本研究主要目的為探討消費者的多樣化尋覓特質對母品牌態度、知覺契合度與聯合品牌態度的干擾效果。採用實驗法，以鮮果汁運動飲料作為聯合品牌產品，研究程序包含預試與正式實驗，預試目的為篩選出正式實驗所需的聯合品牌及產品。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組實驗方格，每一方格樣本數30人，回收有效樣本267人。研究結果顯示，（1）母品牌態度正向影響聯合品牌態度；（2）知覺契合度正向影響聯合品牌態度；（3）高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言，母品牌態度更正向影響聯合品牌態度；（4）高多樣化尋覓特質消費者相對於低多樣化尋覓特質者而言，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實務上的意涵，並對未來研究方向提出建議。
The main purpose of this study is to explore the moderating effect of variety-seeking on the relationship between attitude toward the parent brand, perceived fit and attitude toward the co-brand. This study uses the experimental research including a pretest and final experiment, and a fictitious sports drink of fresh juice as the co-branded product. The purpose of pretest is to select the parent brands and co-brand product. The experiment was a 3 (fresh juice brands)×3 (sports drink brands) between-subject factor design. 30 university students are assigned to each experimental treatment of between-subject factor design. The data are provided by 267 students. The result reveals that (1) attitude toward the parent brand positively affects attitude toward the co-brand; (2) perceived fit positively affects attitude toward the co-brand; (3) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of attitude toward the parent brand on attitude toward the co-brand is stronger; (4) for consumers with higher variety-seeking in contrast to those with lower variety-seeking, the positive effect of perceived fit on attitude toward the co-brand is stronger. This study discusses the implications in theory and in managerial practice, and suggestions for the future study.
