博碩士論文 etd-0806108-152956 詳細資訊


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姓名 陳玟伶(Wen-Ling Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 96學年第2學期
論文名稱(中) 台灣自創科技品牌進行延伸策略時,消費者認知與創新對購買意願之探討:以華碩Asus為例
論文名稱(英) The effect of customers’ subjective cognition and innovation on Taiwan IT brand extension
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    摘要(中) 台灣科技產業自從企業主慢慢知覺到品牌建立才是企業獲利長久之道時,開始有些代工大廠跨出接單生產,而開始自創品牌,並在經營自有品牌些許日後,將品牌延伸製其他產品線及產品類別,故,如何掌握顧客端的需求,以推出符合消費者需求的產品,甚至推出引導消費者需求的產品,已成為台灣自創科技品牌的重要課題。
    回顧中外文獻後,發現大多數品牌延伸的探討多著重在廠商面的觀點,並偏好以多種產品來比較其延伸效果,對於消費端的主觀認知或單一產業品牌的研究較少著墨,因此本研究擬以消費者主觀認知的角度出發,並加入創新要素來探討其干擾效果,並且針對台灣科技品牌大牌之一華碩ASUS進行品牌延伸策略的分析。
    本研究綜合多位學者理論,粹取出直接與消費者知覺相關的兩構面:品牌聯想與契合度,並加入創新要素的干擾效果,探討在同一品牌聯想下,不同產品契合度的影響,與干擾要素如何進一步影響消費者購買延伸性產品的意願。
    透過實證研究,結果發現華碩ASUS品牌在消費者心中是較偏向功能導向,而研究的延伸性產品手機及液晶電視皆屬於契合度高,但消費者認知中手機創新度較高,也使得消費者對手機的購買意願大過液晶電視。尤其是外觀的創新度更是消費者在手機產品購買上重要的要素之一。且經由分析也發現華碩ASUS的消費族群多集中在年輕且消費力中程度的族群,對於較高收入的消費者反而意願較低,且研究所(含以上)學歷的消費者也對華碩ASUS品牌的評價不如大學(含以下)學歷的消費者高。
    結論是類似華碩ASUS品牌是偏向功能導向的台灣科技自創品牌,進行延伸策略時,應了解現今消費者對於創新上的需求,功能性完整已無法滿足消費者,進而增強聲譽性品牌聯想,以增加消費者購買意願。
    摘要(英) When the corporations in Taiwan technology industry precept that building a brand is truly the way of gaining profit in the long time, there are some of the biggest OEM firms stepped out from their OEM field, and started to create their own brand names. After a while, they extend their brand name into other product lines and product categories. Therefore, how to know customer’s demand and satisfy it or even launch new product leading customer’s demand has become the important issue for Taiwan original technology brand corporations.
    The existing literature of this researching field most focus on the producer’s point of view and prefer to use many kinds of product to compare the extend evaluation. Therefore this study is arranged to inspect brand extension from customers’ subjective cognition. Also add in innovation factor to probe into its interfere effect. This study selects one big Taiwan original technology brand ASUS to analysis its brand extension strategy.
    This study consults many references, and use two dimensions related to customers’ subjective cognition: brand association and fit. In addition, add innovation interfere factor to confer how brand association, fit and innovation factor how to effect customers’ purchase intention.
    This study contains some important findings: ASUS is functional-oriented in customer’s mind, the fit of cell-phone and LCD TV between ASUS brand is both high. However, customers think that high innovation of cell-phone result in higher purchase intension compared to LCD TV. Especially innovation of cell-phone’s appearance is a significant factor of purchasing cell-phone. On the other hand, the main customers of ASUS are young and have medium purchasing power, high-income customers has less low purchase intention instead. Besides, graduated educational degree evaluated ASUS compared with college (and lower) educational degree.
    This study concludes that other Taiwan original technology brand similar to ASUS should realize they may tend to be functional-oriented. When they carry out brand extension strategy, they should deeply interpret consumers’ demand. The function completion could not satisfy current customers any more. Ever more, the brand are suggested to enforce reputation-oriented brand association to increase customers’ purchase intension.
    關鍵字(中)
  • 品牌延伸
  • 創新
  • 關鍵字(英)
  • brand extension
  • innovation
  • 論文目次 謝 詞 -- 一
    中文摘要 二
    英文摘要 三
    目 錄 -- 五
    表 次 -- 七
    圖 次 -- 九
    第一章 導論 -1 第一節 研究背景--1
     第二節 研究動機 -3
     第三節 研究目的 -4  
    第二章 文獻探討 -- 5
     第一節 品牌結構 5
     第二節 品牌延伸 6
    第三節 創新 -13
    第四節 購買意願 16  
    第三章 研究方法 - 17
     第一節 研究架構 -- 17
     第二節 研究假設 -- 18
     第三節 研究產品選定與變數操作型定義及問項衡量 19
     第四節 研究設計 -- 22
    第五節 分析方法-23
     
    第四章 研究結果 - 24
     第一節 樣本結構 24
     第二節 信度分析 27
    第三節 變數檢定 30
     第四節 迴歸分析-33
     第五節 人口統計變項對其他研究構面之差異性分析-47
    第五章 結論與建議 59
     第一節 結論 -49
     第二節 實務上建議 59
    第三節 研究貢獻 --61
     第四節 研究限制與未來研究方向-62
    參考文獻 63
    附錄一 本研究問卷 --67
    參考文獻 中文部分
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    英文部分
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    網站
    1. my3q網路問卷網站 http://www.my3q.com/index.phtml?strForceLang=tw
    2. 東方線上資料庫 http://www.isurvey.com.tw/
    3. 華碩官方網站 http://www.asus.com/
    4. 台大批踢踢BBS網站 bbs://ptt.cc
    口試委員
  • 郭倉義 - 召集委員
  • 杜富燕 - 委員
  • 周泰華 - 指導教授
  • 梁慧玫 - 指導教授
  • 口試日期 2008-06-15 繳交日期 2008-08-06

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