臺灣博碩士論文加值系統

本研究採用計畫行愛美是女人的天性，後天的保養絕對是為美麗增值的一大法寶，保養品產業是美產業。在現在國民水準的提升下，功能性品牌形象會隨著提升，自己的社會地位或的認同或提高，而去選擇保養品知名度較高的品牌，但知名品牌保養品為了減省成本，多數已經不在原來的國家生產，所以消費者所購買的產品往往是雙國產品或多國（混合）產品，因此是否現在消費者對製造來源國形象的購買因素會隨著對於產品知識或品牌知識的高低而產生不同影響。在以往的研究裡，本研究主要以製造來源國對購買意願的影響為主軸，自變數為製造來源國，購買意願為應變數，產品知識和品牌知識為中介變數，探討消費者受產品知識和品牌知識效應影響多大，使得製造來源國效應的影響程度產生變化。來了解消費者在購買產品時參考的來源國效應，來發現消費者的需求，並且提升公司在市場上的行銷策略，及提高市場競爭力。
本研究採取簡單雖機抽樣，以台南應用科技大學、高雄三民家商的美容科學生與社會人士為研究對象，進行抽樣調查，且使用廣告ＤＭ為受測來源，台灣、日本、韓國為設來源國，去探討產品知識或品牌知識對製造來源國的購買意願是否影顯著影響。

In this study, using the beauty of the project line is a woman''s nature, acquired care is definitely a magic weapon for the value-added beauty, skin care products industry is the United States industry. Under the current national standard, the functional brand image will choose the brand with higher reputation as the promotion, social status, or recognition or improvement. However, in order to reduce the cost, most of the well-known brand skin care products have been Therefore, whether the product purchased by the consumer is often a two-country product or a multi-country (mixed) product, whether the purchase factor of the consumer''s image of the country of origin now increases with the knowledge of the product or the brand And have different effects. In previous researches, this study mainly focused on the influence of country of origin on purchase intention. The independent variables were manufacturing country of origin, purchasing willingness as strain, product knowledge and brand knowledge as mediating variables, How much influence the brand knowledge effect makes the impact of manufacturing country of origin effect changes. To understand the country of origin effect that consumers refer to when purchasing products to discover the needs of consumers and to enhance the company''s marketing strategy in the market and to enhance its market competitiveness.
In this study, a simple sample survey was conducted to investigate the beauty science students and public figures in Tainan University of Applied Sciences, Kaohsiung Sanmin, and their families. Samples were collected using DM as the source of testing, with Taiwan, Japan and Korea as sources To explore whether the product knowledge or brand knowledge has a significant impact on the purchase intention of the country of origin.

第一章 緒論..........................................................1
第一節 研究背景與動機.........................................1
第二節 研究目的...............................................2
第三節 研究流程...............................................4
第二章 文獻探討....................................... ..............5
第一節 來源國之國家型之國家形象...............................5
第二節 消費者購買意願.........................................12
第三節 產品類別...............................................18
第四節 保養品的定義...........................................19
第五節 產品知識...............................................20
第六節 各變數之間關係.........................................21
第三章 研究方法......................................................25
第一節 研究架構...............................................25
第二節 研究設計...............................................26
第三節 研究假設...............................................27
第四節 問卷設計與發放對象.....................................29
第五節 資料分析方法...........................................31
第四章 實證結果分析..................................................34
第一節 描述性統計分析.........................................34
第二節 信度與項目分析.........................................36
第三節 假說驗證...............................................42
第五章 研究結論與建議................................................47
第一節 研究結論...............................................47
第二節 研究討論...............................................47
第三節 理論貢獻...............................................48
第四節 研究限制與未來研究方向.................................50
參考文獻.............................................................51
中文文獻 ............................................................51
英文文獻.............................................................52
附錄.................................................................54

Ahmed, S. A. and A. d'' Astous (1996), ”Country-of-Origin and Brand Effects: AMulti-Dimensional and Multi-Attribute study”. Journal of International Consumer

Alab, J. W. & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454

Brucks, M.“The Effects of Product Class Knowledge on Information Search Behavior,”Journal of Consumer Research, 1985, Vol. 12, pp. 1-16.

Bilkey，1982 Sleenkamp, 1990 Verlegh and Sleenkamp, 1999 Pelerson and Joliberl, 1995

Chao, Paul (1993), "Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product," Journal of International Business Studies, Vol. 24 (2), 291-306. DOI: 10.1057/palgrave.jibs.8490851

Darling，1981 Bilkey and Nes, 1982 : Erickson el al., 1984 :Parameswaran and Yaprak, 1987 Han and Teprpslra，1988 : Roth and Romeo

Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.

Han, C. M. and Terpstra, Vern, (1988),”Country-of-Origin Effects for Uni-National
and Bi-National Products”, Journal of International Business Studies, 19(2), pp235-255.

Han, C.M.and Terpstra,Vern,(1988),”Country-of-Origin Effects for Uni-Nationaland Bi-National Products”, Journal of International Business Studies, 19(2), pp.235-255.

Kotler, P. and Keller, K. L.(2006), “ Marketing Management”, Upper Saddle River, NJ: Prentice Hall, Twelfth Edition

Lanz, Garold and Loeb, Sandra (1996), “Country of Origin and Ethnocentrism: anAnalysis of Canadian and American Preferences Using Social Identity Theory”, Advances in Consumer Research , 23, pp.374-378.

Marketing, 9(2), pp.93-115. DOI: 10.1300/J046v09n02_05
Narasimhan, Srinivasan, Subhash C. Jain, and Kiranjit Sikand (2004), “An Experimental Study of Two Dimensions of Country of Origin (Manufacturing Country and Branding Country) Using Intrinsic and Extrinsic Cues,” International Business Review, 13(1),pp. 65-82. DOI: 10.1016/j.ibusrev.2003.05.004

Nagashima, A. (1970), “A compassion of Japanese and U.S. attitudes toward foreign
products”, Journal of Marketing, 34(1), pp.68-74. DOI: 10.2307/1250298

Schooler, R. D. (1965, December). Product bias in central American common market.
Journal of Marketing Research, 3, 394-397.

Verlegh, P. W. J. and Steenkamp, J. E. M.（1999）,”A Review and Meta-Analysis of
Country-of-Origin Research”, Journal of Economic Psychology, 20, pp. 521-546. DOI:
10.1016/S0167-4870(99)00023-9

Peterson, R. A. and Jolibert, A. J. P. ( 1995 ),A Meta-Analysis 0 1'' Country-of-Original Effects, Journal ofI nternational Business Studies, 26 ( 4 ) , pp.883-900

Roth, M. S. and Romeo, J. B.（1992）,”Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects”, Journal of International Business Studies, 23(3), pp.477-497. DOI: 10.1057/palgrave.jibs.
8490276