臺灣博碩士論文加值系統

隨著台灣在2001年加入WTO之後，台灣廠商勢必得面對來自全球更多的外國廠商之競爭，在這種情形下，一方面台灣消費者能夠因此而獲得較以往更多的產品購買選擇，但對台灣廠商而言，了解台灣消費者在同時面對國內與國外產品時之購買決策變成了一項重要的議題。
本研究中主要在探討兩構念間之影響關係，首先是消費者我族主義，它能夠解釋消費者對購外國產品時所抱持的信念及態度，其次是人際影響，由於消費者在購買情境時會受到其參考群體之影響已是一普遍被接受之假定，因此本研究預其此構念將在台灣消費情境中扮演重要角色故納入研究中。最後本研究再試圖探討消費者特徵對兩構念之干擾效果，合併驗證三項構念對本國及外國產品購買意願之影響效果。
研究主要結果如下：
(1)當消費者者具較高之消費者我族主義傾向時，會對本國產品產生較高之購買意願，但與國外產品購買意願間並不存在顯著影響關係。
(2)當消費者之父母本身使用本國產品時，消費者對本國產品之購買意願將較高，但與國外產品購買意願間並不存在顯著影響關係。
(3) 當消費者之朋友本身使用本國產品時，消費者對本國產品之購買意願將較高，但與國外產品購買意願間並不存在顯著影響關係。
(4)當消費者所面對之本國產品之產品耀眼性愈高時，其購買意願將因而提高，但與國外產品購買意願間並不存在顯著影響關係。
(5)個人可支配所得與年齡兩項消費者特徵將會干擾消費者我族主義與人際影響對購買意願之效果。
(6)當消費者之消費者我族主義愈高時，其受規範型人際影響程度將因此提高。

With the entrance of WTO in 2001, Taiwanese firms are forced to compete with more foreign firms around the world. Under such circumstance, Taiwanese consumers will have more purchase options than before, for Taiwanese firms, how consumers make their purchase decisions when facing both domestic and foreign products becomes a very important issue.
Two important constructs were discussed in this article. First, consumer ethnocentrism explains consumer’s belief and attitude toward foreign products. Second, interpersonal influence is the other factor we expect plays important role in Taiwan. Since people will be influenced by reference group when buying products is a long accepted premise. Finally we added personal characteristics in our article to extend the practical value. Hence this article attempted to examine the relationship between consumer ethnocentrism, interpersonal influence, personal characteristics and purchase intention.
Empirical results are as follows.
(1) Consumers with higher consumer ethnocentrism tendency will have higher purchase intentions toward domestic products, but no significant relationship exists on purchase intentions toward foreign products.
(2) Consumers will have higher purchase intentions toward domestic products when their parents used domestic products, but no significant relationship exists on purchase intentions toward foreign products.
(3) Consumers will have higher purchase intentions toward domestic products when their friends used domestic products, but no significant relationship exists on purchase intentions toward foreign products.
(4) Consumers will have higher purchase intentions toward domestic products when these products have higher product conspicuousness, but no significant relationship exists on purchase intentions toward foreign products.
(5) Personal characteristics will moderate the effect of consumer ethnocentrism and interpersonal influence on purchase intentions.
(6) There are positive relationships between consumer ethnocentrism and normative interpersonal influence.

【目 錄】
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 研究流程………………………………………………….4
第二章 文獻探討………………………………………………………6
第一節 消費者我族主義………………………………………….6
第二節 人際影響與產品耀眼性………………………………...11
第三節 消費者特徵……………………………………………...15
第四節 購買意願………………………………………………...17
第三章 研究方法……………………………………………………..20
第一節 研究架構………………………………………………...20
第二節 研究假設………………………………………………...22
第三節 操作性定義……………………………………………...25
第四節 研究設計………………………………………………...30
第五節 資料分析方法…………………………………………...31
第四章 資料分析與實證結果………………………………………..32
第一節 敍述性統計分析………………………………………...32
第二節 因素分析………………………………………………...36
第三節 信度與效度分析………………………………………..37
第四節 實證結果………………………………………………..38
第五章 結論與建議………………………………………………….49
第一節 結論……………………………………………………..49
第二節 實務涵意………………………………………………..52
第三節 研究限制與後續研究建議……………………………..53
【參考書目】………………………………………………………….54
【附錄】問卷內容…………………………………………………….61
【表　　次】
表2-1歷年來有關消費者我族主義之重要文獻……………………….8
表4-1問卷回收狀況……………………………………………………32
表4-2樣本基本資料……………………………………………………33
表4-3相關分析表………………………………………………………35
表4-4人際影響因素變項分析…………………………………………36
表4-5信度分析表………………………………………………………37
表4-6消費者我族主義與產品購買意願之複迴歸模式………………38
表4-7父母影響與本國產品購買意願之複迴歸模式…………………41
表4-8父母影響與外國產品購買意願之複迴歸模式…………………42
表4-9規範及資訊型影響與產品購買意願之複迴歸模式……………43
表4-10朋友擁有與本國產品購買意願之複迴歸模式……………….44
表4-11朋友擁有與外國產品購買意願之複迴歸模式……………….45
表4-12產品耀眼性與本國產品購買意願之複迴歸模式…………….46
表4-13產品耀眼性與外國產品購買意願之複迴歸模式…………….47
