網路品牌聯盟對消费者態度、網路購物意願以及品牌權益影響之研究－以産品類型為干擾變数

The Influence of Brand Alliance in Internet on Customers' Attitudes, Purchase Intentions and Brand Equity-The Product Type as the Moderating Variable

10.29931/MR.200606.0004

曾雍欽(Yung-Chin Tseng)；王又鹏(Yu-Peng Wang)

網路行銷 ； 品牌聯盟 ； 購買意願 ； 品牌權益 ； Internet Marketing ； Brand Alliance ； Purchase Intention ； Brand Equity

行銷評論

3卷2期（2006 / 06 / 01）

195 - 219

繁體中文

隨著數位時代的来臨，傅統行稍策略與交易模式已無法符合環境的快速變遷。因此，如何結合行銷策略與資訊科技，創造出與顾客産生即時互動及快速回應之網路行銷策略，来提高消费者線上購物的意顾與廠商自己的品牌權益，已是目前企業最重視的課题。除此之外，網際網路也開创敷位資訊時代，造就了數位化、虚擬化之新産品與交易配送型熊，业引發網路行銷新典範。 本研究所欲探討的简题包括（一）在網路行銷下，消费者是否會因爲聯盟網站類型的不同，而對品牌聯盟熊度産生影響，並進而封其腺上睛物意顾舆品牌灌益崖生影瞥；（二）消费者是否會因爲寄膏産品的品牌契合度，而使消费者産生不同的熊度，並對線上購物意顾與品牌權益産生影瞥；（三）消费者對品牌聯盟的熊度，是否會對線上購物意顾與品牌權益産生影響；（四）産品類型是否會干擾品牌聯盟熊度與購物意顾與與品牌權益背的關系。本研究以2(上标 *)2(上标 *)2(上标 *)2的實驗設計来蒐集查料，並利用LISREL巡行分析，結果發現：(1)聯盟網站類型的不同對消费者對品牌聯盟的熊度並没有顯著性差具影響；(2)消费者對品牌聯盟的熊度會對線上購物意顾與聯盟後廠商的品牌權益産生正面影響；(3)在産品類型干擾下，經驗品在消费者對品牌聯盟熊度與消费者對聯盟後的購物意顾以及聯盟後廠商的品牌權益間的關系，會比搜寻品更具正面的增强效果。

As the century of digital is coming, traditional marketing strategy and transaction model can't fit the fast moving environment for many companies. Hence, how to combine marketing strategy and information technology to create a real time interaction and quick response with customer and promote customers' purchase intentions are the most important issues for current companies. The 2(superscript *)2(superscript *)2(superscript *)2 laboratory experiment is employed to collect data to validate the proposed conceptual framework. The results indicate: (1) the type of brands alliance websites would not affect consumers' attitudes toward the brand alliance. (2) Consumers' purchase intentions and brand equity would be positively influenced by consumers' attitudes toward brand alliance. (3) With product category as a moderator, the influence of consumers' attitudes toward brand alliance on the consumers' purchase intentions and brand equity toward experience goods would be greater than search goods.

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