臺灣博碩士論文加值系統

本研究目的主要在探討來源國形象與消費者仇視對消費者的產品屬性認知、品牌偏好、購買意願的影響，以及探討消費者的產品知識與涉入程度，對來源國效應可能造成的干擾效果。本研究方法採用實驗設計法，主要以SPSS、AMOS統計軟體進行分析。最後研究結果顯示來源國形象對產品屬性認知、品牌偏好、購買意願有正向影響，仇視對產品屬性認知呈正向影響，進一步分析發現有仇視的國家中僅韓國呈現顯著正向影響，表示年輕族群深受韓流文化的影響，會以品牌來源國的整體形象和觀感，而對產品屬性產生整體性的評價；仇視對品牌偏好亦呈正向影響，表示年輕族群即使仇視某國家，對於品牌喜愛程度不減反增；而消費者仇視對購買意願則呈現負向影響不顯著。
再者，研究顯示不論消費者的知識涉入程度高低，產品屬性認知皆會對品牌偏好產生影響，其大於來源國形象和仇視的影響；而品牌偏好亦會對購買意願產生影響，且較來源國形象和仇視的影響大。另一方面，對於高知識高涉入消費者而言，來源國形象對產品屬性認知、品牌偏好、購買意願的影響，較消費者仇視大；對於低知識低涉入消費者來說，來源國形象對產品屬性認知的影響較消費者仇視大；而對品牌偏好、購買意願的影響較消費者仇視小。

This research primary objective is the effects of country of origin image and consumer animosity on product attribute cognition, brand preference, and purchase intention, and the other objective is the moderator effect of consumer’s product knowledge and involvement on country of origin effect. This study regards experiment design method as research method ,and uses SPSS and AMOS statistic software to analyze data. Finally, the results show that country of origin image will positively impact on cognition, attitude, and behavior intention. In addition, animosity will positively impact on cognition, so further analyze data and find animosity positively impact on cognition only in Korea. It represents that young people are impacted by Korea fashionable culture, and they use whole country image and feelings to evaluate product attributes. Animosity will positively impact on brand preference,it represents that although young people hate the country, brand preference level is not shortened but rise, and besides animosity will no impact on purchase intention.
On the other hand, the results show that no matter consumer's knowledge and involvement is high or low, product attributes cognition will impact on brand preference, and preference will impact on purchase intention. Besides, cognition will big impact on brand preference than country of origin image and animosity, and brand preference will big impact on purchase intention than country of origin image and animosity. Additionally, for high knowledge and involvement consumers, country of origin will big impact on cognition, brand preference and purchase intention than animosity. For low knowledge and involvement consumers, country of origin will big impact on cognition than animosity ,and small impact on brand preference and purchase intention than animosity .

中文摘要................................................................................................................................ i
Abstract ................................................................................................................................. ii
謝誌......................................................................................................................................iii
目錄...................................................................................................................................... iv
表目錄................................................................................................................................... v
圖目錄................................................................................................................................. vii
第壹章 緒論 ....................................................................................................................... 1
第一節 研究背景及動機 ................................................................................................ 1
第二節 研究目的............................................................................................................ 3
第三節 研究範圍............................................................................................................ 3
第四節 研究流程............................................................................................................ 4
第貳章 文獻探討................................................................................................................ 5
第一節 來源國形象........................................................................................................ 5
第二節 消費者仇視........................................................................................................ 8
第三節 消費者態度...................................................................................................... 10
第四節 產品屬性認知.................................................................................................. 11
第五節 品牌偏好.......................................................................................................... 12
第六節 購買意願.......................................................................................................... 14
第七節 推敲可能性模式 .............................................................................................. 16
第八節 展望理論.......................................................................................................... 20
第參章 研究方法.............................................................................................................. 22
第一節 研究假說.......................................................................................................... 22
第二節 研究架構.......................................................................................................... 26
第三節 研究設計.......................................................................................................... 26
第四節 變數操作性定義與衡量工具........................................................................... 28
第五節 資料蒐集與抽樣方法 ...................................................................................... 33
第六節 資料分析方法.................................................................................................. 34
第肆章 研究結果.............................................................................................................. 36
第一節 樣本結構.......................................................................................................... 36
第二節 敘述性統計...................................................................................................... 37
第三節 信效度分析...................................................................................................... 39
第四節 假設檢定結果.................................................................................................. 55
第伍章 結論與建議.......................................................................................................... 69
中文參考文獻 ..................................................................................................................... 74
西文參考文獻 ..................................................................................................................... 76
附錄 研究問卷................................................................................................................... 84

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