臺灣博碩士論文加值系統

我國在全球的電子產業中，佔有舉足輕重的地位，尤其是應用在消費性電子產品的研發與製造，更是不可或缺的要角，而消費性電子產品在市場上推出後，能否使消費者的購買意願增加，則對於銷售廠商來說是企業可否持續成長獲利的重要關鍵。以消費性電子產品為例，促使消費者購買的因素有許多，本研究以流行程度、製造來源國技術水準與品牌形象來探討學生族群購買消費性電子產品意願之影響。
本研究以實驗設計，對於流行程度、製造來源國技術水準與品牌形象分為八組進行實驗，採取問卷調查的方式，以現就讀大專院校的學生為母體，利用判斷抽樣來進行調查。本研究結果發現：一、當消費性電子產品的製造來源國技術水準越高，則消費者的購買意願相對來得高，呈現正向的影響；二、當消費性電子產品的品牌形象越高，則消費者的購買意願相對來得高，呈現正向的影響；三、在流行程度高的消費性電子產品中，消費者的購買意願相對於流行程度低的產品來得高，呈現正向的影響；四、當產品的品牌形象高低會影響消費者的購買意願時，若納入產品的流行程度為考量後，則對於消費者的購買意願則更加地有影響。

Taiwan plays an important role in the global electronic industry, especially that is an indispensable role to apply to the research and development and manufacture of consumer electronics. After consumer electronics come in, it is the key point of the persistent profits increase of business for a selling manufacturer is how to increase consumer purchasing intention. There are many different factors, taking for example consumer electronics, to promote consumer purchasing intention. This research takes fashion level, the standard of manufacture skill of country of origin, and brand image to discuss the successful factors of consumer electronics.
This research, experimental design is divided fashion level, the standard of manufacture skill of country of origin, and brand image into eight groups to experiment. It uses a questionnaire investigation to investigate the population in college and graduate students by judgement sampling. The result of this study shows that: First, when consumer electronics, country of origin, has the higher standard of manufacture skill and therefore consumer purchasing intention higher. It revealed the right side effective; Second, when brand image of consumer electronics is higher and therefore consumer purchasing intention higher that revealed the right side effective; Sixth, when the level of brand image of product would effect consumer purchasing intention, including the fashion level of product, have more evident effect for consumer purchasing intention.

目　錄

目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究問題與目的 3
1.4 研究流程 6
1.5 重要名詞界定 8
第二章 文獻探討 9
2.1 來源國形象 9
2.1.1 來源國形象之概念 9
2.1.2 來源國形象之定義 10
2.1.3 來源國形象之構面 11
2.2 品牌形象 15
2.2.1 品牌之定義 15
2.2.2 品牌形象之定義 16
2.2.3 品牌形象之構面 17
2.3 流行程度 18
2.3.1 流行之定義 19
2.3.2 流行之相關理論 20
2.3.3 流行程度之構面 22
2.4 購買意願 24
2.4.1 購買意願之定義 24
2.4.2 購買意願之構面 25
第三章 研究方法 28
3.1 研究架構 28
3.2 研究假說 28
3.3 研究變數之定義與衡量 32
3.4 研究設計 33
3.4.1 實驗設計的分組 33
3.4.2 實驗程序 35
3.4.3 研究產品 36
3.4.4 第一次前測之研究設計 36
3.4.5 第二次前測之研究設計 38
3.4.6 正式問卷設計 41
3.5.6 調查對象 42
3.5.7 正式問卷之進行流程 42
第四章 資料分析 44
4.1 第一次前測結果之分析 45
4.1.1 第一次前測之預試 45
4.1.2 第一次前測之敘述統計 46
4.1.2 第一次前測之t檢定 47
4.2 第二次前測結果之分析 47
4.2.1 第二次前測之預試 48
4.2.2 第二次前測之敘述統計 50
4.2.3 第二次前測之t檢定 51
4.3 正式問卷結果之分析 52
4.4 信效度分析 54
4.5 假說檢定 55
4.5.1 製造來源國技術水準與購買意願的關係 55
4.5.2 品牌形象與購買意願的關係 56
4.5.3 製造來源國技術水準與品牌形象對購買意願的關係 56
4.5.4 流行程度對製造來源國技術水準、品牌形象與購買意願之關係 57
4.6研究假說驗證之結果 61
第五章 結論與建議 62
5.1 研究結論 62
5.2 管理意涵 64
5.3 研究貢獻 66
5.4 研究限制 67
5.5 未來研究建議 68
參考文獻 69
一、英文部分 69
二、中文部分 74
三、其他 75
附錄一 流行程度之問卷 76
附錄二 製造來源國技術水準與品牌形象之問卷 81

