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題名 由品牌互動與品牌延伸的角度探討品牌行動應用程式對品牌態度的影響
Evaluation of the effectiveness of branded mobile phone application from brand interactivity and brand extension
作者 魏皓瑜
Wei, Hao Yu
貢獻者 張愛華 (Chang, Ai Hwa)
魏皓瑜
Wei, Hao Yu
關鍵詞 行動應用程式
互動行銷
媒體經驗
品牌延伸
外溢效果
日期 2011
上傳時間 3-Dec-2012 11:19:23 (UTC+8)
摘要 　　隨著新生活娛樂型態興起，以及可攜式行動裝置愈來愈普及，行動廣告的重要性也與日俱增，品牌行動應用程式與消費者的高互動特性，已引起行銷人員相當大的興趣，承載品牌識別圖案與訊息的品牌行動應用程式，無疑是最新崛起的行銷戰場。然而本研究認為，品牌行動應用程式不單純只是品牌的廣告，實際上也是品牌延伸後的新產品，因為它提供使用者不同於原品牌的新功能與服務，且擁有一套獨特的設計理念，因此，本研究在探討行動應用程式互動的效果時，還加入了“品牌延伸”的概念。
     　　本研究選擇五個品牌行動應用程式為研究主體，依照受測對象為使用者與非使用者，調整問卷內容與次序，共設計十份問卷。資料分析結果證實，消費者與品牌行動應用程式的互動而產生的媒體經驗，確實能提升其母品牌的態度；由品牌延伸的角度，研究結果亦證實，品牌行動應用程式與母品牌的認知契合度越高，消費者對品牌行動應用程式的態度就越好，而且品牌延伸存在正向的外溢效果，意即品牌行動應用程式的好感會正向回饋至母品牌的態度。另外，本研究發現體驗型的品牌App較能觸發多元、獨特、且專屬於該品牌的聯想。
     　　本研究的結果不僅可以提供廠商在使用品牌行動應用程式作為行銷工具時的參考，更能在廠商實際建置品牌行動應用程式時，建議提供何種互動經驗給目標消費者較為適當、設計的概念是否要與母品牌概念一致、或者依據行銷目標的不同，推出不同類型的品牌App。
參考文獻 參考文獻
     一、中文部分
     資策會FIND (2012)，2011臺灣行動行銷媒體工具效益分析調查報告，Retrieved 2012/1/31, from http://books.find.org.tw/newbook_disp.asp?book_id=188
     資策會FIND (2010)，經濟部技術處「科技化服務價值鏈研究與推動計畫，Retrieved 2011/5/18, from http://www.find.org.tw/find/home.aspx?page=many&id=287
     別蓮蒂. (2003). 產品契合度與品牌特質聯想對品牌延伸效果的影響. [The Effects of Product Fitness and Brand Specific Association on Brand Extension]. 管理評論, 22(2), 87-109.
     二、英文部分
     Aaker, D. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31(4), 47-56.
     Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions.. Journal of Marketing, 54(1), 27-41.
     Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227-247.
     Ahrem, R. K., & Neuman, W. R. (2000). Interactivity and Structured Issue Comparison on the Political Web. Paper Read at International Communication Associaion, (June 1-5)
     Balachander, S., & Ghose, S. (2003). Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions. Journal of Marketing, 67(1), 4-13.
     Baron, R. M. & Kenny,D. A. (1986). The Moderator Mediator Variable Distinction in Social Psychological. Research: Conceptual, Strategic, and Statistical Consideration, Journal of Personality and Social Psychology, 51, 1173-1182.
     Blattberg, R. C., & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5-14.
     Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing, 25(4), 191-200.
     Bellman, S., Schweda, A., & Varan, D. (2009). A COMPARISON OF THREE INTERACTIVE TELEVISION AD FORMATS. Journal of Interactive Advertising, 10(1), 14-34.
     Boush, D. M., & Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research (JMR), 28(1), 16-28.
