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題名 品牌策略對顧客知覺價值及購買意願之影響－ 單一品牌和多品牌策略之比較
作者 卓芷柔
Cho, Chih Jou
貢獻者 樓永堅
Lou, Yong Jian
卓芷柔
Cho, Chih Jou
關鍵詞 品牌策略
單一品牌策略
多品牌策略
購買意願
顧客知覺價值
運動涉入
Brand strategy
Single brand strategy
Multi-brand strategy
Willingness to pay
Customer perceived value
Sport involvement
日期 2017
上傳時間 13-九月-2017 15:59:40 (UTC+8)
摘要 近年來台灣民眾對於健身運動的風氣漸漸興盛起來，運動相關配件之需求逐年提升，市面上幾個知名品牌如NIKE、ADIDAS、UNDER AMOUR皆屬於中高價位的運動品牌，並非所有民眾皆能負擔得起，促使低價位的運動品牌迪卡儂日漸崛起。不同於NIKE、ADIDAS等公司，迪卡儂則是使用多品牌策略，本研究欲探討品牌策略對於消費者的購買意願及顧客知覺價值是否有影響。
本研究以實驗研究法來研究品牌策略對顧客購買意願及顧客知覺價值的影響，主要研究對象為商學院的學生，總計發放 128 份問卷，回收有效樣本為 122 份。使用T檢定和一般線性模式來進行研究假說之驗證。經由實證分析，本研究分析結果如下：
(一) 品牌策略對消費者購買意願無顯著影響。
(二) 品牌策略對顧客知覺價值無顯著影響。
(三) 運動涉入程度在品牌策略與消費者購買意願、顧客知覺價值之干擾效果無顯著影響。
由於實驗設計分析結果不如預期，故增加問卷調查以了解消費者至對迪卡儂購物之原因問卷調查。針對迪卡儂之消費者進行發放問卷訪談方式，總共發放數量為125份紙本問卷，共計回收有效問卷為108份。從問卷調查結果發現，消費者對於迪卡儂自有品牌暸解程度不高，且對於迪卡儂之品牌策略並不熟悉，並不暸解迪卡儂是採取多品牌策略。
本研究探討品牌策略在運動產業中是否有影響，提供運動品牌業者或未來欲投入之業者在選擇品牌策略時之參考
In recent years, Taiwanese people for the fitness movement gradually flourished. The demand for sports related parts increased year by year. Several well-known brands such as NIKE, ADIDAS, UNDER AMOUR are all high-priced sports brand which is not affordable for all people so the low-priced sports brand Decathlon rising.
NIKE and ADIDAS adopt single brand strategy, but Decathlon use multi-brand strategy. The study is going to explore the brand strategy for the consumer`s willingness to pay and perceived value of customer impact.
In this study, we adopt the experimental research method to study the impact of brand strategy on consumer`s willingness to pay and perceived value .The main study focuses on business school students, a total of 128 questionnaires issued, the recovery of valid samples for the 122. The T hypothesis and the general linear model are used to validate the hypothesis. Through the empirical analysis, the results of this study are as follows:
1. Brand strategy has no significant impact on consumer`s willingness to pay.
2. Brand strategy has no significant effect on customer perceived value.
3. The interference effect of the degree of involvement in the brand strategy and consumer`s willingness to pay, the perceived value had no significant impact.
As a result of the experimental design analysis results are not as expected, so the increase in the survey of Decathlon. A total of 125 questionnaires issued, the recovery of valid samples for the 108. From the survey results ,we found that consumers don’t understand Decathlon’s own brand.They don’t familiar with Decathlon`s brand strategy.
This study examines whether brand strategy has an impact in the sports industry, providing sports brand operators or those who want to invest in the future when choosing a brand strategy.
