品牌延伸策略發展的延伸方式通常是由母品牌向子品牌延伸，創造延伸槓桿，屬於由上往下的延伸關係，而現今倘若當子品牌建立起自己的品牌權益之後，也可能由於消費者建立對於子品牌的信任、專屬資產以及態度忠誠等，進而影響消費者對母品牌的態度以及購買意願。

因此本研究透過實證，驗證種子品牌的概念，也就是廠商可以透過消費者對子品牌的態度忠誠，影響其對母品牌的態度，進而影響其購買意願，為了深入探討此概念，本研究以消費性電子的iPod產品作為研究標的。

研究結果發現，服務品質和產品屬性會影響消費者對消費者的信任程度，然而實體設備對信任的影響並不顯著；信任和專屬資產會對態度忠誠造成影響也獲得實證支持；態度影響購買意願的假設也同樣得到證實。但消費者於子品牌所建立的專屬資產對於母品牌的態度並無顯著的影響。

本研究也驗證信任在反饋過程中具有相當重要的地位，除了對子品牌的信任會影響消費者對母品牌的態度之外，其對子品牌的態度忠誠也如同本研究的假設，會對母品牌的態度造成正面影響，驗證先前學者所提出種子品牌的概念。

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第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2

第二章 文獻探討 3
第一節 顧客滿意度 3
第二節 信任與態度忠誠 13
第三節 專屬資產與態度忠誠 15
第四節 子品牌與母品牌的延伸效果 18
第五節 消費者態度與購買意願 22

第三章 研究方法 26
第一節 研究對象 26
第二節 研究流程 29
第三節 研究假設與變數定義 30
第四節 問卷設計和抽樣方法 32
第五節 資料分析方法 36

第四章 研究結果 39
第一節 樣本結構 39
第二節 信度與效度檢測 43
第三節 研究模式檢驗：PLS分析 49
第四節 研究結果 55

第五章 結論與建議 58
第一節 研究結論與意涵 58
第二節 研究貢獻 60
第三節 研究限制 61
第四節 未來研究建議 61

第六章 參考文獻 62

中文部份
1.邱志聖，策略行銷分析－架構與實務應用，第二版，智勝文化，民國九十四年。
2.徐美瑜，「影響消費者創新產品採用之因素研究－以iPod音樂隨身聽為例」，朝陽科技大學，未出版之碩士論文，民國九十五年。
3.黃俊英，行銷學的世界，第四版，天下文化，民國九十六年。
4.黃俊英，行銷研究：管理與技術，第七版，華泰出版社，民國九十四年。
5.黃俊英，企業研究方法，第三版，東華書局，民國九十五年。
6.張佩芬，「iPod態度與忠誠度對Apple電腦其他商品之態度影響」，國立政治大學，未出版之碩士論文，民國九十五年。
7.鍾雅筑，「台北市消費者對行動影音播放器市場區隔研究」，國立交通大學，未出版之碩士論文，民國九十六年。

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