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題 名 | 負面雙重危機效應對共品牌評價與購買意願之影響=The Impact of Negative Double Jeopardy Effect on Co-brand Evaluation and Buying Intention |
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作 者 | 蕭至惠; 蔡進發; | 書刊名 | 管理評論 |
卷 期 | 33:1 2014.01[民103.01] |
頁 次 | 頁39-68 |
分類號 | 496.1 |
關鍵詞 | 負面雙重危機效應; 共品牌總體知覺; 共品牌評價; 共品牌購買意願; Negative double jeopardy effect; Overall co-brand perception; Co-brand evaluation; Co-brand purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究延續Kucuk(2008)的負面雙重危機(Negative Double Jeopardy,NDJ)概念,並將之應用在共品牌經營的風險議題上,探討當夥伴品牌在反品牌網站中遭逢NDJ效應時,對共品牌評價和共品牌購買意願的影響?以及此一影響過程中,共品牌總體知覺和共品牌評價這兩個變數是否具有干擾效果?本研究採用受試者間實驗設計(between-subjects design),並以虛擬的反品牌網站來進行實驗,接著將募集的216位受試者隨機分派於不同的實驗情境中,並以單因子雙共變量共變數分析、迴歸分析與雙因子雙共變量共變數分析進行假說的驗證。主要研究結果如下:(1)當夥伴品牌遭逢NDJ效應時,將會對共品牌評價與共品牌購買意願帶來負面影響;(2)夥伴品牌的NDJ效應與共品牌總體知覺對共品牌評價的影響具有交互作用。當消費者對共品牌總體知覺高時,NDJ效應並不會影響消費者對共品牌的評價;反之,當消費者對共品牌總體知覺低時,NDJ效應將會顯著地降低消費者對共品牌的評價。(3)夥伴品牌的NDJ效應與共品牌評價對共品牌購買意願的影響具有交互作用。當消費者對共品牌的評價高時,NDJ效應並不會影響消費者對共品牌的購買意願;反之,當消費者對共品牌的評價低時,NDJ效應將會顯著地降低消費者對共品牌的購買意願。 |
英文摘要 | Using Kucuk's (2008) network NDJ (Negative Double Jeopardy) effect, we aimed to examine: (1) Whether the NDJ effect on the anti-brand website partner brand encountered will affect co-brand evaluation and co-brand purchase intention. (2) Whether overall co-brand perception and co-brand evaluation will play a moderator role in the impact process. The study constructed virtual anti-brand website and between-subjects experimental design was adopted, and then 216 subjects were randomly distributed to different experimental situations. Owo-way ANCOVA, regression analysis and two-way ANCOVA were adopted in this study. The experimental results were as follows: (1) The NDJ effect partner brand encountered on the anti-brand website had a negative impact on co-brand evaluation and co-brand purchase intention. (2) There was an interaction between NDJ effect of partner brand and overall co-brand perception when examining their influences on co-brand evaluation. In the situation of high overall co-brand perception, NDJ effect will not affect consumers' co-brand evaluation. While in the situation of low overall co-brand perception, NDJ effect will significantly lower consumers' co-brand evaluation. (3) There was an interaction between NDJ effect of partner brand and co-brand evaluation when examining their influences on co-brand purchase intention. In the situation of high co-brand evaluation, NDJ effect will not affect consumers' purchase intention of co-brand. While in the situation of low co-brand evaluation, NDJ effect will significantly lower consumers' purchase intention of co-brand. |
本系統中英文摘要資訊取自各篇刊載內容。