咖啡文化已成為台灣飲食文化的一部份，就算目前台灣街頭巷尾都見得到咖啡店、也都買得到咖啡，仍有後進者不斷地搶進市場，可見得「黑金」商機無限。目前在台灣市場中的法國品牌”agnes b.”就經營起咖啡店，而加拿大服飾品牌”Roots”也開始打造咖啡店，甚至國內著名樂團五月天主唱阿信也以自創潮服品牌”STAYREAL”開設咖啡店，其不約而同都採用品牌延伸策略，以原品牌名稱開設咖啡店，紛紛搶攻休憩飲食消費群，如此模式在服飾業中已蔚為風潮。
消費者在購買品牌產品時通常會選擇自己認同或是能夠表達自我的品牌。Tauber(1981）在研究企業的品牌延伸策略中認為品牌價值是企業的重要資源，它不僅可降低延伸性產品開發新市場的困難度，也可降低進入市場的風險。對延伸產品的正面情感容易有較高的購買意願與顧客滿意度（Bhat & Reddy,2001），因此品牌認同感對跨業種品牌延伸評價及顧客滿意度是否有影響？而品牌認同感對跨業種品牌延伸評價之影響，是否會受消費者創新性之調節作用，這些議題都是本研究所探討，因此藉由上述理論發展為本論文之架構。
本研究問卷調查對象以大台北地區一般消費大眾為主，採便利抽樣，回收165份，有效問卷回收率為75%，藉由因素分析、差異性分析與迴歸分析等方法，進行資料分析。由研究結果得知高品牌認同度的消費者較易接受延伸產品，加強品牌延伸評價才可滿足顧客，因此企業必須發展良好的品牌延伸評價可有效滿足固有客群。而消費者創新性對影響品牌延伸評價無顯著調節作用，顯示消費者創新性在便利性產品市場中無作用。
建議未來在品牌延伸評價的研究中加入行銷溝通變項，並以中高價位品牌延伸產品為探討對象，如此再深入探討品牌認同感對跨業種品牌延伸評價及顧客滿意度之影響，探索消費者創新性與品牌延伸評價之間的關係，以再次驗證消費者創新性在品牌延伸評價中的存在性。

Coffee culture has become part of Taiwan culture. Even though Coffee shops are everywhere and coffee beans can purchase easily, but new comers are still trying to enter Taiwan market. Coffee, so called “Black Gold”, has unlimited market opportunity in many people’s eyes. “agnes b.” from France begins to serve coffee, “Roots” from Canada is starting coffee shop, and Taiwan rock band “May Day” has setup coffee shop inside their clothing store “STAYREAL”. Using existing brand to setup coffee shop has become a trend to attract consumer, especially in fashion wear industry.
Consumer usually purchases products which can indentify with it. In another word, consumer will purchase products what can shows his/her personality. Tauber (1981) claimed that Brand extension theory, and indicated the brand value is industry’s assets.It can reduce the difficulties and risks for developing new market.
Experimental studies show that there is a positive effect leading to the higher purchase intentions by the brand extension（Bhat & Reddy,2001）., Does brand identity influence exist across different market sector in terms of brand extension evalution and c has the impact on ustomer satisfaction? Does customer’s satisfaction be influence by his innovation as a moderator when facing brand identity extension across different market sectors? These are the topics will be discussed in this research. The research will use brand identity as the independent variable, customer satisfaction for the dependent variable, evaluation of brand extension as the intervening variable, and consumer innovation as the moderator in the as the research eframework.
The subjects are customers living on north part of Taiwan region by convenient sampling. One hundred and fifty samples are valid which 75% of the total surveys are. Factor Analysiss, Difference Analysis and Regression were used as methods. Result shows that consumers with high brand identity tend to accept brand the extension product. So enhancing brand extension evaluation can satisfy existing customers. C ustomer’s innovation has no moderating effect on the relationship between brand identity and brand extension evaluation. Marketing communication and targeting on middle to high brand extension product are recommended to be included in the future research for verifying the moderating effect of customer innovation on the brand extension evaluation.

