The Effect of Brand Attitude and Category Extension on Brand Extension Evaluation: 7net as an Example

• Main Authors: Lu, Shu-Fang, 盧淑芳
• Other Authors: Jen-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/49188148607969634739

碩士 === 國立交通大學 === 管理科學系所 === 99 === In recent years, convenience store outlets in Taiwan gradually reached saturation density. The enterprise has been unable to raise revenue by increasing the number of stores, so the enterprises need to continue to develop and provide new products to make more differences between itself and other convenience stores. Surfing the Internet is a very popular matter in recent years, Taiwan's online shopping market has been gradually extended, and the survey shows the scale of Taiwan's online shopping market had increased from 1,340 billion dollars in 2006 to 2,390 billion dollars in 2008. Obviously, the Internet has given more opportunities to the entire online shopping Market Therefore President Chain Store Corporation set up a new brand of online shopping,7net, in July 2010.It attempts to occupy the online shopping market and to meet the shopping needs of online consumers. The study adopts the model of the brand extension. We explores the consumers’ brand attitude toward PCSC, the perceived fit between extension product and the original brand, the brand extension evaluation, and whether the extension elaborations have the moderate effect between the similarity and perceived fit. And then we will realize in which main shopping patterns 7net is more attractive to the consumers? Clothing and accessories? Or commodities? The research uses the questionnaire survey to obtain samples by distributing at Internet, and then uses SPSS statistical software to analysis regression and variance . The results are as follows: 1. The product category similarity positively affects customers’ perceived fit between the original brand and the brand extensions. 2. The original brand attitude makes a positive influence on brand extension evaluation. 3. Customers’ perceived fit also has a positive impact on brand extension evaluation. 4. Brand extension evaluation positively affects the purchasing intention. 5. The interaction of the product category similarity and brand extension elaborations doesn’t positively affect customers’ perceived fit.