臺灣博碩士論文加值系統

在台灣市場上所見的產品，無論吃的、穿的、用的，大家都在注意，來自韓國、大陸、東南亞等地的「進口貨」充斥生活中，而真正完全是Made in Taiwan的產品，反倒成了稀有品。在中國毒奶事件鬧得消費者購買商品都會恐懼，紛紛開始尋找心目中認可的「來源國貨」，對於什麼國家製造品質有保證，每個人看法不同，當消費者的每一次選擇產品，都是對那產品價值的支持，就如同在投票一樣，本研究針對在不確定是否安全的產品中，消費者對於產品的來源國印象是如何，又或者有其他產品屬性的因素。根據中華民國內政部戶政司全球資訊網公布的戶籍人口統計資料，從1987年的出生數313,282人次逐年下降至2008年的出生數196,486人次 ，隨著社會形態巨大改變，台灣新生嬰兒人數逐年降低，而且以相當驚人的速度持續下降，這意味著少子化社會的來臨，嬰兒歷年出生數下降以及推廣母乳哺餵嬰兒的政策造成嬰幼兒奶粉市場萎縮，也導致奶粉廠商競爭更加激烈。
本研究目的主要在於探討消費者購買嬰幼兒奶粉時，根據品牌來源國形象、製造來源國形象和產品屬性去評估產品，探討受訪者會因何種因素影響購買意願。本研究以大高雄地區有七歲以下嬰幼兒的父母親或撫養者為研究對象，且該研究之受訪對象須購買嬰幼兒奶粉的經驗與知識。問卷發放400份，其中有效問卷為302份，本研究採用SPSS17.0統計軟體，先以量表信度分析檢測本問卷之可信度，再以因素分析確認各構面之ㄧ致性，最後以迴歸分析探討此九項構面對受訪者購買嬰幼兒奶粉意願的影響。
依據實證研究結果發現，受訪者在品牌和製造來源國形象以及產品屬性共九項因素的考量中，品牌來源國形象的「服務與保證」和產品屬性的「口碑」對購買意願不成立，其他因素對購買意願有部分成立和成立，所以有正面的影響關係。「食」居民生問題之首，本研究的產品為嬰幼兒奶粉，而且是嬰幼兒的主食，所以父母親或撫養者會謹慎小心選擇，也會了解有關奶粉的知識和資訊，建議廠商能給予消費者正面的訊息，讓消費者更加認識品牌。由於嬰幼兒奶粉品牌眾多，消費者對於每家廠商的服務與保證和口碑的看法不同，建議廠商對於品牌的形象應更加著重，也建議廠商對於有關品牌的 (新聞) 事件要慎重處理，可有助於口碑的影響。