表目錄		III
圖目錄		V
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究問題與目的	8
第三節	研究流程	9
第二章	文獻探討	11
第一節	咖啡市場狀況探討	11
第二節	品牌延伸	17
第三節	品牌認同感	25
第四節	消費者創新性	28
第五節	顧客滿意度	33
第六節	各變項關係之探討	36
第三章	研究方法	41
第一節	研究架構	41
第二節	研究假設	42
第三節	研究變數之定義與衡量	43
第四節	研究對象與範圍	47
第五節	資料統計分析	48
第四章	研究結果	50
第一節	樣本結構分析	50
第二節	信度與因素分析	53
第三節	研究變項間因果關係與假設驗證	59
第四節	調節效果之驗證	60
第五節	中介效果之驗證	61
第六節	差異性分析	62
第五章	結果、討論及建議	69
第一節	研究結論	69
第二節	研究討論	70
第三節	管理意涵	73
第四節	研究限制與未來研究建議	75
附件		87


 
表目錄
表2-1台灣咖啡發展時期表	12
表2-2 ”ROOTS”、”AGNES B.”、”STAYREAL”品牌簡介	15
表2-3 影響品牌延伸評價的因素	22
表2-4 消費者創新性構面表	31
表2-5 顧客滿意度相關理論表	35
表3-1 品牌認同感之操作性定義與衡量問項	43
表3-2 品牌延伸評價之操作性定義與衡量問項	44
表3-3 消費者創新性之操作性定義與衡量問項	45
表3-4 顧客滿意度之操作性定義與衡量問項	47
表4-1 樣本結構	50
表4-2 修正後各構面之信度分析	53
表4-3品牌認同感之KMO與BARTLETT檢定	55
表4-4品牌認同感特徵值變量解釋程度及因素負荷量分析	55
表4-5品牌延伸評價之KMO與BARTLETT檢定	55
表4-6品牌延伸評價特徵值變量解釋程度及因素負荷量分析	56
表4-7消費者創新性之KMO與BARTLETT檢定	56
表4-8消費者創新性特徵值變量解釋程度及因素負荷量分析	57
表4-9顧客滿意度之KMO與BARTLETT檢定	57
表4-10顧客滿意度特徵值變量解釋程度及因素負荷量分析	57
表4-10各研究構面信度分析表	58
表4-11消費者品牌認同感對其品牌延伸評價之多元迴歸分析	59
表4-12消費者的品牌延伸評價對其顧客滿意度之多元迴歸分析	59
表4-13消費者的創新性在其品牌認同感對品牌延伸評價之階層迴歸分析	60
表4-14消費者的品牌延伸評價在其品牌認同感對顧客滿意度之多元迴歸分析	61
表4-15 性別在各變項之T檢定	62
表4-16 年齡在各變項之差異性分析	63
表4-17 教育程度在各變項之差異性分析	64
表4-18 職業在各變項之差異性分析	65
表4-19 個人平均月收入在各變項之差異性分析	66
表4-20 假設驗證結果表	68
 
 
圖目錄
圖1-1品牌LOGO	2
圖1-2台灣人喝咖啡的種類及頻率	3
圖1-3台灣連鎖咖啡店知名度	4
圖1-4本研究流程圖	9
圖2-1台灣咖啡進口量圖	13
圖2-2品牌形象示意圖	14
圖2-3 品牌延伸示意圖	16
圖2-4 品牌延伸矩陣圖	17
圖2-5美國顧客滿意度指標（ACSI）模型	34
圖3-1研究架構	41
圖4-1因素分析後修正之研究架構	58

中文部分
王敏容（2000）。消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價的影響。國立台灣大學商學研究所碩士論文，台北市。
李鴻文（2007）。台灣連鎖咖啡產業之價值創新研究。運動休閒餐旅研究，2(3)，137-160頁。
金恩堯(譯)（2006）。品牌就是王牌。Marshall King（著）。新北市：前景文化。
沈孟穎（2001）。台北咖啡館：一個(文藝)公共領域之崛起、發展與轉化。中原大學室內設計研究所碩士論文，中壢市。
邱志聖（2001）。策略行銷分析-架構與實務應用。台北：智勝文化。
莊忠翰（2011）。品牌延伸、銷售促進、體驗行銷、顧客滿意度與品牌權益之研究-服飾零售產業實證。國立臺北科技大學經營管碩士論文，台北市。
陳柏蒼（譯）（2005）。品牌地圖-五大步驟營造品牌。Mike Moser（著）。新北市：經典傳訊。
陳雅婷（2002）。品牌認同感與所有權效果對品牌延伸評價之影響。淡江大學管理科學學系碩士論文，新北市。
黃定鶴（2013）。組織資源基礎與顧客關係管理對品牌延伸評價組織資源基礎與顧客關係管理對品牌延伸評價與顧客滿意度之影響-與顧客滿意度之影響。淡江大學企業管理學系碩士在職專班碩士論文，新北市。
蔡士傑（2005）。運動健身俱樂部服務品質、顧客滿意度與再購意願之研究-以桑富士運動俱樂部為例。未出版碩士論文，國立臺灣師範大學，台北市。
蔡馨儀（2011）。消費者創新性與認知創新產品屬性對新產品接受意願之影響 -以 iPad 為例。國立台北大學企業管理學系碩士論文，台北市。
賴崇益（2001）。實體銀行與網路銀行使用者滿意認知差異比較。國立東華大學企業管理學研究所碩士論文，花蓮縣。
簡緯宸（2008）。品牌認同感與所有權效果對品牌延伸評價的影響：以象徵性以及功能性品牌探討之。國立成功大學企業管理學系碩士論文，台北市。
 
英文部分
Aaker, D. A. (1990). Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review, 31 (summer), 47-56.
