臺灣博碩士論文加值系統

隨著產業的全球化，消費者面對著各式各樣不同來源國家組合的混合產品(hybrid)，而消費者的購買意願會因不同來源國的影響而改變，同時對來源國的認知與購買意願也會受消費者的產品知識與產品涉入程度不同而產生變化。本研究以來源國效果為自變項探討其對消費者購買意願的影響，及所受到產品知識與產品涉入的干擾效果。以台灣地區的消費者為對象，分別於北中南共發出1000份問卷，收回有效問卷851份，階層迴歸分析結果顯示來源國效果中除品牌來源國外皆會對消費者購買意願產生正向影響，且產品知識與產品涉入對來源國效果與消費者購買意願存在著正向的干擾效果。

When many industries globalized , consumers can buy variety of products where from different countries, meanwhile, consumers’ intention may change when image of different countries of origin come to consumers’ mind when the country of origin and consumers’ purchase intention will be changed with the product knowledge and involvement change.
In this study, the country of origin effect is independent variables that examines the impact on the consumers’ purchase intention, and the product knowledge and involvement are moderate effects.
Our samples are from north , middle and south of Taiwan , 1,000 were sent and 851 are valid and used in hierarchical moderator regression analysis that reveal the country of origin , except of the country of brand , the country of design and the country of assembly are positively and significantly related , moreover ,the product knowledge and involvement positively and significantly moderate.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix

第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究目的與問題．．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．．． 4
　　第一節　　來源國效果．．．．．．．．．．．．．． 4
　　第二節　　產品知識．．．．．．．．．．．．．．． 5
　　第三節　　產品涉入．．．．．．．．．．．．．．． 6
　　第四節　　購買意願．．．．．．．．．．．．．．． 7
　　第五節　　來源國效果對購買意願的影響．．．．．． 7
　　第六節　　產品知識對來源國效果與購買意願之影響．．．．．．．．．．．．．．．．．． 9
　　第七節　　產品涉入對來源國效果與購買意願之影響．．．．．．．．．．．．．．．．．．． 10
第三章　　研究方法．．．．．．．．．．．．．．．．． 12
　　第一節　　研究架構．．．．．．．．．．．．．．． 12
　　第二節　　操作型定義．．．．．．．．．．．．．． 12
　　第三節　　研究設計．．．．．．．．．．．．．．． 18
　　第四節　　資料分析方法．．．．．．．．．．．．． 19
第四章　　資料分析．．．．．．．．．．．．．．．．． 21
　　第一節　　敘述性統計．．．．．．．．．．．．．．． 21
　　第二節　　信效度分析．．．．．．．．．．．．．．． 24
　　第三節　　階層迴歸分析．．．．．．．．．．．．．．． 30
第五章　　研究與建議．．．．．．．．．．．．．．．．． 36
　　第一節　　研究結論．．．．．．．．．．．．．．． 36
　　第二節　　管理意涵．．．．．．．．．．．．．．． 37
　　第三節　　研究限制．．．．．．．．．．．．．．． 38
　　第四節　　未來研究建議．．．．．．．．．．．．．．． 38
參考文獻　．．．．．．．．．．．．．．．．．．．．． 39
附錄A　　前測問卷．．．．．．．．．．．．．．．．． 48
附錄B　　研究問卷．．．．．．．．．．．．．．．．． 50

一、中文部份

陳俊碩(2005)，品牌來源國國家形象、產品知識與產品涉入程度對消費者購買決策影響之研究－以保險與餐飲服務為例，私立真理大學管理科學研究所未出版之碩士論文。

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未出版之碩士論文。

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