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1 行論 2004 年度臨來來度度來度理行聯路度論來論略 The Effects of Customers Experiences and Information Processing on the Buying Intentions of extended Brands Yung-Ching Ho Department of Business Administration, National Chung-Cheng University

2 2 行論 Zih-Sin Su Department of Healthcare Administration, Fooyin University Yong-Fu Chang Department of Applied Foreign Language, Far-east College Abstract Faced with an increasingly competitive market situation, it is important for marketers to create experiential value for their customers in order to ensure a successful launch of new products. Especially during the era of the experiential economy, an incorporation of the concept of experiential marketing to the Elaboration Likelihood Model (ELM) can be helpful for marketers to predict consumers behavior more accurately. Based on these concepts, this paper examined the effects of customers experiences on the buying decision of extended brands. The results of this study revealed that customers experiences of sense, feel, act and relate were positively related to the choice of the peripheral route for buying intention. However, customer experience of think was positively related to the central route. It was recommended that ELM be combined with the concept of experiential marketing. The results of this study were useful for practitioners as well as the theory development of ELM. Moreover, they could also be beneficial to a firm for successfully launching a new product. Keywords: Customers Experiences, Brand Extension, Elaboration Likelihood Model Tauber 了念度臨來年 %(Nielsen 1985) 利降 Pine & Gilmore(1998) 來類利

3 Marketing Review 3 便 (Smith & Wheeler2003) Park, Jaworski & MacInnis(1986) 聯類 1. (functional)2.(symbolic)3.(experiential) 來年來度說力理論 Petty & Cacioppo (1981a)-(elaboration likelihood modelelm) 說路 (central route to persuasion) 說路 (peripheral route to persuasion) 說 ELM 論樂行樂列量行不 ELM 說類理度 ELM 來論不理兩 (1) 度 (2) 理 (Pine & Gilmore, 1998)Schmitt(1999) 來行 (1)(2)(3) 樂來來來度 (Sinha & DeSarbo, 1998Holbrook (1994) 利更度來

4 4 行論若理更利 Csikszentmihalyi (1975) Flow experience 行力濾流狀 Flow 樂 Flow Flow experienceschmitt(1999) 刺參不 Pine & Gilmore(1998) 論 (1) (2) 不理 (3) 參參 (4) 了來更來 (5) Holbrook(1994,1996,1999) 率倫理靈來 Holbrook(2000) 理行 4Es (experience) 樂 (entertainment)(exhibitionism)(evangelizing) 3 12 類 Pine & Gilmore(1998) 參參不參

5 Marketing Review 5 來 (educational)(escapist)(esthetic) 樂 (entertainment) 類 Schmitt(1999) 行不 (sense)(feel)(think) 行 (act) 聯 (relate) 不略 elaboration likelihood modelelm Petty & Cacioppo(1981) 了度說理論類說歷 ELM 理論說兩說路說路 (central route) 說度力力行量來理說念度說路 (peripheral route) 力理念說不度例 Petty & Cacioppo 兩數說 (1) 理度度 (2) 理力力識參不理力來更理路 (brand extension) (brand extension) 立不類若類 (line extension) (Tauber,1981; Aaker & Keller,1990; Kotler,1994) Tauber (1981,1988) 利

6 6 行論立 Aaker & Keller(1990) 識降路率更更 Park, Jaworski & MacInnis(1986) 聯類 1.(functional) 2.(symbolic) 聯理 3. (experiential) 刺刺聯 (Aaker & Keller, 1990; Boush & Loken, 1991) 聯連 (Aaker, 1991; Keller, 1993)Park, Miberg & Lawson(1991) 更契度念聯立 Schmitt (sence)(feel)(think) 行 (act) 聯 (relate) 不略來度理類度念 1 行聯路路度

7 Marketing Review 7 六 () (sense) (Schmitt, 1999) (Pine & Gilmore,1998) Schmitt 略刺刺例行識理力異易來行索聯不領 (Schmitt1999) 理來說識力來念聯路更烈留不論 1 1: 路度 () (feel) 連樂烈 Schmitt 兩不狀 Schwarz Clore(1983) 不來不不 (Garder 1986) Schultz(1996) 行路樂不路立論 2