Aaker, D. A (1992). Managing the most important asset: Brand equity. Planning Review, 20, 56-58.
Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
Aaker, D.A. & K.L. Keller (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54, 27-41.
Assael, H. (1992). Consumer Behavior and Marketing Action. PWS-KENT Publishing Company.
Bagozzi, R. P., Baumgartner, J., & Yi, Y. (1989). An investigation into the role of intentions as mediators of the attitude-behavior relationship. Journal of Economic Psychology, 10(1), 35-62.
Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positive mood on brand extension evaluation. Journal of Consumer Research, 26(4), 386-400.
Baumgartner, H., & Steenkamp, J.B.E.M. (1996). Exploratory consumer buying behavior: conceptualization and measurement, International Journal of Research in Marketing, 13(2), 121-137.
Becker, H. S. (1960). Note on the concept of commitment American. Journal of Sociology, 66, 32-42.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15 (September), 139-168.
Bhat, S. & S. K. Reddy. (2001). The Impact of Parent Brand Attribute Asociation and Affect on Brand Extension Evaluation. Journal of Business Ressearch.
Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalizing Aaker and Keller’s model. International. Journal of Research in Marketing, 13(4), 365-377.
Bottomley, P. A., & Holden, S. J. S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 494-500.
Cardozo. R. N. (1965). An experimental study of consumer effort, expectations and satisfaction. Journal of Marketing Research, 2, 179-249.
Cooper, R. G. & Kleinschmidt, E. J. (1991). New Product: The Key Factors in success.
Cotte, J., & Wood, S.L. (2004). Families and innovative consumer behavior: a triadic analysis of sibling and parental influence. Journal of Consumer Research, 31(2), 78-86.
Engel, J. F., R. D. Blackwell & P. W. Miniard. (1993). Consumer Behavior, 7th Ed., and Orlando: The Dryden Press.
Everett M. Rogers. (2006). Diffusion of Innovations.
Farquhar, P. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
Farquhar, P. H., Han, J. Y., Herr, P. M., & Ijiri, Y. (1992). Strategies for leveraging master brands. Marketing Research, 4, 32-43.
Fishbein, M., & Ajzen, I. (1975). Belief, atttitude, intention, and behavior: An introduction to theroy and research, reading. Massachusetts: Addison-Wesley.
