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研究生:陳昭宏
研究生(外文):Chao-Hung Chen
論文名稱:品牌來源國與製造來源國對消費者購買意願影響之研究
論文名稱(外文):A Study on Impact of Country of Original and Country of Manufacture on Consumers’Purchasing Intention
指導教授:許文宗許文宗引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:82
中文關鍵詞:品牌來源國產品知識涉入程度製造來源國
外文關鍵詞:country of manufacturecountry of originalproduct knowledgeproduct involvement
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中文摘要
隨著全球化的浪潮,國際貿易越發繁盛,消費者較以往有更多機會也更容易接觸到雙國產品(binational products)或多國(混合)產品(multinational products)。因此,有必要瞭解解品牌來源國與製造來源國對消費者購買意願的影響,以供企業安排最有效的行銷╱生產策略,強化競爭優勢。
本研究著眼於品牌來源國與製造來源國對消費者購買意願的影響,主要的研究問題及目的在於探討消費者受品牌來源國與製造來源國何者影響為大,其次探討不同的產品涉入程度與產品知識的多寡,是否會產生干擾,使得品牌來源國效果與製造來源國效果的影響程度產生變化。
研究方法為便利抽樣之問卷調查,以電視機及茶飲料為受測產品,台灣、日本為品牌來源國檢測對象;台灣、大陸為製造來源國檢測對象,選擇台灣北部地區的一般消費者為受測母體,並用SPSS 11.0為本研究的統計分析工具。研究結果如下所述:
1. 消費者無論涉入程度高低亦或產品知識多寡,其對台灣品牌台灣製造產品的購買意願明顯大於日本品牌大陸製造產品,顯示了消費者購買意願受到製造來源國形象的影響大於品牌來源國形象。
2. 產品涉入程度與產品知識的干擾效果在品牌來源國效果對消費者購買意願的影響上並不顯著。
3. 消費者在購買不同的產品時,其購買意願受製造來源國訊息的影響,可能會因涉入程度與產品知識的提高而更在意產品的製造來源國。
Abstract
With the trend of globalization and the rapid development of inter- national commerce, consumers are easier to buy binational products or multinational products. For companies, it’s important to understand the impact of country of original and country of manufacture on consumers’ purchasing intention to make the best marketing and product strategies that occupy great market shares.
The study is focus on the impact of country of original and country of manufacture on consumers’ purchasing intention, would like to find what’s the relationship between country of original / country of manufacture and consumers’ purchasing intention and product involvement or product knowledge affects the relationship or not.
By conducting a convenience sampling survey among consumers who lives in north of Taiwan, the study selected television and tea as target products and Taiwan and Japan as target of country of original and Taiwan and China as target of country of manufacture. The summaries of salient findings are following:

1. Regardless of product involvement or product knowledge, consumers’ purchasing intension of the products which are Taiwan brand and manufactured in Taiwan is more than the purchasing intension of the products which are Japan brand and manufactured in China. It means that country of manufacture is more influential than country of original on consumers’ purchasing intention.
2. The influence of product involvement and product knowledge on the relationship between country of original and consumers’ purchasing intention is not salient.
3. In some cases, if consumers are high product involvement or knowledgeable, they will more care about the country of manufacture of the products.
目 錄
誌謝……………………………………………………………I
中文摘要………………………………………………………II
英文摘要………………………………………………………III
目錄……………………………………………………………IV
表目錄…………………………………………………………VI
圖目錄…………………………………………………………VII

第壹章 緒論…………………………………………………1
第一節 研究背景與動機……………………………………………...1
第二節 研究問題與目的……………………………………………...3
第三節 研究範圍及步驟……………………………………………...4
第貳章 文獻探討……………………………………………6
第一節 消費者購買行為……………………………………………...6
第二節 來源國形象…………………………………………………...11
第三節 產品涉入程度………………………………………………...22
第四節 產品知識……………………………………………………...26
第參章 研究方法……………………………………………27
第一節 研究架構……………………………………………………...27
第二節 研究假設……………………………………………………...28
第三節 變數之操作型定義…………………………………………...30
第四節 問卷設計……………………………………………………...32
第五節 資料分析工具………………………………………………...34
第肆章 資料分析與研究發現………………………………35
第一節 樣本敍述性統計分析………………………………………...35
第二節 問卷之效度與信度…………………………………………...38
第三節 假設驗證……………………………………………………...41
第四節 研究發現與討論……………………………………………...51

第伍章 結論與建議…………………………………………54
第一節 研究結論……………………………………………………...54
第二節 研究貢獻與管理意涵………………………………………...57
第三節 研究限制……………………………………………………...60
第四節 後結研究建議………………………………………………...61

參考文獻………………………………………………………62
中文參考文獻.…………………………………………………………..62
英文參考文獻.…………………………………………………………..63

附錄:問卷……………………………………………………68


表 目 錄
表1-1研究範圍…...………………………………………………………….4
表2-1品牌與來源國搭配矩陣………………………………………………13
表3-1產品涉入程度Scheffe多重事後檢定..………………………………32
表3-2本研究問卷項目………………………………………………………33
表4-1樣本之敍述性統計分析………………………………………………37
表4-2電視機之因素分析……………………………………………………38
表4-3茶飲料之因素分析……………………………………………………39
表4-4電視機與茶飲料的信度分析…………………………………………40
表4-5假設一驗證結果………………………………………………………41
表4-6電視機產品假設二驗證結果…………………………………………42
表4-7茶飲料產品假設二驗證結果…………………………………………43
表4-8涉入程度品牌來源國購買意願平均數差異…………………………43
表4-9電視機產品假設三驗證結果…………………………………………44
表4-10茶飲料產品假設三驗證結果..………………………………………44
表4-11涉入程度製造來源國購買意願平均數差異……………..…………44
表4-12電視機產品假設四、五驗證結果..…………………………………45
表4-13茶飲料產品假設四、五驗證結果…..………………………………45
表4-14電視機產品假設六驗證結果..………………………………………47
表4-15茶飲料產品假設六驗證結果..………………………………………47
表4-16產品知識品牌來源國購買意願平均數差異……………..…………47
表4-17電視機產品假設七驗證結果..………………………………………48
表4-18茶飲料產品假設七驗證結果..………………………………………48
表4-19產品知識製造來源國購買意願平均數差異……………..…………49
表4-20電視機產品假設八、九驗證結果..…………………………………50
表4-21茶飲料產品假設八、九驗證結果…..………………………………50
表4-22研究假設驗證彙總………………..…………………………………53

圖 目 錄
圖1-1本研究之步驟.………………………………………………………...5
圖2-1購買者行為模式.……………………………………………………...7
圖2-2交易效用理論.………………………………………………………...9
圖2-3方案評估與購買決策關係.…………………………………………...10
圖2-4形象對態度與信念間的影響.………………………………………...14
圖2-5暈輪效果………………….…………………………………………...15
圖2-6彙總效果………………….…………………………………………...16
圖2-7影響國家刻版印象之因素.…………………………………………...18
圖3-1研究架構圖….………………………………………………………...27
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