臺灣博碩士論文加值系統

來源國效應之研究已有數十年了，許多學者已證實了來源國效應存在於消費行為中，因此，如何針對不同類型的消費者採用不同的行銷策略，以因應來源國效應帶來的消費行為誤謬，是個很重要的課題。本研究主要是運用一個2(來源國形象)×2(消費者動機)×2(產品訊息)的實驗設計，藉以了解來源國形象對產品評價的影響，並檢驗動機水準與訊息類型對來源國效應的干擾。其中來源國形象分為正面來源國形象與負面來源國形象，動機水準分為高動機水準與低動機水準，訊息類型則分為集中訊息與分散訊息，而產品評價有分產品總體評價與產品屬性評價，並以一般線性模型的單變量分析法對實驗資料進行分析。研究結果顯示，來源國形象對產品總體評價與產品屬性評價皆有正向的影響，動機水準只有在產品屬性評價上的來源國效應有負向的干擾，而產品訊息類型在產品總體與屬性評價上的來源國效應都沒有顯著的干擾作用，但動機與訊息的交互作用卻會影響產品總體評價與產品屬性評價。

The Country-of-Origin (COO) effect has been studied for decades, and many researchers have proven the existence of the COO effect in consumer behavior. Therefore, how to adopt different marketing strategies on different types of consumers, in order to deal with the bias of consumer behavior from the COO effect, is a very important subject. In this study, a 2(COO image)×2(consumer motivation)×2(product information) experimental design is utilized in order to understand the impacts of COO image on product evaluations; we also examine the moderating roles of the level of consumer motivation and the type of product information on the COO effect. We divide the COO image into positive and negative COO images, the level of consumer motivation into high and low motivation levels, the type of product information into condensed and dispersed information, and the product evaluation into overall and attribute evaluations. Moreover, the data is analyzed by ANOVA of the general linear model. The results show that overall and product attribute evaluations are positively influenced by the COO image. Only the COO effect of attribute product evaluation is negatively moderated by the level of consumer motivation, while the type of product information does not have moderating effect on the COO effect of both overall and product attribute evaluations. However, consumer motivation and product information have interaction effects on both overall and product attribute evaluations.

中文摘要 I
英文摘要 II
誌謝 III
目錄 V
表目錄 VI
圖目錄 VII
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
第三節 論文架構與研究程序 4
第二章 文獻探討 6
第一節 來源國效應相關文獻 6
第二節 消費者動機對來源國效應的影響 12
第三節 產品訊息對來源國效應的影響 19
第三章 研究方法 24
第一節 研究方法之選擇 24
第二節 研究架構 26
第三節 研究設計 27
第四節 研究假設 33
第四章 資料分析與討論 34
第一節 樣本資料分析 34
第二節 假設檢定與分析 35
第三節 驗證結果總整理 45
第五章 研究結論與建議 46
第一節 研究結論與討論 46
第二節 研究貢獻 48
第三節 研究限制 50
第四節 未來研究方向之建議 51
參考文獻 52
附錄 57

一、中文文獻
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