圖　目　錄

圖1-1 2004年全球品牌調查 4
圖1-2 研究流程 7
圖3-1 研究架構 28
圖3-2 本研究之實驗程序 35
圖4-1 流行程度與品牌形象對購買意願影響之交互作用圖 59

表　目　錄

表2-1 來源國形象之定義彙總表 10
表2-2 Martin and Eroglu的來源國形象之衡量項目 12
表2-3 來源國形象之構面彙總表 13
表2-4 品牌形象之定義彙總表 16
表2-5 品牌形象之構面彙總表 18
表2-6 流行之定義彙總表 20
表2-7 流行程度之構面彙總表 24
表2-8 購買意願尺度之彙總表 26
表3-1 本研究假說之彙總表 31
表3-2 各變數操作性定義與構面之彙總表 32
表3-3 本研究之因子設計 33
表3-4 本研究之實驗組 34
表3-5 第一次前測之問卷問項內容與衡量 37
表3-6 第二次前測之問卷問項內容與衡量 39
表3-7 修正後的第二次前測之問卷問項內容與衡量 40
表3-8 正式問卷的問項內容與衡量 41
表4-1 流行程度構面之Cronbach’s α值 45
表4-2 不同流行程度產品之分組情形 46
表4-3 不同流行程度產品之t檢定 47
表4-4 製造來源國技術水準構面之Cronbach’s α值 48
表4-5 品牌形象構面之Cronbach’s α值 49
表4-6 修正後的製造來源國技術水準構面之Cronbach’s α值 50
表4-7 不同製造來源國技術水準之分組情形 50
表4-8 不同品牌形象之分組情形 51
表4-9 不同製造來源國之t檢定 51
表4-10 不同品牌形象的品牌之t檢定 52
表4-11 本研究各實驗組之平均數與標準差 53
表4-12 本研究各實驗組的人口統計變數之敘述統計 54
表4-13 本研究依變數購買意願構面之Cronbach’s α值 55
表4-14 各變數對購買意願之變異數分析 56
表4-15 流行程度在不同品牌形象對購買意願影響之主要效果 58
表4-16 品牌形象在不同流行程度對購買意願影響之主要效果 58
表4-17 本研究對研究假說驗證結果之彙總表 61

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二、中文部分
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5.林益生，全球MP3 Player市場分析，臺北：工研院IEK中心，民國91年。
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9.徐美瑜，「影響消費者創新產品採用之因素研究－以iPod音樂隨身聽為例」，朝陽科技大學企業管理系碩士論文，民國95年6月。
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15.陳筱黠、郭婷瑋譯，Jeffrey S. Young, William L. Simon著， i狂人賈伯斯，臺北：臉譜出版，民國94年。
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21.潘靜中，「流行資訊的形成與影響」，輔仁大學織品服裝研究所碩士論文，民國90年7月。
22.蔡嘉元，「數位隨身聽」，產業調查與技術季刊，第152期，民國94年3月，頁58-71。
23.盧葦蓁，「透過品牌要素、廣告代言人形成品牌態度之研究－以少淑女流行服飾業為例」，銘傳大學管理科學研究所碩士論文，民國92年6月。
24.謝宗林、李華夏譯，Adam Smith著，國富論，臺北：先覺出版社，民國89年。
25.鍾俊元， MP3對音樂消費產業之衝擊，臺北：工研院IEK中心，民國89年。


三、其他
1.brandchannel網站 (http://www.brandchannel.com/)
2.蕃薯藤網路調查 (http://survey.yam.com/)
3.蘋果台灣分公司網站 (http://www.apple.com.tw/)