因著互聯網革命和我們在當今世界所見證的所有科技進步，計算正以一個新的面向大步的拓展;這一願景將改變傳統上對計算的看法。
這個新的願景是，計算被視為一種公共設施，類似於在我們身邊可找到的任何其他公共設施，如電力、水、天然氣等。雲端計算向我們展示了計算的這個轉變，即計算變成按需求來提供的一項服務，依據使用者的需求進行支付。
雲端計算一般被視為僅止於針對B2B的科技，但事實並非如此，雲端計算在B2C領域亦是位居重要的發展，並且不斷地在擴展中。雲端儲存服務就是提供消費者使用雲端計算服務的實例之一。雖然過去有些研究已在探索消費者決定使用何種雲端儲存服務的原因，但大多數此類研究都側重於從產品特性角度，例如技術的可用性，數據的安全性等，以品牌策略來探索的研究卻很少。
本研究依品牌延伸的角度來進行分析，評估消費者對雲端儲存服務的持續使用意圖。在評估消費者的持續使用意圖時，本研究探討了母品牌影響力、母品牌信任度及契合度對於品牌延伸的關聯。
本研究的課題從谷歌和蘋果兩家跨國公司，在消費者領域提供雲端儲存服務來研討。採用定量研究方法，通過問卷調查回收台灣有效樣本為332份問卷。使用驗證性因子分析（CFA）和結構方程模型（SEM）檢查本研究的構建模型和假設。提出的13個假設中有10個被支持，證實品牌形象契合度積極影響了品牌延伸形象和延伸態度。產品類別契合度對於品牌延伸態度和延伸信任度產生了相對的反應。母品牌影響力對品牌延伸形像有正向的影響。母品牌信任度正向影響品牌延伸形象、延伸信任度及延伸態度。持續使用意圖被品牌延伸形象和延伸態度產生相對的反應。
因此，本研究綜合研究結果提出，在科技業品牌延伸到提供消費者雲端儲存服務的情況下，消費者持續使用意圖受到品牌延伸形像和延伸態度的巨大影響，而品牌延伸形像和延伸態度都受到契合度和母品牌信任度的正向影響。

With the internet revolution and all the technological advancement that we witness in today’s world, computing is headed into a new direction; a vision that will change how computing has been regarded traditionally. 
This new vision is, computing to be viewed as a utility, similar to any other utilities that we find around us, such as electricity, water, gas etc.  Cloud computing presents to us this very transformation of computing, whereby computing is offered as a service, delivered on an on-demand basis and pay as per the utilization model. 
Cloud computing in general appears to be a technology targeted for B2B only, but that is not the case, cloud computing has a significant presence in B2C space as well, and it is growing exponentially every day. Cloud storage service is one of the examples of cloud computing service for consumer’s space. While there are studies done in past to explore what makes a consumer to decide which cloud storage service to use, much of such studies are focused on looking at it from product characteristics angle, such as the technological usability, data security etc., there is very less work done to explore it from the angle of a brand strategy.  
This research evaluates the consumer’s continuance intention of a cloud storage service by analyzing it from a brand extension perspective. In the evaluation of consumer’s continuance intention, the study explores how extension is influenced by the parent brand affect, parent brand trust, and two dimensions of fit.  
Two multinational companies providing cloud storage service in consumer’s space, Google and Apple, were used as the research subject in this study.  A quantitative research method was adopted, and 332 responses from Taiwan were collected through the medium of questionnaires. Structural equation modelling (SEM) was adopted in examining the constructs model and hypothesis for this study.  Ten out of thirteen hypothesis were supported, confirming that brand image fit positively influences extension image and the attitude towards extension; product category fit positively influence attitude towards extension and extension trust. Parent brand affect positively influences extension image; parent brand trust positively influences extension image, attitude towards extension and extension trust; and continuance intention is positively influenced by extension image and attitude towards extension. 
So, as a result this study demonstrates that in the case of technology industry brand extending into providing cloud storage service to consumers, the consumer’s intention towards continued use of the extension is heavily influenced by extension image and attitude where both these variables of extension receives significant influence of fit and parent brand trust.

