题名

負面雙重危機效應對共品牌評價與購買意願之影響

并列篇名

The Impact of Negative Double Jeopardy Effect on Co-brand Evaluation and Buying Intention

DOI

10.6656/MR.2014.33.1.CHI.39

作者

蕭至惠(Chih-Hui Hsiao)；蔡進發(Chin-Fa Tsai)

关键词

負面雙重危機效應 ； 共品牌總體知覺 ； 共品牌評價 ； 共品牌購買意願 ； Negative Double Jeopardy Effect ； Overall Co-brand Perception ； Co-brand Evaluation ； Co-brand Purchase Intention

期刊名称

管理評論

卷期/出版年月

33卷1期（2014 / 01 / 01）

页次

39 - 68+117-123

内容语文

繁體中文;英文
中文摘要

本研究延續Kucuk（2008）的負面雙重危機（Negative Double Jeopardy，NDJ）概念，並將之應用在共品牌經營的風險議題上，探討當夥伴品牌在反品牌網站中遭逢NDJ效應時，對共品牌評價和共品牌購買意願的影響？以及此一影響過程中，共品牌總體知覺和共品牌評價這兩個變數是否具有干擾效果？本研究採用受試者間實驗設計（between-subjects design），並以虛擬的反品牌網站來進行實驗，接著將募集的216位受試者隨機分派於不同的實驗情境中，並以單因子雙共變量共變數分析、迴歸分析與雙因子雙共變量共變數分析進行假說的驗證。主要研究結果如下：（1）當夥伴品牌遭逢NDJ效應時，將會對共品牌評價與共品牌購買意願帶來負面影響；（2）夥伴品牌的NDJ效應與共品牌總體知覺對共品牌評價的影響具有交互作用。當消費者對共品牌總體知覺高時，NDJ效應並不會影響消費者對共品牌的評價；反之，當消費者對共品牌總體知覺低時，NDJ效應將會顯著地降低消費者對共品牌的評價。（3）夥伴品牌的NDJ效應與共品牌評價對共品牌購買意願的影響具有交互作用。當消費者對共品牌的評價高時，NDJ效應並不會影響消費者對共品牌的購買意願；反之，當消費者對共品牌的評價低時，NDJ效應將會顯著地降低消費者對共品牌的購買意願。
英文摘要

Using Kucuk's (2008) network NDJ (Negative Double Jeopardy) effect, we aimed to examine: (1) Whether the NDJ effect on the anti-brand website partner brand encountered will affect co-brand evaluation and co-brand purchase intention. (2) Whether overall co-brand perception and co-brand evaluation will play a moderator role in the impact process. The study constructed virtual anti-brand website and between-subjects experimental design was adopted, and then 216 subjects were randomly distributed to different experimental situations. Owo-way ANCOVA, regression analysis and two-way ANCOVA were adopted in this study. The experimental results were as follows: (1) The NDJ effect partner brand encountered on the anti-brand website had a negative impact on co-brand evaluation and co-brand purchase intention. (2) There was an interaction between NDJ effect of partner brand and overall co-brand perception when examining their influences on co-brand evaluation. In the situation of high overall co-brand perception, NDJ effect will not affect consumers' co-brand evaluation. While in the situation of low overall co-brand perception, NDJ effect will significantly lower consumers' co-brand evaluation. (3) There was an interaction between NDJ effect of partner brand and co-brand evaluation when examining their influences on co-brand purchase intention. In the situation of high co-brand evaluation, NDJ effect will not affect consumers' purchase intention of co-brand. While in the situation of low co-brand evaluation, NDJ effect will significantly lower consumers' purchase intention of co-brand.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 蔡進發(2018)。求偶思維對自我複雜度、共品牌契合度與雌雄同體共品牌評價之影響。管理評論，37(1)，15-33。
  2. 魏妤倩、蕭苑瑜、蔡進發、陳冠穎(2017)。元件品牌的品牌依附和品牌形象、共品牌契合度、共品牌評價與共品牌購買意願關係之研究。行銷評論，14(1)，23-50。
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