臺灣博碩士論文加值系統

本研究旨在探討目前消費者對於各水果原產國形象的認知與評價，及找出其形象優劣勢屬性，據之導引出策略性的意涵，以促進本土水果的競爭力。此外，尚可進而瞭解消費族群間對原產國形象觀感之差異性。本文以問卷調查方式取得研究所需之初級資料，採用Bass及Talarzyk修正之Fishbein多重屬性模式來分析。研究範圍包括台、美、日、澳、紐、泰等六國的水果。研究對象包括台北市、台中市和高雄市等三大都會區的消費者。
本研究經分析後所獲得之具體結論可歸納如下：
1.由於水果受到自然條件的影響甚鉅且水果之間的差異性極大，僅以產品屬性是無法充分解釋的，故需多構面才能充分解釋。本研究遂建立一個四構面的原產國形象架構─以經濟發展程度、自然條件、政治/法律、產品屬性為個別形象構面，來充分詮釋並強化整個原產國形象。結果以多構面的觀點證明水果確實具有原產國形象。
2.由於水果產國的形象各具特色，優劣勢屬性互異，因此予以不同的原產國形象典型命名。在單一構面方面，共歸類出8種原產國形象典型，依序為高經濟發展型、低經濟發展型、高自然條件型(如泰國)、低自然條件型、高政治/法律型(如日本)、低政治/法律型、高產品屬性型及低產品屬性型。以雙構面來看，則有6種形象典型，依序為得天獨厚型(如台灣與泰國)、政經發展型、後天努力型、政治自然型、自然產品型、政治產品型。此外，唯一的多構面形式乃是均衡發展型。
3.不同地區的受訪者在對台、美、日、泰產品的熟悉度方面會有差異，但對於愛用國產水果方面，則對只有台灣沒有的水果才應進口的觀感有所差異。
4.受訪者對各水果原產國整體形象的觀感會隨年齡、教育程度、地區別及購買地點不同，但不會因家庭每月總收入多寡而有差別。

The objective of the study is to explore the consumers’ perception of each country-of-origin image in fresh fruits. Based on this, it is necessary to find the attributes strength and weakness of the image to induce to strategic implications and then enhance the advantage of domestic fruits. In addition, it is necessary to understand the differences of consumers’ viewpoints on country-of-origin image.
A consumer survey was adopted to acquire the first-hand data needed for the research, and then the fishbein model that Bass and Talarzyk modified was applied to analyze the country-of-origin image. The six country fruits included Taiwan, American, Japan, Australia, New Zealand and Thailand were the realm(core) of the study. Consumers who live in the three major cities in Taiwan, namely, Taipei city, Taichung city and Kaohsiung city, are the objects of the study.
Important findings from empirical results are summarized as follows：
1.Because fruits were affected largely on nature condition and its difference was large, only product attribute was not fully explained the country-of-origin image and it needed multidimensional. Therefore, the study constructs a four-dimensional framework of country-of-origin image, economic development, nature condition, politic/law, product attribute, to be fully explained and enhanced overall country-of-origin image. Finally, the conclusion certificates fruits have country-of-origin image.
2.Because every country-of-origin image has its features, which has attributes strength and weakness, there is different typical appellation of image. For unidimension, there are eight typical appellation of image that the study categorizes, which is high economic development, low economic development, high nature condition, low nature condition, high politic/law, low politic/law, high product attribute, and low product attribute. For two dimensions, there are six typical appellation of image that the study categorizes, which is innate condition, politic/economic development, economic/product, politic/nature, nature/product, and politic/product. Besides, only multi-dimension is balanced development.
3.For product familiarity, the respondents from different regions have different viewpoints. For patriotism, the respondents from different regions have different viewpoints about imported fruits that aren’t produced in Taiwan.
4.Age, educational level, region, and place make the respondents have different viewpoints on country-of-origin image. But family total revenue per month makes the respondents have no difference.

第一章 緒論1
第一節 研究動機與目的1
第二節 原產國形象的意義及其影響3
第三節 研究方法與範圍7
第四節 文獻回顧7
第二章 水果產業概況分析12
第一節 國內水果產銷情形分析12
第二節 進口水果原產國概況16
第三節 國產水果建立品牌之現況19
第三章 理論基礎22
第一節 消費者行為理論22
第二節 分析方法27
第四章 問卷設計33
第一節 問卷設計理念形成33
第二節 問卷設計內容與流程34
第三節 調查方法36
第五章 水果原產國形象分析38
第一節 消費者特徵分析38
第二節 水果原產國形象優勢屬性及整體形象之評估49
第三節 消費者特徵對原產國形象觀感之差異性檢定66
第六章 結論與建議76
第一節 結論76
第二節 建議77
第三節 研究限制與未來研究方向78
參考文獻79
附錄一 水果原產國形象之問卷調查82

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