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系統識別號 U0002-1907201415110100
中文論文名稱 品牌認同感對跨業種品牌延伸評價及顧客滿意度之影響-以消費者創新性為調節變項
英文論文名稱 The Impact of Brand Identity on Evaluation of Brand Extention and Customers’ Satisfaction- Using Consumers’ Innovation as the Moderator
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生中文姓名 王怡蓉
研究生英文姓名 Yi-Jung Wang
學號 701610031
學位類別 碩士
語文別 中文
口試日期 2014-05-30
論文頁數 90頁
口試委員 指導教授-洪英正
指導教授-李芸蕙
委員-王秉均
委員-楊立人
中文關鍵字 品牌認同感  消費者創新性  品牌延伸評價  顧客滿意度 
英文關鍵字 Brand Identity  Consumers’ Innovation  Brand Extension Valuation  Customer Satisfaction 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 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


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