EMBA

LISREL

Abstract
The survey takes the Internet service industry evidence. Through linear structure
model and mode of the industry mergers and acquisitions in different ways, the
managers have a brand equity and brand loyalty, the performance generated by the
impact, and develop marketing strategies for the industry as a reference to the period
of mergers and acquisitions of enterprises have contributed to promoting synergy. The
most significant findings arethere is a significant, positive correlation between Brand
Equity, Channel Strategy and Brand Performance.There is a significant, positive
1

correlation between Corporation Acquisition, Brand Equity and Channel Strategy.

KeywordsBrand Equity, Channel Strategy, Brand Performance

(Acquisitions)

(acquisitions)

Porter(1998)
(synergy)

(Rosenbloom,1999)

M&A(Mergers & Acquisitions) M&AMergers
AcquisitionsBrigham and Gapenski(1991)
(Financial
acquisition)(Operating acquisition)

Brouthers, Hastenburg & Joran(1998)

1.(Operational Synergy)


2.
(Singh & Montgomery,1987)
(Seth,1990)3.

(Zsuzsanna Fluck & Lynch,1999)

Aaker(1991)

(Brand Loyalty)(Brand Awareness)(Perceived Quality)

(Brand Associations)(Other Proprietary Brand Assets)
Park & Srinivasan(2004)

Priluck, R., & Till, B.. (2010)

(Marketing Channel)(Distribution Channel)

(Berman,1996)

()
Rosenbloom(1999)

()

Rosenbloom(1999) (Role
Incongruities)(Decision Domain Disagreements)

Doyle1990
Keller(2001)
Customer-Based Brand Performance
(Brand
Ladder)()()()
()

(Hu, T., Chang,

2010)Blackett Harrison2001

 3-1

()
Oliver(1997)

Keller(1993)
(brand recognition),

Zeithaml1988
Aaker(1991)

Aaker1991

H1

()

Lassar(1996)
5

H2

()
Brigham and Gapenski(1991)(1)
(Financial acquisition)(2)(Operating acquisition)

H3

()

H4

()

Gilbert and Frazier (1999)

H5

Brigham and Gapenski(1991)

Brigham and Gapenski(1991)

Aaker(1991)

Likert (7 )(1 )

Rosenbloom(1999)
Likert
(7 )(1 )

Keller(2001)
Likert
(7 )(1 )

15~45 ( Skype
YouTube Pixnet
)

 LISREL

LISREL2

4-1

430

430
388
42
100

90.23

0.5 t
1.96
4-2

11
21

1
0.65

t
6.49

y11
y21
y31
y41
y52
y62
y73
y83
y93
y103

1
0.91
0.87
0.92
1
0.607
1
0.93
0.92
0.92

t
17.50
15.66
18.52
5.80
15.18
14.70
14.89

t-value 1.96 P<0.05

Cronbachs 0.695
0.87 0.727 0.821 SMC 0.5
LISREL
8

SMCSMC
0 1 Kline(1998) SMC 0.9
0.8

0.5 SMC
4-3
4-3

(1)
(2)

SMC
0.48
0.68

Cronbachs

(y1)
(y2)
(y 3)
(y 4)
(y 5)
(y 6)
(y 7)
(y 8)
(y 9)
(y 10)

SMC
0.994
0.835
0.767
0.804
0.669
0.579
0.678
0.647
0.653
0.506

Cronbachs

0.695

0.87

0.727

0.821

LISREL
()

4-4
4-4

1
0.307**
0.385**
0.392**

1
0.328**
0.435**

1
0.403**

** 0.01 ()

()LISREL
9


LISREL 4-1

1
y7

11

4-1 LISREL

4-5

LISREL

1
2

y1
y2
y3
y4
y5
y6
y7
y8
y9
y10

4-6 LISREL

4-6

P>0.05
10

P=0.1468

(GFI )
(AGFI )
(RMR )
(SRMR )
(RMSEA )
(NFI )
(NNFI )
(CFI )
(IFI )
(RFI )
(PNFI )
(PGFI )

0.9
0.8
0.05
0.08
0.05
0.9
0.9
0.95
0.9
0.9
0.5
0.5

0.95
0.899
0.0265
0.0312
0.0436
0.917
0.967
0.971
0.979
0.892
0.539
0.482

()
LISREL

LISREL

1.

4-2

4-7 11 (t =4.93) H3

4-7

11

11

0.614

0.126

4.931***

H3

*** t-value 3.29 p<0.001

2.

11

 4-3

4-8 21 (t =2.038) H4

4-15 31 (t = 0.385)
H5

4-8

2131

21

0.531

0.18

2.038*

H4

31

0.08

0.21

0.385*

H5

* t-value 1.96 p<0.05

3.

4-4

4-9 21 (t = 2.24) H1

4-16 22 (t = 4.81)
H2

12

 4-9

2122

21

0.382

0.16

2.68**

H1

22

0.25

0.14

4.81***

H2

** t-value 2.58 p<0.01

*** t-value 3.29 p<0.001
4.5

a 1
* t-value 1.96 p<0.05
** t-value 2.58 p<0.01
*** t-value 3.29 p<0.001
4-5

()

(direct effect)(indirect effect)(total effect)
t = 4.93

t = 2.04
(t = 2.68)

(t = 4.81)

13


4-10 (t =2.038)

(t =-0.32)Cohen1988

0.10 0.30
0.50 4-10
0.610.53 0.50
0.380.25 0.30
0.08 0.10
4-10

effect
t-value

effect
t-value

effect
t-value

0.614

0.614

0.431
0.05
0.48

2.038*
2.13*
3.70***

0.50
0.50

4.23***
4.23***

0.08

0.08

0.385*

0.385*

0.283
0.05
0.33

2.63*
-0.32
2.03*

0.25

0.25

5.81***

5.81***

4.931**

4.931**

* t-value 1.96 p<0.05

** t-value 2.58 p<0.01
*** t-value 3.29 p<0.001

5-1
5-1

H1
H2
14

H3

H4

H5

()
H5

()
H4

H3
LISREL
4-5

()
H1

H2

LISREL

15

 4-5

()

()

()

16

()

SNS(
)

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Trautwein (1990), Merger Motives and Merger Prescription. Strategic

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