For almost all products out in the Taiwan market, be it food, clothing, or essentials, consumers usually paid most attention to products made in Korea, China or “imports” from other Southeast Asian countries and this trend has become part of the daily lives which lead products genuinely made in Taiwan consequently becomes something rare. After the news concerning the melamine contamination of milk powders made in China broke out, consumers are more aware of their purchase decisions and each one aims to look for the right product with the right “country of origin”. Consumers had different viewpoints regarding the certified quality of products from various countries, and it is a fact that each choice made by consumers represents their support for the value offered by the product, which is similar to voting decisions. Under the circumstances where product safety is unsure, this study explored the product impression of consumers base on the country of origin image and product attributes. Base on the online statistical data on demographics provided by the Ministry of Interior, birth rate decreased from 313, 282 in 1987 to 196, 486 in 2008. Along with this massive change, the number of babies born in Taiwan is gradually decreasing, and is continuously so with a fast pace, this means that the society is slowly adopting a “low-birth” concept. The decreasing number of birth rate over the past years and the promotion of the use of mother’s milk caused the shrinkage of the infant-children milk powder market, and also caused the intense competition between milk powder manufacturers.
With product evaluation base on brand country of origin, country of manufacture image and product attributes, the main objective of this study is to explore the factors affecting purchase intentions of consumers in the purchase of infant-children milk powder. Samples of this study consists of parents or guardians of children with ages 7 and below and had experiences and knowledge concerning the purchase of infant-children milk powder. A total of 400 survey questionnaires were disseminated and total valid returns equal 302. This study used the Statistical Package for Social Sciences (SPSS) version 17 and first performed a reliability analysis on the questionnaire data, followed by the factor analysis to test the consistency of each construct and lastly used the regression analysis to explore the impact of the 9 constructs on the purchase intention of infant-children milk powder.
Results showed that among the 9 constructs the brand country of origin, country of manufacture image and product attributes, the “serviceability and warranty” construct of the brand country of origin and the “word of mouth” construct of product attributes doesn’t have a significant influence on purchase intention, while other factors positively and significantly influence the purchase decision of milk powder. “Food” is the primary necessity of mankind, the product mentioned in this study refers to infant –children milk powder, which is the primary food for infants and children, thus, parents and guardians would be more cautious in choosing them and would possess more knowledge and information concerning milk powder products. This study suggests manufacturers to provide consumers with positive information and allow consumers to better understand their brands. Since numerous brands are out in the market, consumers have different point of views regarding the serviceability and warranty provided by manufacturers as well as the word of mouth for the products, this study suggests manufacturers to give more importance to brand image and to carefully handle news and issues regarding their brands to help improve the effect of word of mouth.

摘要.......................................................................................................................................I
Abstract............................................................................................................................... III
誌謝..................................................................................................................................... V
目錄....................................................................................................................................VI
表目錄.............................................................................................................................. VIII
圖目錄................................................................................................................................XI
第一章 緒論................................................................................................................... 1
第一節 研究背景................................................................................................... 1
第二節 研究動機................................................................................................... 2
第三節 研究目的................................................................................................... 3
第四節 研究問題................................................................................................... 4
第五節 研究方法................................................................................................... 5
第六節 操作型定義............................................................................................... 5
第七節 研究限制................................................................................................... 6
第八節 研究重要性............................................................................................... 6
第九節 研究流程................................................................................................... 6
第二章 文獻探討........................................................................................................... 9
第一節 嬰幼兒奶粉的現況................................................................................... 9
第二節 來源國形象............................................................................................. 13
第三節 產品屬性................................................................................................. 17
第四節 購買意願................................................................................................. 22
第三章 研究模型與假設............................................................................................. 27
第一節 研究架構................................................................................................. 27
第二節 研究假設................................................................................................. 28
第四章 研究設計......................................................................................................... 31
第一節 問卷設計................................................................................................. 31
第二節 研究變項之操作型定義......................................................................... 40
第三節 資料分析方法......................................................................................... 43
第五章 資料分析與討論............................................................................................. 46
第一節 人口統計變數......................................................................................... 46
第二節 敘述統計................................................................................................. 52
第三節 因素分析................................................................................................. 57
第四節 相關分析................................................................................................. 62
第五節 複迴歸分析............................................................................................. 65
VII
第六節 t-TEST分析............................................................................................. 69
第七節 單因子變異數分析(ANOVA)................................................................. 72
第八節 假設檢定分析......................................................................................... 85
第九節 假設驗證結果......................................................................................... 90
第六章 結論與建議..................................................................................................... 91
第一節 結論......................................................................................................... 91
第二節 管理意涵與建議..................................................................................... 93
第三節 本研究研究限制..................................................................................... 94
第四節 後續研究建議......................................................................................... 95
參考文獻............................................................................................................................. 96
附錄1 ............................................................................................................................... 107
附錄2 ............................................................................................................................... 108

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三、 網路文獻
1. 內政部戶政司全球資訊網，http://www.ris.gov.tw/version96/stpeqr00.html。
2. 經濟部標準檢驗局，http://www.bsmi.gov.tw/wSite/ct?xItem=12600&ctNode=2821。