品牌知名度與整合性產品評價對創新產品購買動機之研究

Abstract

二十一世紀的現在，技術快速進步、產品生命週期相繼縮短，公司該如何永續經營成為炙手可熱的議題，考慮成本與研發困難，推出全新商品並非公司的首選，因此結合新功能於既存產品上的整合性產品相繼問世，對於消費者而言，什麼樣的附加功能才真正具有提升原有產品價值的功用？本研究探討不同屬性的功能附加於既存產品上，消費者對於該整合性產品的評價差異，區分為目標一致性與目標不一致性，並且加以衡量品牌知名度的干擾效果。本研究採用實驗設計，藉由操弄附加功能與基礎產品的組合及品牌知名度，並透過敘述性統計、信度分析、變異數分析，觀察消費者在不同情境下的消費者評價差異。

本研究證實，附加目標不一致性的功能，可以最有效率地提高消費者對於整合性產品的評價，且消費者對於目標一致性之整合性產品性能不確定低，目標不一致性之整合性產品則有較高的性能不確定。此外，品牌知名度對於目標不一致性之整合性產品的影響力遠大於目標一致性之整合性產品，而品牌知名度高將有助於大幅降低消費者對於目標一致性之整合性產品的疑慮。因此，本研究建議公司在設計相關產品時，創造出目標不一致性的整合性產品將能有效提高消費者對於該產品的價值認知與購買意願等，但目標不一致性的整合性產品會伴隨高不確定性，建議透過廣告、知名代言人、售後服務、完善的產品說明書等，設法提高消費者的信心並有效降低消費者對於該產品的疑慮，同時，應積極提高公司知名度，重視品牌知名度才得以真正達到提高產品銷量與消費者評價的目標，進而獲得利潤。

In the 21st century with rapid increase of technology, the life cycle of products have instead slowly decreased. How can a company stay in the competitive market is a hot topic. However, with limited fund, developing a new product is not likely the first priority for a company. Instead, how to incorporate new functions into existing products has become the key. In this paper, we will discuss how functions can determine consumers’ evaluation of products by categorizing results into “Goal congruent” and “Goal incongruent”. We will also investigate how brand awareness might affect consumers’ evaluation of products. Finally, descriptive statistics, reliability analysis and ANOVA were used to explain the results.

The samples collected from our research suggested that consumers have higher evaluation of convergent products with goal incongruent compare to convergent products with goal congruent. However, convergent products with goal congruent have lower uncertainty compare convergent products with goal incongruent. In addition, products with high brand awareness verse the ones with low brand awareness would have different effects on the original evaluation of convergent products. Brand awareness has stronger influences on products with goal incongruent compare to convergent products with goal congruent. Convergent products with goal congruent have high brand awareness can reduce the performance uncertainty. From our research, we suggest company to take “Goal congruent” into consideration when designing products in order to increase consumers’ evaluation. However, convergent products with goal incongruent have high performance uncertainty. We suggest company to use commercials, famous brand ambassadors, provide after sale service and detail manual to make sure consumers have faith about the products. Furthermore, it is also important to increase brand popularity to achieve maximum sales.