本研究目的在探討消費者創新性如何干擾品牌延伸契合度與品牌延伸評價之關係。本研究分為前測和正式實驗兩部分，前測主要目的為篩選出正式實驗時作為原品牌(HTC)的延伸產品，前測回收有效問卷為30份，前測結果篩選出MP3為高品牌延伸契合度產品，迷你音響為低品牌延伸契合度產品；正式實驗部分，以品牌延伸契合度(高/低)為自變數，消費者創新性為干擾變數(高/低)，探討其與品牌延伸評價的關係，以對延伸產品的購買意願來衡量之。並且針對有效問卷進行T檢定以及雙因子變異數分析(two-way ANOVA)。研究結果發現，品牌延伸契合度對品牌延伸評價有顯著差異，其中以高品牌延伸契合度產品的品牌延伸評價優於低品牌延伸契合度產品；而在消費者創新性方面，以高消費者創新性的品牌延伸評價優於低消費者創新性；而在自變數的交互作用部分，以高品牌延伸契合度產品/高消費者創新性、高品牌延伸契合度產品/低消費者創新性、低品牌延伸契合度產品/高消費者創新性之品牌延伸評價優於低品牌延伸契合度產品/低消費者創新性。
The main purpose of this study is to examine the moderating effect of consumer innovativeness on the relationship between extension fit and evaluation of brand exten-sion. The study including a pretest and final experiment two parts, In the pretest, MP3(high fit) and mini-stereo(low fit) are selected as the extended products of parent brand(HTC). In the experiment, the independent variables of this study is brand exten-sion fit(high fit/low fit), consumer innovativeness (high consumer innovativeness/low consumer innovativeness) as the moderator to examine the effect of the evaluation of brand extension, by using purchase intention to measure it. After receive 451 question-naires, T-test and ANOVA is using to analyze data. The result of this study shows that brand extension fit has significant effects on the evaluation of brand extension, especially for the high brand extension fit, which has the higher purchase intension than low brand extension fit. As for the consumer innova-tiveness, high consumer innovativeness has better brand evaluation than low consumer innovativeness. At the part of the interaction effect of the two independent variables, the combination of high fit with high consumer innovativeness and high fit with low consumer innovativeness and low fit with high consumer innovativeness has the better evaluation of brand extension than low fit with low consumer innovativeness.
