臺灣博碩士論文加值系統

　　在全球化的時代，消費者的選擇愈來愈多樣化，為了有效率地形成購買決策，消費者常利用各種線索評價商品，而來源國線索便是其中之一。透過來源國效應的提升除了可改善產品評價外，對於品牌形象亦有增加的效果，因此來源國效應在產品評價中扮演重要的角色。與來源國效應議題相關之研究甚多，但仍有許多值得探討的地方，如過去文獻著重於國家形象的認知要素對產品評價與品牌的影響，較少提及國家形象的情感要素。另外多數文獻主要係以耐久財為研究之產品，但產品類型的不同會影響來源國效應的作用。本研究以服飾品牌為例進行探討分析，旨在驗證製造國之一般國家形象、國家產品形象、情感國家形象對品牌形象、知覺品質與購買意願之影響。
　　本研究以具有購買服飾經驗且認識服飾品牌之我國消費者為研究對象，評價不同的產品組合（製造來源國/品牌）。採問卷調查方式蒐集資料，回收有效問卷共277份，並以結構方程模式進行資料分析。
　　研究結果顯示：（1）製造來源國的一般國家形象、國家產品形象及情感形象對品牌形象皆有顯著影響，並透過品牌形象的提升而增加消費者的購買意願，以一般國家形對品牌形象的直接效果最為顯著（2）一般國家形象、國家產品形象也同時影響知覺品質，以一般國家形對知覺品質的直接效果最為顯著（3）情感國家形象則對購買意願產生直接正向影響。透過本研究之實證結果，提醒品牌經理人不應忽視製造來源國形象對品牌形象、知覺品質與購買意願的影響，必須同時評估一般國家形象、國家產品形象及情感國家形象後選擇合宜的製造國；而國家政府也應瞭解一般國家形象、國家產品形象及情感國家形象是如何影響品牌形象，並藉由改善消費者對國家的認知與情感以提升品牌在該國製造的意願。

There is much research suggesting that the country of origin has an effect on product evaluation and brand equity, but most of them focus on the cognitive components of country image. Little empirical study has focus on the effecst of both cognitive and affective components of country image on the product evaluation. And some literatures focus on the effect of country image on general evaluation of products manufactured by that country, brand name cue is ignored. This study was designed to investigate the role of general country image (GCI), country product image (CPI), affective country image (ACI) and brand image (BI) in consumer evaluation of apparel brands.

Survey data were collected from residents of Taiwan. A total of 277 respondents evaluated different product combinations (COM / brand) in apparel category. Relationships between constructs were tested using structural equation modeling.

The results of this study confirmed that general country image, country product image and affective country image have positive impact on brand image, but the general country image has more impact on brand image than do country product image and affective country image. The study also shows that general country image and country product image exert positive impact on perceived quality. Finally, the results support the conclusion that affective country image is positively related to purchase intention.

According to the results, the brand managers should take into account the general country image, country product image and affective country image when decide the manufacturing locations and could seek to reinforce the brand image by changing the country of manufacture. Furthermore, there are implications for national governments to manage their country images.

摘要 I
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
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 6
第一節　來源國 6
第二節　來源國效應 8
第三節　品牌形象 14
第四節　知覺品質 17
第五節　購買意願 18
第三章　研究方法 19
第一節　研究架構 19
第二節　研究假說 19
第三節　研究變數操作性定義與衡量 25
第四節　研究範圍與研究對象 31
第五節　問卷設計 33
第六節　資料蒐集 43
第七節　資料分析方法 44
第四章　研究分析與結果 46
第一節　敘述性統計分析 46
第二節　驗證性因素分析 50
第三節　信度與效度分析 54
第四節　結構方程模式分析 56
第五節　研究結果 59
第五章　結論與建議 60
第一節　研究結論 60
第二節　研究貢獻與管理意涵 63
第三節　研究限制與未來研究建議 65
參考文獻 68
附錄一　正式問卷 74

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