8 8 行論 2: 路度 (think) 力行參刺行識刺論, ELM 論度若 (elaboration) 力 (elaboration likelihood) 便若刺論 ( 度 ) 力 / 索便度 (Petty & Cacioppo, 1981) Alba & Hutchinson (1987) 度識什 Sujan (1985) 更識識 Schmitt 兩類 (1) 說行索 (2) 聯 ( 串聯 )() 識了論 3 3: 路度 (act) 例 (Schmitt, 1999)

9 Marketing Review 9 理數來識度 (Alpert & Gatty, 1969Demby, 1989Wells, 1968) 理數類行異了行行行行類行行行更行識行行 (Schmitt, 1999) 行行例離不麗樂力論 4 4: 行路度 (relate) 行理連立力力識理參見領 (Blackwell et. al, 2001Solomon, 2002) 聯行 (Schmitt, 1999) 行聯 ELM 路路例立說 (Arnould, Price & Zinkhan, 2003) 行例

10 10 行論例類論 5 5: 聯路度類便利類便利類行行數 50 綠列綠行數 50 行數 50 類立聯類 Schmitt(1999) 略量行聯理 Petty & Cacioppo(1981)ELM 理論說兩說路 Assael(1994)- 不度來量度類 Park, Miberg & Lawson(1991) 契度念料聯類 3 15 理路量 2 度量 2 類 2 4 量 Likert s 5 度量量念量力量

11 Marketing Review 11 數 Frequency Statistic 料數料理論料聯度行 Cronbach 數來量 Cronbach 數 0.5 來不聯類理路度便利年 25~30 31~ ~5 62% 度量度 0.5 度量行異量 50% 量度量 Cronbach s α 0.69 度 1 5 類數行聯類度行數良料行數理 1

12 12 行論 E1 E2 E3 E4 E5 R1 R2 B E E2.285** E3.297** E4 行.482**.146**.373** E5 聯.132** **.202** R1 路.439**.160**.468** * R2 路.444**.446** **.592**.248** B 度.473**.553**.412**.341**.487** ** 數 (VIF) 2 量 (Tolerance) 0 1 見數烈 2 5 類度 F39.327*** R 了數路路 2 F43.835*** R % 理路度力了數路行聯 F29.196*** R % 路度力了數路行聯 F29.196*** R % 路度力理 2 1,2,3,4 行聯度度理路度理路度

13 Marketing Review 13 路度 β0.264, p0.001 路度 β 0.217, p0.05 路度路度 1 路度 β0.346, p0.01 路度 β 0.326, p0.05 路度路度 2 路度 β0.430, p0.05 路度 β 0.767, p0.01 路度路度 3 行路度 β0.553, p0.01 行路度 β 0.434, p0.05 行路度路度 4 聯路度 β0.604, p0.01 聯路度 β 0.517, p0.01 聯路度路度 5 1,2,3,4,5 立

14 14 行論數 0.480*** 0.417*** 0.394*** 0.317*** 0.503*** 0.448*** 0.365*** 0.375*** 0.427*** 0.435*** 0.354*** 0.208** 行 0.320** 0.322** 0.305** 0.320** 聯 0.493*** 0.428*** 0.343*** 0.317** 路路 0.562*** 0.462** 0.389*** 路路路 0.767*** 行路聯路路 0.264** 路 0.346*** 路行路 0.553*** 聯路 0.604*** 類 0.35** 0.229* 0.382*** 0.352*** ** 0.346** 0.396*** Adjusted R 2 F ratio *** *** *** *** *: p < 0.05, **: p < 0.01, ***: p < 0.001

15 Marketing Review 15 理 3 理論說說路度路度路度路度路度路度行路度路度聯路度路度立立立立立 Tauber(1988) Bhat & Reddy(1997) 契度類來度理路行聯路來度路來度

16 16 行論論契度來契度更契度度聯來理路 ELM 路度不行聯理路度路來度 Schmitt(1999) 來來來臨行度來識立不來略行略 (Schmitt1999) 來行領裡度略行不來理路行略來行來略略降度更來 NPD 不不類率理路來不不來不理路 Arnould, E., L. Price and G. Zinkhan,, 行, 北羅,

