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研究生: 陳重安
Chen, Chung-An
論文名稱: 聯名商品期望失驗後消費者歸因之研究–以便利商店微波食品為例
Research on Consumer Attribution of Co-branded Products after Expectancy Disconfirmation: A Case Study of Convenience Store Microwaved food
指導教授: 董澤平
Dong, Tse-Ping
吳彥濬
Wu, Yen-Chun
口試委員: 董澤平
Dong, Tse-Ping
吳彥濬
Wu, Yen-Chun
劉志興
Liu, Zhi-Xing
吳智鴻
Wu, Chih-Hung
口試日期: 2022/07/22
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 94
中文關鍵詞: 消費慣性品牌權益期望失驗消費者歸因品牌聯名再訪意願
英文關鍵詞: consumer inertia, brand equity, disconfirmation, consumer attribution, co-branding, revisit intention
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202201640
論文種類: 學術論文
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  • 消費者對品牌的觀感,與對習慣購買與使用的產品會產生固定印象。本研究探討近十年最廣泛使用的行銷策略-品牌聯名策略。產業與產品選擇了超商微波鮮食,因隨著台灣人口結構、家庭型態與現代生活時間碎片化的影響,方便快速微波鮮食產品大行其道。此研究探討超商微波鮮食在發生失驗時,消費慣性與品牌權益,對於消費者歸因和再訪意願的影響。對於企業而言,將舊客戶留住吸引其回訪,能有效用低成本爭取原本顧客的支持和吸引新顧客。因此在消費者失驗後,何種要素會影響消費者的觀感與動作是至關重要的。

    本研究結果發現,當主品牌擁有愈高的品牌權益,在消費者對於聯名商品發生失驗時,消費者會歸因於主品牌的程度愈低。而當消費者對於主品牌存在愈高的消費慣性,當消費者對聯名商品發生失驗時,消費者會歸因於主品牌的程度愈低,並且願意再訪主品牌的意願會隨著消費慣性的升高而升高。研究也發現到當聯名品牌中的主品牌權益愈高,消費者對於願意再訪搭檔品牌的意願並不會因此愈低。

    Consumer creates a settle impression toward certain brand through brand equity and products/brand that they’re familiar with. This study explores the most popular marketing strategy in this decade--co-branding. It based its industry and product on co-branded microwaved food in convenience store chain in Taiwan. Because of the demographic structure, family structure and time-fragmentation environment, microwaved food that can be served with speed and ease made it way through mainstream. This study explores the influence of consumer inertia, brand equity, the involvement on consumer attribution and revisit intention when experiencing disconfirmation with co-branded product. Companies are mostly concerned about costs and strategies, the ability to retain old customers and attracts revisit intention from them, is a sufficient way to strive its customer relationships with minimized cost. Because of that, elements which effects consumer’s thoughts and actions after disconfirmation are utterly important.

    According to the results of this study, when consumer experiences disconfirmation, host brand with higher brand equity have lower consumer’s attribution toward host brand. When consumer experiences disconfirmations, host brand with higher consumer inertia have lower consumer attribution toward host brand, and have higher revisit intention when consumer have higher consumer inertia. This study also found out that with the increasing of host brand’s brand equity, consumer revisit intension toward partnered brand doesn’t decrease.

    第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 5 第四節 研究問題 6 第五節 研究方法,範圍與對象 7 第六節 研究流程 8 第貳章 文獻探討 9 第一節 連鎖超商 (Convenience Store; CVS) 9 第二節 品牌合作策略的種類 12 第三節 品牌聯名(cobranding) 14 第四節 消費者、超商微波食品、與餐飲品牌 16 第五節 期望失驗 21 第六節 歸因理論 23 第七節 消費慣性 25 第八節 品牌權益 28 第九節 再訪意願 (revisit intention) 29 第參章 研究方法 31 第一節 研究架構 31 第二節 研究設計 32 第三節 變數的定義與衡量和問卷設計 33 第四節 資料分析方法 37 第肆章 研究結果與分析 39 第一節 樣本結構分析 39 第二節 衡量模式分析 42 第三節 操弄檢定 49 第四節 假說檢定 52 第五節 討論與分析 58 第伍章 結論與建議 62 第一節 研究結論 62 第二節 理論意涵 64 第三節 研究限制 64 第四節 未來方向 65 參考文獻 66 附錄 研究問卷 72

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