現今的企業常利用品牌策略來加強其公司產品線的深度和廣度，藉此提高消費者對該公司品牌的評價，為了降低推出新產品的成本，藉由產品線延伸方式來推出新產品是企業推出新產品時最常使用的延伸策略。目前國內外有關於產品線延伸對消費者評價之研究全部都是以實體產品為研究標的，鮮少有探討服務產品的研究。因此本研究希望以服務業為主，進一步了解垂直延伸之延伸策略在服務業中的應用方式。且雖然延伸方向是實務上進行產品線延伸的主要策略，但現有的學術研究大多將其視為其他變數的調節因子，鮮少以之為研究主軸來探討，因此本研究亦嘗試將延伸方向視為研究主軸來探討其主效果，探討在不同情況下，消費者對母品牌的態度以及對延伸品牌的態度有何變化。

本研究選擇以知名且真實存在不同品牌概念之飯店品牌「涵碧樓大飯店」及「中信大飯店」來做為設計的情境，並利用實驗設計研究法來探討消費者在面對不同延伸方向的產品線延伸時，對延伸服務與母品牌的評價。此外，利用「服務持續性」來取代原「所有權效果」的概念，以「延伸方向」為主效果，分別與「品牌概念」、「服務持續性」、「延伸策略」等變數產生交互效果，進而深入了解產品線延伸中影響消費者評價之因素。

本研究結果發現，當服務產品進行產品線延伸時，向上延伸後消費者對延伸服務的評價顯著高於向下延伸，但無論向上或向下延伸，消費者對母品牌的評價皆會顯著下降。且尊貴型的品牌概念與持續型的服務亦會加深此負向影響的效果，但若使用副品牌的延伸策略，可減緩此負向評價的影響。

Nowadays enterprises use brand strategy to enhance product’s depth and width, raising the customers’ evaluation on brand. To lower the cost of launching a new product, enterprise usually uses line extension to launch a new product. Most researches about the effect of product line extension on consumer evaluation all focus on physical product. Research focuses on service product is rare. This study focuses on service product, and wants to know the application of vertical extension strategy in service industry. Although extension direction is main strategy when doing product line extension in practical use, extension direction is considered as moderating variable to others, not main issue in previous academic studies. Thus this study treats extension direction as main body of the research, and discusses the changes of consumers’ attitudes towards parent brand and extension brand in different situation.

This study chooses two hotels, The LALU and CHINATRUST Hotel which are real and have different brand concepts, as the design scenario, using experiment design to understand consumers’ evaluations at extension service and parent brand when facing different directions of product line extension. Besides, this study uses service continuity to replace ownership effect, and chooses extension direction as main effect, observing the interaction between extension direction and brand concepts, service continuity and branding strategy, trying to understand the factors influencing consumers’ evaluation in product line extension.

This study finds consumers’ evaluation of upward extension is significantly higher than downward extension during product line extension. However, no matter upward or downward, consumers’ evaluation on parent brand become lower. The prestige-oriented brand concept enhances this negative effect, but branding strategy of subbrand can ease this effect.

目錄
致謝辭 ---------------------------------------------------------------- I
中文摘要 -------------------------------------------------------------- II
英文摘要 -------------------------------------------------------------- III

第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的與問題 4
第三節 研究流程 5

第二章 相關文獻與理論探討 6
第一節 產品線延伸 6
第二節 品牌概念對產品線延伸的影響 16
第三節 所有權狀態對產品線延伸之效應 22
第四節 產品線延伸方向與品牌概念、服務持續性、延伸策略之關係 27

第三章 研究方法 30
第一節 研究架構 30
第二節 假說推論 32
第三節 研究設計 43
第四節 問卷設計與前測 48
第五節 實驗進行方式 55
第六節 分析方法 57

第四章 研究結果 59
第一節 樣本結構 59
第二節 信度分析 60
第三節 實驗情境操弄確認 62
第四節 產品線延伸方向對延伸服務評價及對母品牌評價的影響 64
第五節 品牌概念與延伸方向對延伸服務評價和母品牌評價之交互效果 69
第六節 服務持續性、延伸方向與品牌概念對延伸服務評價和母品牌評價之交互效果 -----------------------------------------------------------76
第七節 延伸策略、延伸方向與品牌概念對延伸服務評價和母品牌評價之交互效果 -----------------------------------------------------------82

第五章 結論與建議 88
第一節 研究發現與討論 88
第二節 研究貢獻 95
第三節 研究限制 98
第四節 研究展望 100


參考文獻 -------------------------------------------------------------- 101

附錄：情境一之正式問卷 ------------------------------------------------ 106

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三、 相關網站

中華民國統計資訊網，2008，http://www.stat.gov.tw/ct.asp?xItem=17166andctNode=517

經濟部統計處，2007，http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx