臺灣博碩士論文加值系統

隨著時代的變遷，全球經營貿易也迎來了全球化分工運籌的商業模式。在低成本導向的生產模式下，企業透過比較利益(Comparative Advantage)法則選定製造來源國，力求企業利益最大化。許多消費者在產品購買時往往會因為產品的品牌來源國與製造來源國的不同進而影響品牌權益。為此，本研究將探討究竟品牌與製造來源國是否對品牌權益或購買意願造成影響。
本研究利用問卷調查方法針對美國手機進行調查，了解品牌來源國、製造來源過、品牌權益與購買意願之間的關係。此份問卷以健行科技大學學生作為研究對象。問卷發放230份，扣除無效問卷等有效問卷為217份。
研究結果顯示品牌來源國對品牌忠誠度、知名度及知覺品質具有顯著影響效果。製造來源國對品牌忠誠度、知名度及知覺品質亦具有影響效果。消費者品牌忠誠度對購買意願具有影響效果，唯品牌知名度對購買意願不具有顯著影響效果。此外，品牌來源國、製造來源國及知覺品質對購買意願具有影響效果。

Global trading has been ushered into a global business division of logistics business model. Under low cost-oriented production model, enterprises incorporate comparative advantage principle to select manufacturing country of origin for their products in order to maximize enterprise interest. However many consumers tend to be affected by product brand origin and manufacturing country of origin and thus influence brand equity. Therefore, this study explored whether the country of origin and manufacture impact on brand equity or purchase intention.
This study employed questionnaire survey to investigate the relationship amongst brand origin, manufacturing country of country, brand equity and purchase intention with iPhone as an example. Students in Chien Hsin University of Science and Technology students were the research subjects. A total of 230 questionnaires regarding brand origin, manufacturing country of country, brand equity and purchase intention were collected. In which 217 were valid.
The results indicated that the origin of brand has a significant effect on its brand loyalty, brand awareness and perceived quality. Manufacturing country of origin also has significant impact on consumers’ brand loyalty, brand awareness and perceived quality. Brand loyalty on purchase intention also has a significant impact. However brand loyalty on purchase intention showed no significant effect. Moreover, brand origin, manufacturing country of origin and perceived quality have an impact on purchase intention.

摘　　要 i
Abstract ii
誌　　謝 iii
目　　錄 iv
表目錄 vi
圖目錄 vii
第一章　緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章　文獻回顧 5
2.1 來源國 5
2.1.1 來源國的定義5
2.1.2 來源國效應的分類6
2.2 品牌權益 9
2.3 購買意願 13
第三章　研究方法 15
3.1 研究架構 15
3.2 研究假設 16
3.3 研究範圍 18
3.4 研究對象與資料搜尋 18
3.5 研究程序 19
3.6 量表設計與編製 20
第四章　資料分析與結果 25
4.1 信度分析 25
4.2 敘述性統計分析 26
4.3 相關分析 28
4.4 迴歸分析 30
第五章　結論與建議 39
5.1 研究結論 39
5.1.1 品牌來源國對品牌忠誠度有正向顯著影響關係 40
5.1.2 品牌來源國對品牌知名度有正向顯著影響關係 40
5.1.3 品牌來源國對知覺品質有正向顯著影響關係 40
5.1.4 製造來源國對品牌忠誠度有正向顯著影響關係 40
5.1.5 製造來源國對品牌知名度有正向顯著影響關係 40
5.1.6 製造來源國對知覺品質有正向顯著影響關係 41
5.1.7 品牌忠誠度對購買意願有正向顯著影響關係 41
5.1.8 品牌知名度對購買意願有正向顯著影響關係 41
5.1.9 知覺品質對購買意願有正向顯著影響關係 41
5.1.10 品牌來源國對購買意願有正向顯著影響關係 42
5.1.11 製造來源國對購買意願有正向顯著影響關係 42
5.2 研究限制 43
5.3 研究建議 43
附 錄 52

1.呂錦棠 (2003)，品牌形象與來源國形象關係之研究-產品屬性效果之探討，元智大學管理研究所碩士論文。
2.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消費者產品評價之影響，國立成功大學國際企業研究所碩士論文。
3.吳柏青 (1996)，國家刻板印象、參考價格與產品知識對產品品價的影響-以大學生品價汽車產品為例，國立成功大學交通管理研究所碩士論文。
4.林崇宏、田鈞獻 (2006)，設計因素影響消費者對品牌認知之探討，建國科大學報:設計類，25(2)，13-28。
5.陳振燧、洪順慶 (1998)，顧客基礎的品牌權益建立之研究。管理學報，15(4)，623-642頁。
6.黃旻渝 (2015)，旅行業品牌權益衡量指標之建構，世新大學碩士論文。
7.黃鈺文 (1991)，不同品牌來源國與製造地對消費者產品信念與態度之影響，國立政治大學國際貿易研究所碩士論文。
8.董亞倫 (2012)，代言人與產品配適性對品牌權益之影響效果，健行科技大學碩士論文。
9.曾琦璇 (2009)，顧客價值對商店環境與購買意願關係之影響，健行科技大學碩士論文。
10.曾瑞媛 (2001)，品牌來源國及品牌權益影響消費者購買產品及服務意願之研究，真理大學管理科學研究所碩士論文。
11.楊揚子、黃榅慧、施俊琦 (2008)，自我激活狀態對本國/外國評價的影響，北京大學學報:自然科學版，46(6)，977-982。
12.廖安仁 (2002)，國家形象對品牌權益影響之研究，國立中央大學企業管理研究所碩士論文。
13.劉逸文 (2004)，應用聯合分析於定期航運公司品牌權益評估之研究，海洋大學航運管理學系碩士論文。
14.謝天生 (1999) ，英國、日本、德國品牌權益模型實證分析與台灣品牌權益模型之建構，台灣科技大學碩士論文。
15.謝志偉 (1996)，產品設計國、組裝國、主要零件來源國對消費者行為之影響，國立台灣大學國際貿易研究所碩士論文。
16.謝萬隆 (1994)，生產地與品牌來源國對消費行為影響之研究，台灣大學商學研究所碩士論文。
17.鐘國豪 (2014)，品牌來源國與製造來源國對品牌權益影響之研究，健行科技大學碩士論文。

