市場上有各式各樣的商品，消費者不一定都熟悉所有的產品，在買賣雙方存在資訊不對稱的情況下，消費者希望能有可協助區別高、低產品品質的訊息以供降低購買的風險，因此，任何產品的外部線索都可能成為消費者參考的依據，例如價格、產品包裝、廣告、產品保證等等的行銷元素。但對消費者來說，可以作為可信的訊號的行銷組合元素並不多，於是提供本研究有動機去檢視「品牌可信度」在消費者二階段選擇過程中所扮演的角色，並加入消費者的知覺風險、知覺品質與所能節省之資訊成本等三項主觀知覺因素，整合探討它們在消費者做考慮與最佳選擇決策時的影響。
    研究方法上採用問卷調查方式。本研究之解釋變數為「品牌可信度」、「知覺風險」、「知覺品質」、「所節省之資訊成本」等；反應變數則為品牌替選方案集合中的品牌是否被列入考慮集合與列入考慮集合中的品牌是否成為消費者最終選擇。選取手機(代表選購品)與牙膏(代表便利品)，作為兩類產品別之研究標的。抽樣對象主要為日間部大學生。
    
    研究結果如下：
1.品牌可信度不僅影響一產品品牌是否被消費者列入選購之考慮集合，亦會影響消費者從考慮集合中做品牌選擇的決策。
2.在品牌考慮集合形成階段，品牌可信度中的「專業性」能力，在兩產品別中皆具有相對大之影響效果；但在品牌選擇階段，則「值得信賴」對選購品會有相對大之影響效果。
3.消費者對品牌的「知覺品質」與「所節省之資訊成本」認知，不僅在品牌考慮集合形成階段有顯著影響，亦顯著影響消費者最後對品牌方案的選擇。
4.在品牌考慮集合形成階段，消費者「知覺風險」認知在便利品中，會顯著影響消費者對產品品牌的購買考慮，但在做品牌最終選擇階段時的影響則已不顯著。

There is a variety of goods in the market, but not all consumers are familiar with them. Considering the imperfect and asymmetrical information structure of the market, consumers need some signals help to judge the quality of products to lower the risks of purchase. Thus, any external signal of products will become the reference when consumers make purchasing decision. Due to the limitations of individual marketing mix elements as credible signals provide us the motivation for examining brand credibility that play on consumer’s two-stage brand choice. Besides, we also examine these impact of there consumer’s perceptive factors on consideration set formation stage and choice stage. 
The independent variables are brand credibility, perceived risk, perceived quality and the saved information cost. Two outcome measures for each brand were elicited: consideration—“the brands of participants would seriously consider buying；choice—“the brands of participants would be most likely to buy .” 
In the data collection for this study we use two product classes：cell phone ＆ toothpaste. The study we fielded at a university had two different versions. The main results of this study are：
1.	Brand credibility not only affectt a brand entering the consideration set, but also affect one brand be choose from the consideration set.
2.	On consideration set formation stage, expertise construct play a bigger role on convenient good and shopping good, but on brand choice stage, trustworthiness construct has the larger effect on shopping good.
3.	The perceived quality and the saved information cost produce effect on consideration set formation stage and brand choice stage.
4.	In consideration set formation stage, perceived risk obviously affect consumer’s consideration set formation on convenient good, but on brand choice stage, the effect of perceived risk has not found to be statistically significant.

目錄
第一章 緒論.............................................1
第一節 研究背景與動機...................................1
第二節 研究目的.........................................3
第三節 研究流程.........................................4
第二章 文獻探討.........................................5
第一節 品牌權益.........................................5
第二節 品牌可信度.......................................7
第三節 知覺風險、資訊成本與知覺品質....................10
第四節 消費者二階段選擇程序：考慮集合與方案選擇........15
第五節 產品分類........................................18
第三章 研究方法........................................20
第一節 研究架構........................................21
第二節 研究假說........................................22
第三節 研究變項之定義與衡量............................24
第四節 問卷設計........................................25
第五節 抽樣對象與方法..................................28
第六節 資料分析方法....................................30
第四章 資料分析........................................33
第一節 樣本描述性統計與適合度檢定......................33
第二節 問卷信度分析....................................39
第三節 品牌考慮集合形成階段分析........................40
第四節 品牌選擇階段分析................................46
第五節 兩階段分析比較與假說檢定結果....................49
第五章 結論與建議......................................51
第一節 研究結論........................................51
第二節 實務建議........................................52
第三節 研究限制........................................54
參考文獻...............................................55
附錄一：正式問卷.......................................61

表次
表2-2-1 訊息來源可信度之構面彙整........................8
表3-3-1：本研究解釋變數之操作性定義與衡量問項..........24
表3-5-1：2004年淡江大學各學院學生人數與抽樣分配表......28
表3-5-2：各學院抽樣發放與回收有效份數分配表............29
表4-1-1 手機類：樣本結構資料表.........................34
表4-1-2 牙膏類：樣本結構資料表.........................34
表4-1-3 諾基亞NOKIA：品牌考慮集合與選擇之樣本數分配....35
表4-1-4 摩托羅拉Motorola：品牌考慮集合與選擇之樣本數分配35
表4-1-5 易利信Sony Ericsson：品牌考慮集合與選擇之樣本數分配	36
表4-1-6 黑人牙膏：品牌考慮集合與選擇之樣本數分配.......36
表4-1-7 高露潔牙膏：品牌考慮集合與選擇之樣本數分配.....36
表4-1-8 白人牙膏：品牌考慮集合與選擇之樣本數分配.......37
表4-1-9 樣本與母體適合度檢定表---選購品(手機類)........37
表4-1-10 樣本與母體適合度檢定表---便利品(牙膏類).......38
表4-2-1：本研究量表之信度分析..........................39
表4-3-1 模型檢定類R2指標...............................42
表4-3-2 模型檢定分類表---選購品(手機類)................42
表4-3-3 模型檢定分類表---便利品(牙膏類)................42
表4-3-4 多元共線性診斷---選購品(手機類)................43
表4-3-5 多元共線性診斷---便利品(牙膏類)................43
表4-3-6 品牌考慮集合形成階段：各解釋變數之顯著性檢定...44
表4-4-1 品牌選擇階段：各解釋變數之顯著性檢定...........47
表4-5-1：兩階段logistic迴歸分析解釋變數估計係數值......49
表4-5-2 假說驗證表.....................................50

圖次
圖1-3-1：研究流程圖.....................................4
圖2-3-1：Erdem and Swait(1998)品牌訊號對預期效用之架構關係圖	14
圖2-3-2：Wood and Scheer(1996)知覺價值與購買意願關係模式	15
圖3-1-1：研究架構圖....................................21
圖3-6-1：本研究分析架構圖..............................30

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