     Broniarczyk, S. M., & Alba, J. W. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research (JMR), 31(2), 214-228.
     Cacioppo, J. T. & Richard E. P. (1979). Effects of Message Repetition and Position on Cognitive Response, Recall, and Persuasion. Journal of Personality and Social Psychology, 37( 1), 97 – 109.
     Calder, J., Malthouse, C.,& Shaedel, U. (2009) . An Experimental Study of The Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321-331.
     Campbell, M. C. & Kevin L. K. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30(2),292 – 304.
     Chakravarti, D., MacInnis, D. J., & Nakamoto, K. (1990). Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies. Advances in Consumer Research, 17(1), 910-916.
     
     Coelho, P. S., & Esteves, S. P. (2007). The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement. International Journal of Market Research, 49(3), 313-339.
     Dacin, P. A., & Smith, D. C. (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research (JMR), 31(2), 229-242.
     Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). USER ACCEPTANCE OF COMPUTER TECHNOLOGY: A COMPARISON OF TWO THEORETICAL MODELS. Management Science, 35(8), 982-1003.
     Deighton, J. (1996). THE FUTURE OF Interactive MARKETING. Harvard Business Review, 74(6), 151-152.
     Friedrich, R., Gröne, F., Hölbling, K., & Peterson, M. (2009). The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators. Journal of Advertising Research, 49(1), 54-61.
     Garretson, J. A., & Niedrich, R. W. (2004). SPOKES-CHARACTERS. Journal of Advertising, 33(2), 25-36.
     Ha, L., & Lincoln, J., (1998). Interactivity Reexamined: A Baseline Analysis of Early Web Sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474
     Hem, L. E., & Iversen, N. M. (2009). Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. International Journal of Market Research, 51(6), 797-818.
     Hoffman, D. L., & Novak, T. P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing (Mergent, Inc.), 23(1), 23-34.
     Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
     
     John, D. R., Loken, B., & Joiner, C. (1998). The Negative Impact of Extensions: Can Flagship Products Be Diluted? Journal of Marketing, 62(1), 19-32.
     Kim, H., & John, D. R. (2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology (Elsevier Science), 18(2), 116-126.
     Keller, K. L., & Aaker, D. A. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research (JMR), 29(1), 35-60.
     Klink, R. R., & Smith, D. C. (2001). Threats to the External Validity of Brand Extension Research. Journal of Marketing Research (JMR), 38(3), 326-335.
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     Crofts, 14 -42
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     Moderator Analysis, and Decomposition of Effects in Path Models Containing Interactions,” Applied Psychological Measurement, Vol. 12, No. 2, June 1988, pp.163-175.
     Leek, S., & Christodoulides, G. (2009). Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising. Journal of Advertising Research, 49(1), 44-53.
     Liu, Yuping and L.J. Shrum (2002). What Is Interactivity and Is It Always a Good Thing? Implications of Definition, Person, and Situation for the Influence of
     Interactivity on Advertising Effectiveness. Journal of Advertising,31(4), 53-64.
     Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57(3), 71.
     
     MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations.. Journal of Marketing Research (JMR), 23(2), 130-143.
     McMillan, S. J., & Hwang, J.-S. (2002). Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising, 31(3),29-42.
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     Tauber, E. M. (1988). BRAND LEVERAGE: STRATEGY FOR GROWTH IN A COST-CONTROL WORLD. Journal of Advertising Research, 28(4), 26-30.
     Tsang, M. M., Shu-Chun, H., & Ting-Peng, L. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78
     Völckner, F., & Sattler, H. (2007). Empirical generalizability of consumer evaluations of brand extensions. International Journal of Research in Marketing, 24(2), 149-162.
     Wang, Alex (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4),355-368.
