臺灣博碩士論文加值系統

隨著全球化的發展，國際企業在生產製造與行銷活動上進行激烈的競爭，使得消費者面對各式各樣國內以及國外商品的選擇。在消費者行為理論的研究中，產品訊息對消費者在產品評價中是個重要影響因素。產品訊息可以分為內部線索以及外部線索，並且消費者通常會利用外部線索來推論產品品質。在市場全球化下，國際企業除了追求低製造成本，此外，品牌形象儼然也成為企業最重要的競爭優勢。因此，在製造來源國形象以及品牌形象之影響下，瞭解消費者對於商品的評價，對國際企業是項重要的工作。

本研究探討製造來源國形象與品牌形象對知覺品質之影響，以產品知識與產品屬性作為干擾變數。本研究以運動鞋產品為研究產品，並以臺中市各大百貨公司逛街路人為研究對象以面對面問卷調查進行實證研究。

研究實證結果發現：
1.高與低製造來源國形象之知覺品質有差異。
2.高與低品牌形象之知覺品質有差異。
3.產品知識在高製造來源國形象與低品牌形象互動之知覺品質有干
擾作用。
4.產品知識在低製造來源國形象與高品牌形象互動之知覺品質有干
擾作用。
5.產品屬性在製造來源國形象與品牌形象互動之知覺品質沒有干擾
作用。

Owing to globalization international enterprise have keen competition in production process of product and marketing actions. Consumers have more choice when they fact all kinds of domestic and abroad products. In Consumer Behavior Theory, product cues are important factors for consumer’s evaluation. Product cues are separated into intrinsic cues and extrinsic cues, consumer usually use extrinsic cues to evaluates quality of product. In global market, international enterprise does not only pursue low cost but brand image is depended on competitive advantage of enterprise. Thus it is important for international enterprise understanding what consumer’s evaluation about their product under influence on image of country and brand image.

This study is discussed how country-of-manufacture image and brand image affect on perceived quality. Then country-of-manufacture image and brand image are interfered by product knowledge and product attributes. Our research scope is the consumer who is around department stores and we use questionnaire to collect data.

This result is showed follow as:
1.There is a difference in perceived quality between high country-of-manufacture image and low country-of-manufacture image.
2.There is a difference in perceived quality between high brand image and low brand image.
3.There is product knowledge interference in perceived quality of interaction of high country-of-manufacture image and low brand image.
4.There is product knowledge interference in perceived quality of interaction of low country-of-manufacture image and high brand image.
5.There is no product attributes interference in perceived quality of interaction of country-of-manufacture image and brand image.

目 錄…………………………………………………………………ⅰ
表目錄…………………………………………………………………ⅲ
圖目錄…………………………………………………………………ⅴ
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 研究範圍…………………………………………………… 4
第四節 論文架構與研究流程……………………………………… 4
第二章 文獻探討…………………………………………………… 7
第一節 來源國形象相關文獻探討………………………………… 8
第二節 品牌形象相關文獻探討……………………………………14
第三節 產品知識相關文獻探討……………………………………18
第四節 產品屬性相關文獻探討……………………………………23
第五節 知覺品質相關文獻探討……………………………………24
第六節 來源國形象、品牌形象、產品知識、產品屬性與知覺
品質之關係探討……………………………………………26
第三章 研究設計……………………………………………………29
第一節 研究架構……………………………………………………29
第二節 研究假設……………………………………………………30
第三節 變數操作型定義與衡量……………………………………33
第四節 資料搜集與抽樣方法………………………………………38
第五節 資料分析方法與流程………………………………………44
第六節 效度與信度分析……………………………………………46
第四章 資料分析與實證研究………………………………………48
第一節 研究問卷題項分析…………………………………………48
第二節 集群分析……………………………………………………50
第三節 製造來源國形象、品牌形象、產品知識、產品屬性與
知覺品質之關係檢定………………………………………51
第四節 研究假設結果分析…………………………………………63
第五章 結論與建議…………………………………………………65
第一節 研究結論……………………………………………………65
第二節 研究貢獻……………………………………………………68
第三節 研究限制……………………………………………………68
第四節 研究建議……………………………………………………69
參考文獻………………………………………………………………73
附錄一 第一階段研究問卷…………………………………………80
附錄二 第二階段研究問卷…………………………………………81
附錄三 第三階段研究問卷…………………………………………84

