臺灣博碩士論文加值系統

隨著科技的發展，進一步的促成地球村的形成，國與國之間的距離逐漸拉近，在接觸各式各樣的商品時，商品的生產來源國與設計來源國常常是消費者選擇商品時的重要考量之一。本研究將以大型重型機車作為研究對象，來探討來源國與產品契合度、品牌形象、知覺品質對購買意圖之影響。
本研究選擇具有一般重型機車駕照之民眾做為研究對象，並於2013年3月至4月進行問卷發放，樣本採取便利抽樣，共計發放400份，有效問卷共有352份，有效問卷回收率為88%。本研究採用SPSS20統計軟體進行分析，分析結果發現產品來源國與產品契合度對知覺品質具有正向顯著影響；品牌形象對知覺品質具有正向顯著影響；知覺品質對購買意願具有正向顯著影響。
本研究結果發現， 知覺品質對購買意願有正向且顯著的影響，若業者預提升消費者對大型重型機車的知覺品質，藉由多次的曝光使消費者慢慢接受產品，接著舉辦多場次的見面試乘會，讓消費者實際接觸大型重型機車的優良品質，更能提升消費者對其產品的購買意願。

The more progressive the technology develops, the easier our earth becomes a global village, the distance between country and country is more closer, while the customers buy every products depend on where the products are made. Taiwan government lets people ride motorbike on particular highway, as a result, the sales volume of motorbike rises up steadily.

This study investigates people with drivers` licenses as subjects, questionnaires are distributed from March to April, convenience sampling was utilized. A total 400 questionnaires was distributed among which 352 were valid, the valid response rate was 88%. This study use SPSS20 statistics software to analysis, the results are the impact of product country of origin image and between country and product agencies had a positive and significant impact on perceived quality; brand image agencies had a positive and significant impact on perceived quality; perceived quality agencies had a positive and significant impact on purchase intention.

Our results indicated that perceived quality agencies have a positive and significant impact on purchase intention, if the industry wants to improve the perceived quality, it must let customers accept motorbike and let them know the quality of motorbike is very well. Finally, it can rise the purchase intention of motorbike.

主目錄
摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VVIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 4
第四節 研究流程 6
第二章 文獻探討 7
第一節 BMW簡介 7
第二節 產品來源國與產品契合度 8
第三節 品牌形象 16
第四節 知覺品質 22
第五節 購買意願 28
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假說 34
第三節 研究變數操作型定義與衡量 37
第四節 問卷設計 42
第五節 抽樣方法 45
第六節 資料分析方法 46
第四章 資料分析 48
第一節 問卷樣本分析 48
第二節 敘述性統計分析 52
第三節 信度分析 55
第四節 因素分析 58
第五節 迴歸分析 66
第五章 結論與建議 71
第一節 研究結論 71
第二節 研究意涵 74
第三節 研究限制與建議 76
參考文獻 77
中文文獻 77
英文文獻 78
網路文獻 83
附錄一 問卷 84
表目錄
表2-2-1 產品來源國定義 10
表2-2-2 產品來源國效果定義 10
表2-2-3 產品來源國分類表 13
表2-2-4 產品來源國影響效果 14
表2-2-5 產品來源國與產品契合度理論 15
表2-3-1 品牌形象定義 18
表2-3-2 品牌形象分類表 20
表2-3-3 BCM品牌架構表 20
表2-3-4 牌形象影響效果 21
表2-4-1 知覺品質定義 23
表2-4-2 知覺品質分類表 26
表2-4-3 知覺品質影響效果 27
表2-5-1 購買意願定義 29
表2-5-2 購買意願構面分類表 30
表2-5-3 購買意願影響效果 31
表3-2-1 本研究假說彙整表 36
表3-3-1 產品來源國與產品契合度之操作型定義與衡量題項 38
表3-3-2 品牌形象之操作型定義與衡量題項 39
表3-3-3 購買意願之操作型定義與衡量題項 40
表3-3-4 品質操作型定義與衡量題項 41
表3-4-1 產品來源國與產品契合度-情境1信度分析表 43
表3-4-2 品牌形象信度分析表 43
表3-4-3 知覺品質-情境1信度分析表 44
表3-4-4 購買意願-情境1信度分析表 44
表3-4-5 產品來源國與產品契合度-情境2信度分析表 44
表3-4-6 知覺品質-情境2信度分析表 44
表3-4-7 購買意願-情境2信度分析表 45
表4-1-1 樣本架構分析表 49
表4-2-1 產品來源國與產品契合度(情境一)之敘述性分析表 51
表4-2-2 產品來源國與產品契合度(情境二)之敘述性分析表 51
表4-2-3 知覺品質(情境一)之敘述性分析表 52
表4-2-4 知覺品質(情境二)之敘述性分析表 53
表4-2-5 購買意願(情境一)之敘述性分析表 53
表4-2-6 購買意願(情境二)之敘述性分析表 54
表4-2-7 品牌形象之敘述性分析表 55
表4-3-1 產品來源國與產品契合度-情境1信度分析表 56
表4-3-2 品牌形象信度分析表 56
表4-3-3 知覺品質-情境1信度分析表 57
表4-3-4 購買意願-情境1信度分析表 57
表4-3-5 產品來源國與產品契合度-情境2信度分析表 57
表4-3-6 知覺品質-情境2信度分析表 57
表4-3-7 購買意願-情境2信度分析表 58
表4-4-1 產品來源國與產品契合度(情境一)之KMO與球形檢定 58
表4-4-2 產品來源國與產品契合度(情境一)之因素分析 59
表4-4-3 產品來源國與產品契合度(情境二)之KMO與球形檢定 60
表4-4-4 產品來源國與產品契合度(情境二)之因素分析 60
表4-4-5 知覺品質(情境一)之KMO與球形檢定 61
表4-4-6 知覺品質(情境一)之因素分析 61
表4-4-7 知覺品質(情境二)之KMO與球形檢定 62
表4-4-8 知覺品質(情境二)之因素分析 62
表4-4-9 品牌形象之KMO與球形檢定 63
表4-4-10 品牌形象之因素分析 64
表4-4-11 購買意願(情境一)之KMO與球形檢定 64
表4-4-12 購買意願(情境一)之因素分析 65
表4-4-13 購買意願(情境二) 之KMO與球形檢定 65
表4-4-14 購買意願(情境二)之因素分析 66
表4-4-13 品牌形象之KMO與球形檢定 65
表4-4-14 品牌形象之因素分析 66
表4-5-1 產品來源國與產品契合度對知覺品質(H1a)之迴歸分析 67
表4-5-2 產品來源國與產品契合度對知覺品質(H1b)之迴歸分析 67
表4-5-3 產品來源國與產品契合度對知覺品質(H2a)之迴歸分析 67
表4-5-4 產品來源國與產品契合度對知覺品質(H2B)之迴歸分析 68
表4-5-5 品牌形象對知覺品質(H3a)之迴歸分析 68
表4-5-6 品牌形象構面對知覺品質(H3a)之迴歸分析 69
表4-5-7 品牌形象對知覺品質(H3b)之迴歸分析 69
表4-5-8 品牌形象構面對知覺品質(H3B)之迴歸分析 69
表4-5-9 品牌形象對知覺品質(H3a)之迴歸分析 70
表4-5-10 品牌形象對知覺品質(H3b)之迴歸分析 70
表5-1-1 研究假說結果 72

圖目錄
圖1-3-1 大型重型機車近年銷售量 5
圖1-3-2 重型機車近年銷售量 5
圖2-3-1 品牌形象構面 19
圖3-1-1 本研究觀念性架構 33

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