廣告、品牌滲透與零售服務一直是行銷手段重要的一環，有許多研究分別探討廣告對品牌、廣告對知覺品質以及品牌對知覺品質之影響，但少有研究同時探討此三者間的關係；此外，零售服務對於消費者知覺品質的研究，更是少之有少。因此本研究以品牌滲透與零售服務為主要研究議題，探討廣告如何透過品牌滲透與零售服務影響消費者的知覺品質。
本研究是2×2×2的因子設計，共有八個實驗組別，217位受測者參與本研究；實驗變數包含廣告、品牌滲透、零售服務對消費者知覺品質之影響，並以中山大學與台灣大學之大三以上學生為對象，選擇「筆記型電腦」為研究的產品。資料分析則以結構方程式模型（SEM）為工具，分析驗證各實驗結果。
本研究所得到的主要結論有：（1）廣告效果確實會透過品牌滲透的部分中介效果，對消費者知覺品質有正向之影響。（2）廣告效果確實會透過零售服務的部分中介效果，對消費者知覺品質有正向之影響。
對公司行銷長而言，本篇論文所帶來的管理意涵，將有助於行銷長制定決策，更能有效提升消費者知覺品質，以增加其購買意願，而非只專注於廣告之效力，而忽略品牌滲透與垂直限制的重要性，這也就是本篇論文貢獻所在。

Advertising, brand penetration and retailer service have been playing important roles in marketing for a long time. There are many studies which discuss about the effects of advertising on brand penetration, the effects of advertising on perceived quality, and the effects of brand penetration on perceived quality. However, the relationship among the advertising, brand penetration and perceived quality has rarely been studied. Furthermore, the studies about the effects of retailer service on perceived quality are much fewer. Thus, the main purpose of this study is to examine the effect of brand penetration and retailer service on perceived quality.
The experiment with 2×2×2 factorial design is conducted to collect the empirical data. In the factorial design, we have 217 respondents in the 8 cells. The experiment variables have the effects of advertising, brand penetration and retailer service on perceived quality. The respondents are the more than the junior students of Sun Yat-sen University and National Taiwan University, and the product of this study is “Notebook”. This study applied structural equation model (SEM) to verify.
The main results of this study are as follow: (1) Advertising positively influences perceived quality and that brand penetration partially mediates this influence. (2) Advertising positively influences perceived quality and that retailer service partially mediates this influence.
The findings of this study can help the chief marketing officer to make strategic decision to increase the effect of advertising on perceived quality effectively.

第一章　緒論 1
第一節　研究動機 1
第二節　研究目的 3
第三節　研究方法 4
第四節　研究範圍 4
第五節　研究步驟與流程 5
第二章　文獻探討 7
第一節　知覺品質 7
第二節　廣告對知覺品質之影響 8
第三節　廣告對品牌滲透之影響 9
第四節　廣告對垂直限制之影響 10
第五節　品牌滲透對知覺品質之影響 11
第六節　垂直限制對知覺品質之影響 12
第三章　研究設計 14
第一節　研究模型 14
第二節　假說建立與研究架構 15
第三節　實驗架構 19
第四節　預試實驗設計與預試結果分析 19
第五節　實驗程序 22
第四章　實證結果及分析 25
第一節　樣本結構 25
第二節　操弄檢定及量表效度與信度分析 27
第三節　結構方程式模型實證結果 31
第四節　實證結果彙總 50
第五章　結論與建議 51
第一節　研究結論 51
第二節　研究限制與建議 53
參考文獻 54

Aaker, David A. (1991), Building Strong Brand, New York, The Free Press.
Abernethy Avery M. and Frank George R (1996), “The Information Content of Advertising: a Meta-Analysis,” Journal of Advertising, 25 (2), 1-17.
Anderson, James C. and D. W. Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103(3), 411–23.
Babbie, E. (1992), The Practice of Social Research, Belmont, CA: Wadsworth Publishing Company.
Bagozzi, R. P. and Y. Yi (1988), “On the Evaluation of Structure Equations Models,” Academic of Marketing Science, 16(1), 76-94.
Baron, R. M. and D. A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Consideration,” Journal of Personality and Social Psychology, 51(6), 1173-82.
Barone, M. J, V. A. Taylar, and J. E. Urbany (2005), “Advertising Signaling Effects for New Brand: The Moderating Role of Perceived Brand Differences,” Journal of Marketing Theory and Practice, 13(1), 1-13.
Belch, George E. and Belch, Michael A. (1998), Advertising and Promotion, NY: McGraw-Hill Book Company.
