創新產品屬性對品牌評價與購買意願的影響－－以智慧型手機為例

The Effect of Intelligence Mobile Phone's Innovative Product Attributes to Consumer's Brand Evaluation and Purchase Intention

產品創新一直為企業追求成長所使用的競爭策略，尤其是近幾年快速滲透市場的3C產品更是如此。品牌策略中產品線延伸策略往往影響企業推出差異化產品的知覺品質與消費者購買，還有廣告策略也扮演重要角色。為探討此一議題，本文以實驗設計法，探討創新產品屬性對品牌評價與購買意願的影響，並以產品延伸與廣告媒體型式為干擾變項，進行實證研究。研究結果顯示：創新產品屬性雖然對品牌評價與購買意願無顯著的影響，惟創新產品屬性和消費者品牌評價之間的關係，受到產品延伸策略與廣告媒體型式所調節影響。

Product Differentiation Strategy is one of themost important strategies used by 3C corporations. Consumers' percievied brand value and purchase intention are also influenced by product line extension and advertisement. This paper used experimental design method to analyze the effect of the innovative product attributes on consumer's brand evaluation and purchase intention. Product line extension and advertisement are incorporated as moderation variable. The results obtained are summerarized as follow: Consumer's brand evaluation and purchase intention are not directly influenced by innovative product attirbutes.With the procuct line extension and advertisement as the moderation variables, the effect of innovative product attributes on brand evaluation has shown.