品牌聯盟深度、品牌知名度、產品特性對消費者知覺品質的影響-以電視購物為例
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2006
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中文摘要
本研究以交易成本理論來觀察電視購物與製造商的品牌聯盟關係下，消費者對於聯盟後知覺品質的感知。由於聯盟關係愈深，電視購物頻道與製造商所需投入的專屬性資產也愈多，專屬性資產無法在合作失敗後輕易的被移轉成其他的用途，因此便成為交易中的抵押品，能夠成為有效的品質保證訊號。從過去品牌聯盟的理論發現，品牌所以標示品質是源自於品牌過去的資本投入及可能遭受損失的風險程度，也就是過去的投資及未來的獲利成為交易關係中的抵押，高知名度品牌容易因品質不良而遭到消費者的處罰。因此本研究預設製造商品牌知名度及電視購物品牌知名度會成為干擾，換句話說，品牌知名度會影響品牌聯盟關係深淺所造成的效果。
而在產品特性上，由於過去的研究發現，消費者在不同的產品特性的情況下推論產品品質的依據並不相同，於經驗性產品時消費者更會依賴外部所提供的線索來判斷品質，此時品牌聯盟關係深淺程度便成為一個重要的訊號線索，因此本研究將產品特性也列為實驗中的干擾變項，來探討其與聯盟關係深淺的交互作用。
本研究利用實驗法來對於研究假設做驗證，聯盟關係深淺對於聯盟後知覺品質的影響。應變項為知覺品質，自變項為聯盟關係深淺，干擾變項有三，分別為製造商品牌知名度、電視購物品牌知名度及產品特性。
從本研究的實驗結果可以得知，在主效果部份聯盟關係的深淺確實可以影響消費者的聯盟後知覺品質。由於合作的關係愈深，雙方為合作關係所投入的成本也就愈多，一旦消費者認知到兩合作品牌有專屬性資產的投入，合作的失敗會造成雙方面的損失時，消費者便願意相信兩品牌所做的產品品質宣稱。
在干擾效果上面卻發現聯盟關係深淺對於知覺品質的影響並不會受到製造商品牌知名度、電視購物品牌知名度及產品特性的干擾。(1)整體來說高知名度製造商品牌的情況下，受測者的聯盟後知覺品質較好。然而製造商品牌並不會加深或減弱聯盟關係深淺對於消費者知覺品質的影響。(2)電視購物品牌對於聯盟後知覺品質並不具影響效果，也就是消費者不會因為電視購物品牌高低而影響其對於聯盟產品知覺品質的評價。消費者的知覺品質只會因為聯盟關係的深淺而有所變化，並不會受到電視購物品牌知名度所影響。(3)在產品特性上面，過去的理論認為在經驗性產品的消費上，由於消費者缺乏可以評估產品品質的標準，因而消費者會更依賴聯盟品牌所提供的訊號來做產品品質的評估，然而在本實驗上卻發現，電視購物與製造商的聯盟之後的知覺品質，並不會因為產品特性而有所不同。無論於搜尋性產品或經驗性產品，只要聯盟關係加深，消費者感知到合作雙方專屬性資產的投入後，聯盟後的知覺品質就會比較好。
Abstract The study will discuss consumers’ perceived quality to product after brand alliance by observing the relationship of brand alliance between TV shopping channels and manufacturers in accordance with Transaction Costs Theory. The higher the alliance relationship is, the more specific assets are necessary for TV shopping channels and manufacturers to spend. Specific assets, if cooperation fails, cannot be turned for other use, thus becoming the hostage of transactions, unable to serve as effective quality assurance signals. From past studies of brand alliances, a brand signifies the quality because of its invested capital and the degree of risk in the past; namely, giving hostage the past investments and future profits for transactions. Prestigious brands are less likely to invoke fines and punishment from consumers because of poor quality. Therefore, the study is conducted based upon the presumption that the prestige of manufacturer brands and TV shopping channel brands would be an intervening factor. In other words, brand prestige would have an impact upon the effect caused by the degree of brand alliances. In terms of product attributes, past studies found that consumers valuing product qualities based on different criteria when encountering different product attributes. For experience goods, consumers would rely more on external information to judge the quality of a product. Under such circumstances, the degree of brand alliance becomes a critical clue of signals. For this reason, the study adopts product attributes as an intervening variable in the interactions of brand alliance. The study employs experiment method to examine the influence of brand alliance upon consumers’ perceived quality to products after brand alliance. In the study, the dependant variable is perceived quality; independent variable is the degree of brand alliance; and the intervening variable are the prestige of a manufacturer brand, the prestige of a TV shopping channel brand, as well as the product attribute of a TV shopping channel brand. From the experiment has shown that, in terms of major effects, the degree of brand alliance does have impact upon the perceived quality after brand alliance. The higher degree of cooperation, the more investments both sides instill. Once consumers find that an allied brand has investment of specific assets from both sides, and the failure of cooperation would mean a loss to both sides, they would believe the product quality announcement of the allied brands. In terms of intervening effects, however, the study fond that the degree of brand alliance would not be influenced by the prestige of manufacturer brand, the prestige of TV shopping channel, and the product attribute of TV shopping channel. (1) In all, testees hold better perceived quality to product after brand alliance to prestigious manufacturer brands. On the other hand, manufacturer brands would not strengthen nor weaken the influence of the degree of brand alliance upon consumers’ perceived quality to product. (2) TV shopping channel brand has no influence upon perceived quality towards manufacturer brand. Namely, consumers' perceived quality to manufacturer brand product will not be affected by the brand of TV channel. (3) In terms of product attribute, past theories found that on the consumption of experience goods, due to the lack of criteria in evaluating product quality, consumers rely more on the signals provided by brand alliance. However, the experiment found that the perceived quality to product after the brand alliance between TV shopping channel and manufacturer would not be different because of product attributes. Search prduct or experience product, as long as the brand alliance is enhanced, and consumers find the investment of specific assets from both sides, they would harbor better perceived quality toward product after brand alliance.