Table of Contents 
Table of Contents ...................................................................................... I 
List of Figures ......................................................................................... IV 
List of Tables ........................................................................................... IV 
Chapter 1 Introduction ............................................................................. 1 
1.1 Research Background ..................................................................... 1 
1.2 Research Objective ......................................................................... 5 
1.3 Research Process ............................................................................ 5 
Chapter 2 Literature Review ................................................................... 7 
2.1 Brand Image Fit (BIF) .................................................................... 7 
2.2 Parent Brand Affect (PBA) ............................................................ 8 
2.3 Parent Brand Trust (PBT) ............................................................... 9 
2.4 Product Category Fit (PCF) ......................................................... 10 
2.5 Extension Image (EI) ................................................................... 11 
2.6 Attitude towards Extension (EAT) ............................................... 12 
2.7 Extension Trust (ET) .................................................................... 13 
2.8 Continuance Intention (CU) ......................................................... 14 
2.9 Relationship between Brand Image Fit and Attitude towards Extension ............................................................................................... 16 
2.10 Relationship between Parent Brand Affect and Attitude towards 
Extension ............................................................................................... 16 
2.11 Relationship between Parent Brand Trust and Attitude towards Extension ............................................................................................... 17 
2.12 Relationship between Product Category Fit and Attitude towards Extension ............................................................................................... 18 
2.13 Relationship between Brand Image Fit and Extension Image ..... 19 
2.14 Relationship between Parent Brand Affect and Extension Image ..................................................................................................... 20 
2.15 Relationship between Parent Brand Trust and Extension Image . 21 
2.16 Relationship between Parent Brand Affect and Extension Trust . 22 
2.17 Relationship between Parent Brand Trust and Extension Trust ... 22 
2.18 Relationship between Product Category Fit and Extension Trust 23 
2.19 Relationship between Extension Image and Continuance Intention ................................................................................................. 24 
2.20 Relationship between Attitude towards Extension and Continuance Intention ........................................................................... 25 
2.21 Relationship between Extension Trust and Continuance Intention . 26 
2.22 Moderating effects ........................................................................ 27 
Chapter 3 Research Methodology ......................................................... 29 
3.1 Research Setting ........................................................................... 29 
3.2 Questionnaire Design and Pre-testing .......................................... 30 
3.3 Sample and Data Collection ......................................................... 32 
3.4 Data Analysis Method .................................................................. 32 
3.5 Descriptive Statistics Analysis ..................................................... 32 
3.6 Reliability and Validity Analysis .................................................. 33 
Chapter 4 Data Analysis and Results .................................................... 33 
4.1 Respondent Profiles ...................................................................... 33 
4.2 Measurement Model ..................................................................... 36 
4.2.1 Confirmatory factor Analysis (CFA) ..................................... 36 
4.3 Reliability and Validity ................................................................. 38 
4.3.1 Reliability Analysis ................................................................ 38 
4.3.2 Validity Analysis .................................................................... 40 
4.4 Structure Equation Model Analysis ............................................. 44 
4.4.1 Overall Model Validation ....................................................... 44 
4.4.2 SEM Evaluation Hypothesis Test .......................................... 45 
4.4.3 The Moderating Effect ........................................................... 49
Chapter 5 Conclusions ............................................................................ 51
5.1 Discussion .................................................................................... 51 
5.2 Theoretical Implication ................................................................ 56 
5.3 Managerial Implication ................................................................ 59 
5.4 Research Limitations and Future Research .................................. 60 
References ................................................................................................ 61
Appendix .................................................................................................. 68
List of Figures 	
Figure 1.1 Research Process ............................................................. 6 
Figure 3.1 Research Conceptual Framework ................................. 29 
Figure 4.1 Structure Equation Modeling Analysis ......................... 47 
List of Tables 
Table 3.1 Source of Measure Items ................................................ 31 
Table 4.1 Detailed Description of Respondents’ Profile ................ 35 
Table 4.2 Model Fit: Analysis of Measurement Accuracy ............. 37 
Table 4.3 Analysis of Reliability and Convergent Validity ............ 39 
Table 4.4 AVE/Correlation and Different of Chi-squared .............. 41 
Table 4.5 Confidence Interval ........................................................ 43 
Table 4.6 Model Fit: Goodness-of-Fit ............................................ 44 
Table 4.7 Hypothesis Test Analysis ................................................ 46 
Table 4.8 Direct, Indirect and Total Effects .................................... 48
Table 4.9 Invariance Tests across Involvement .............................. 49 
Table 4.10 Invariance Tests across Brand Selection ...................... 50
Table 5.1 Summary of Hypothesis Tests ........................................ 55

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