表4-14消費者我族主義與規範型人際影響之關係………………….48
表5-1研究假說與實證結果……………………………………………50
【圖　　次】
圖1-1研究流程…………………………………………………………..5
圖2-1 Ajzen 理性行動理論概念圖……………………………………18
圖3-1研架構圖…………………………………………………………21

一、中文部份
1. 林克明，「消費者國族感對其消費態度與行為之影響研究」，成功大學企業管理研究所碩士論文，民國82年。
2. 連奕誌，「消費者我族主義、消費者仇視與產品購買意願關係之研究」，暨南國際大學國際企業研究所碩士論文，民國91年。
3. 陳定國著，「行銷管理導論」，五南圖書出版公司，民國84年。
4. 黃淑卿，「中美消費者國族感之比較」，成功大學企業管理研究所碩士論文，民國83年。
5. 葉桂鳯，「社會影響力對產品來源國形象的增強效果─以送禮行為為例」，政治大學國際貿易學研究所碩士論文，民國88年。
6. 孟祥傑，聯合報『韓劇熱 帶動韓國手機銷售』，B5校園版六月二日，民國92年。
二、英文部份
1. Balabanis, G., Diamantopoulos, A., Mueller, R. D., and Melewar, T.C. (2001). “The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies”. Journal of International Business Studies, 32.1(First Quarter), 157-175.
2. Bannister, J. P. & Saunders, J. A. (1978), “UK Consumers'' Attitudes Towards Imports: The Measurement of National Stereotype Image.” European Journal of Marketing, Vol. 12 Issue 8, 562-571
3. Batra, R., Homer, P. M., Kahle, L. R. (2000), “Values, Susceptibility to Normative Influence, and Attribute Importance Weight: A Nomological Analysis,” Journal of Consumer Psychology,11(2), 115-128.
4. Bauer, R. A. (1970) “Self Confidence and Persuasibility: One More Time,” Journal of Marketing Research, 7, 256-258.
5. Bearden, W. O. and Etzel, M. J. (1982) “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9, 183-194.
6. Bearden, W. O, Netemeyer, R. G. and Teel, J. E. (1989), “Measurement of Consumer Susceptibility to Interpersonal Influence,” Journal of Consumer Research, 15, 473-481.
7. Bearden, W. O, Netemeyer, R. G. and Teel, J. E. (1990), “Further Validation of the Consumer Susceptibility to Interpersonal Influence Scale,” Advance in Consumer Research,17,770-776.
8. Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2 (December), 206-215.
9. Childers, T. L, and Rao, Akshay.R (1992), “The Influence of Familial and Peer-based Reference Groups on Consumer Decisions,” Journal of Consumer Research, 19, 198-211.
10. Clee, Mona and Robert A. Wicklund (1980), “Consumer Behavior and Psychological Reactance,” Journal of Consumer Research, 4, 389-405.
11. Cocanongher, A. Benton and Grady D. Bruce (1971), “Socially Distant Reference Groups and Consumer Aspirations,” Journal of Marketing Research, 8, 379-381.
12. Davis, F.D., Bagozzi, R.P., and Warshaw, P.R.,“Extrinsic and intrinsic motivation to use computers in the workplace,”Journal of Applied Social Psychology 22(14), 1992, p.132.
13. Durvasula, S., Andrews, J. C., and Netemeyer, R. G. (1997). “A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia,” Journal of International Consumer Marketing, 73-93.
14. Durvasula, S., Netemeyer, R. G., and Lichtenstein D. R. (1991) “A Cross-National Assessment of the Reliability and Validity of the CETSCALE,” Journal of Marketing Research, 320-328.
15. Fishbein, Martin and Isek Ajzen, 1980. Belief, Attitude, Intention and Behavior : An introduction to Theory and Research Reading :MA:Addison-Wesley
16. Ford, Jeffry D., and Elwood A. Ellis (1980), “A Reexamination of Group Influence on Member Brand Preference,” Journal of Marketing Research, 17, 125-132.
17. Grady D. Bruce (1970), “Purchase Decisions and Group Influence,” Journal of Marketing Research, 7, 533-535.
18. Grady D. Bruce (1972), “Group Influence and Brand Choice Congruence,” Journal of Marketing Research, 8, 440-443.
19. Grubb. Edward L. and Bruce L. Stern (1971). “Self-Concept and Significant Others,” Journal of Marketing Research, 8, 382-385.
20. Herche, J., (1994). “Ethnocentric tendencies, marketing strategy and import purchasing behavior”. International Marketing Review, 11, 4-16.
21. Jaeger, Sara R. (2000). “Uncovering Cultural Differences in Choice Behavior Between Samoan and New Zealand Consumers: a Case Study with Apples”. Food Quality and Preference, 11, 405-417.
22. Jo, M. S. (1998). “Contingency and Contextual Issues of Ethnocentrism-Pitched Advertisements：A cross-national comparison”. International Marketing Review, 447-457.
