品牌聯盟中產品涉入程度對知覺價值與購買意願的影響－以文化創意產業為例

The Interference Effect of the Involvement with Product on Brand Alliance to Perceived Value and Purchase Intention: Culture and Creative Industry as an Example

羅文坤(Wen-Kuen Lo)；鍾宜珈(Yi-Jia Chung)；羅雁紅(Yen-Hung Lo)

品牌聯盟 ； 產品涉入 ； 知覺價值 ； 購買意願 ； 文化創意產業 ； brand alliance ； involvement with products ； perceived value ； purchase intention ； cultural creative industries

中國廣告學刊

20期（2015 / 03 / 01）

54 - 85

繁體中文

本研究目的主要為探討消費者知覺文化創意產業進行品牌聯盟下，其知覺價值是否有所提昇，進而影響其購買意願，另討論於品牌聯盟時，選擇不同涉入程度之文創商品來合作，是否對消費者知覺價值及購買意願有不同的影響。研究方法透過2×2實驗設計進行問卷調查，利用品牌聯盟前、後與高、低涉入產品進行研究，為了解品牌聯盟之效果，設定聯盟前為控制組，聯盟後為實驗組，聯盟後的測試結果將與聯盟前結果進行差異比較。而為了檢驗產品涉入高、低與品牌聯盟所產生之交互作用，不受聯盟合作之次品牌產品本身涉入狀況干擾，採用平衡作法，因此研究問卷共分成六組(聯盟前二組,聯盟後四組)進行控制與比較。本研究採便利抽樣,樣本以隨機分配至各組的方式進行,每組各取100份樣本,共計發放600份有效問卷。各組之受測者依照問卷所設計的情境進行知覺價值與購買意願之回答。品牌聯盟確實有助於消費者對文創產業品牌知覺價值的提升,且品牌聯盟與產品涉入對知覺價值有交互影響，採用產品涉入度高的文創商品進行聯盟，則知覺價值會更高。品牌聯盟也可透過知覺價值或其構面的剩餘價值為中介，進而影響購買意願。因此，文創品牌於聯盟時，仍應以創造知覺價值才可達到促進購買意願之提昇。

In this study, the effect of brand alliance between cultural and creative industries on consumers' perceived value and purchase intention was investigated. And the interference effect of involvement with products was also examined. A 2(high/low involvement with products) x2(before/after brand alliance) experiment was constructed. To understand the effect of brand alliance, we compare the control group (before brand alliance) and the experimental group (affter brand alliance), and discuss the differences between two groups. The total of 600 samples are requested to fill in a questionnaire with perceived value and purchase intention items after they read one of scenario contexts of brand alliance. The results indicate that brand alliance, not only have positive effect on consumers' perceived value, but also affect the purchase intention through the mediating variable of perceived value. And the interference effect of brand alliance with products involvement on perceived value is significant. It shows that the high involvement with products do play an important role to interpret the brand alliance positively in order to enhance the perceived value.

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