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題 名 | 延伸策略、負面訊息揭露與品牌熟悉度對產品線延伸之影響=The Effects of Extension Strategy, Disclosure of Irrelevance and Brand Familiarity on Product Line Extensions |
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作 者 | 丁瑞華; | 書刊名 | 輔仁民生學誌 |
卷 期 | 15:2 2009.06[民98.06] |
頁 次 | 頁77-93 |
分類號 | 496.1 |
關鍵詞 | 微關非必要產品屬性; 品牌熟悉度; 產品線延伸; 訊息揭露效果; Trivial attribute; Brand familiarity; Product line extensions; Disclosure of irrelevance; |
語 文 | 中文(Chinese) |
中文摘要 | 消費者購買產品主要目的是獲得產品所提供的利益,產品利益部份來自於所擁有的屬性,但是在劇烈的競爭環境下,廠商增加重要產品相關屬性策略是困難與昂貴的;因此廠商追求對產品效果實質上不會帶來客觀績效的產品屬性差異化是另一種競爭策略。過去有關微關非必要產品屬性 (trivial attribute) 產品線延伸與訊息揭露效果未有一致的定論,而且未有學者針對品牌熟悉度做研究。因此本研究主要探討屬性負面訊息揭露效果 (前/後)、延伸策略 (向上/平價) 對產品線延伸的評價。構成2x2 的受測者間因子實驗設計,再以品牌熟悉度 (熟悉/不熟悉) 干擾變數檢驗對產品線延伸的評價。以Dove 含『維他命E』新配方的洗面乳為實驗品牌與產品,實驗對象為輔仁大學織品服裝學系學生,隨機分配樣本共四組,對356 位大學生進行假設驗證。研究結果發現增加微關非必要產品屬性對延伸策略之延伸評價沒有顯著差異,而品牌熟悉度之延伸評價在態度與購買意願有顯著差異。熟悉品牌在負面訊息揭露後之延伸評價有顯著差異;不熟悉品牌與向上延伸在負面訊息揭露後之延伸評價在知覺品質、信念與購買意願有顯著差異;平價延伸負面訊息揭露後在知覺品質與態度有顯著差異。 |
英文摘要 | Consumers purchase products to obtain benefits, and products deliver benefits at least in part through the attributes they possess. We presume that under the competitive market situation, a manufacture prefer to add its products important attributes on which it is clearly superior to its rivals; of course, this is often difficult, expensive, or even impossible. Trivial attributes may be created when a manufacturer adds a relatively meaningless descriptor or feature to a brand in an attempt to differentiate is the manufacturer alternative strategy. Through previous study the result of trivial attribute extension strategy and disclosure of irrelevance have not reached congruity. Also lack the study of brand familiarity effect on trivial attribute. The purpose of our study is to explore the disclosure of trivial attribute (before/after), extension strategy (upper/same price), and brand familiarity (familiar/ unfamiliar) intervene variable on the extension product evaluation. The above was forming 2x2 between subject factorial experimental groups. A random sample of 356 undergraduate students participated in the study, and formed four experimental groups. The stimulus was Dove skin cream containing Vitamin E. The results indicated that extension strategy does not affect the extension product evaluation. Compare to unfamiliar brand the familiar brand’s evaluation of attitude and purchase intent is better. After the disclosure the familiar brand’s extension evaluation is affected, either the unfamiliar brand or upper extension’s perceived quality, belief and purchase intent are affected, and same price extension’s perceived quality and attitude are affected. |
本系統中英文摘要資訊取自各篇刊載內容。