臺灣博碩士論文加值系統

由於全球化的趨勢，消費者必須面對多元化的產品，在消費者對於各項產品本身之商品特性無充份了解時，則消費者可能會以外在線索作為產品的評價基礎，因此外在線索為行銷研究者所關注之重點，可藉此了解消費者對各項產品之看法，作為廠商在品牌延伸時的參考依據，而來源國形象可能是影響消費者對於產品評價的因素之一。另一方面，面對市場上眾多的商品，好的品牌可以提供消費者有用之價值，作為產品判斷的依據。因此來源國形象與品牌何者的影響程度較大，此為研究動機一。
就國家熟悉度而言， Pecotich and Rosenthal (2001)認為當消費者對特定國家愈熟悉時，對該國之來源國形象愈佳。就產品類別熟悉度而言，Olson and Jacoby (1974)認為當消費者對特定產品愈熟悉時，則來源國形象影響程度愈小。因此國家熟悉度與產品類別熟悉度是否會影響品牌態度，而形成干擾效果，為研究動機二。
另外，在過去的文獻中，來源國形象對於品牌延伸的影響，多以實體產品為主，較少觸及到無形產品，特別是金融商品，因此本研究以保險為研究對象，探討來源國形象對於品牌延伸的影響關係，此為研究動機三。
針對研究動機，本文研究目的為：(1)探討來源國形象對於品牌延伸之直接影響。(2)探討來源國形象是否會經由態度、品牌權益而影響品牌延伸。(3)國家熟悉度是否會影響來源國形象對於品牌態度之關係。(4)產品類別熟悉度是否會影響來源國形象對於品牌態度之關係。
本研究之問卷調查範圍為台北縣市與高雄縣市，而研究方法為LISREL，用以分析線性結構模式，本研究以荷蘭、英國與台灣為研究國家，所得結論為1.就來源國形象對於品牌延伸的直接與間接效果而言，只有英國在直接效果的部份是不顯著的。2.來源國形象對於品牌態度之影響，在國家熟悉與產品類別熟悉的干擾下，荷蘭與英國是不成立的。然而，台灣的部份，在國家熟悉與產品類別熟悉的干擾下，來源國形象對於品牌態度之影響會減弱。3.在結論部份，提出實證結果所獲得的資訊。另外，並針對ING安泰人壽、保誠人壽與國泰人壽，提出各家保險公司品牌策略建議。

With the trend of globalization, products are easier to trade among countries than before. Faced the variety of products or brands, consumers may evaluate them in accordance with some information cues. Among these information cues that is more concerned by international marketer and may affect consumer’s attitude toword the product is country-of-origin (COO) effect. In other words, COO may directly influence consumers’ attitude toward foreign product and indirectly influence brand value. In this study, we further invstigate the effect of brand value on brand exetention. Brand extension is a quickly way of obtaining the recognition of brand by consumers. Therefore, multinational companies need to know how is the effect of country-of-origin image on brand extension. The analysis of above causal relationship is the first purpose of this study. In addition, the second purpose of this study is to investivage if country familiary and product familiarity play moderating roles between COO and product attitude. Finally, as there is sledem research in the field that focus on service industry, therefore, the final purpose of this study is to explore the causal relationship by empirically studing the insurance industry.
We collected data from Taipei and Kaoshuing. The LISREL technique is used to deal with the causal structure model. The reaults show that (1) for three countries, COO image directly influences product attitude and indirectly influenes brand extension and brand equity; however, there is no significant effect of COO effect on brand extension in Britain case; (2) There exists moderating effect between COO and attitude toward product, excepting the Netherlands and Britain. In other words, the positive COO effect on brand attitude is less positive if consumers’ are more familiar with the country or the product. and (3) some managerial implications are obtained form the empirical study and have made some strategies for the three-targeted companies: Cathay, ING, and Prudential.

第一章 緒論 1
1.1 研究動機與目的 1
1.1.1 研究背景 1
1.1.2 研究動機 2
1.1.3 研究目的 4
1.2 研究流程 5
第二章 文獻回顧 6
2.1 來源國效果之理論分析與文獻探討 6
2.1.1 來源國效果的定義與分類 6
2.1.2 來源國效果的影響因素與衡量 9
2.2 品牌權益之理論分析與文獻探討 19
2.2.1 品牌權益的定義與分類 19
2.2.2 品牌權益之影響因素與衡量 26
2.3 品牌延伸之理論分析與文獻探討 33
2.3.1 品牌延伸之定義與分類 34
2.3.2 品牌延伸之影響因素與衡量 39
2.4 金融保險業 45
2.4.1 壽險業 45
2.4.2 產險業 52
2.4.3 保險業未來發展趨勢 55
2.5 本章小節 56
第三章 研究架構與研究設計 57
3.1 研究架構 57
3.2 研究假設 58
3.3 研究變數衡量 63
3.3.1 來源國形象 63
3.3.2 品牌權益 63
3.3.3 品牌延伸 64
3.3.4 態度 65
3.3.5 國家熟悉度 65
3.3.6 產品類別熟悉度 65
3.4 來源國對象之選擇 67
3.5 商品與品牌選擇 67
3.6 問卷設計 68
3.7 研究方法 69
第四章 實證分析與假設檢定 73
4.1 樣本敍述性統計分析 73
4.1.1 性別及年齡 73
4.1.2 教育程度 74
4.1.3 個人收入狀況 74
4.1.4 居住地區方面 74
4.1.5 問卷調查結果之敍述性統計分析 75
4.2 信度與效度分析 82
4.2.1 信度分析 82
4.2.2效度分析 84
4.3 配適度檢定與假設驗證 86
4.3.1 LISREL結構模式之分析 86
4.3.2 調節模型-國家熟悉度 92
4.3.2 調節變數-產品類別熟悉度 95
第五章 結論與建議 98
5.1 研究結論 98
5.1.1 LISREL線性結構模型 98
5.1.2 調節模型-國家熟悉度 100
5.1.3 調節模型-產品類別熟悉度 100
5.2管理意涵 102
5.2.1 來源國形象與品牌權益 102
5.2.2 中介效果與槓桿效果 103
5.2.3 來源國形象與品牌延伸 103
5.2.4 各家保險公司品牌策略建議 103
5.3研究限制與後續研究 105
5.3.1 研究限制 105
5.3.2 後續研究 106
參考文獻 108
附錄 118

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