表目錄
表1-1 本研究範圍……………………………………………………………………… 4
表2-1 來源國形象的定義彙整……………………………………… 8
表2-2 來源國分類……………………………………………………10
表2-3 來源國形象的衡量構面彙整…………………………………13
表2-4 品牌形象的定義彙整…………………………………………14
表2-5 產品知識與資訊搜尋之間呈現正相關之相關研究彙整……19
表2-6 產品知識與資訊搜尋之間呈現負相關之相關研究彙整……20
表2-7 知覺品質的定義彙整…………………………………………25
表2-8 製造來源國形象與知覺品質關係之相關研究彙整…………26
表2-9 品牌形象與知覺品質關係之相關研究彙整…………………27
表3-1 製造來源國形象之操作性定義、問項與衡量………………34
表3-2 品牌形象之操作性定義、問項與衡量………………………34
表3-3 熟悉度之操作性定義、問項與衡量…………………………35
表3-4 專業知識之操作性定義、問項與衡量………………………35
表3-5 經驗知識之操作性定義、問項與衡量………………………36
表3-6 功能性產品之操作性定義、問項與衡量……………………36
表3-7 感官性產品之操作性定義、問項與衡量……………………37
表3-8 知覺品質之操作性定義、問項與衡量………………………37
表3-9 各類產品之產品屬性分析……………………………………40
表3-10 運動鞋產品之製造來源國形象與品牌形象平均數t檢定
分析 …………………………………………………………42
表3-11 運動鞋產品之產品知識之信度分析 ………………………47
表4-1 問項敘述統計分析……………………………………………48
表4-2 運動鞋產品之產品知識之集群分析…………………………51
表4-3 高與低製造來源國形象運動鞋之知覺品質之分析…………52
表4-4 高與低製造來源國形象運動鞋之知覺品質之差異分析……52
表4-5 高與低品牌形象運動鞋之知覺品質之分析…………………54
表4-6 高與低品牌形象運動鞋之知覺品質之差異分析……………54
表4-7 高產品知識與低產品知識在高製造來源國形象與高品牌
形象之運動鞋知覺品質之差異分析…………………………55
表4-8 高產品知識與低產品知識在高製造來源國形象與低品牌
形象之運動鞋知覺品質之差異分析…………………………56
表4-9 高產品知識與低產品知識在低製造來源國形象與高品牌
形象之運動鞋知覺品質之差異分析…………………………57
表4-10 高產品知識與低產品知識在低製造來源國形象與低品牌
形象之運動鞋知覺品質之差異分析 ………………………58
表4-11 製造來源國形象與品牌形象互動之知覺品質受產品知識
之干擾分析結果 ……………………………………………59
表4-12 功能性產品與感官性產品在高製造來源國形象與高品牌
形象之運動鞋知覺品質之差異分析 ………………………60
表4-13 功能性產品與感官性產品在高製造來源國形象與低品牌
形象之運動鞋知覺品質之差異分析 ………………………61
表4-14 功能性產品與感官性產品在低製造來源國形象與高品牌
形象之運動鞋知覺品質之差異分析 ………………………62
表4-15 功能性產品與感官性產品在低製造來源國形象與低品牌
形象之運動鞋知覺品質之差異分析 ………………………62
表4-16 製造來源國形象與品牌形象互動之知覺品質受產品屬性
之干擾分析結果 ……………………………………………63
表4-17 本研究假設檢定結果分析表 ………………………………64
表5-1 研究假設檢定結果說明表……………………………………65
圖目錄
圖1-1 本研究流程圖………………………………………………… 6
圖2-1 文獻探討架構………………………………………………… 7
圖2-2 月暈效果………………………………………………………11
圖2-3 彙總效果………………………………………………………12
圖2-4 品牌知識概念圖………………………………………………17
圖2-5 產品知識與資訊搜尋之間呈現倒U字型的關係 ……………21
圖3-1 研究架構………………………………………………………29
圖3-2 資料分析流程圖………………………………………………44

一、中文部分

1.田雅萍(2004)，「品牌來源國與製造來源國對消費者產品評價之影響─價格折扣干擾效果之探討」，大同大學事業經營研究所碩士論文。
2.吳明隆(2000)，SPSS統計應用實務，松崗電腦圖書公司。
3.吳文村(2001)，「產品製造來源國之國家形象、價格折扣與品牌知名度對於消費者產品評價之影響」，國立成功大學企業管理研究所碩士論文。
4.吳萬益、林清河(2001)，企業研究方法，初版，華泰書局。
5.李奇勳(2001)，「價格、保證及來源國形象對產品評價與購買意願的影響」，國立成功大學企業管理學系博士論文。
6.金明吉(2002)，「產品來源國效應、品牌形象對產品品質認知之影響—以資訊科技產品為例」，輔仁大學管理學研究所碩士論文。
7.黃俊英(1999)，企業研究方法，台北：東華書局。
8.秦兆瑋(2002)，「製造來源國形象、消費者心理認知與知覺價格對消費者購買行為之影響─以兩岸都會區消費者為例」，長榮管理學院經營管理研究所碩士論文。
9.謝萬隆(1994)，「生產地與品牌來源國對消費行為影響之研究」，國立台灣大學商學研究所碩士論文。

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