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罗耕先
周鳴泉
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
大眾品牌和奢侈品牌的品牌聯合對消費者購買意願的影響研究
Research on the Influence of Brand Alliance between Mass Brands and Luxury Brands on Consumers' Purchase Intention
品牌聯合 ; 購買意願 ; SOR理論 ; 管理啟示
Brand Alliance ; Purchase Intention ; SOR Theory ; Management Implications
公開日期：8/5/2028
本論文旨在基於SOR理論的大眾品牌和奢侈品牌的品牌聯合對消費者購買意願的影響研究。引入品牌知名度、產品涉入度、促銷活動、社交媒體行銷等變數，共同構建影響效應的研究模型。而後選取三組大眾品牌和奢侈品牌的品牌聯合行為作為本文的研究案例，通過問卷調查的方式收集數據，進行相關回歸分析來驗證假設。
研究發現，大眾品牌知名度對消費者購買意願無顯著正相關關係，其餘變數均對購買意願存在顯著正相關關係；感知價值和感知風險在奢侈品牌知名度、產品涉入度、促銷活動以及社交媒體行銷顯著正向影響消費者購買意願間起部分仲介作用。
本文豐富了品牌聯合以及行銷領域當中的相關研究，為品牌聯合的購買意願研究提供了新的理論和實踐視角。具有一定的創新性和實踐價值。
研究發現，大眾品牌知名度對消費者購買意願無顯著正相關關係，其餘變數均對購買意願存在顯著正相關關係；感知價值和感知風險在奢侈品牌知名度、產品涉入度、促銷活動以及社交媒體行銷顯著正向影響消費者購買意願間起部分仲介作用。
本文豐富了品牌聯合以及行銷領域當中的相關研究，為品牌聯合的購買意願研究提供了新的理論和實踐視角。具有一定的創新性和實踐價值。
This thesis aims to study the impact of brand alliances between mass brands and luxury brands on consumers' purchase intention based on the SOR theory. Variables such as brand awareness, product involvement and social media marketing are introduced to jointly construct a research model of the impact effect. Subsequently, three groups of brand alliance behaviors between mass brands and luxury brands are selected as research cases in this paper. Data is collected through questionnaires, and relevant regression analyses are conducted to verify the hypotheses.
The research findings show that there is no significant positive correlation between the brand awareness of mass brands and consumers' purchase intention, while the remaining variables all have a significant positive correlation with the purchase intention. Perceived value and perceived risk play a partial mediating role in the significant positive influence of luxury brand awareness, product involvement, promotional activities, and social media marketing on consumers' purchase intention.
This paper enriches the relevant research in the fields of brand alliances and marketing, and provides new theoretical and practical perspectives for the research on the purchase intention of brand alliances. It has certain innovativeness and practical value.
The research findings show that there is no significant positive correlation between the brand awareness of mass brands and consumers' purchase intention, while the remaining variables all have a significant positive correlation with the purchase intention. Perceived value and perceived risk play a partial mediating role in the significant positive influence of luxury brand awareness, product involvement, promotional activities, and social media marketing on consumers' purchase intention.
This paper enriches the relevant research in the fields of brand alliances and marketing, and provides new theoretical and practical perspectives for the research on the purchase intention of brand alliances. It has certain innovativeness and practical value.
2025
中文
90
致 謝 I
摘 要 II
Abstract III
圖 目 錄 VIII
表 目 錄 IX
第一章 緒 論 1
1.1 研究背景 1
1.2研究意義 2
1.2.1理論意義 2
1.2.2實踐意義 3
1.3研究目的 4
1.4研究內容與方法 4
1.4.1研究內容 4
1.4.2研究方法 6
1.5論文結構 7
第二章 文獻綜述 9
2.1品牌聯合概念以及相關理論研究 9
2.1.1品牌聯合 9
2.1.2 SOR理論 10
2.2品牌聯合中影響因素相關研究 12
2.2.1品牌知名度 12
2.2.2產品涉入度 13
2.2.3促銷活動 14
2.2.4社交媒體行銷 15
2.3品牌聯合中消費者感知相關研究 16
2.3.1感知價值和感知風險 16
2.3.2消費者購買意願 18
2.4文獻述評 19
第三章 研究模型與研究假設 21
3.1研究模型 21
3.2研究假設 22
3.2.1品牌聯合影響因素和購買意願 22
3.2.2感知價值和感知風險與消費者購買意願 24
3.2.3感知價值和感知風險的仲介作用 25
第四章 問卷設計 28
4.1調研對象 28
4.1.1研究變數的測量 29
4.1.2問卷製作 32
4.2預調研 33
4.2.1信度分析 33
4.2.2效度分析 36
第五章 實證研究 42
5.1描述性統計分析 42
5.1.1樣本描述性統計分析 42
5.1.2變數描述性統計分析 44
5.2信度分析 46
5.3效度分析 47
5.3.1探索性因數分析 47
5.3.2驗證性因數分析 52
5.4相關性分析 56
5.5回歸分析 57
5.5.1直接效應檢驗 57
5.5.2仲介效應檢驗 59
5.6 假設驗證 67
第六章 研究總結與對策建議 69
6.1研究總結 69
6.2對策建議 70
6.2.1合作品牌選擇策略 70
6.2.2合理定價策略 72
6.2.3整合行銷傳播策略 73
6.3研究局限與未來展望 75
6.3.1研究局限 75
6.3.2未來展望 76
參考文獻 77
作者簡歷 81
附 錄 82
摘 要 II
Abstract III
圖 目 錄 VIII
表 目 錄 IX
第一章 緒 論 1
1.1 研究背景 1
1.2研究意義 2
1.2.1理論意義 2
1.2.2實踐意義 3
1.3研究目的 4
1.4研究內容與方法 4
1.4.1研究內容 4
1.4.2研究方法 6
1.5論文結構 7
第二章 文獻綜述 9
2.1品牌聯合概念以及相關理論研究 9
2.1.1品牌聯合 9
2.1.2 SOR理論 10
2.2品牌聯合中影響因素相關研究 12