Bentler, P. M., ＆ Bonett, D, G., (1980), “Significance Test and Goodness of Fit in the Analysis of Covariance Structures,” Psychological Bulletin, 88(3), 588-606
Bhat, S. and S. K. Reddy (1998), “Symbolic and Functional Positioning of Brands,” Journal of Consumer Marketing, 15(1), 32–43.
Blackston, M. (1992), “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of Advertising Research, 32(3), 78–83.
Bollen, K. A. (1989), Structural Equations with Latent Variables, New York: John Wiley & Sons.
Brown, S. P. and D. M. Stayman (1992), “Antecedents and Consequences of Attitude Toward the Ad,” Journal of Consumer Research, 19(1), 34–51.
Browne, M. W., and Cudeck, R. (1993), Alternative Ways of Assessing Model Fit, Testing Structural Equation Models, CA: Sage.
Bruner, G. C., II, and Kumar, A. (2000), “Web Commercials and Advertising Hierarchy-of-Effects,” Journal of Advertising Research, 40(1/2), 35–42.
Caminal, Ramon and Xavier Vives (1996), “Why Market Shares Matter: An Information-Based Theory,” The RAND Journal of Economics, 27(2), 221–39.
Chen, M. L. (2004), “The Effects of Advertising on Retail Price Competition Under Vertical Restraint-a Japanese Case,” Journal of Business Research, 57(3), 227–83.
Cobb-Walgren, C. J., Ruble, C. A., and Donthu, N. (1995), “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, 24(3), 25–40.
Cronbach, L. J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16(3), 297-334.
Dabholkar, A. P., Shepherd D. C., and Thorpe D. I. (2000), “A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study,” Journal of Retailing, 76(2), 139–173.
Dabholkar, A.P., Thorpe D. I., and Rentz J. O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, 24(1), 3–16.
DeVellis, R. F. (1991), Scale development —Theory and applications. Newbury Park, California: Sage Publications, Inc.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Matketing Research, 28(2), 307–19.
Doyle, Peter (1990), “Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, 7(2), 5–21.
Fornell, C. R. and D. F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1), 39-50.
Garretson, J. A. and K. E. Clow (1999), “The Influence of Coupon Face Value on Service Quality Expectations, Risk Perceptions and Purchase Intentions in the Dental Industry,” The Journal of Services Marketing, 13(1), 59–72.
Garvin, D. A. (1984), “What Does Product Quality Really Mean,” Sloan Management Review, 26(1), 25–43.
Gay, L.R., (1992), Educational Research Competencies for Analysis and Application, New York: Macmillan.
Gefen, D., D. Straub, and M. Boudreau (2000), “Structural Equation Modeling Techniques and Regression: Guidelines for Research Practice,” Communications of the Association for Information Systems, 7(7), 1-78.
Grewal, Dhruv and R. Krishnan (1998), “The Effects of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions,”Journal of Retailing, 74(3), 331–52.
Grewal, K. B. Monroe, and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62 (2), 46-59.
Hair F.J., E.R. Anderson, L.R. Tatham, and C.W. Black (1998), Multivariate Data　Analysis, 5th ed., Prentice-Hall International Inc.
Hayduk, L. A. (1987), Structural equation modeling with LISREL: Essentials and advances, Baltimore, MD: The Johns Hopkins University Press.
Jarvenpaa, S.L., Tractinsky, N., and Vitale, M. (2000), “Consumer Trust in an Internet Store,” Information Technology and Management, 1(1-2), 45-71.
Jöreskog, K. G. and D. Sörbom (1988), LISREL 7: A Guide to the Program and　Application, Chicago, IL, SPSS Inc.
Kamins, M. A. and Marks, L. J. (1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands,” Journal of the Academy of Marketing Science, 19(3), 177–85.
Kaiser, H. F. (1974), “An Index of Factorial Simplicity,” Psychometrika, 39(1), 31-6.
Kettinger, W. J., and C. C. Lee (1994), “Perceived Service Quality and User Satisfaction with the Information Services Function,” Decision Sciences, 25(6), 737-63.
Kirmani, A. and Wright, P. (1989), “Money Talks: Perceived Advertising Expense and Expected Product Quality,” Journal of Consumer Research, 16(3), 344–53.
Kotler, P. (1996), Marketing Management: Analysis, Planning, Implement and control, 9th edition, Prentice-Hall Inc.
Lehtinen, U. and Jarmo R. Lehtinen (1991), “Two Approaches to Service Quality Dimensions,” The Service Industries Journal, 11(3), 287–305.
Loudon, D. and A. J. D. Bitta (1988), Consumer Behavior: Concepts and Applications, 3rd edition, NY: McGraw-Hill.