描述 碩士
國立政治大學
企業管理研究所
99355023
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355023
資料類型 thesis
dc.contributor.advisor 張愛華 (Chang, Ai Hwa)zh_TW
dc.contributor.author (Authors) 魏皓瑜zh_TW
dc.contributor.author (Authors) Wei, Hao Yuen_US
dc.creator (作者) 魏皓瑜zh_TW
dc.creator (作者) Wei, Hao Yuen_US
dc.date (日期) 2011en_US
dc.date.accessioned 3-Dec-2012 11:19:23 (UTC+8)-
dc.date.available 3-Dec-2012 11:19:23 (UTC+8)-
dc.date.issued (上傳時間) 3-Dec-2012 11:19:23 (UTC+8)-
dc.identifier (Other Identifiers) G0099355023en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56299-
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zh_TW
dc.description (描述) 99355023zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 　　隨著新生活娛樂型態興起，以及可攜式行動裝置愈來愈普及，行動廣告的重要性也與日俱增，品牌行動應用程式與消費者的高互動特性，已引起行銷人員相當大的興趣，承載品牌識別圖案與訊息的品牌行動應用程式，無疑是最新崛起的行銷戰場。然而本研究認為，品牌行動應用程式不單純只是品牌的廣告，實際上也是品牌延伸後的新產品，因為它提供使用者不同於原品牌的新功能與服務，且擁有一套獨特的設計理念，因此，本研究在探討行動應用程式互動的效果時，還加入了“品牌延伸”的概念。
     　　本研究選擇五個品牌行動應用程式為研究主體，依照受測對象為使用者與非使用者，調整問卷內容與次序，共設計十份問卷。資料分析結果證實，消費者與品牌行動應用程式的互動而產生的媒體經驗，確實能提升其母品牌的態度；由品牌延伸的角度，研究結果亦證實，品牌行動應用程式與母品牌的認知契合度越高，消費者對品牌行動應用程式的態度就越好，而且品牌延伸存在正向的外溢效果，意即品牌行動應用程式的好感會正向回饋至母品牌的態度。另外，本研究發現體驗型的品牌App較能觸發多元、獨特、且專屬於該品牌的聯想。
     　　本研究的結果不僅可以提供廠商在使用品牌行動應用程式作為行銷工具時的參考，更能在廠商實際建置品牌行動應用程式時，建議提供何種互動經驗給目標消費者較為適當、設計的概念是否要與母品牌概念一致、或者依據行銷目標的不同，推出不同類型的品牌App。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究動機 1
     第二節 研究目的 3
     第三節 研究流程 4
     第二章 文獻探討 5
     第一節 行動行銷與互動行銷 5
     第二節 媒體經驗與接觸度 11
     第三節 品牌延伸 14
     第四節 品牌延伸外溢效果 19
     第三章 研究方法 22
     第一節 研究架構 22
     第二節 研究假說 23
     第三節 研究變數的定義與衡量26
     第四節 問卷設計與測試 31
     第五節 抽樣與資料蒐集 36
     第四章 研究結果 37
     第一節 樣本輪廓分析 37
     第二節 信度分析 39
     第三節 研究變數的敘述性統計39
     第四節 媒體經驗因素分析 41
     第五節 研究假說之驗證 43
     第六節 假說檢定總表 53
     第五章 結論與建議 54
     第一節 研究發現與結論 54
     第二節 對行銷理論之貢獻 57
     第三節 管理實務意涵 58
     第四節 研究限制 59
     第五節 後續研究建議 60
     參考文獻 61
     附錄　 正式問卷 67		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355023en_US
dc.subject (關鍵詞) 行動應用程式zh_TW
dc.subject (關鍵詞) 互動行銷zh_TW
dc.subject (關鍵詞) 媒體經驗zh_TW
dc.subject (關鍵詞) 品牌延伸zh_TW
dc.subject (關鍵詞) 外溢效果zh_TW
dc.title (題名) 由品牌互動與品牌延伸的角度探討品牌行動應用程式對品牌態度的影響zh_TW
dc.title (題名) Evaluation of the effectiveness of branded mobile phone application from brand interactivity and brand extensionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 參考文獻
     一、中文部分
     資策會FIND (2012)，2011臺灣行動行銷媒體工具效益分析調查報告，Retrieved 2012/1/31, from http://books.find.org.tw/newbook_disp.asp?book_id=188
     資策會FIND (2010)，經濟部技術處「科技化服務價值鏈研究與推動計畫，Retrieved 2011/5/18, from http://www.find.org.tw/find/home.aspx?page=many&id=287
     別蓮蒂. (2003). 產品契合度與品牌特質聯想對品牌延伸效果的影響. [The Effects of Product Fitness and Brand Specific Association on Brand Extension]. 管理評論, 22(2), 87-109.