Keywords: brand strategy, single brand strategy, multi-brand strategy, willingness to pay, customer perceived value, sport involvement
參考文獻 一、 中文文獻
1. 王廷宇(2010)。品牌聯想、涉入程度與消費者購買意願之研究--以羽球運動品牌為例。未出版之碩士論文。佛光大學管理學系碩士班。
2. 王文正(2006)。產品知識及品牌形象對購買意願的影響-產品類別的干擾效果。未出版之碩士論文。大同大學事業經營研究所。
3. 胡政源(2006)。品牌管理。台北：新文京發出版股份有限公司。
4. 翁愷謙(2016)。顧客知覺價值對品牌形象之關係―以無印良品為例。未出版之碩士論文。中國文化大學國際企業管理學系碩士班。
5. 許士軍(1987)。現代行銷管理。台北：商略印書館。
6. 張麗娟(2009)。中醫復健科顧客忠誠度之研究。未出版之碩士論文。亞洲大學經營管理學系碩士在職專班學位論文。
7. 曾席璋(2007)。品牌策略與企業形象對消費者購買意願的影響—涉入的干擾效果。未出版之碩士論文。真理大學管理科學研究所碩士論文。
8. 鄭秀倫(2000)。品牌傘的企業背書效果。未出版之碩士論文。國立政治大學企業管理學系研究所碩士論文。
9. 羅晨溦(2010)。體驗行銷、品牌形象與運動涉入對女性消費者購買運動產品意願之研究—以Nike Women 為例。未出版之碩士論文。國立臺灣師範大學運動與休閒管理研究所。

二、 英文文獻
1. Aaker, D. A. (1996). Should you take your brand to where the action is? Harvard business review, 75(5), 135-142.
2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of marketing, 27-41.
3. Assael, H. (1984). Consumer behavior and marketing action: Kent Pub. Co.
4. Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers` usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
5. Chang, T.-Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
6. Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. ACR North American Advances.
7. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
8. Fox, K. R. (1987). Physical self-perceptions and exercise involvement: Arizona State University.
9. Freedman, J. L. (1964). Involvement, discrepancy, and change. The Journal of Abnormal and Social Psychology, 69(3), 290.
10. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
11. Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler: London: Prentice-Hall International.
12. Kotler, P. (2001). Marketing Management. Canada:Pearson Education.
13. Kotler, P., & Keller, K. L. (2003). Marketing management.USA:Prentice Hall
14. Monroe, K., & Krishnan, R. (1985). The effect of price on subjective product evaluations, perceived quality: How consumers view stores and merchandise (pp. 209-232). Lexington, MA: DC Heath.
15. Monroe, K. R. (1979). Econometric analyses of electoral behavior: A critical review. Political behavior, 1(2), 137-173.
16. Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition: Human Kinetics.
17. Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507.
18. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
19. Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
20. Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior: In fashion: Prentice Hall.
21. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
22. Taylor, M. B. (1981). Product involvement concept: An advertising planning point of view. Attitude Research Plays for High Stakes, 94-111.
