臺灣博碩士論文加值系統

在全球化的今天，將產品推展到世界各國，獲取最大利益為重要課題，目前市場上產品輸入方式區分兩大體系：一為直接買斷進口銷售的平行輸入模式，一為代理商模式，兩者因背景的不同，對消費者將產生購買意願上的影響。本研架構為將產品品質、產品價格、服務品質等列自變數，以購買意願為依變數，對平行輸入與代理商之管道差異進行研究，本研以一般大眾為研究對象。問卷發放計300份，有效樣本278份。其中代理商模式計147份，平行輸入商模式131份。
研究結果如下一、代理商模式：產品品質及服務品質獲得正向支持並達顯著。二、平行輸入模式：產品價格及服務品質獲得正向支持並達顯著。三、性別：平行輸入商應加強對男性消費者強化服務品質。四、年齡：代理商應加強對年齡大的消費者推銷服務。五、學歷：平行輸入商應加強學歷高的消費者強化服務。六、產品品質：代理商雖代表原廠，但與平行輸入商無明顯差距。七、產品價格：平行輸入商買斷產品價格主導，影響購買意願。八、服務品質：代理商與平行輸入兩者均影響購買意願。

In globalized today, all products by the Internet and marketing company all sorts of techniques, by do not limit in sole or the enclosed area sell. In order to serve this purpose, “the product” will promote to world each country, and gains the maximum benefit, becomes the various companies store important promotion the topic.
At present in the market the product input mode, altogether differentiates two big systems: one sells outright directly for the product origin country by the manufacturer, then in the domestic sale, the parallel input, the pattern, one to seek the sales domestic company to hold the post, i.e. is, the business agent, the pattern, because both the background different makes the effect will also have a difference, its difference will produce the different special characteristic(product quality, product price, service quality and so on), certainly will have in the purchase wish influence to the consumer. Therefore, this research take the above factor, as aims at the parallel input with the business agent the characteristic difference, purchases height of the wish to the consumer to do the research.
This research the common populace will take the object of study scope by Taiwan area. Before interrogating the volume, to measure that the provide counts 100. Has related after the preliminary correlation analysis each construction surface and the purchase wish, the actual market provide counts 300 samples, effective sample 278. And the business agent pattern fills in answers the effective questionnaire to count 147, the parallel input business pattern fills in answers effective questionnaire 131.
Findings: first, business agent pattern: the value product quality and the service quality earn the forward support and reach obviously, then affects its purchase wish to be higher; The product price has not won the support, because the product price will not affect the consumer to its purchase wish.
Second, parallel input pattern: the value product price and the service quality earn the forward support and reach obviously, then affects its purchase wish; The product quality has not won the support, because the quality will not affect the consumer to its purchase wish.
Third, the aspect suggested in “the sex”, parallel input business should strengthen to the masculine consumer strengthens achievement and the addition the service quality serves the foothold, strengthens its purchase wish.
Fourth, the aspect suggested in “the age”, the business agent should strengthen to an age bigger consumer sells achievement of the service quality, strengthens its purchase wish.
Fifth, the aspect suggested in “the school record”, parallel input business should strengthen to a school record higher consumer strengthens achievement and the addition the service quality serves the foothold, strengthens its purchase wish.
Sixth, because the consumer this construction surface takes the influence in “the product quality”, the business agent its representative the original factory company's product, although therefore affects it “the purchase wish”, but parallel input business not obvious disparity.
Seventh, the consumer this construction surface takes the influence in “the product price”, parallel input business sells outright the product, creates the price complete leading power, therefore affects it “the purchase wish”.
Eighth, the consumer this construction surface takes the influence in “the service quality”, the effect which business agent and the parallel input both pattern produces, same has the influence “the purchase wish” the effect.

中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．．． 3
第三節　　研究研究流程．．．．．．．．．．．．．． 4
第四節　　研究範圍．．．．．．．．．．．．．．．． 5
第二章　　文獻回顧．．．．．．．．．．．．．．．．．． 7
　　第一節　　消費者心理認知．．．．．．．．．．．．． 7
　　第二節　　消費者行為理論．．．．．．．．．．．．． 8
　　第三節　　產品品質．．．．．．．．．．．．．．．． 15
第四節　　產品價格．．．．．．．．．．．．．．．． 19
第五節　　服務品質．．．．．．．．．．．．．．．． 23
第三章　　研究設計與方法．．．．．．．．．．．．．．． 30
第一節　　研究架構．．．．．．．．．．．．．．．． 30
第二節　　研究假說．．．．．．．．．．．．．．．． 31
第三節　　問卷設計．．．．．．．．．．．．．．．． 33
第四節　　資料蒐集．．．．．．．．．．．．．．．． 35
第五節　　統計方法．．．．．．．．．．．．．．．． 35
第四章　　資料分析．．．．．．．．．．．．．．．．．． 37
第一節　　資料分析．．．．．．．．．．．．．．．． 37
第二節　　信度分析．．．．．．．．．．．．．．．． 39
第三節　　因素分析．．．．．．．．．．．．．．．． 39
第四節　　相關分析．．．．．．．．．．．．．．．． 43
第五節　 各構面與購買意願之影響．．．．．．．．． 44
第六節　 輸入途徑差異之購買意願之比較分析．．．． 53
第五章　　結論與建議．．．．．．．．．．．．．．．．． 56
第一節　　研究結論．．．．．．．．．．．．．．．． 56
第二節　　理論上之意涵與實務上的建議．．．．．．． 62
第三節　　研究限制及未來研究方向．．．．．．．．． 63
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 65
附錄A　研究問卷．．．．．．．．．．．．．．．．．．． 87
附錄B　研究問卷．．．．．．．．．．．．．．．．．．． 91