     二、英文部分
     Aaker, D. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31(4), 47-56.
     Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions.. Journal of Marketing, 54(1), 27-41.
     Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227-247.
     Ahrem, R. K., & Neuman, W. R. (2000). Interactivity and Structured Issue Comparison on the Political Web. Paper Read at International Communication Associaion, (June 1-5)
     Balachander, S., & Ghose, S. (2003). Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions. Journal of Marketing, 67(1), 4-13.
     Baron, R. M. & Kenny,D. A. (1986). The Moderator Mediator Variable Distinction in Social Psychological. Research: Conceptual, Strategic, and Statistical Consideration, Journal of Personality and Social Psychology, 51, 1173-1182.
     Blattberg, R. C., & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5-14.
     Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing, 25(4), 191-200.
     Bellman, S., Schweda, A., & Varan, D. (2009). A COMPARISON OF THREE INTERACTIVE TELEVISION AD FORMATS. Journal of Interactive Advertising, 10(1), 14-34.
     Boush, D. M., & Loken, B. (1991). A Process-Tracing Study of Brand Extension Evaluation. Journal of Marketing Research (JMR), 28(1), 16-28.
     Broniarczyk, S. M., & Alba, J. W. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research (JMR), 31(2), 214-228.
     Cacioppo, J. T. & Richard E. P. (1979). Effects of Message Repetition and Position on Cognitive Response, Recall, and Persuasion. Journal of Personality and Social Psychology, 37( 1), 97 – 109.
     Calder, J., Malthouse, C.,& Shaedel, U. (2009) . An Experimental Study of The Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321-331.
     Campbell, M. C. & Kevin L. K. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30(2),292 – 304.
     Chakravarti, D., MacInnis, D. J., & Nakamoto, K. (1990). Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies. Advances in Consumer Research, 17(1), 910-916.
     
     Coelho, P. S., & Esteves, S. P. (2007). The choice between a five-point and a ten-point scale in the framework of customer satisfaction measurement. International Journal of Market Research, 49(3), 313-339.
     Dacin, P. A., & Smith, D. C. (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions. Journal of Marketing Research (JMR), 31(2), 229-242.
     Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). USER ACCEPTANCE OF COMPUTER TECHNOLOGY: A COMPARISON OF TWO THEORETICAL MODELS. Management Science, 35(8), 982-1003.
     Deighton, J. (1996). THE FUTURE OF Interactive MARKETING. Harvard Business Review, 74(6), 151-152.
     Friedrich, R., Gröne, F., Hölbling, K., & Peterson, M. (2009). The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators. Journal of Advertising Research, 49(1), 54-61.
     Garretson, J. A., & Niedrich, R. W. (2004). SPOKES-CHARACTERS. Journal of Advertising, 33(2), 25-36.
     Ha, L., & Lincoln, J., (1998). Interactivity Reexamined: A Baseline Analysis of Early Web Sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474
     Hem, L. E., & Iversen, N. M. (2009). Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. International Journal of Market Research, 51(6), 797-818.
     Hoffman, D. L., & Novak, T. P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing (Mergent, Inc.), 23(1), 23-34.
     Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
     
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