本研究主要目的為探討消費者的認知需求特質對知覺契合度與聯合品牌態度的干擾效果。本研究採用實驗法，以鮮果汁運動飲料作為聯合品牌產品，研究程序包含預試和正式實驗，預試目的為篩選出正式實驗所需的聯合品牌及產品，預試回收有效樣本30人。正式實驗採用3(鮮果汁品牌)×3(運動飲料品牌)的組間因子設計，共計9種實驗方格，每一方格樣本數為30人，共計回收有效樣本270人。研究結果顯示知覺契合度正向影響聯合品牌態度，同時，上述關係受到認知需求人格特質的干擾，意即低認知需求特質的消費者相對於高認知需求特質的消費者，知覺契合度更正向影響聯合品牌態度。本研究討論研究發現在理論及管理實務上的意涵，同時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 need for cognition on the relationship between perceived fit and attitude toward the co-brand. The study used the experimental research including a pretest and final experiment, and fictitious sports drink of fresh juice as the co-branded product. The purpose of pretest is to select core brands and co-brand product. The experiment was 3 (fresh juice brands) × 3(sports drink brands) between-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 30 college students. The data were provided by 270 students. The result reveals that perceived fit positively affects attitude toward the co-brand. Moreover, the personal characteristics such as need for cognition moderate the above mentioned relationship. Compare to consumers with higher need for cognition, perceived fit more positively affects attitude toward the co-brand for the consumers with lower need for cognition. This study discusses the implication for the theory and practices, and suggestions for the future study.
