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研究生: 韋家瑜
Jia-Yu Wei
論文名稱: 高科技強勢品牌之品牌延伸效果分析
An Analysis of Brand Extension Effect of High-tech Strong Brand
指導教授: 欒斌
Pin Luarn
口試委員: 陳正綱
Cheng-Kang Chen
林鴻文
Hong-Wen Lin
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 83
中文關鍵詞: 品牌延伸電競產品宏碁華碩
外文關鍵詞: Brand extension, E-Sports products, Acer, ASUS
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  • 近年來傳統PC產業明顯受到平板電腦、手機及各類行動裝置衝擊,發展空間受到擠壓,呈現衰退狀態,然而在此狀況下,電競產業正蓬勃發展,因此許多高科技電腦品牌商紛紛進軍電競領域,宏碁Acer及華碩ASUS亦為跟進者,利用品牌延伸策略分別創立「Acer Predator掠奪者」與「ASUS ROG玩家共和國」電競品牌,同微星及技嘉成為台灣本土四大電競品牌。根據知名資訊科技研究公司Gartner資料顯示,2017至2019年全球PC市佔率調查,宏碁分別佔6.5%、6.1%、5.7%,而華碩佔6.8%、5.9%、5.5%,顯示宏碁與華碩之一般消費性個人電腦的產品普及率與市占率在市場上是佔有一定份額,因此本研究以目前使用此兩大電腦品牌之一般消費性個人電腦的使用者為研究對象,從其主觀觀點出發來進行品牌延伸效果的測試。

    本研究主要以學者所歸納出影響品牌延伸效果的兩大類因素為研究主體,再加入核心品牌忠誠度,探討其對於品牌延伸效果的影響,並且驗證延伸產品知識對於核心品牌忠誠度與品牌延伸效果間是否存在調節效果。透過問卷調查方式蒐集資料,共計回收524份有效樣本,最後應用統計分析得到之研究結果如下:
    1. 核心品牌形象對核心品牌態度有顯著的正向影響。
    2.核心品牌使用經驗對核心品牌態度有顯著的正向影響。
    3.核心品牌態度對品牌延伸效果有顯著的正向影響。
    4.品牌聯想對消費者知覺契合度有顯著的正向影響。
    5.產品相關性對消費者知覺契合度有顯著的正向影響。
    6.消費者知覺契合度對品牌延伸效果有顯著的正向影響。
    7.核心品牌忠誠度對品牌延伸效果有顯著的正向影響。
    8.消費者延伸產品知識未具原本所假定之調節效果。

    研究結果顯示,消費者願意接受宏碁及華碩的電競產品主要來自於對核心品牌態度及核心品牌忠誠度,相對地,消費者知覺契合度較弱,亦也發現大多數消費者對於電競不甚了解,是導致消費者知覺契合度較弱之主因。因此欲更加提升品牌延伸效果除了鞏固與再提升核心品牌力以外,應該要帶動電競風氣,提升電競產品知名度與一般消費者對於電競產品的相關知識,在消費者心中建立強而有力的品牌聯想,可加強消費者知覺契合度,進而對品牌延伸效果有正面加分作用。


    Recently, the traditional PC industry has evidently influenced by tablets, mobile phones and other mobile devices, and has been faced limited development chance, showing a recession. However, under this circumstances, the e-soprts industry is prosperous. Consequently, lots of high-tech computer brands have entered this market, while Acer and ASUS are followers as well. With utilizing the brand extension strategy, they established the “Acer Predator” and “ASUS ROG” e-sports brand respectively. Together with MSI and Gigabyte to become the four major e-sports brands in Taiwan. And according to the Gartner, a well-known information technology research company, in the global PC market share survey from 2017 to 2019, Acer accounted for 6.5%, 6.1% and 5.7% while ASUS ASUS accounted for 6.8%, 5.9% and 5.5%, which shows the product penetration and market share of Acer and ASUS PCs accounted for a certain share in the market. So this study focuses on the consumers using Acer and ASUS PCs currently, form their point of view to test the brand extension effect.