17 Marketing Review ( 2002) Smith, S. and J. Wheeler, 玲, 理, 北, 2003 ( 2002). Aaker, D. A. and K. L. Keller, Consumer Evaluations of Brand Extensions, Journal of Marketing, 1990, Vol. 54(1), pp Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press, Alba, J., and J. W. Hutchinson, Dimensions of Consumer Expertise, Journal of Consumer Research, 1987, Vol. 13, pp Alpert, L. and R. Gatty, Product Positioning by Behavioral Life Styles, Journal of Marketing, 1969, Vol. 33, April, pp Backwell, R. D., P. W. Miniard and J. F. Engel, Consumer Behavior, 9 th ed., Harcourt: Sea Harbor Driver, Orlando, Florida., Bhat S. and K. S. Reddy, Investigating the dimensions of fit between a brand and its extension, AMA 1997 Winter Educators Conference, 1997, Vol. 8, pp Boush, D. M. and B. Loken, A Process Tracing Study of Brand Extension Evaluations, Journal of Marketing Research, 1991, Vol. 28, No.1, pp Csikszentmihalyi, M., Beyond Boredom and Anxiety. San Francisco, CA: Jossey-Bass, Inc., Publishers, Demby, E. H., Psychographics Revisited: The Birth of Technique, Marketing News, 1989, January 2, pp. 21. Garder, H., The mind s new sciencea history of cognitive revolution, New YorkBasic Books, Holbrook, M. B., The Nature of Customer Value: An Axiology of Service in the Consumption Experience, In Service Quality: New Direction in Theory and Practice, Roland T. Rust and Richard L. Oliver, eds. Thousand Oaks, CA: Sage Publications, 1994, pp

18 18 行論 Holbrook, M. B., Customer Value A Framework for Analysis and Research, in Advances in Consumer Research, Kim P. Coffman and John G. Lynch, Jr., eds. Provo, UT: Association for Consumer Research, 1996, Vol. 23, pp Holbrook, M. B., Introduction to Customer Value, In Customer value: A framework for analysis and research, edited by Morris B. Holbrook, London: Routledge, 1999, pp Holbrook, M. B., The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 2000, Vol. 20, No. 2, pp Kotler, P., Marketing Management: Analysis, Planning, Implementation, and Control, New Jersey: Prentice Hall International, Inc., Keller, K. L., Conceptualizing, Measuring, and Managing Customer- Based Brand Equity, Journal of Marketing, 1993, Vol. 57, pp Sinha, I. and W. S. DeSarbo, An integrated approach toward the spatial modeling of perceived customer value, Journal of Marketing Research, 1998, Vol. 35, May, pp Schmitt B. H., Experiential MarketingHow to get customers to sense, feel, think, act, relate to your company and brands, NYFree Press, Schultz, R. J., The Effects of Mood States on Service Contact Strategies, Journal of Professional Services Marketing, 1996, Vol. 14, No. 1, pp Schwarz, N. and G. L. Clore, Mood, Misattribution, and Judgments of Well-Being: Informative and Directive Functions of Affective States, Journal of Personality and Social Psychology, 1983, Vol. 45, September, pp Solomon, M. R., Consumer Behavior: Buying, Having, and Being, 5 th ed., Prentice Hall: Upper Saddle River, NJ., Sujan, M., Consumer Knowledge: Effects on Evolution Strategies Mediating Consumer Judgments, Journal of Consumer Research, 1985, Vol. 12, pp Tauber E.M., Brand Franchise Extension: New Product Benefits From Existing Brand Names, Business Horizons, 1981, Vol. 24, pp

19 Marketing Review 19 Tauber, Edward M., Brand Leverage: Strategy for Growth In a Cost- Control World, Journal of Advertising Research, 1988, Vol. 28, No. 4, pp Pine II, Joseph B. and James H. G., Welcome to the Experience Economy, Harvard Business Review, 1998, July-August, pp Park, C. W., Jaworski, B. J. and Macinnis, D. J., strategic Brand Concept-Image Management, Journal of Marketing, 1986, Vol. 50, October, pp Park, C. W., S. Miberg and R. Lawson, Evaluation of Brand Extensions: The Role of Product Feature, Journal of Consumer Research, 1991, Vol. 18, No. 2, 1991, pp Petty, R. E., & Cacioppo, J. T. & Goldman, Personal involvement as a determinant of argument-based persuasion, Journal of Personality and Social Psychology, 1981, Vol. 41, pp 立理理立理立理

20 20 行論

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