1.Aaker, D. A. (1991), Managing brand equity. The Free Press, New York, NY.
2.Aaker, D. A. (1996), Measuring brand equity across products and markets. California Management Review, 38, 102-120.
3.Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38, 102-20.
4.Aaker, D. A. and Keller, K. L. (1990). Consumer evaluations of brand extension. Journal of Marketing, 55(1), 27-41.
5.Agarwal, J. and Kamakura, W. A. (1999). Country image: Consumer evaluation of product category extensions. International Marketing Review, 13(4), 23-29.
6.Ahmed, S. A. and Astons, A. D. (1993). Cross national evaluation of made in concept using multiple cues. European Journal of Marketing, 27(7), 39-52.
7.Ahmed, S. A., and Astous (1996). Country of origin and brand effects: A multi–dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115.
8.Barwise, P. (1993). Brand equity: Snark or boojum. International Journal of Research in Marketing, 10(1), 93-104.
9.Bendixen, M., Bukasa, K. A., Abratt, R. (2004). Brand equity in the business to business market. Industrial Marketing Management 33(5), 371-380.
10.Bilkey, W. J., and Nes, E. (1982). Country of origin effects on products evaluation. Journal of International Business Studies, 13(1), 89-99.
11.Calder, B. J., Phillips, L. W., and Tybout, A. M. (1981). Designing research for application. Journal of consumer research, 197-207.
12.Chao, P. (1993). Partitioning country of origin effects: Consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-307.
13.Cordell, V.V. (1992). Effects of consumer preferences for foreign source products. Journal of International Business Studies, 23 (2), 25-70.
14.Dinnie, K. (2004). Country of origin 1965-2004: A literature review. Journal of Customer Behaviour, 3, 165-213.
15.Dodds, B. W., Monroe, K. B. and Grewal, D. (1991). Effects of price, B&s and store information on buyers’ product evaluation. Journal of Marketing Research, 28 (3), 308-319.
16.Engle, James F., Roger, D. B. and Paul, W. M. (1995). Consumer behavior. Chicago, 8th, New York: Dryden Press.
17.Erickson, G. M., Johansson, J. K and Chao, P. (1984). Image variables in multi attitude product evaluations: Country of origin effects, Journal of Consumer Research, 11(2), 694-699.
18.Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1, 24-33.
19.Gary, S. I. and Brad, McBride (2004). The impact of country of origin cues on consumer perceptions of product quality: A binational test of the decomposed country of origin construct. Journal of Business Research, 57, 256-265.
20.Han, C. M., and Terpstra, V. (1988). Country of origin effect for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-253.
21.Jacoby, J., and Olson, C. (1973). Consumer response to price: An attitudinal information processing perspective. Working series in marketing research, University of Pennsylvania State.
22.Janda, S., and Rao, C. (1997). The effect of country of origin related stereotypes and personal beliefs on product evaluation. Psychology and Marketing, 14(7), 689-702.
23.Jodie, L. F., Kofi Q. D., and Wesley J. J., (2008). Country of origin effects in service evaluation in emerging markets: some insights from five West African countries. Journal of Business and Industrial Marketing, 23 , 429 – 437.
24.Johansson, J. K., Douglas, S. P., and Noanka, I. (1985). Assessing the impact of country of origin on product evaluations: A new methodological perceptive. Journal of Marketing Research, 22(4), 388-396
25.Keller, L. K. (1993). Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing, Chicago, 57(1), 1-23.
26.Laroche, M., Kim, C., and Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37( 2), 115-120.
27.Leclerc, F., Schmitt, B., and Dube, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263-270.
28.Lee, J. S., and Back, K. J. (2008). Attendee based brand equity. Tourism Management, 29(2), 331-344.
29.Liefeld, J. P., Louise A. H., Nicolas P., and Marjorie, W. (1996). Dutch consumer use of intrinsic, country of origin, and price cues in product evaluation and choice. Journal of International Consumer Marketing, 9(1), 57-81.
30.Martin, I. M., and Eroghu, S. (1993). Measuring a multi dimensional construct: country image. Journal of Business Research, 28(3), 191-210.
31.Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products. The Journal of Marketing, 68-74.
32.Narasimhan, S., Subhash, C. J., and Kiranjit, S. (2004). An experimental study of two dimensions of country of origin(manufacturing country and branding country) using intrinsic and extrinsic cues. International Business Review, 13, 65-82.
33.Narayana, C. L. (1981). Aggregate images of American and Japanese products: implications on international marketing. Columbia Journal of World Business, 16(2), 31-35.
34.Nunnally, J. C. (1978). Psychometric theory, New York; Mcgraw-Hill.
35.Olson, J.C. and Jacob, J. (1972). Cue utilization in the quality perception process. Association for Consumer Research, 167-179.
36.Papadopoulos, N. and Heslop, L. (1993). Product country image: Impact and role in international marketing. New York: International Business Press.
37.Pappu, R., Quester, P. G., and Cooksey, R. W. (2006). Consumer based brand equity and country of origin relationship: some empirical evidence. European Journal of Marketing, 40, 696-717.
38.Park, C. S. and Srinivasan, V. (1994). A survey based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(5), 217-88.
39.Raggio, R., and Leone, R. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand Management , 14, 380 -395
40.Rangaswamy, A., Burke R., and Oliva T. A. (1993). Brand equity and extendibility of brand names. International Journal of Research in Marketing, 10, 61-75.
41.Richard, P. B. and Robert, E. B. (1979). Attitude measurement and behavior change: a reconsideration of attitude organization and its relationship to behavior. Advances in Consumer Research. 6, 295-302.
42.Robert, C. N., Bruce R. K. and Christo B. (2003). Managerial implications of predicting purchase behavior from purchase intentions: A retail patronage case study. Journal of Services Marketing, 17(6), 609-620.
43.Roth, M. S. and Romeo, J. B. (1992). Matching product category and country image perceptions: A framework of country of origin effects. Journal of International Business Studies, 23(3), 477-497.
44.Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
45.Simon, C. J. and Mary W.S. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12, 28-52.
46.Simon, C. J., and Mary, W. S. (1990). The measurement and determinants of brand equity: A financial approach. University of Chicago.
47.Srikatanyoo, N. and Gnoth, J.(2002). Country image and international tertiary education. Journal of Brand Management, 10, 139-146.
48.Srivastava, Rajendra and Allan D.S. (1991). Brand equity: A perspective on its meaning and measurement. Cambridge, MA : Marketing Science Institute, 91-124
49.Stobart, P. (1989). Alternative methods of brand valuation. Brand valuations: Establishing a true and fair view. London: The Interbrand Group, 35-49.
50.Sweeney, J. C., Soutar, G. N., and Johnson, L. W. (1999). The role of perceived risk in the quality value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77-105.
51.Swinyard, W. R. (1993). The effects of mood, involvement and quality of store experience on shopping intentions. Journal of Consumer Research, 20(2), 271-280.
52.Thakor, M. V. and Katsanis L. P. (1997). A model of brand and country effects on quality dimensions: issues and implications.
53.Thakor, M.V., and Kohli C.S. (1996). Brand origin: conceptualization and review. Journal of Consumer Marketing, 13(3), 24-42.
54.Usunier, J. C. (2006). Relevance in business research: the case of country of origin research in marketing. European Management Review, 3, 60-73.
55.Verlegh, P. W. J. and Steenkamp, E. M. (1999). A review and meta-analysis of country of origin research. Journal of Economic Psychology, 20(5), 521-456.
56.Wall, M., John, L., and Louise, A. H. (1991). Impact of country of origin cues on consumer judgments in multi-cue situations: A Covariance Analysis. Journal of the Academy of Marketing Science, 19(2), 105-113.
57.Yoo, Boonghel, Naveen, D., and Lee, Sung-ho (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195-211.