    This study mainly discusses the two major factors–core brand attitude and consumer perceived fit that have been summarized by scholars and the core brand loyalty to test their impacts on brand extension effect. Also to verify wether the extended product knowledge moderates the relationship between core brand loyalty and brand extension effect. We collects data through on-line questionnaires and the total valid collections are 524. Finally the results by using statistical analysis are follows:
    1. Core brand image has a significantly positive impact on core brand attitude.
    2. Use experience of core brand has a significantly positive impact on core brand attitude.
    3. Core brand attitude has a significantly positive impact on brand extension effect.
    4. Brand association has a significantly positive impact on consumer perceived fit.
    5. Product connection has a significantly positive impact on consumer perceived fit.
    6. Consumer perceived fit has a significantly positive impact on brand extension effect.
    7. Core brand loyalty has a significantly positive impact on brand extension effect.
    8.Extended product knowledge does not have the moderation effect originally assumed.

    This study found that consumers are willing to accept Acer and ASUS’s e-sports products mainly due to their core brand attitude and core brand loyalty. However, consumer perceived fit is weak. And also found that most of consumers aren’t familiar with e-sports is the main cause of the weaker consumer perceived fit. Therefore, in order to enhance the brand extension effect, Acer and ASUS should not only consolidate the core brand power but to promote the e-sports atmosphere, enhance the popularity and consumers’ knowledge about e-sports products which can establish a strong brand association in consumers’ mind and then enhance consumer perceived fit. Thus, will have a positive effect on brand extension.

    目錄 中文摘要 I ABSTRACT II 誌謝 IV 圖目錄 VII 表目錄 VIII 第一章 緒論 1 第一節 研究背景與動機 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 高科技產業 5 第二節 電子競技 8 第三節 品牌延伸 10 第四節 品牌延伸效果 16 第五節 影響品牌延伸效果之主要因素 17 第六節 核心品牌忠誠度 22 第七節 延伸產品知識 24 第三章 研究標的介紹 26 第一節 宏碁集團 26 第二節 華碩集團 27 第三節 宏碁與華碩PC出貨量與市佔率 28 第四章 研究方法 29 第一節 研究架構 29 第二節 研究假說統整 30 第三節 相關變數操作型定義與衡量題項 30 第四節 研究設計 33 第五章 研究分析與結果 37 第一節 問卷回收統計 37 第二節 敘述性統計分析 37 第三節 信度與效度分析 39 第四節 題項及構面敘述性統計分析 47 第五節 結構方程模型(Structural Equation Modeling) 49 第六節 延伸產品知識之調節效果驗證 60 第七節 綜合討論 63 第六章 結論與建議 65 第一節 研究結果推論與解釋 65 第二節 研究貢獻 67 第三節 研究限制與未來建議 69 參考文獻 71 附錄一 本研究正式問卷 81 圖目錄 圖1-1 全球傳統PC出貨量趨勢 1 圖1-2 全球電競產值走勢 2 圖1-3 研究流程 4 圖2-1 Tauber (1981)成長矩陣(Growth Matrix) 12 圖2-2 Kotler (1994)品牌策略矩陣 13 圖2-3 可口可樂公司旗下知名品牌 17 圖4-1 研究架構 29 圖5-1 本研究線性結構模型 49 圖5-2 本研究線性結構模型實證分析與參數值(標準化) 59 圖5-3 延伸產品知識調節效果分析結果 61 表目錄 表2-1 高科技產業定義與特性 5 表2-2 台灣本土四大電競品牌 10 表2-3 品牌延伸定義 11 表2-4 水平及垂直品牌延伸分類 13 表2-5 品牌忠誠度定義 23 表3-1 宏碁集團部分重要發展歷史 26 表3-2 華碩集團部分重要發展歷史 27 表3-3 2017-2019年全球PC出貨量與市佔率 28 表4-1 各項假說彙整 30 表4-2 各變數操作型定義與衡量題項 31 表4-3 Cronbach’s α評估標準 33 表4-4 前測問卷信度 34 表5-1 人口統計變數彙整 37 表5-2 正式問卷信度分析 39 表5-3 收斂效度分析結果 41 表5-4 區別效度分析暨變數相關係數表 45 表5-5 驗證性因素分析配適度檢核 46 表5-6 題項及構面敘述性統計 47 表5-7 整體模型配適度彙整 52 表5-8 整體模型基本配適度 52 表5-9 模型內在結構配適度分析 54 表5-10本研究模型配適度模式評鑑結果摘要表(標準化) 59 表5-11模式路徑分析各變項對品牌延伸效果之影響 60 表5-12本研究假說驗證結果統整 62

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