負面雙重危機效應對共品牌評價與購買意願之影響

The Impact of Negative Double Jeopardy Effect on Co-brand Evaluation and Buying Intention

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。

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.