臺灣博碩士論文加值系統

近年來韓國流行文化的盛行下，韓國產品在台灣熱銷，同時台灣與韓國兩國在政治、經濟與運動賽事上的競爭與摩擦，在媒體的渲染下使得民眾出現「反韓」的族群。而Klein, Ettenson, and Morris(1998)的研究中發現當一國對消費者存有不好的印象或是使消費者產生厭惡感時，可能使消費者降低或拒絕購買該國產品。

本研究旨在探討台灣消費者對於韓國來源國形象對其購買意願的影響，以產品特性與消費者敵意之作為調節變項與以認知價值作為中介變項。

本研究以韓國為來源國形象進行研究，透過問卷收集326個樣本，以R與SPSS統計軟體進行分析，本研究發現結果如下：
1. 來源國形象對消費者的認知價值與購買意願有正向的影響
2. 認知價值對消費者的購買意願有正向的影響
3. 認知價值在來源國形象與購買意願之間具有中介效果
4. 消費者敵意對認知價值與購買意願之間具有調節效果

關鍵字：來源國形象、產品特性、消費者敵意、認知價值、購買意願

As Korean popular culture catches on in Taiwan in recent years, so do Korean products. Meanwhile, the competition and friction between the two nations in politics, economy and sports fields, played up by the media, beget the anti-Korea community, a group of people with strong resentment toward Korea. Researchers found that animosity or negative perceptions against one country might influence consumer’s purchase intention, which would cause them to decrease their willing or even refuse to purchase product of that origin (Klein, Ettenson, & Morris, 1998).

This study aims at the effect of country-of-origin, probing into the impact of Taiwanese consumers’ attitudes toward Korea and Korean products on their purchase intention. The author used product characteristic and consumer animosity as moderators and perceived value as mediator to test the hypothesis.

This study used R and SPSS statistic software to analyze the data, comprised of 326 questionnaires. Finally, the result revealed the following：
1. Country-of-origin image will positively impact purchase intention and perceived value.
2. Perceived value has positive impact on consumers’ purchase intention.
3. Perceived value has mediating effects between country-of-origin image and purchase intention.
4. Consumer animosity has moderating effects between perceived value and purchase intention.

Keywords: Country-of-origin image, Product characteristic, Consumer animosity, Perceived value, Purchase intention

表目錄 IV
圖目錄 V
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
第二章　文獻探討 4
第一節　來源國形象 4
第二節　產品特性 8
第三節　消費者敵意 10
第四節　認知價值 12
第五節　購買意願 14
第六節　各變數間關係 15
第三章　研究方法 16
第一節　研究架構 16
第二節　研究假設 17
第三節　各變數之操作定義與衡量 20
第四節　研究設計 24
第五節　資料分析方法 25
第四章　研究結果 26
第一節　敘述統計分析 26
第二節　題目分析 29
第三節　信度 34
第四節　相關分析 35
第五節　假設檢定 37
第五章　結論與建議 49
第一節　研究結論 49
第二節　實務意涵與建議 52
第三節　研究限制與未來研究建議 53
參考文獻 54
附錄 研究問卷一 58
附錄 研究問卷二 62

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