23. Woodruff, R. B., & Gardial, S. F. (1996). Once and future products. The Journal of Business Strategy, 17(3), 11.
24. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
25. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
26. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
27. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363093
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363093
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.advisor Lou, Yong Jianen_US
dc.contributor.author (作者) 卓芷柔zh_TW
dc.contributor.author (作者) Cho, Chih Jouen_US
dc.creator (作者) 卓芷柔zh_TW
dc.creator (作者) Cho, Chih Jouen_US
dc.date (日期) 2017en_US
dc.date.accessioned 13-九月-2017 15:59:40 (UTC+8)-
dc.date.available 13-九月-2017 15:59:40 (UTC+8)-
dc.date.issued (上傳時間) 13-九月-2017 15:59:40 (UTC+8)-
dc.identifier (其他 識別碼) G0104363093en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112823-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363093zh_TW
dc.description.abstract (摘要) 近年來台灣民眾對於健身運動的風氣漸漸興盛起來，運動相關配件之需求逐年提升，市面上幾個知名品牌如NIKE、ADIDAS、UNDER AMOUR皆屬於中高價位的運動品牌，並非所有民眾皆能負擔得起，促使低價位的運動品牌迪卡儂日漸崛起。不同於NIKE、ADIDAS等公司，迪卡儂則是使用多品牌策略，本研究欲探討品牌策略對於消費者的購買意願及顧客知覺價值是否有影響。
本研究以實驗研究法來研究品牌策略對顧客購買意願及顧客知覺價值的影響，主要研究對象為商學院的學生，總計發放 128 份問卷，回收有效樣本為 122 份。使用T檢定和一般線性模式來進行研究假說之驗證。經由實證分析，本研究分析結果如下：
(一) 品牌策略對消費者購買意願無顯著影響。
(二) 品牌策略對顧客知覺價值無顯著影響。
(三) 運動涉入程度在品牌策略與消費者購買意願、顧客知覺價值之干擾效果無顯著影響。
由於實驗設計分析結果不如預期，故增加問卷調查以了解消費者至對迪卡儂購物之原因問卷調查。針對迪卡儂之消費者進行發放問卷訪談方式，總共發放數量為125份紙本問卷，共計回收有效問卷為108份。從問卷調查結果發現，消費者對於迪卡儂自有品牌暸解程度不高，且對於迪卡儂之品牌策略並不熟悉，並不暸解迪卡儂是採取多品牌策略。
本研究探討品牌策略在運動產業中是否有影響，提供運動品牌業者或未來欲投入之業者在選擇品牌策略時之參考		zh_TW
dc.description.abstract (摘要) In recent years, Taiwanese people for the fitness movement gradually flourished. The demand for sports related parts increased year by year. Several well-known brands such as NIKE, ADIDAS, UNDER AMOUR are all high-priced sports brand which is not affordable for all people so the low-priced sports brand Decathlon rising.
NIKE and ADIDAS adopt single brand strategy, but Decathlon use multi-brand strategy. The study is going to explore the brand strategy for the consumer`s willingness to pay and perceived value of customer impact.
In this study, we adopt the experimental research method to study the impact of brand strategy on consumer`s willingness to pay and perceived value .The main study focuses on business school students, a total of 128 questionnaires issued, the recovery of valid samples for the 122. The T hypothesis and the general linear model are used to validate the hypothesis. Through the empirical analysis, the results of this study are as follows:
1. Brand strategy has no significant impact on consumer`s willingness to pay.
2. Brand strategy has no significant effect on customer perceived value.
3. The interference effect of the degree of involvement in the brand strategy and consumer`s willingness to pay, the perceived value had no significant impact.
As a result of the experimental design analysis results are not as expected, so the increase in the survey of Decathlon. A total of 125 questionnaires issued, the recovery of valid samples for the 108. From the survey results ,we found that consumers don’t understand Decathlon’s own brand.They don’t familiar with Decathlon`s brand strategy.
This study examines whether brand strategy has an impact in the sports industry, providing sports brand operators or those who want to invest in the future when choosing a brand strategy.
