Effects of Brand Concepts on Consumer’s Intentions in Carsharing from Product Line Extension Perspectives

• Main Authors: Ting, Shih-Yun, 丁詩芸
• Other Authors: Jen, William
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/37220850445751772403

碩士 === 國立交通大學 === 運輸與物流管理學系 === 102 === Recently, carsharing becomes popular in western countries. It lets users drive shared cars whenever they want and the fee of carsharing can be charged in minutes or hours. There are many motor corporations provide this new service, such as Mercedes, BMW, Ford, Volkswagen and so on. By product line extensions, these companies use the existed brands to provide new services that the users can only buy the right of using cars but they don’t have the ownership of the cars. Prior researches focus on the importance of fit between the new products and the brands. When the new products are consistent with the brand concept, the fit will become higher, and customers’ evaluation will become better. The biggest difference between carsharing and traditional car use is that in carsharing you can only buy the right of using the car but not the ownership. So, in addition to brand concept, this research also use “brand user” as the moderator to discuss customers’ evaluation and intention to use carsharing. The results show that in prestige-oriented brand concept and brand user situation, the evaluations are lower than those who are not brand users; and in functional-oriented brand concept, the evaluations are no difference no matter they are brand users or not. The results also show that customers’ evaluation can effectively predict customers’ intention of using carsharing. According to the results, functional-oriented brand concept’s overall evaluation of carsharing is higher than prestige-oriented, which indicates that the functional-oriented brands are more appropriate to provide carsharing services, and it will be better for prestige-oriented brands introducing sub-brands to provide carsharing in order to avoid the negative evaluations from brand users.