Fornell, C., Johnson, M. D., Anderson, E.W., Cha, J. & Bryant, B. E. (1996). The American Customer Satisfaction.
Graeff, T. R. (1996). Image Congruence Effects on Product Evaluations: The Role of Self-Monitoring and Public/Private Consumption. Psychology and Marketing, 13 (August), 481-499.
Hempel, D. J. (1977). Consumer Satisfaction with the Home Buying Process Conceptualization and Measurement, In The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed., Cambridge, Mass Market Science Institute.
Hempel, D.J. (1977), Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement. In the Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge, Mass: Marketing Science Institute, 6, 7-21.
Hirschman, E. C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research, 7(3), 283-295.
Hoffmann, S., & Soyez, K (2010). A Cognitive Model to Predict Domain-Specific Consumer Innovativeness. Journal of Business Research, 63(7), 778-785.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley & Sons, Inc.
Im, S., Bayus, B. L., & Mason, C. H. (2003). An Empirical Study of Innate Consumer Innovativeness; Personal Characteristics, and New-Product Adoption Behavior. Journal of the Academy of Marketing Science, 31(1), 61-73.
Im, S., Mason, C. H., & Houston, M. B. (2007). Does Innate Consumer Innovativeness Relate to New Product Service Adoption Behavior? The lntervening Role of Social Leaming via Vicarious Innovativeness. Journal of theAcademy of MarketingScience, 35(1), 63-75.
Jacoby & Chestnut, R. W. (1978). Brand Loyalty Measurement and Management, John Wiley and Sons, New York.
Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (January), 1-22.
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, H. J. & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75 -82.
Kim, C. K., & Lavack, A. M. (1996). Vertical brand extension: Current research and managerial implications. Journal of Product and Brand Management, 5(6), 24-37.
Kotler, Philip. (1991). Marketing Management Analysis, Implementation, and Control (8th Ed.). NJ: Prentice-Hall.
Kotler P. (1991). Analysis, Planning, Implementation, and Control, Marketing Management.
Kotler, J. & Schlesinger, L. (1991). Choosing Strategies for Change, Harvard Business Review, 57(2), 106-114.
Kotler, P. (1996), Marketing Management, New Jersey, Prentice-Hall, 9th Ed.
Kotler, P. (1997). Marketing management: Analysis, planning implementation, and control. Upper Saddle River, NJ: Prentice-Hall.
Kotler, P. (2002). Marketing Management. Journal of Marketing Management, 11th, N.T., 1-15.
Kotler, P. (2003). Marketing Management 11th Ed., Prentice-Hall Inc. 
Lastovica, J. L., & Gardner, D. M. (1979). Components of Involvement. In Attitude Research Plays for High Stakes, 53-73.
Lei, J., Dawar, N., & Lemmink, J. (2008). Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric effect, Journal of Marketing.
Levy, M. & Weitz, A. B. (2009). Retailing management. 7th Ed. McGraw-Hill, Irwin, New York.
Laroche, Kim, & Zhou (1996). Brand familiarity and confidence as determinants.
Mael, F., & Ashforth, B.E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. 
Martinez, E., & Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50.
Midgley, D.F., & Dowling, G.R. (1978). Innovativeness: the concept and its measurement, Journal of Consumer Research, 4(4), 229-242.
Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The Concept and Its Measurement. Journal of Consumer Research, 4(4), 229-242.
Mitchell, R. H. (1979). The allegedkimberlite-carbonatite relationship: Additional contrary mineralogical evidence. American Journal of Science, 570-589.
Morrin, M. (1999). The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research, 36(4), 517-525.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57 (3), 25-48.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Customer Research, 14(3), 495-507.
Onkvisit, S. & Shaw, J. (1987). Self-Concept and Image Congruence: Some Research and Managerial Implications. Journal of Consumer Marketing, 4(winter), 13-24.
Parker, C. & Mathews, B. P. (2001). Marketing Intelligence and Planning.Brad Ford. 19 (1), 38.
Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
Robertson, T.S., & Myers, J.H. (1969). Personality correlates of opinion leader and innovative buying behavior, Journal of Marketing Research, 6(2), 164-168.
