臺灣博碩士論文加值系統

本研究透過彙整過去相關文獻，分別以來源國形象、知覺價值、知覺風險、知覺品質、品牌信任以及品牌愛戀來探討六者間的關係。針對消費者對品牌來源國形象之態度，探討其對知覺品質、知覺風險、知覺價值之關聯性，並分析上述變數對品牌信任及品牌愛戀有何影響。
研究結果顯示，來源國形象會正向影響知覺價值及知覺品質，且負向影響知覺風險。知覺品質及知覺價值會正向影響品牌信任以及品牌愛戀。知覺風險會負向影響品牌信任及品牌愛戀。品牌信任會正向影響品牌愛戀。最後，本研究進一步針對上述研究結果提出其可能之研究意涵與實務建議，並提出建議以便後續研究者若干研究主題的方向。

The purpose of this thesis is to understand the relationships among country-of-origin image, perceived value, perceived risk, perceived quality, brand trust and brand love.
This study investigates the correlation between perceived value, perceived risk and perceived quality from the side of consumer attitudes toward country-of-origin image. Furthermore, this study investigates the relationship between these variables and brand trust, thus, brand love.
The results of this study have shown that country-of-origin image would have a positive effect on both perceived value and perceived quality. The country-of-origin image will have a negative effect on perceived risk. Both perceived quality and perceived value will have a positive effect on brand trust and brand love. Perceived risk will have a negative effect on both brands trust and brand love. The brand trust will have a positive effect on brand love.
Finally, this study not only provided some comments for UNIQLO but also proposed some recommendations based on empirical research results.

摘 要 ..............................................................I
目 次 ............................................................ II
表 次 ........................................................... III
圖 次 ............................................................ IV
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
第二章 理論基礎與文獻回顧 ......................................... 4
第一節 來源國形象.................................................. 4
第二節 知覺品質.................................................... 6
第三節 知覺風險.................................................... 7
第四節 知覺價值................................................... 10
第四節 品牌信任....................................................10
第四節 品牌愛戀................................................... 10
第三章 研究架構與假設 ............................................ 11
第一節 研究架構 .................................................. 11
第二節 研究假設 .................................................. 12
第四章 實證結果.................................................. .15
第一節 樣本之基本資料描術 ........................................ 15
第二節 信效度分析................................................ 19
第三節 區別效度 .................................................. 24
第四節相關係數 ................................................... 28
第五節假設檢定.................................................... 28
第五章 實證結果與分析 ............................................ 30
第一節 整體配適度 ................................................ 30
第二節 研究假設驗證分析 .......................................... 32
第六章 結論與建議 ................................................ 35
第一節 結論 ...................................................... 35
第二節 理論貢獻 .................................................. 37
第三節 管理意涵 ..................... ............................ 39
第四節 研究限制與未來研究建議 .................................... 39
參考文獻 ......................................................... 41
一、中文文獻 ..................................................... 41
二、英文文獻 ..................................................... 41
附錄一 持續使用UNQLO之問卷調查 .................................. 44

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