臺灣博碩士論文加值系統

本研究為探討來源國形象、知覺風險與購買意願之間的關係，以及來源國負面訊息對本研究模型是否具有干擾效果。本研究選擇日本及韓國為來源國形象研究國家，以蘋果負面訊息作為研究標的，一般消費者為研究對象，透過便利抽樣法收集資料。將日本與韓國蘋果負面訊息問卷各發放300份，收回有效問卷分別為281及290份，有效問卷回收率分別為93.7％及96.7％。研究結果顯示：(1)來源國形象與購買意願具有正向關係；(2) 來源國形象與知覺風險具有負向關係；(3) 知覺風險與購買意願具有負向關係；(4) 知覺風險對來源國形象與購買意願間具中介效果；(5)來源國負面訊息對認知來源國形象與知覺風險之關係不具有干擾效果；(6) 低情感來源國形象受來源國負面訊息干擾時，對於知覺風險的影響大於高情感來源國形象。

The purpose of the paper is to test the relationship between country-of-origin image, perceived risk, and purchase intention. The country-of-origin negative information will be tested for the moderating effect on the model. We select Japan, and South Korea as country-of-origin, and take negative message to apple as a research subject. The research is based on general customer, the convenience sampling method is adopted. Both of negative message Apple questionnaire distributed 300 copies of each. A total of 281 and 290 samples, and 93.7％ and 96.7％ return rate are valid. The results showed that: (1) there is a significant positive relationship between country-of-origin image and purchase intention ; (2) there is a significant negative relationship between country-of-origin image and perceived risk; (3) there is a significant negative relationship between perceived risk and purchase intention; (4) perceived risk has mediating effect between country-of-origin image and purchase intention; (5) country-of-origin negative information has no moderating effect between cognitive country image and perceived risk; (6) when moderated by country-of-origin negative information, the effect of low affective country image on perceived risk is greater than high affective country image.

封面內頁
簽名頁
中文摘要 ．．．．．．．．．．．．．．．．．．．．．．．．iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．．．．．iv
誌謝 ．．．．．．．．．．．．．．．．．．．．．．．．v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii
表目錄 ．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究動機與背景．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．． 4
第三節 研究流程．．．．．．．．．．．．．．． 5
第二章　　文獻探討與研究假設推論．．．．．．．．．． 6
　　第一節　　負面訊息．．．．．．．．．．．．．．． 6
　　第二節　　來源國形象．．．．．．．．．．．．．． 11
第三節 知覺風險．．．．．．．．．．．．．．． 17
第四節 購買意願．．．．．．．．．．．．．．． 20
第五節 變數間之關係與假設．．．．．．．．．． 21
第三章　　研究方法．．．．．．．．．．．．．．．．． 25
　　第一節　　研究架構與假設．．．．．．．．．．．．．．．25
　　第二節　　研究變數之操作性定義與衡量．．．．．．． 27
第三節 研究設計．．．．．．．．．．．．．．． 31
第四節 資料分析方法．．．．．．．．．．．．． 33
第四章 資料分析與結果．．．．．．．．．．．．．． 36
　　第一節　　敘述性統計分析．．．．．．．．．．．． 36
　　第二節　　信效度分析．．．．．．．．．．．．．． 45
第三節 相關分析．．．．．．．．．．．．．．． 49
第四節 迴歸分析．．．．．．．．．．．．．．． 51
第五節 研究假設結果彙整．．．．．．．．．．． 60
第五章　　結論與建議．．．．．．．．．．．．．．．．． 62
　　第一節　　研究結論．．．．．．．．．．．．．．． 62
　　第二節　　管理實務之意涵．．．．．．．．．．．． 63
第三節 研究限制與建議．．．．．．．．．．．． 65
參考文獻．．．．．．．．．．．．．．．．．．．．．． 68
附錄一　 研究問卷(日本)．．．．．．．．．．．．．．． 80
附錄二　 研究問卷(韓國)．．．．．．．．．．．．．．． 84

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蔡東峻、吳萬益、李奇勳(2004)。價格、保證及來源國形象對產品評價與購買意願的影響，管理學報，21(1)，21-46。

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