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系統識別號 U0002-1502201101005200
中文論文名稱 網路通路原生品牌移轉至實體通路之品牌延伸研究
英文論文名稱 Brand extension of switching e-channel brand to offline channel brand
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 1
出版年 100
研究生中文姓名 盧瑋婷
研究生英文姓名 Wei-Ting Lu
學號 698620134
學位類別 碩士
語文別 英文
口試日期 2011-01-08
論文頁數 62頁
口試委員 指導教授-陳水蓮
委員-王世澤
委員-曾義明
中文關鍵字 UTAUT 模型  品牌經驗  品牌權益  品牌聲譽  離線品牌購買意願 
英文關鍵字 UTAUT  Brand experience  Brand reputation  Brand equity  Offline brand  SEM analysis 
學科別分類 學科別社會科學管理學
中文摘要 隨著網路購物市場的日趨成熟,網路品牌間的競爭漸趨激烈,要持續獲利勢必要找增加其品牌的競爭力,品牌移轉至實體通路品牌,能夠替品牌找到多一個銷售通路,所以本研究主要探討網路原生品牌移轉至實體通路品牌時,消費者對於實體品牌的購買意願,了解網路品牌是否具「月暈效果」能夠吸引消費者至實體通路品牌購買。綜觀其他文獻,多數著重於實體品牌延伸至網路品牌,而網路品牌對外延伸至實體通路的則不多見,故本研究以台灣網路品牌為研究對象,探討其品牌移轉至實體通路之可行性。
使用UTAUT模型中的 績效預期、結果預期、社會影響、設備等四個構面來了解消費者對於網路購買系統的滿意程度,是否會影響其消費者的品牌經驗,進而影響品牌權益與品牌聲譽,同時測試透過品牌權益和品牌聲譽是否會影響消費者的對其實體品牌購買意願。本研究結果顯示出,社會影響為最主要影響網路品牌經驗,而網路品牌經驗對於其品牌權益與品牌聲譽都為正向之影響,品牌權益、品牌聲譽對於其購買意願也為正向之影響,所以建議網路品牌商可以選擇在適當的時機進入實體通路品牌
英文摘要 With the online shops exuding excellent performance to the extent that online native brands are no longer regarded as “white box” anymore. The e-retailer could move across cyber borders and have begun to launch offline brands in the solid market place to solve the online problems. The companies with well-known online native brands also can benefit from the “halo effect” when they try to develop their multi-channel strategy and build their presence in the offline channel. This research tested the construct validity by confirmatory factor analysis, and applied the structural equation modeling to examine the research framework his study uses the four constructs of the UTAUT model, performance expectancy, effort expectancy, social influence and facilitating condition to test the level of the consumer satisfaction with the online purchasing system and use those four dimension to realize whether online purchasing system can influence the consumer’s brand experience, and following brand experience can affect brand reputation, brand equity and offline brand extension. This study also tries to find the effect of brand reputation, brand equity on offline brand purchase intension. The final research results reveal social influence is the important role influences the online brand experience, and virtual brand experience significantly positively affects the e-Channel brand reputation, brand equity and the offline brand purchase intention directly. Both brand reputation and brand equity significantly positively affect the consumer purchase intention for its offline brand.
論文目次 Chapter 1 Introduction 1
1.1 Research background 1
1.2 Research purpose 7
1.3 An overview of the research 8
Chapter 2 Literature Review and Research hypotheses Development 10
2.1 Unified theory of Acceptance and Use of Technology (UTAUT): 10
2.1.1 Performance expectancy 11
2.1.2 Effort expectancy 12
2.1.3 Social influence 13
2.1.4 Facilitating conditions 14
2.2 e-Brand experience 15
2.3 Brand reputation 17
2.4 Brand equity 18
2.5 Offline brand purchase intension 23
2.6 Hypothesis 25
Chapter 3 Research methodology 31
3.1 Conceptual Research Framework 31
3.2 Research setting 32
3.3 Measurement development 32
3.4 Questionnaire design, pre-testing 33
3.5 Sampling and Data collection 33
Chapter 4 Data Analysis and Results 35
4.1 Respondents’ profiles 35
4.2 Measurement accuracy analysis 36
4.3 Hypotheses testing 39
Chapter 5 Conclusion 42
5.1 Research Discussion 42
5.2 Research Implication 44
5.3 Limitations and future research 45
Reference 47
Appendix 61


LIST OF TABLES
Table 1.1 Internet activities by users accessing from home in recent one month 3
Table 1.2 The structure of Taiwan e-market product 5
Table 4.1: Descriptive statistics of the participants’ profiles 35
Table 4.2: Measurement accuracy analysis statistics 38
Table 4.3 Correlation matrix of dimensions 39
Table 4.4 Goodness-of-fit measures of the research model 40
Table 4.5: Structure equal model estimates 41
Table 5.1 Direct, indirect and total effect 44

LIST OF FIGURE
Figure 1.1 The scale of the global e-market 1
Figure 1.2 Overview of online population in Taiwan 2
Figure 1.3 The scale of Taiwan e-market 5
Figure 1.4 Research flow chart 9
Figure 2.1 How brand equity generates value. Adapted from Aaker (1996) 21
Figure 2.2 Dimensions of Brand Knowledge Adapted from Keller (1993) 22
Figure 3.1 Conceptual Framework 31
Figure 4.1 Hypotheses testing: structure equal model 41

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