2.2.1品牌知名度 12
2.2.2產品涉入度 13
2.2.3促銷活動 14
2.2.4社交媒體行銷 15
2.3品牌聯合中消費者感知相關研究 16
2.3.1感知價值和感知風險 16
2.3.2消費者購買意願 18
2.4文獻述評 19
第三章 研究模型與研究假設 21
3.1研究模型 21
3.2研究假設 22
3.2.1品牌聯合影響因素和購買意願 22
3.2.2感知價值和感知風險與消費者購買意願 24
3.2.3感知價值和感知風險的仲介作用 25
第四章 問卷設計 28
4.1調研對象 28
4.1.1研究變數的測量 29
4.1.2問卷製作 32
4.2預調研 33
4.2.1信度分析 33
4.2.2效度分析 36
第五章 實證研究 42
5.1描述性統計分析 42
5.1.1樣本描述性統計分析 42
5.1.2變數描述性統計分析 44
5.2信度分析 46
5.3效度分析 47
5.3.1探索性因數分析 47
5.3.2驗證性因數分析 52
5.4相關性分析 56
5.5回歸分析 57
5.5.1直接效應檢驗 57
5.5.2仲介效應檢驗 59
5.6 假設驗證 67
第六章 研究總結與對策建議 69
6.1研究總結 69
6.2對策建議 70
6.2.1合作品牌選擇策略 70
6.2.2合理定價策略 72
6.2.3整合行銷傳播策略 73
6.3研究局限與未來展望 75
6.3.1研究局限 75
6.3.2未來展望 76
參考文獻 77
作者簡歷 81
附 錄 82
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2.Aaker, D. A. (1995). Building strong brands. Free Press.
3.Alalwan, A. A. (2018). Investigating the impact on customer purchase intention. International Journal of Information Management, 42, 65-77.
4.Alvarez, A. B. & Casielles, R.V. (2005). Consumer evaluation of sales promotion: the effect on brand choice. European Journal of Marketing, 39(1/2), 54-70.
5.Amaya Rivas, A., &Liao, Y. K. (2022). Model of green marketing and innovative green adoption: Application of a stimulus - organism - model. , 14(6), 3288.
6.Augusto, M., & Torres, P. (2018). Effects of brand attitude and EWOM on consumers' willingness to pay . Retailing and Consumer Services, 40, 1 - 10.
7.Aydinli, A., Bertini, M., & Lambrecht, A. (2014). Price promotion for emotional products. Journal of Marketing, 78(2), 80 - 96.
8.Bauer, R. (1960). Consumer behavior as risk taking (pp. 389 - 398). American Marketing Association.
9.Brassington, F., & Pettitt, S. (2000). Sales promotion. In Principles of marketing (2nd ed., pp. 642-685). FT Prentice Hall.
10.Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a “good deal”. Journal of Consumer Marketing, 7(4), 25-31.
11.Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit - congruent framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65 - 81.
12.Chu,S.(2013). Consumers' responses toward social media advertising and purchase intention toward luxury products[J].Global Fashion Marketing,25(3): 178-182.
13.Corbitt, B. J., Theerasak, T., & Han, Y. (2003). Trust and e - commerce: A study of consumer perceptions: Electronic commerce. Electronic Commerce Research and Applications, 2(3), 203 - 215.
14.Cliff Allen.(2014). One-to-One Web Marketing. American Marketing Association.
15.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307 - 319.
16.Eggweta, U., & Ulagawll, C. (2002). Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17(2/3), 107 - 118.
17.Epley, N., & Gilovich, T. (2001). Putting adjustment back in the anchoring and adjustment heuristic: Differential processing of self-generated and experimenter - provided anchors. Psychological Science, 12(5), 391 - 396.
18.Gammoh, B. S., Voss, G. B., & Chakraborty, G. (2009). Consumer evaluation of brand alliance signals. Psychology & Marketing, 26(6), 465 - 486.
19.Hiiyer, C., & Tikoo, S. (1995). Effect of co - branding on consumer product evaluations. Advances in Consumer Research, 22(1), 123 - 127.
20.Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (pp. 28 - 45). Appleton Century Croft Co.
21.Kapferer, J., & Laurent, G. (1985). Consumer involvement profiles: A new practical approach to consumer involvement. Journal of Advertising Research, 25, 49-55.
22.Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of marketing, 57(1), 1-22.
23.Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595 - 600.
24.Minjeong, K.,& Lennon, S. (2008). The Effects of Visual and Verbal Information on Attitudes and Purchase Intentions in Internet Shopping[J/OL]. Psychology & Marketing, 25(2): 146-178.
25.Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192 - 222.
26.Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(3), 93 - 96.
27.Ndubisi, M. (2005). Customers behavioral responses to sales promotion: the role of fear of losing face, Asia Pacific. Journal of Marketing and Logistics, 17(1), 32-49.
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