| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 103 === With the increasing use of consumer technology products, technology companies have devoted to developing new products so as to meet the constantly changing and growing needs of consumers as well as to raise their market share. In order to reduce the costs of a new product, enterprises usually attempt to have consumers’ brand attitude toward their original brands shift to the extended ones by taking advantage of the awareness, perceived quality, and impression of the original brands associated by potential consumers. However, in the fast-flowing information society, conformity is likely to occur if consumers refer to group opinions before buying a product.
This study focuses on the products by Samsung, a company which currently has a rather high market share. The purpose of the study is to observe the shift in the consumers’ brand attitude between brand extension and purchase intention and also to understand the influence of conformity on brand extension and attitude. The questionnaire survey was used to collect data from people who have the experience of using, following, or discussing Samsung products. Questionnaires were distributed from June 1 through June 15, 2015. Totally, 750 questionnaires were collected and 659 were valid (87% valid return rate). Structural equation modeling (SEM) was employed to analyze the data and the results and discussions are stated below:
1. The conformity to buy extended brand products differs significantly among subjects of different ages, education, and marital status.
2. Brand attitude has a mediation effect on the relationship between brand extension and purchase intention.
3. Conformity has an interference effect on the relationship between brand extension and brand attitude.
|
|---|