23. Kara, A. and Kaynak, E. (1996). “Source Effects in Purchase Decisions: The Impact of Physical Attractiveness and Accent of Salesperson,” International Journal of Research in Marketing, 89-101.
24. Kassarjian, Harold H. (1971), “Personality and Consumer Behavior: A Review,” Journal of Marketing Research, 8, 409-418.
25. Kim, S; Pysarchik, D. T.(2000), “Predicting purchase intentions for uni-national and bi-national products.International,” Journal of Retail & Distribution Management, Vol. 28 Issue 6/7, p280,
26. Klein, J. G. (2002), “Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods,” Journal of International Business Studies, 33, 345-363.
27. Klein, J. G., and Ettenson, R. (1999). “ Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents,” Journal of international Consumer Marketing.
28. Klein, J. G., Ettenson, R., and Morris, M. D. (1998). “The Animosity Model of Foreign Product Purchase: An Empirical Test in the Peoples Republic of China,” Journal of Marketing, 89-100.
29. Kropp, F., Lavack, A. M. and Holden, S. (1999), “Smokers and Beer Drinkers: Values and Consumer Susceptibility to Interpersonal Influence,” Journal of Consumer Marketing, 16, 536-557.
30. Kucukemiroglu, O. (1997). “Market segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism：An Empirical Study,” European Journal of Marketing, 470-487.
31. Lantz, G; Loeb, S. (1996) “Country of origin and ethnocentrism: An analysis of Canadian and American preferences using”Advances in Consumer Research, Vol. 23 Issue 1, p374
32. Lee, Chol and Green Robert T. (1991). “Cross-cultural Examination of the Fishbein Behavioral Intentions Model,” Journal of International Business Studies, 289-305.
33. Lessig, V. Parker and C. Whan Park (1978). “Promotional Perspectives of Reference Group Influence: Advertising Implications,” Journal of Advertising, 7, 41-47.
34. Locander. William B. and Peter W. Hermann (1979),” The Effect of Self-Confidence and Anxiety on Information Seeking in Consuemr Risk Reduction,” Journal of Marketing Research, 16(May), 268-274.
35. Moschis, George P. (1976), “Social Comparison and Informal Group Influence,” Journal of Marketing Research, 13, 237-244.
36. Nagashima, Akira. (1970), “ A Comparison of Japanese and U.S. Attitudes Toward ForeignProducts,” Journal of Marketing, Vol. 34 Issue 1, 68-75.
37. Netemeyer, R. G., Durvasula, S., and Lichtenstein, D. R. (1991). “A cross-National Assessment of the Reliability and Validity of the CETSCALE,” Journal of Marketing Research, 320-327.
38. Nielsen, J. A., and Spence, M. T., (2001)“A Test of the Stability of the CETSCALE, A Measure of Consumers’Ethnocentric Tendencies,” Journal of Marketing Theory and Practice, 68-71.
39. Park, C. W. and Lessig, V. P. (1977), “Students and Housewives: Differences in Susceptibility to Reference Group Influences,” Journal of Consumer Research, 4, 102-110.
40. Park, C. W. and Lessig, V. P. (1977), “Differences in Susceptibility to Reference Group Influence,” Journal of Consumer Research, 4, 102-110.
41. Pysarchik, D T. and Kim, S. (2000). “Predicting Purchase Intentions for Uni-National and Bi-National Products,” International Journal of Retail & Distribution Management, 28, 280-291.
42. Robert, E. B. and Cousineau, A. (1975) “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2, 206-215.
43. Sharma, S., Shimp, Terence a., and Shin J. (1995). “Consumer Ethnocentrism: A Test of Antecedents and Moderators,” Journal of the Academy of Marketing Science, 26-37.
44. Shimp, Terence A., and Sharma S. (1987). “Consumer Ethnocentrism: Construction and Validation of the CETSCALE,” Journal of Marketing Research, 280-289.
45. Stafford, J. E. (1996)“Effects of Group Influence on Consumer Brand Choice Preferences,” Journal of Marketing Research, 3 68-75.
46. Sumner William Graham (1906). Folkways: The sociological important of usages. Manners, Customs, mores, and Morals. New York: Ginn and Co.
47. Supphellen, Magne; Rittenburg, Terri L. (2001) “Consumer Ethnocentrism When Foreign Products Are Better,” Psychology & Marketing, Vol. 18 Issue 9, p907
48. Witkowski, T. H., (1998). “Consumer Ethnocentrism in Two Emerging Markets：Determinants and Predictive Validity,” Advance in Consumer Research, 25, 258-361
49. Witt, R. E. (1969), “Informal Social Group Influence on Consumer Brand Choice,” Journal of Marketing Research, 6, 473-477.
50. Witt, R. E., and Bruce, G. D. (1970).” Purchase Decision and Group Influence.” Journal of Marketing Research, 7, 533-535.
51. Witt, R. E., and Bruce, G. D. (1972). “Group Influence and Brand Choice Congruence,” Journal of Marketing Research, 9, 440-443.