Robertson, T. S. (1976). Low-Commitment Consumer Behavior. Journal of Advertising Research, 16(April), 19-24.
Rogers, E. M. & Shoemaker, F. F. (1971). Communication of Innovations, New York: Free Press.
Rogers, E. M. (1995). Diffusion of Innovations (4th Ed.), New York: Free Press. Rock, D. W. and Levy, S. J. (1983). Psychology Themes in Consumer Grooming Rituals. Advances in Consumer Research, 10(August), 329-333.
Sheinin, D.A. (2000). The effects of experience with brand extesions on parent bradn knowledge. Journal of Business Research.
Sirgy, J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(December), 287-300.
Steenkamp, J.B.E.M., Hofstede, F., & Wedel, M.(1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69.
Swaminathan, V., R. J. Fox, & S. K. Reddy. (2001). The Impact of Brand Extension Introduction on Choice. Journal of Marketing, 65(October), 1-15.
Tauber, E. M. (1988). Brand Leverage: Strategy For Grow in a Cost-Control World. Journal of Advertising Research, 28(August/September), 26-37.
Tauber, E. M. (1981). Brand Franchise Extensions: New Product Benefits from Existing Brand Names. Business Horizons, 24(2), 36-41.
Tauber, E. M. (1988). Brand Leverage: Strategy For Grow in a Cost-Control World. Journalof Advertising Research, 28(August/September), 26-37.
Taylor, V., & Bearden. W. (2002). The Effects of Price on Brand Extension Evaluations: The Moderating Role of the Academy of Marketing Science.
Terrence H Witkowski., Yulong Ma., & Dan Zheng (2003). Asia Pacific Journal of Marketing and Logistics, 15(1/2), 74.
Traylor, M. B. (1981). Product Involvement and Brand Commitment, Journal of Advertising Research, 21(December), 51-56.
Venkatraman, M. P. & Price, L. L. (1990). Differentiating between Cognitive and Sensory Innovativeness. Journal of Business Research, 20(4), 293-315.
Wilkie, W. L. (1986). Consumer research. NY: Wiley.
Xie, Y.H., (2008). Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product & Brand Management, 17(4), 235-243.
Yeung, Matthew C. H., Lee, Chew Ging & Ennew, Christine T., Customer satisfaction and profitability: A reappraisal of the nature of therelationship, Journal of Targeting Measurement and Analysis for Marketing, London.
Zeithaml, V. A. Consumer Perceptions of Price, Quality, and Value: A Means -End Model and Synthesis of Evidence. Journal of Marketing.
Zolfagharian & Paswan (2009). Perceived service innovativeness, consumer trait innovativeness and patronage intention. Journal of Retailing and Consumer Services, 16, 155-162.

 

網站資訊
自由時報官網（2011年10月24日）黑金勢力崛起，咖啡大戰開打2013年12月16日10:00取自於http://www.libertytimes.com.tw/2011/new/oct/24/today-e14.htm
東方快線網絡市調網站（2011）便利商店現煮咖啡，為咖啡癮者最愛2013年12月12日20:30取自於http://www.eolembrain.com/Latest_View.aspx?SelectID=260
東方快線網絡市調網站（2013）飄香的咖啡文化-台灣咖啡市場分析2013年12月12日21:00取自http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=339
經濟日報官網（2013年10月1日）赫曼咖啡，月租2000在家享受精品咖啡2013年12月16日21:00取自於http://edn.udn.com/news/view.jsp?aid=666011&cid=14
經濟部統計處（2013年12月5日）飲料業營業額呈逐年上升趨勢2013年12月20日22:00取自於http://www.moea.gov.tw/Mns/populace/news/News.aspx?kind=1&menu_id=40&news_id=34618
agnes b.品牌官網。2013年12月19日10:30取自於http://asia.agnesb.com/zh
Roots品牌官網。2013年12月19日10:45取自於http://roots.com.tw/roots/name_trademark
STAYREAL品牌官網。2013年12月19日11:00取自於http://tw.istayreal.com/about