第一章為導論，包括研究動機與研究目的、研究範圍、研究分析架構、研究限制及本 文結構。 第二章共分三節，為文獻探討部份，分別介紹尺度法與多屬性決策、非計量多元尺度 法、及聯合分析法。 第三章分五節，說明本研究的研究設計，從受測體之建立、問卷設計，以至於分析模 式及步驟均有詳細的說明。 第四章研究果汁產品在飲料市場中的地位，細分為三節，首先說明在產品空間中果汁 與其他種飲料之相關位置，其次分析各類飲料產品具有各產品屬性的情況，最後分析 不同背景下的消費者在各類飲料上的差異程度。 第五章分兩節，分析果汁產品中，各屬性因素之各個水淮對產生偏好之貢獻有多大？ 對各屬性因素間之互動效果亦有所探討。 第六章細分為三節，用聯合分析法對果汁市場加以區隔，從找出較適當的個人背景區 隔變數開始，到更進一步衡量出各背景因素對某一特定產品偏好的影響程度。 第七章為結論與建議。

近幾年來台灣的金融市場逐漸走向自由化和國際化，民眾開始接受使用信用卡。本研究以年費和循環信用利息為成本屬性構面，彈性刷卡額度、發卡銀行承擔冒用損失風險、旅遊平安險和累積消費回饋為利益屬性構面，來探討此六個產品個別屬性對消費者申請信用卡意願之影響。結果發現，對消費者申請信用卡意願影響程度的多寡依序為：年費＞彈性刷卡額度＞循環信用利息＞旅遊平安險＞累積消費回饋＞發卡銀行承擔冒用損失風險，且對年費此單一產品屬性的重視程度仍勝過綜合其他產品個別屬性，亦即消費者寧可沒有其他的產品個別屬性，也不願意申請需繳交年費之信用卡，可見現行信用卡之免年費趨勢確實相當顯著。由三種不同市場區隔模式中可得知，重視信用卡產品個別屬性的消費者類型皆不同，因此發卡銀行並不能對整體消費者進行單一相同的的信用卡促銷方式，必須區隔不同類型的消費者，對不同區隔集群加強其重視的產品個別屬性，以達到事半功倍的效果。 / The Impact of Product Attribute in Aspects of Cost and Benefit to Consumer Behaviors --A Conjoint Approach to the Application of Credit Cards The recent trend of internationlized financial market in Taiwan has prevailed the acceptability of credit cards with general consumers. The research is based on two aspects of product attributes to define the impacts in willingness of new cardholders, namely, COST, which will focus on “annual charge”and “credit interest”, and BENEFIT, which will focus on “flexible credit allowance”, “issue bank's undertaking the risk of losing cards”, “the attached travel insurance”and“the reward policy accumulated consumption”. As the result of this research, the impacts of the above factors have been showed in the rank from strong to weak as following: 1.Annual charge 2.Flexible credit allowance 3.Credit interest 4.The attached travel insurance 5.The reward policy accumulated consumption 6.Issue bank's undertaking the risk of losing cards The research has also found that consumers pay even more attention to annual charge than the combination of the other individual product attributes--consumers can accept the absence of all the other attributes but are unwilling to apply credit cards with annual charges. It has highly demonstrated the outstanding of strategic free annual charge. From the applied three different market segments, the results tells that different consumer types have different focuses of product attributes. Therefore, the issue bank has to promote according to the understanding of different segments, and demonstrte on the specific individual attributes in order to achieve the best performance.

汽車產業早期在台灣一直都屬於重點產業，早從1950年代以前，台灣政府便開始發展汽車產業(陳釧瑤，1997)，然而若按照原定計畫，台灣汽車產業早該在1985年以後就邁入國際化以及自有品牌，不過現今大多數的台灣汽車廠商仍處於通路代理商和零組件代工製造階段，為了避免淘汰，本研究認為台灣汽車廠商應著手發展自有品牌，不過因為台灣廠商大多欠缺品牌知名度，謂此本研究認為台灣廠商可採行品牌聯盟策略。然而考量到市場未來趨勢與消費者需求的多元化，本次研究將以強調運動、休閒的SUV休旅車作為本次研究主要探討的車種，並希望能藉由品牌聯盟讓台灣汽車廠商得以自創品牌。 本次研究貢獻在學術方面有三，其一是產品屬性與產品屬性水準之詮釋、二是研究品牌聯盟議題時，需建立在品牌是否能替代某產品屬性的議題上，三是消費者在從事消費行為時確實會產生退縮或是漸進策略。在管理實務上，本研究所給予的建議有七，其一是品牌知名度高低將會影響消費者做出正確決定，其二是當消費者無法有效處理資訊時，車商品牌的重要性將會提升，其三是低辨識度品牌有動機發展成份品牌，其四是台灣汽車廠商自創品牌確實有其利基市場存在，其五是品牌自創過程中，必須不斷地做自我評估，其六是傳遞正確且為消費者所能承受並理解的正確資訊是價值創造的重要一環，其七是品牌建立本身即是策略規劃。 / Motor industry is one of the most important industry that Taiwan government energetically have developed and invested lots of resources since 1950(陳釧瑤，1997). Indeed, Taiwanese motor firms should have had their own brand and made it internationalized in 1985. However, most of Taiwanese motor firms are still on the stage of OEM or ODM. We regard this condition as a threat that will obstruct the profit growth and weaken the competitiveness of them. Therefore, we consider branding is one of the effective alternatives to strengthen the competitiveness of Taiwanese motor industry. Because of the low brand awareness of Taiwanese motor firms, brand alliance may be the best way that can help them to build their private label. Considering the trend of lifestyle in Taiwan, this literature will focus on “brand alliance of sport utility vehicle” and try to find some important attributes that will support them to select their partners and satisfy the consumer needs. As a result, this studying has three contributions to academic researcher. First, we redefine the meanings of product attribute and product attribute level that many academics confuse. Second, the consistency between the brand awareness of ingredient firms and product attribute should be considered when motor firms are finding the partners of alliance. Third, we verify either behavioral progression or behavioral depression may happen in purchase process (Alderfer, 1972). In practice, we find the fitness between product attributes and partner’s brand awareness will affect the result of brand alliance. The finding implies that ingredient firms which have great brand equity in B2B market may have low equity in B2C market. Second, the weight of car brand will be more important when asymmetric information exists. Third, the ingredient firms which have great equity in B2B market and low awareness in B2C market have the motive to cooperate with private label brand firms. Fourth, there are some niches in Taiwanese SUV market. Fifth, branding can’t success without self-audit. Sixth, delivering the appropriate and correct information to consumers is one of the most important things of value creation. Seventh, strategy is the nature of branding, so it will be very hard to brand without strategic planning.