臺灣博碩士論文加值系統

本研究是基於既有文獻之基礎及邏輯之推理，以手機產業為實證對象，探討來源國形象認知與消費者價格敏感度之間之關係並進一步釐清兩者之關係。
價格是消費者選擇產品時主要的考量因素，過去的研究關於價格敏感度之理論，多是針對與個人或是企業本身之政策，例如：品牌、廣告策略、產品定價等因素來探討。然而，隨著企業之國際化以及產業分工的趨勢下，企業將其事業擴展至國際舞臺，而以世界為舞台提供產品跟服務來滿足各國消費者之需求，帶給產品市場產生許多的變革，其中最明顯的一項即是混合產品的增加。因此影響消費者價格敏感度因素亦隨之擴大，在此情況下，消費者對品牌來源國與製造來源國的國家形象認知是否會影響消費者價格敏感度，是本研究所欲探討之主題。
本研究則以組間設計調查，將來源國分為品牌來源國與製造來源國，高低兩種價格水準，共八種問卷，針對文化大學商學院之學生，以便利抽樣之方式，總計發出400份問卷，回收386份問卷，有效問卷368份，回收率為92%。
本研究之研究結果顯示，品牌來源國與製造來源國，均與消費者之價格敏感度是呈現顯著負相關。最後則依據研究發現，探討其管理上之意涵及未來研究建議。

The study is attempted to found of the relationship between country of origin image and consumers’ price sensitivity in the mobile phone market. On the basis of existing literature and logical inference to establish the research hypotheses.
In general thinking, when consumers make purchasing decision, the most important thing to think is the price of this product. The effects of several different factors on consum-ers’ price sensitivity have already been studied; most of them are about personal or business policies, such as brand, the effects of advertising strategies and pricing strategies. However, with the trend of internationalizations, there are more and more multinational enterprises (MNEs). The recent globalization of business has brought about numerous changes in the production and marketing of consumer goods. One significant outcome of this transforms has been proliferation of hybrid products.
In summary, what is the relationship between job standardization and internal service quality? This is an unanswered question. The purpose of this paper is to explore their rela-tionship. An analytical approach of methodology is applied to analyze the parsimonious rela-tionship by the cross-sectional survey. In this situation, the scope effects consumers’ price sensitivity has been expand. This study is trying to examine whether the country of brand image and the country of designing image would have inference on consumers’ price sensi-tivity.
The study used between group survey, separate the country of origin image into country of brand image and the country of designing image and two price level. It used convenient sampling to collect 400 questionnaires from the students in Chinese Culture University. There are 386 questionnaires were returned, of which 368 questionnaires were valid. The response rate is 92%.
The results show that country of brand image and country of designing image were sig-nificant related to consumers’ price sensitivity, these hypotheses were supported by the em-pirical data. Finally, in terms of the research results discuss the management implication and suggest directions of further research.

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　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與研究動機．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 4
第三節 觀念性架構．．．．．．．．．．．．．． 5
第四節 研究之重要性．．．．．．．．．．．．． 6
第五節 研究範圍與限制．．．．．．．．．．．． 7
第二章　　文獻探討與研究假設．．．．．．．．．．．． 8
　　第一節　　消費者價格敏感度．．．．．．．．．．． 8
　　第二節　　來源國形象．．．．．．．．．．．．．． 18
第三節 研究假設．．．．．．．．．．．．．．． 27
第三章　　研究方法．．．．．．．．．．．．．．．．． 29
　　第一節　　抽樣設計．．．．．．．．．．．．．．． 29
第二節　　變數操作型定義與問卷結構．．．．．．． 30
第三節　　資料分析方法與分析架構．．．．．．．． 38
第四章　　資料分析與結果．．．．．．．．．．．．．． 44
　　第一節　　研究變數之基本分析．．．．．．．．．． 44
第二節　　假設檢定分析．．．．．．．．．．．．． 53
第五章　　結論與建議．．．．．．．．．．．．．．．． 57
　　第一節　　結論．．．．．．．．．．．．．．．．． 57
　　第二節　　管理意涵．．．．．．．．．．．．．．． 59
第三節　　後續研究建議．．．．．．．．．．．．． 61
參考文獻　．．．．．．．．．．．．．．．．．．．．． 62
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 76

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