臺灣博碩士論文加值系統

摘 要
由於自由經濟的快速發展，市場全球化的態勢已然形成，消費者面對國內、外琳瑯滿目之商品，將會依賴產品線索與心理偏好來進行購買決策，因此，有關消費者購買行為影響因素在學術與實務界如火如荼的被探討，其中消費者民族優越感與消費者憎惡情感是一新興卻意味深遠觀念。本研究從內外兩種角度、以台灣與中國兩地消費者，深入探索對消費者購買行為所產生的影響，以及兩岸都會區消費者之差異性。
本研究從文獻探討中歸納出兩項產品重要外在線索─製造來源國形象與知覺價格，以及兩項深刻影響消費者心理認知的要素─消費者民族優越感與消費者憎惡情感，並根據行銷量表典範步驟，進行三階段之預試，以純化量表，使信度與效度的檢驗俱佳。
對於理論架構之驗證，本研究採3×2×2的實驗設計，三種製造來源國水準、兩種知覺價格水準與兩種產品涉入程度，測試之製造來源國為日本、台灣、中國，測試產品為汽車與餅乾，並以台灣之台北、台中、台南與高雄，中國之北京、上海、廣州與深圳八大都會區之消費者為受測對象，採地區分層抽象再以隨機抽樣進行人員訪問，共計回收有效樣本1509份，三操弄因子經檢驗皆非常成功。
實驗結果顯示，製造來源國形象確實對消費者之購買行為有深遠影響，知覺價格對消費者之影響力會較製造來源國為低，消費者民族優越感對消費者確實有潛移默化之功效，而消費者憎惡情感則小於消費者民族優越感所帶給消費者之影響。當消費者面對不同的產品涉入程度，來源國形象水準不同對購買行為皆有顯著影響，知覺品質與消費者民族優越感對購買行為則有部分影響，而在消費者憎惡情感上僅對購買意圖有所影響。另外，兩岸消費者在消費者民族優越感與憎惡情感上程度確有不同，以台灣較高，受測者區域別的不同對購買行為也會造成差異。

Abstract
Due to rocketing development of liberalized economics, market globalization is gradually formed. Customers will have more choices of goods from all over the world; therefore, they will tend to rely on cues from products and also their mental references to make purchasing decision. Moreover, regarding influential factors of customer purchase behavior, especially consumer ethnocentrism and consumer animosity, are strongly addressed. The research explores effects of both external and internal (mental) factor on customer purchase behavior and discrepancy between customers from metropolitan in Taiwan and Mainland China.
Through literature review, the research sorts out two important external cues of products─ the image of the manufacturer’s origin country and perceived price, and two influential mental consciousness factors─ consumer ethnocentrism and consumer animosity. According to typical steps in quantification table of marketing, the research performs a three-step pretest. With the reference of purified quantification table, the result of pretest has good more validity and reliability.
To verity the theoretical structure, the research adopts a 3×2×2 experimental design, which includes three levels of the image of manufacturer’s origin country, two levels of perceived price, and two levels of product involvement. Origin countries of the manufacturer for test are Japan, Taiwan, and Mainland China. Products for the test are automobiles and cookies. Furthermore, respondents include those from metropolitan of Taipei, Taichiu, Tainan, and Kaohsiung in Taiwan, as well as those from metropolitan of Beijing, Shanghai, Guangzhou, and Shenzhen in Mainland China. By conducting a sampling survey among different locations then a random sample for individual interviews, a total of 1,509 valid sampling are collected. There are three manipulating factors proven very successful.
The result of those experiments show that the image of the manufacture’s origin country is more deeply influential than perceived price on customer purchase behavior. It also indicates that, despite of effects of sub-conscience and self-identification, consumer ethnocentrism is more influential than consumer animosity on customers. When Consumers face different levels of product involvement, the image of origin country is crucial to purchase behavior. Both perceived quality and consumer ethnocentrism partially affect purchase behavior. However, consumer animosity is only influential to purchase intention. In addition, customers from Taiwan and Mainland China are varied concerning the level of consumer ethnocentrism and animosity; however, those in Taiwan are a bit higher. Respondents from different locations also reveal discrepancy in their purchase behavior.

目 錄
摘要.........................................................Ⅰ
英文摘要 ....................................................Ⅲ
謝誌.........................................................Ⅴ
目錄.........................................................Ⅶ
圖目錄.......................................................Ⅹ
表目錄......................................................VII
第一章 緒論...............................................1
第一節 研究動機..............................................1
第二節 研究目的..............................................5
第三節 研究範圍..............................................7
第四節 研究流程與論文結構....................................8
第二章 文獻探討...........................................11
第一節 來源國形象與來源國形象效果...........................11
第二節 消費者心理認知.......................................17
第三節 知覺價格.............................................23
第四節 涉入程度.............................................27
第五節 消費者行為與購買行為理論.............................34
第六節 來源國形象、知覺價格與購買行為.......................45
第七節 消費者心理認知與購買行為.............................48
第八節 涉入程度構面彙總.....................................50
第三章 研究方法 ...........................................53
第一節 研究架構.............................................53
第二節 研究假設.............................................56
第三節 研究設計.............................................73
第四節 研究變數定義與衡量...................................77
第五節 實驗調查過程.........................................83
第六節 資料分析方法.........................................89
第七節 資料分析與解釋.......................................91
第八節 研究限制.............................................97
第四章 實證結果與討論.....................................99
第一節 製造來源國形象、消費者心理認知與知覺價格對購買行為之影響
.....................................................99
第二節 製造來源國形象、消費者心理認知、知覺價格與受測者區域別交
互對購買行為之影響..................................112
第三節 製造來源國形象、消費者心理認知、知覺價格與產品涉入程度交
互對購買行為之影響..................................123
第四節 製造來源國形象、消費者心理認知與知覺價格在產品涉入程度與
受測者區域別交互對購買行為之影響....................136
第五節 消費者心理認知型態集群在各構面差異分析..............157
第六節 不同消費者特徵在各構面之差異分析....................173
第五章 結論與建議........................................197
第一節 研究結論............................................197
第二節 理論與實務涵意......................................209
第三節 後續研究建議........................................212
參考文獻 ...................................................213
附 錄 本研究前測問卷.....................................225
附 錄 本研究正式問卷.....................................229

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