動鞋品牌之最初母品牌權益是否會影響消費者對品牌延伸的態度，類別配適度是否會影響消 費者對品牌延伸的態度，形象配適度是否會影響消費者對品牌延伸的態度，以及消費者對品牌延伸的態度是否影響最終母 品牌權益。而這項研究期望能幫助知名運動鞋品牌業者明瞭如何能增加消費者的購買意願。 本研究是採用量化方法去進行 本研究的資料分析，「兩岸知名運動鞋品牌延伸對品牌權益影響之研究」去進行問卷之調查，並且是以兩岸購買知名運動 鞋品牌之消費者為研究的對象，去探討各變項間是否有相關性。 本研究於台灣及大陸是以發放問卷之方式去進行研究，合 計共取得240份問卷；並以AMOS結構方程式去檢驗假設關係。而研究結果表示知名運動鞋品牌的最初母品牌權益對消費 者對品牌延伸的態度有正相關影響，知名運動鞋品牌的類別配適度對消費者對品牌延伸態度有正相關影響，知名運動鞋品 牌的形象配適度對消費者對品牌延伸態度有正相關影響，消費者對品牌延伸的態度對最終母品牌權益正相關影響。 關鍵詞
：類別配適度(category fit)、形象配適度(image fit)、最初母品牌權益(initial parent brand equity)、消費者對品牌延伸的態 度(consumer’s attitude toward brand extensions ) 、最終母品牌權益(final parent brand equity )
關鍵詞 : 最終母品牌權益、類別配適度、形象配適度、最初母品牌權益、消費者對品牌延伸的態度 目錄
中文摘要……… i 英文摘要..………...iii 致謝辭..………... ……...iv 目錄…..………
…... ……....v 表目錄..………... ……...vi 圖目錄..………
………... ……...ix 第一章 緒論 1 第一節 研究動機與背景 1 第二節 研究目的 3 第三節 研究對象與範圍 4 第 四節 研究流程 4 第二章 文獻探討與假說 7 第一節 台灣運動鞋產業的現況 7 第二節 類別配適度 13 第三節 形象配適度 14 第四節 消費者對品牌延伸的態度 15 第五節 母品牌權益 19 第六節 變項間之關係 21 第三章 研究方法 26 第一節 研究架構 26 第二節 研究假設 27 第三節 變項之操作性定義與衡量 27 第四節 問卷設計 33 第五節 資料分析方法 35 第四章資料分 析與結果 38 第一節 樣本敘述性統計 39 第二節 信度分析 43 第三節 效度分析 45 第四節 獨立樣本t檢定和單因子變異數分 析 49 第五節 各變項上之相關分析 58 第六節 結構方程式之建立與分析 60 第五章 結論與建議 65 第一節 研究結論 66 第二 節 理論意涵 68 第三節 實務意涵 71 參考文獻 75 附錄A 問卷發放繁體版 83 附錄B 問卷發放簡體版 88 表目錄 表2-1 台灣運 動用品業發展階段過程 7 表3-1 品牌權益衡量問項 29 表 3-2消費者對品牌延伸的態度衡量問項 30 表3-3 類別配適度衡量問 項 30 表3-4 形象配適度衡量問項 31 表3-5最終母品牌權益衡量問項 32 表4-1 兩岸樣本回收 38 表4-2 台灣地區樣本之基本資 料分析 41 表4-3 大陸地區樣本之基本資料分析 42 表4-4 兩岸地區個構念之信度分析 45 表4-5 台灣地區因素效度分析表 46 表4-6 大陸地區因素效度分析表 47 表4-7 兩岸地區對最初母品牌權益與各控制變數之差異分析 50 表4-8 兩岸地區對類別配 適度與各控制變數之差異分析 51 表4-9 兩岸地區對形象配適度與各控制變數之差異分析 53 表4-10 兩岸地區消費者對品牌 延伸的態度與各控制變數之差異分析 55 表4-11 兩岸地區最終母品牌權益與各控制變數之差異分析 57 表4-12 台灣地區之皮 爾森相關分析表 59 表4-13 大陸地區之皮爾森相關分析表 60 表4-14 台灣大陸地區各構面之AMOS分析 61 表4-15 台灣大陸 地區整體模式配適標準 63 表4-16 結構模式之路徑分析 65 表4-17 結構模式之假說驗證表 65 圖目錄 圖1-1 研究步驟流程圖 6 圖3-1 研究架構 26 圖4-1 台灣大陸整體模式研究分析 62
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