Abstract The study will discuss consumers’ perceived quality to product after brand alliance by observing the relationship of brand alliance between TV shopping channels and manufacturers in accordance with Transaction Costs Theory. The higher the alliance relationship is, the more specific assets are necessary for TV shopping channels and manufacturers to spend. Specific assets, if cooperation fails, cannot be turned for other use, thus becoming the hostage of transactions, unable to serve as effective quality assurance signals. From past studies of brand alliances, a brand signifies the quality because of its invested capital and the degree of risk in the past; namely, giving hostage the past investments and future profits for transactions. Prestigious brands are less likely to invoke fines and punishment from consumers because of poor quality. Therefore, the study is conducted based upon the presumption that the prestige of manufacturer brands and TV shopping channel brands would be an intervening factor. In other words, brand prestige would have an impact upon the effect caused by the degree of brand alliances. In terms of product attributes, past studies found that consumers valuing product qualities based on different criteria when encountering different product attributes. For experience goods, consumers would rely more on external information to judge the quality of a product. Under such circumstances, the degree of brand alliance becomes a critical clue of signals. For this reason, the study adopts product attributes as an intervening variable in the interactions of brand alliance. The study employs experiment method to examine the influence of brand alliance upon consumers’ perceived quality to products after brand alliance. In the study, the dependant variable is perceived quality; independent variable is the degree of brand alliance; and the intervening variable are the prestige of a manufacturer brand, the prestige of a TV shopping channel brand, as well as the product attribute of a TV shopping channel brand. From the experiment has shown that, in terms of major effects, the degree of brand alliance does have impact upon the perceived quality after brand alliance. The higher degree of cooperation, the more investments both sides instill. Once consumers find that an allied brand has investment of specific assets from both sides, and the failure of cooperation would mean a loss to both sides, they would believe the product quality announcement of the allied brands. In terms of intervening effects, however, the study fond that the degree of brand alliance would not be influenced by the prestige of manufacturer brand, the prestige of TV shopping channel, and the product attribute of TV shopping channel. (1) In all, testees hold better perceived quality to product after brand alliance to prestigious manufacturer brands. On the other hand, manufacturer brands would not strengthen nor weaken the influence of the degree of brand alliance upon consumers’ perceived quality to product. (2) TV shopping channel brand has no influence upon perceived quality towards manufacturer brand. Namely, consumers' perceived quality to manufacturer brand product will not be affected by the brand of TV channel. (3) In terms of product attribute, past theories found that on the consumption of experience goods, due to the lack of criteria in evaluating product quality, consumers rely more on the signals provided by brand alliance. However, the experiment found that the perceived quality to product after the brand alliance between TV shopping channel and manufacturer would not be different because of product attributes. Search prduct or experience product, as long as the brand alliance is enhanced, and consumers find the investment of specific assets from both sides, they would harbor better perceived quality toward product after brand alliance.
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品牌聯盟深度, 品牌知名度, 知覺品質, 產品特性, 電視購物