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研究生:范氏明翠
研究生(外文):Pham Thi MInh Thuy
論文名稱:CUSTOMER PURCHASE INTENTION TOWARDS STRATEGIC ALLIANCE PRODUCT
論文名稱(外文):CUSTOMER PURCHASE INTENTION TOWARDS STRATEGIC ALLIANCE PRODUCT
指導教授:李國瑋李國瑋引用關係
指導教授(外文):Lee Kuo Wei
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:87
中文關鍵詞:Technology acceptance modelpurchase intentionfit factorsstrategic alliance product
外文關鍵詞:Technology acceptance modelpurchase intentionfit factorsstrategic alliance product
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One of the fastest growing trends for business today is the increasing
number of strategic alliances. According to Booz-Allen & Hamilton, strategic
alliances are sweeping through nearly every industry and are becoming an
essential driver of superior growth. In addition, innovation in technology has
become more diversified, this leads to the increasing phenomenon of forming
strategic alliances among high-tech companies. Based on the un-sufficient of
previous researches, the current paper pays attention on Strategic alliance product
(SAP), which is normally the result of strategic alliances. The study will utilize
technology acceptance model (TAM) in integration with fit factors (Product fit,
Brand fit, Country of origin fit) to explore customer purchase intention toward
SAP. With this purpose, the study will be achieved by testing the influences of
TAM elements (Perceived ease of use, perceived usefulness) and fit factors (brand
fit, product fit, country of origin fit) on customer attitude.
Data was collected from 539 students of seven different departments in
Southern Taiwan University. Confirmatory factor analysis (CFA) with Amos 6.0
was carried out to ensure validity and reliability of measurement constructs. Then,
Structural equation modeling (SEM) is used to test the structural relationships
among variables.

The result reveals that TAM model and fit factors have significant effect on
the customer attitude toward strategic alliance product, which in turn has critical
effect on customer intention. This finding will be useful contribution for consumer
behavior literature and proving a foundation for further academics and practical
research in marketing and management.
One of the fastest growing trends for business today is the increasing
number of strategic alliances. According to Booz-Allen & Hamilton, strategic
alliances are sweeping through nearly every industry and are becoming an
essential driver of superior growth. In addition, innovation in technology has
become more diversified, this leads to the increasing phenomenon of forming
strategic alliances among high-tech companies. Based on the un-sufficient of
previous researches, the current paper pays attention on Strategic alliance product
(SAP), which is normally the result of strategic alliances. The study will utilize
technology acceptance model (TAM) in integration with fit factors (Product fit,
Brand fit, Country of origin fit) to explore customer purchase intention toward
SAP. With this purpose, the study will be achieved by testing the influences of
TAM elements (Perceived ease of use, perceived usefulness) and fit factors (brand
fit, product fit, country of origin fit) on customer attitude.
Data was collected from 539 students of seven different departments in
Southern Taiwan University. Confirmatory factor analysis (CFA) with Amos 6.0
was carried out to ensure validity and reliability of measurement constructs. Then,
Structural equation modeling (SEM) is used to test the structural relationships
among variables.

The result reveals that TAM model and fit factors have significant effect on
the customer attitude toward strategic alliance product, which in turn has critical
effect on customer intention. This finding will be useful contribution for consumer
behavior literature and proving a foundation for further academics and practical
research in marketing and management.
iii



ABTRACT ............................................................................................................ i
ACKNOWLEDGEMENT .................................................................................. ii
TABLE OF CONTENTS ................................................................................... iii
LIST OF TABLES .............................................................................................. v
LIST OF FIGURES ........................................................................................... vi
Chapter 1: INTRODUCTION ............................................................................ 1
1.1 Background and motivation .................................................................................... 1
1.2 Purpose of the study ............................................................................................... 3
1.3 Overview of the study ............................................................................................ 3
1.4 Definitions of terms................................................................................................ 3
Chapter 2: LITERATURE REVIEW ................................................................ 6
2.1 Strategic alliance product (SAP) ............................................................................. 6
2.2 Technology acceptance model (TAM) .................................................................... 7
2.3 Strategic Alliance Product (SAP) and Technology Acceptance Model (TAM) ........ 8
2.3.1 Perceived usefulness (PU) ............................................................................... 9
2.3.2 Perceived ease of use (PEOU) ......................................................................... 9
2.4 Brand alliances review ......................................................................................... 10
2.4.1 Brand alliances .............................................................................................. 10
2.4.2 Fit factors ...................................................................................................... 11
2.4.3 Customer attitude and customer intention toward SAP .................................. 11
Chapter 3: RESEARCH METHODOLOGY .................................................. 16
3.1 Conceptual model ................................................................................................ 16
3.2 Research hypotheses ............................................................................................ 18
3.3 Measurement of the constructs ............................................................................. 18
3.4 Questionnare design ............................................................................................. 19
3.5 Data collection ..................................................................................................... 25
3.6 Data analysis method ........................................................................................... 25
3.6.1 Descriptive statistic analysis .......................................................................... 26
3.6.2 Confirmatory factor analysis (CFA) .............................................................. 27
3.6.2.1 Construct reliability .............................................................................. 28 3.6.2.2 Convergent validity .............................................................................. 28
3.6.2.3 Discriminant validity ............................................................................ 29
3.6.3 Structural equation model (SEM) .................................................................. 30
Chapter 4: ANALYSIS RESULT ..................................................................... 32
4.1 Profile of the Sample ............................................................................................ 32
4.2 Descriptive statistic analysis ................................................................................. 33
4.3 Measurement of Model ........................................................................................ 34
4.3.1 Corrected item-total correlations.................................................................... 34
4.3.2 Coefficient alpha and reliability ..................................................................... 36
4.4 Confirmatory Factor Analysis (CFA) ................................................................... 36
4.4.1 Construct reliability ....................................................................................... 39
4.4.2 Convergent validity ....................................................................................... 41
4.4.3 Discriminant validity ..................................................................................... 41
4.5 Structural equation model (SEM) ......................................................................... 42
4.5.1 Overall model confirmatory factor analysis (CFA) ........................................ 43
4.5.1.1 Model reliability................................................................................... 43
4.5.1.2 Model convergent validity .................................................................... 45
4.5.1.3 Model discriminant validity.................................................................. 46
4.5.2 Result of hypothesis testing ........................................................................... 46
Chapter 5: CONCLUSION............................................................................... 50
5.1 Discussion ............................................................................................................ 50
5.2 Theoretical contributions ...................................................................................... 51
5.3 Managerial implication......................................................................................... 53
5.4 Limitation and further research ............................................................................. 54
REFERENCES .................................................................................................. 56
Appendix 1: English Version of Questionnaire .......................................................... 63
Questionnare introduction .......................................................................................... 63
Product introduction .................................................................................................. 64
English questionnare .................................................................................................. 65
Appendix 2: Chinese Version of Questionnaire .......................................................... 72
Chinese questionnare introduction ............................................................................. 72
Chinese product introduction ..................................................................................... 73
Chinese questionnare ................................................................................................. 74
56

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