臺灣博碩士論文加值系統

探討來源國效果、產品利益，對消費者購買意願的影響，是行銷文獻的重要主題，從過去研究中消費者對於各國的形象大都已經存在一些先入為主的觀念，對於來自不同國家所生產製造的產品似乎是存在不同的產品評價；除了上述來源國效果外，消費者亦可能會以產品利益來做為判斷產品價值的依據，而究竟影響為何？應是管理者與實務上需探討與明瞭之處。
本研究以Sony Ericsson品牌手機及台灣地區一般消費者為研究對象，結果獲得以下研究發現：1. 消費者面對品牌來源國產品，其購買意願上呈現負向關係。2. 消費者面對設計來源國產品、組裝來源國產品及消費者以功能性產品利益導向時，其購買意願上呈顯著正向關係。3. 消費者以經驗性產品利益導向時，對購買意願上呈負向關係。4. 消費者以象徵性產品利益導向時，對購買意願上未達顯著水準。

A discussion on the effect of country-of-origin effect and product benefits on the consumer’s buying intention has always been a major topic of the literature on marketing. Inferred from previous studies, consumers mostly have preconceived opinions on the image of each country, and they seem to have different evaluations of products manufactured by different countries. In addition to the country-of-origin effect, consumers may evaluate the value of a product based on its benefits. The influence of such an evaluation deserves to be discussed and understood for the purposes of management and practice.
This study takes mobile phones of Sony Ericsson and general consumers in Taiwan as its research subjects. The findings are as follows: 1. In case of products from the county of brand, the consumer’s buying intention shows a negative relationship; 2. In case of products from the country of origin in design and country of assembly as well as an orientation toward functional product benefits taken by consumers, the consumer’s buying intention shows a positive relationship; 3. In case of an orientation toward experiential product benefits taken by consumers, the consumer’s buying intention shows a negative relationship; and 4. In case of an orientation toward symbolic product benefits taken by consumers, the consumer’s buying intention doesn’t reach the level of significance.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix

第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．． 1
　　第三節　　研究範圍與限制．．．．．．．．．．．． 2
　　第四節　　研究流程．．．．．．．．．．．．．．． 2
第二章　　文獻探討．．．．．．．．．．．．．．．．． 4
　　第一節　　來源國效果．．．．．．．．．．．．．． 4
　　第二節　　產品利益．．．．．．．．．．．．．．． 12
　　第三節　　消費者購買意願．．．．．．．．．．．． 17
第三章　　研究方法．．．．．．．．．．．．．．．．． 22
　　第一節　　研究架構．．．．．．．．．．．．．．． 22
　　第二節　　研究假設．．．．．．．．．．．．．．． 23
　　第三節　　研究對象．．．．．．．．．．．．．．． 25
　　第四節　　研究變數操作性定義與衡量．．．．．．． 26
　　第五節　　資料分析方法．．．．．．．．．．．．． 28
第四章　　資料分析．．．．．．．．．．．．．．．．． 31
　　第一節　　問卷回收狀況．．．．．．．．．．．．． 31
　　第二節　　敘述性統計．．．．．．．．．．．．．． 31
　　第三節　　信效度分析．．．．．．．．．．．．．． 34
　　第四節　　多元迴歸分析．．．．．．．．．．．．． 39
第五章　　研究與建議．．．．．．．．．．．．．．．． 41
　　第一節　　結論．．．．．．．．．．．．．．．．． 41
　　第二節　　理論與管理意涵．．．．．．．．．．．． 44
　　第三節　　研究限制．．．．．．．．．．．．．．． 45
　　第四節　　後續研究建議．．．．．．．．．．．．． 46
參考文獻　．．．．．．．．．．．．．．．．．．．．． 47
附錄　　正式問卷．．．．．．．．．．．．．．．．．． 56

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