一、中文部份

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Kotler, P. (2003)，行銷管理學(方世榮譯)，台北：臺灣東華出版事業有限公司，(原文於1999年出版)

朱鴻燕(2003)，品牌、價格與認知價值關係之實證研究，國立高雄一科技大學行銷與流通管理系未出版之碩士論文。

吳柏青(1996)，國家刻板印象、參考價格與產品知識對產品評價的影響－以大學生評價汽車產品為例，國立成功大學交通管理科學研究所碩士班未出版之碩士論文。

李佩琳(2001)，品牌態度與品牌忠誠類型之關連性，國立台灣大學心理學研究所未出版之碩士論文。

李筱瑩(2001)，產品來源國與消費者本國中心主義對消費者產品評價影響之研究，私立東吳大學國際貿易學系研究所碩士班未出版之碩士論文。


林偉修(2003)，產品品質、服務品質與顧客購後行為關係之研究，國立台灣大學國際企業企業學研究所未出版之碩士論文。

林靈宏(1994)，消費者行為學，台北：五南圖書出版有限公司。

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柯宜君(2000)，消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響－於三種有形性比重不同服務之比較，國立政治大學企業管理系研究所未出版之碩士論文。

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張宇心(2001)，產品來源國、產品創新性及產品知名度對消費者資訊需求之影響－以PDA為例，私立輔仁大學管理學研究所碩士班未出版之碩士論文。

張秀惠(1991)，產品屬性、個人特徵與來源國形象之研究，崇右學報，3，158-188。

莊仲仁(2001)，品牌態度與品牌忠誠度類型之關連性，國立台灣大學心理學研究所未出版之碩士論文。

郭書銘(2001)，消費者之國族認同、國族意識對大陸產品態度影響之研究，私立東吳大學國際貿易學系研究所碩士班未出版之碩士論文。

陳仲熙(1998)，產品知識及來源國形象對顧客滿意度之影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。

陳順宇(2002)，多變量分析，台北：華泰書局。

曾瑞媛(2001)，品牌來源國及品牌權益影響消費者購買產品及服務意願之研究，私立真理大學管理科學研究所碩士班未出版之碩士論文。

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黃宏鈞(2001)，企業形象與服務品質對消費者再購行為之影響－顧客關係的中介效果，國立台灣大學心理學研究所未出版之碩士論文。

黃俊英(1995)，多變量分析，台北：華泰書局。

黃鈺文(1991)，不同品牌來源國與製造地形象對消費者產品態度的影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。

解名禮(1992)，個人特質與消費者對不同品牌來源國與製造地產品態度之關係，國立政治大學企業管理研究所碩士班未出版之碩士論文。

劉雅文(2001)，在行銷組合中提供比較國資訊、不同商品來源國、品質之產品對消費者態度的影響，國立政治大學國際貿易研究所碩士班未出版之碩士論文。

蔡和奇(1998)，產品保證與來源國效果對消費者態度影響之研究，國立政治大學國際貿易研究所碩士班未出版之碩士論文。

鄭伯壎(1983)，消費者心理學，台北：大洋出版社。

鄭銘源(1995)，來源國形象對產品評估之直接效應與間接效應，國立交通大學管理科學研究所碩士班未出版之碩士論文。

杉本辰夫(1991)，事務、營業、服務的品質管制(盧淵源譯)，台北：中興管理顧問公司發行，(原文於1986年出版)。

戴上智(1994)，原產國形象對消費者風險影響之研究，私立大葉大學事業經營研究所碩士班未出版之碩士論文。

戴琪甄(2000)，來源國印象與購買意願間關係之探討，私立淡江大學管理科學研究所碩士班未出版之碩士論文。

謝萬隆(1994)，生產地與品牌來源國對消費行為影響之研究，國立台灣大學商學研究所未出版之碩士論文。

二、英文部分

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Biehal, G., & Chakravarti, D. (1982). Experiences with the Bettman-Park Verbal-Protocol Coding Scheme. Journal of Consumer Re-search, 8, 442-448.
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