臺灣博碩士論文加值系統

近年來中國黑心產品事件層出不窮，其生產之產品給予國人印象大致上較為不佳，加上中國近年來山寨手機眾多，其產品為了降低生產成本而沒有經過合格驗證，故造成多起爆炸事件，無形中也在消費者心中留下較差的印象。
中國前5大手機品牌小米以搭載高規格、低售價的高性價比正式宣布進軍台灣智慧型手機市場，甫上市即造成網路上搶購的風潮。
本研究藉由來源國形象、品牌形象、知覺品質、知覺風險、知覺價值以及購買意願欲探討消費者對小米手機之購買意願是否受到其來源國形象之影響，抑或是小米創造了其自身品牌形象而深植人心進而提升消費者購買意願。
本研究以問卷調查法進行資料蒐集，發放對象為知曉小米手機的台灣消費者，一共回收692份問卷，有效問卷共548份，有效回收率為73%。本研究以結構方程模式進行研究驗證，重要的實證結果為：
1. 來源國形象對品牌形象、知覺品質、知覺風險以及購買意願具有因果關係。
2. 品牌形象對知覺品質、知覺風險以及購買意願具有因果關係。
3. 知覺品質、知覺風險對知覺價值具有因果關係。
4. 品牌形象影響購買意願之效果較來源國形象更顯著。

Products made in China have given consumers negative impressions in recent years because of continuous emergence of unsafe products as well as fake mobile phones that have not been verified for quality compliance. In order to cut down production costs, China manufacturers might applylower safety standard and have thus caused mobile phone explosion incidents. As one of China’s five top mobile phone brands, Xiaomi announced earlier its decision to enter Taiwan’s smart phone market with products featuring high specifications,low prices and high cost/performance ratios and its products have prompted buying spree on the Internet immediately after their launch.
This study investigated from the perspectives of country-of-origin image, brand image, perceived quality, perceived Risk, perceived value, and purchase intention whether consumer’s purchase intentionof Xiaomi mobile phones is affected by the image of the country where these products are made.It is of interest whether Xiaomi has built a brand image that is strong enough to intensify consumer’s purchase intention.
Data were collected by surveying Taiwanese consumers who knew Xiaomi mobile phones. Of the 692 returned questionnaires, 548 were valid, to reach a response rate of 73%. The subsequent verification using structural equation modelling generated the following key empirical results:
1. Country-of-Origin image has a causal effect on brand image, perceived quality, perceived risk and purchase intention.
2. Brand image has a causal effect on perceived quality, perceived risk and purchase intention.
3. Perceived quality and perceived risk have causal effects on purchase intention.
4. Brand Image has a more significant effect on purchase intention than country-of -origin image.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 外部線索 7
第二節 來源國形象 7
第三節 品牌形象 13
第四節 知覺品質 20
第五節 知覺風險 26
第六節 知覺價值 30
第七節 購買意願 32
第八節 各研究變數之間的關係 34
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假說 43
第三節 研究變數之定義 47
第四節 研究變數之衡量 48
第五節 研究設計 53
第六節 資料分析方法 54
第四章 資料分析 57
第一節 敘述性統計 57
第二節 信度與效度分析 63
第三節 整體結構方程式模式分析 79
第五章 結論與建議 85
第一節 研究發現 85
第二節 管理意涵 88
第三節 研究限制與後續研究建議 90
參考文獻 93
附錄-問卷 101

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二、 中文部分:

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