本研究的主要目的在探討消費者的多樣化尋覓特質對母品牌態度與聯合品牌態度關係之干擾效果。本研究採用實驗法，以虛擬的運動型MP3為聯合品牌產品，研究程序分為預試和正式實驗兩階段，預試的目的在篩選出正式實驗所需之6個母品牌(3個MP3品牌及3個運動類品牌以組成聯合品牌)，預試回收有效樣本為30人。在正式實驗時，本研究以大學生為研究對象，並以虛擬情境以及製作廣告傳單來操弄自變數，採用3(MP3品牌：三星/Samsung、索尼/Sony、蘋果/Apple)×3(運動品牌：愛迪達/Adidas、耐吉/Nike、彪馬/Puma)的組間因子設計，共計9種實驗方格，每一實驗方格樣本數各為30人，共計回收有效樣本243人。研究結果顯示，高母品牌態度比低母品牌態度更能提升消費者的聯合品牌態度，而多樣化尋覓特質會干擾母品牌態度與聯合品牌態度的正向關係，即高多樣化尋覓特質的消費者相對於低多樣化尋覓特質的消費者而言，母品牌態度會更正向的影響聯合品牌態度。本研究討論研究發現在理論及實務上的意涵，並對未來的研究方向提出建議。
The main purpose of this study is to explore the moderating effect of variety seeking on the relationship between attitude toward the parent brand and attitude toward the co-brand. The study used the experiment design including a pretest and final experiment, and fictitious sports MP3 as the co-branded product. The purpose of pretest is to select 9 core brands (3 MP3 brands and 3 sports brands). The usable samples for the pretest consisted of 30 participants. The final experiment design used descriptive paragraphs stating the fictitious situation, and a scanned picture of MP3 to manipulate independent variables. The experiment was 3 (MP3 player brands: Samsung, Sony, Apple) ×3 (sports brands: Adidas, Nike, Puma) between-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 30 college students. The data were provided by 243 students. The results indicated that attitude toward the parent brands positively affected attitude toward the co-brand. In addition, comparing to consumers with lower variety seeking, attitude toward the parent brands more positively affects attitude toward the co-brand for the consumers with the higher variety seeking. . This study discusses the implication for the theory and practices, and suggestions for the future study.