MacDonald, D. E. and Sharp, B. M., (2000), “Brand Awareness Effect on Consumer Decision Making for a Common Repeat Purchase Product: A Replication,” Journal of Business Research, 48(1), 5–15.
MacKenzie, S. B. and R. J. Lutz. (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, 53(2), 48–65.
MacKenzie, S. B., Lutz, R. J., and Belch, G. E. (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Affectiveness: A Test of Competing Explanations,” Journal of Marketing Research, 23(2), 130–43.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G.,and Sheets, V. (2002), “A Comparison of Methods to Test Mediation and Other Intervening Variable Effects,” Psychological Methods, 7(1), 83-104.
Marvel, H. P. and McCafferty, S. (1984), “Resale Price Maintenance and Quality Certification,” Rand Journal of Economics, 15(3), 346–59
Marvel, H. P. and McCafferty, S. (1986), “The Political Economy of Resale Price Maintenance,” The Journal of Political Economy, 94(5), 1074–95.
Mathewson, G. F. and R. A. Winter (1983), “The Incentive for Resale Price Maintenance under Imperfect Information,” Economic Inquiry, 21(3), 337–48.
Mathewson, G. F. and R. A. Winter (1984), “An Economic Theory of Vertical Restrains,” Rand Journal of Economics, 15(1), 27–38.
Milgrom, P. and J. Roberts (1986), “Price and Advertising Signals of Product Quality,” Journal of Political Economy, 94 (4), 796–821.
Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing, 18 (3), 318–22.
Monroe, Kent B. and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluations,”Perceived Quality, MA: Lexington Books, 209–32.
Moore, D.L. and J.W. Hutchinson (1983), “The Effects of Ad Affect on Advertising Effectiveness,” Advances in Consumer Research, 10(1), 526–31.
Moorthy, S., and H. Zhao (2000), “Advertising Spending and Perceived Quality,” Marketing Letters, 11(3), 221–33.
Nelson, P. (1974), “Advertising as Information,” Journal of Political Economy, 82 (4), 729–54.
Nunnally, J. (1978), Psychometric theory, 2nd edition, New York: McGraw-Hill.
Ono, Akinori, (2006), “The Amounts of Advertising and Distribution as Extrinsic Cues of Price and Quality,” Discussion Paper, FBC Discussion Paper Series (Keio University), No.0602.
Preacher, K. J., & Hayes, A. F. (2004), “SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models,” Behavior Research Methods, Instruments, & Computers, 36 (4), 717-31.
Rao, A.R., and R. W. Ruekert (1994), “Brand Alliance as Signals of Product Quality,” Sloan Management Review, 36(1), 25–43.
Rey, P. and Stiglitz, J. (1994), The Role of Exclusive Territories in Producers' Competition, NBER Working Paper No.4618.
Rey, P. and Tirole, J. (1986), “The Logic of Vertical Restraints,” American Economic Review, 76(5), 921–39.
Richardson, P. S., A. S. Dick, and A. K. Jain (1994), “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality,” Journal of Marketing Research, 58(4), 28–36.
Scott, W. R. (1994), Conceptualizing Organizational Fields: Linking Organizations and Societal Systems, Systemrationalitat and Partialinteresse, Baden-Baden, Nomos Verlagsgesellschaft, Germany.
Shapiro, C. (1983), “Premium for High Quality Product as Return to Reputation,” Quarterly Journal of Economics, 98(4), 659–79.
Smallwood, Dennis E. and John Conlisk (1979), “Product Quality in Markets: Where Consumers are Imperfect Informed,” Quarterly Journal of Economics, 93(1), 1–23.
Sobel, M. E. (1982), Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Model, Sociological Methodology, Washington DC: American Sociological Association.
Steenkamp, Jan-Benedict E. M. (1990),“Conceptual Model of the Quality Perception Process,”Journal of Business Research, 21(4), 309–33.
Tabachnick, B. G. and L. S. Fidel (2007), Using Multivariate Statistics, 5th ed. Boston: Allyn and Bacon.
Teas, R. K. and A. Sanjeev (2000), “The Effect of Extrinsic Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value,” Journal of the Academy of Marketing Science, 28(2), 278-90.
Telser, L. G. (1960). “Why Should Manufacturers Want Fair Trade?” Journal of Law and Economics, 33(2), 86-105.
Tirole, J. (1989), The Theory of Industrial Organization, Cambridge, Mass, MIT Press.
Winter, R. A. (1993), “Vertical Control and Price versus Nonprice Competition,”　Quarterly Journal of Economics 108(1), 61-76.
Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price Quality, and Value: A Mean-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), 2-22.