臺灣博碩士論文加值系統

隨著市場環境競爭日趨激烈，企業紛紛尋求新策略以增加其生產量與差異化的能力，而併購對企業來說就成為一個非常重要的策略，藉由併購獲得技術、市場佔有率及欲進入行銷的市場，而當企業併購後，不僅只是重視企業間成本、財務上併購後交易的表現，更需要考慮消費者對於企業併購的觀感，因此，本研究探討當企業進行跨國併購時，消費者如何對於品牌來源國的認知影響品牌形象與知覺品質。本研究採用實驗假設性方法，以汽車品牌為例，除了探討原本品牌來源國之國家形象對品牌形象及知覺品質的關係外，進一步延伸研究當跨國企業併購發生，品牌來源國移轉時，被併購品牌之品牌形象及知覺品質是否會受併購品牌之國家形象影響。問卷資料採用紙本及網路問卷方式蒐集量化資料，透過SPSS統計軟體進行變異數分析等的資料統整分析。研究結果顯示，國家形象對品牌形象與知覺品質有正向的影響，即便受訪者對品牌不熟悉，但根據來源國之國家形象，而有相對應的品牌形象及認知品質的評價，另外，在發生跨國併購的情況下，伴隨併購而來的來源國移轉，隨著國家不同的整體形象評價而影響被併購品牌之品牌形象與知覺品質，當併購品牌有相對較好的國家形象時，則能提升被併購之品牌形象與知覺品質，同樣地，當併購品牌的形象較差時，欲透過併購獲得較好的形象時，那麼併購品牌的評價會較併購前來得好些，但被併購的品牌則會降低其原來的評價。

As the economic environment becomes more competitive, companies find new strategies to increase their capacity and competitiveness. Mergers and Acquisitions are very important strategies for companies. M&;A can enable companies to obtain technologies, distribution channels and desirable market positions. The companies not only tend to focus on cost cutting and financial performance after completion of the M&;A, but also consider consumer perception of the deal. The practice of acquiring a company may make some consumers feel uncertainty regarding the performance of the country-of–origin effect on brand image and perceived quality. The purpose of this study is to examine the effect of country of origin switching on brand image and perceived quality after brand acquisition. The study uses an experimental design to discuss the relationship between the country image, the brand image and perceived quality. The study further examines how brand image and perceived quality of an acquired brand changes after M&;A. The study uses the automobile brand as an example to survey. The data was collected from paper and online questionnaires. The data was analysed through SPSS to proceed with research methods. The results indicated that a country’s image has a positive effect on brand image and perceived quality. Even though consumers are not familiar with the brand, they may evaluate a brand based on the image of the country. In addition, the results show that country of origin switching varied with a country’s image and affected brand image and perceived quality after M&;A. If the acquired company had a better country image, it could boost the brand image and perceived quality of the acquired company, and vice versa.

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 文獻探討與假說推導 4
第三章 研究方法 13
第一節 研究架構 13
第二節 變數之操作性定義與衡量 14
第三節 前測 16
第四章 研究資料分析與實證結果 18
第一節 以KIA、INFINITI與併購後之INFINITI為例 19
第二節 以KIA、VOLKSWAGEN與併購後之VOLKSWAGEN為例 34
第五章 結論與建議 49
第一節 研究結果與討論 49
第二節 管理意涵 52
第三節 研究限制及後續研究建議 53
參考文獻 55
中文文獻 55
英文文獻 57
附錄一 問卷 67

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