負面雙重危機效應對共品牌評價與購買意願之影響__臺灣人文及社會科學引文索引資料庫

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題名：	負面雙重危機效應對共品牌評價與購買意願之影響
書刊名：	管理評論
作者：	蕭至惠／蔡進發
作者(外文)：	Hsiao, Chih-hui／Tsai, Chin-fa
出版日期：	2014
卷期：	33:1
頁次：	頁39-68
主題關鍵詞：	負面雙重危機效應；共品牌總體知覺；共品牌評價；共品牌購買意願；Negative double jeopardy effect；Overall co-brand perception；Co-brand evaluation；Co-brand purchase intention
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:27 點閱:49

本研究延續Kucuk（2008）的負面雙重危機（Negative Double Jeopardy，NDJ）概念，並將之應用在共品牌經營的風險議題上，探討當夥伴品牌在反品牌網站中遭逢NDJ效應時，對共品牌評價和共品牌購買意願的影響？以及此一影響過程中，共品牌總體知覺和共品牌評價這兩個變數是否具有干擾效果？本研究採用受試者間實驗設計（between-subjects design），並以虛擬的反品牌網站來進行實驗，接著將募集的216位受試者隨機分派於不同的實驗情境中，並以單因子雙共變量共變數分析、迴歸分析與雙因子雙共變量共變數分析進行假說的驗證。主要研究結果如下：（1）當夥伴品牌遭逢NDJ效應時，將會對共品牌評價與共品牌購買意願帶來負面影響；（2）夥伴品牌的NDJ效應與共品牌總體知覺對共品牌評價的影響具有交互作用。當消費者對共品牌總體知覺高時，NDJ效應並不會影響消費者對共品牌的評價；反之，當消費者對共品牌總體知覺低時，NDJ效應將會顯著地降低消費者對共品牌的評價。（3）夥伴品牌的NDJ效應與共品牌評價對共品牌購買意願的影響具有交互作用。當消費者對共品牌的評價高時，NDJ效應並不會影響消費者對共品牌的購買意願；反之，當消費者對共品牌的評價低時，NDJ效應將會顯著地降低消費者對共品牌的購買意願。

以文找文

Using Kucuk's (2008) network NDJ (Negative Double Jeopardy) effect, we aimed to examine: (1) Whether the NDJ effect on the anti-brand website partner brand encountered will affect co-brand evaluation and co-brand purchase intention. (2) Whether overall co-brand perception and co-brand evaluation will play a moderator role in the impact process. The study constructed virtual anti-brand website and between-subjects experimental design was adopted, and then 216 subjects were randomly distributed to different experimental situations. Owo-way ANCOVA, regression analysis and two-way ANCOVA were adopted in this study. The experimental results were as follows: (1) The NDJ effect partner brand encountered on the anti-brand website had a negative impact on co-brand evaluation and co-brand purchase intention. (2) There was an interaction between NDJ effect of partner brand and overall co-brand perception when examining their influences on co-brand evaluation. In the situation of high overall co-brand perception, NDJ effect will not affect consumers' co-brand evaluation. While in the situation of low overall co-brand perception, NDJ effect will significantly lower consumers' co-brand evaluation. (3) There was an interaction between NDJ effect of partner brand and co-brand evaluation when examining their influences on co-brand purchase intention. In the situation of high co-brand evaluation, NDJ effect will not affect consumers' purchase intention of co-brand. While in the situation of low co-brand evaluation, NDJ effect will significantly lower consumers' purchase intention of co-brand.

以文找文

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圖書論文
1.	Beezy, Miriam(2007)。Co-Branding: A Popular Form of Strategic Alliance。Brand Alliances: New Models of Networking。India：The ICFAI University Press。
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7.	曜越科技--打造科技潮牌展現創新價值
8.	資訊揭露透明度與醫院治理效能：一代健保與二代健保比較研究
9.	以投入觀點解析公司治理價值性
10.	The Impact of Brand Knowledge on Consumers of Different Genders and from Different Cultures
11.	人際壓力與工作滿足及身心健康之關聯：以華人因應策略為調節變項
12.	品牌形象、價格促銷、廣告效果與顧客價值對顧客滿意度之影響性研究
13.	醫療旅遊購買意願模型恆等性分析--以美籍與大陸籍旅客為例

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