Keywords: brand strategy, single brand strategy, multi-brand strategy, willingness to pay, customer perceived value, sport involvement		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 3
第一節 品牌策略 3
第二節 顧客知覺價值 6
第三節 運動涉入 9
第四節 購買意願 11
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假設 14
第三節 實驗設計與問卷設計 15
第四節 分析方法 23
第四章 資料分析 25
第一節 敘述性統計 25
第二節 樣本同質性分析 28
第三節 信度分析 32
第四節 驗證性因素分析 32
第五節 樣本分析 33
第六節 分類樣本分析 36
第七節 假說結果彙整 44
第五章 問卷調查 45
第一節 調查目的和方法 45
第二節 調查結果 46
第三節 結論 55
第五章 結論與建議 57
第一節 研究結論 57
第二節 給未來研究者之建議 60
第三節 對業者之建議 61
參考文獻 63
一、 中文文獻 63
二、 英文文獻 64
附錄一 67
品牌策略偏好訪問結果 67
附錄二 69
問卷(A) 69
附錄三 73
問卷(B) 73
附錄四 77
問卷調查 77		zh_TW
dc.format.extent 1479216 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363093en_US
dc.subject (關鍵詞) 品牌策略zh_TW
dc.subject (關鍵詞) 單一品牌策略zh_TW
dc.subject (關鍵詞) 多品牌策略zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 顧客知覺價值zh_TW
dc.subject (關鍵詞) 運動涉入zh_TW
dc.subject (關鍵詞) Brand strategyen_US
dc.subject (關鍵詞) Single brand strategyen_US
dc.subject (關鍵詞) Multi-brand strategyen_US
dc.subject (關鍵詞) Willingness to payen_US
dc.subject (關鍵詞) Customer perceived valueen_US
dc.subject (關鍵詞) Sport involvementen_US
dc.title (題名) 品牌策略對顧客知覺價值及購買意願之影響－ 單一品牌和多品牌策略之比較zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文文獻
1. 王廷宇(2010)。品牌聯想、涉入程度與消費者購買意願之研究--以羽球運動品牌為例。未出版之碩士論文。佛光大學管理學系碩士班。
2. 王文正(2006)。產品知識及品牌形象對購買意願的影響-產品類別的干擾效果。未出版之碩士論文。大同大學事業經營研究所。
3. 胡政源(2006)。品牌管理。台北：新文京發出版股份有限公司。
4. 翁愷謙(2016)。顧客知覺價值對品牌形象之關係―以無印良品為例。未出版之碩士論文。中國文化大學國際企業管理學系碩士班。
5. 許士軍(1987)。現代行銷管理。台北：商略印書館。
6. 張麗娟(2009)。中醫復健科顧客忠誠度之研究。未出版之碩士論文。亞洲大學經營管理學系碩士在職專班學位論文。
7. 曾席璋(2007)。品牌策略與企業形象對消費者購買意願的影響—涉入的干擾效果。未出版之碩士論文。真理大學管理科學研究所碩士論文。
8. 鄭秀倫(2000)。品牌傘的企業背書效果。未出版之碩士論文。國立政治大學企業管理學系研究所碩士論文。
9. 羅晨溦(2010)。體驗行銷、品牌形象與運動涉入對女性消費者購買運動產品意願之研究—以Nike Women 為例。未出版之碩士論文。國立臺灣師範大學運動與休閒管理研究所。

二、 英文文獻
1. Aaker, D. A. (1996). Should you take your brand to where the action is? Harvard business review, 75(5), 135-142.
2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of marketing, 27-41.
3. Assael, H. (1984). Consumer behavior and marketing action: Kent Pub. Co.
4. Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers` usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
5. Chang, T.-Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
6. Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. ACR North American Advances.
7. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, 307-319.
8. Fox, K. R. (1987). Physical self-perceptions and exercise involvement: Arizona State University.
9. Freedman, J. L. (1964). Involvement, discrepancy, and change. The Journal of Abnormal and Social Psychology, 69(3), 290.
10. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
11. Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler: London: Prentice-Hall International.
12. Kotler, P. (2001). Marketing Management. Canada:Pearson Education.
13. Kotler, P., & Keller, K. L. (2003). Marketing management.USA:Prentice Hall
14. Monroe, K., & Krishnan, R. (1985). The effect of price on subjective product evaluations, perceived quality: How consumers view stores and merchandise (pp. 209-232). Lexington, MA: DC Heath.
15. Monroe, K. R. (1979). Econometric analyses of electoral behavior: A critical review. Political behavior, 1(2), 137-173.
16. Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition: Human Kinetics.
17. Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507.
18. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
19. Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
20. Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior: In fashion: Prentice Hall.
21. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
22. Taylor, M. B. (1981). Product involvement concept: An advertising planning point of view. Attitude Research Plays for High Stakes, 94-111.
23. Woodruff, R. B., & Gardial, S. F. (1996). Once and future products. The Journal of Business Strategy, 17(3), 11.
24. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
25. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
26. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
27. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.		zh_TW