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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29951
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29951


    Title: 消費者的品牌傘資訊處理模式之研究
    Authors: 林弘
    Contributors: 張愛華 博士
    林弘
    Keywords: 品牌傘
    資訊處理模式
    即時處理模式
    契合度
    訊息處理
    Date: 2004
    Issue Date: 2009-09-11 16:55:49 (UTC+8)
    Abstract: 在品牌霸權的時代中,品牌的延伸、繁殖與企業獲利息息相關,而在消費者依賴各種品牌線索作為產品選擇的前提下,瞭解消費者會採取何種訊息處理方式來進行家族品牌的聯想與評估,便成為當代行銷人員的重要課題之一。

    本研究從消費者認知的角度出發,探討消費者在面對「品牌傘策略形式」以及「品牌傘旗下產品種類相似性」等兩種不同特性的家族品牌資訊時,會如何進行資訊處理以形成對家族品牌之整體評價,此外也探討「資訊可及性」以及「企業聲望」等兩項變數對於消費者在進行資訊處理時所造成的調節作用。

    本研究經由三次前測,選擇出八個企業及其旗下各五種產品類別,藉此分別代表不同企業聲望、不同產品種類、不同品牌傘策略形式之資訊處理標的,此外也選出足以代表正、中、負訊息之產品相關敘述,作為判斷消費者採取何種資訊處理模式之證據來源,最後再加上資訊可及性的操弄,因此共形成2(品牌傘策略形式:以企業名稱命名、以企業名稱加上產品線名稱命名)× 2(產品種類相似性:高、低)× 2(企業聲望:高、低)× 2(資訊可及性:高、低)2 ×(正負訊息出現先後順序)等三十二種版本的問卷施測於445位受測者,並以6-way MANOVA進行檢定,藉此判斷各因子間的交互效果為何。

    研究結果顯示:一、消費者在面對「以企業名稱命名」的品牌傘策略形式以及「產品種類相似性高」等一致性較高的品牌傘策略特徵時,有較多的證據顯示消費者會傾向於採用即時性資訊處理模式。二、在資訊可及性高的情形下,對於消費者在面對「以企業名稱命名」的品牌傘策略形式以及「產品種類相似性高」等一致性較高的品牌傘策略特徵時,更傾向於採用即時資訊處理模式。三、企業聲望對於消費者之資訊處理過程有相當大的影響,當企業聲望高時,消費者較不會考慮相關之品牌傘策略特徵,而會根據過去對於該企業之整體印象,採取記憶基礎的資訊處理模式來處理相關資訊;但消費者企業聲望較低時,反而會較注意品牌傘策略特徵,而以其一致性高低來決定採用何種資訊處理模式。

    整體而言,消費者在面對不同的品牌傘策略特徵時,會採取不同的資訊處理模式,同時也會受到企業聲望與資訊可及性的調節,因此企業欲採取品牌傘策略時,應將消費者之資訊處理模式納入考量,作為制訂品牌傘策略時的參考依據,藉此提高企業進行行銷時的成效。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    91355032
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0913550322
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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