本研究主要目的為探討理性購買特質(分析型購買者以及衝動型購買者)對母品牌態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虛擬的聯合品牌產品，研究程序包含預試和正式實驗兩階段，研究對象以文化大學的大學生為主，預試目的為篩選出正式實驗所需的聯合品牌(鮮果汁及運動飲料品牌)及產品(鮮果汁運動飲料)，預試回收有效樣本50人。正式實驗階段，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，每一實驗方格樣本數為33人，共計回收有效樣本267人。研究結果顯示，母品牌態度正向影響聯合品牌態度，同時，上述關係受到理性購買特質的干擾，意即分析型的購買者相對於衝動型的購買者，母品牌態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，並同時對未來的研究方向提出建議。
The purpose of this study is to explore the moderating effect of rational shopping trait (analytical buyer and impulsive buyer) on the relationship between attitude toward parent brand and attitude toward co-brand. The study uses the experimental research including a pretest, a final experiment, and a fictitious sports drink of fresh juice as the co-branded product for the final experiment. The purpose of the pretest is to select core brands and a co-brand product (with high brand familiarity and high product fit). The samples consists of 50 participants. The experiment is a 3 (fresh juice brands) ×3 (sports drink brands) between-subjects factor design, which are 9 kinds of experiment boxes in total. 33 college students are assigned to each experimental treatment of be-tween-subjects factor design. The data are provided by 267 students. The result shows that attitude toward parent brands positively affects attitude toward co-brand. Moreover, rational shopping trait moderates the above mentioned relationship. Compared to impulsive buyers’, analytical buyers’ attitude toward parent brand more positively affects attitude toward co-brand. This study discusses the implication for the theories and practices, and to give advice on the future research.
