臺灣博碩士論文加值系統

在全球化的趨勢下最顯著的變化之一是創造混合產品(Terpstra，1983)。消費者行為中有關國際行銷因素成為重要的一環。本研究基於既有文獻之基礎及推理，以手機產業為實證對象，探討消費者涉入程度對產品來源國與消費者價格敏感度之干擾效果。
在正式問卷的設計上，是採組間設計(between group)方式。亦即，每一位受訪者僅會看到一種品牌來源國、製造來源國與價格水準的組合。由於品牌來源國、製造來源國與價格各有兩個水準(levels)，三個因子的組合共有八種問卷。以德霖技術學院及建國技術學院之進修部的在職學生為抽樣對象。本研究共發出400份問卷，總計回收399份問卷，其中扣除漏答嚴重及答案有明顯矛盾者有79份，實際回收之有效問卷共有320份，有效回收率為80﹪。
研究結果顯示，品牌來源國與製造來源國消費者涉入均與消費者價格敏感度呈現顯著之負相關。消費者涉入程度愈高，愈無法降低品牌來源國形象與消費者價格敏感度之關係。最後根據研究之發現，探討其管理之意涵與未來研究建議。

ABSTRACT
One of the most significant changes accompanying the globalization of production is the creation of hybrid products (Terpstra, 1983). It is an important factor to be on sale throughout the factor city about world the consumer behaviour. The study is attempted to found of the Moderating Effect of Consumer involvement on the Relationship Between Country-of-Origin and Price Sensitivity in the mobile phone market. On the basis of existing literature and logical inference to establish the research hypotheses. The study used between group survey, separate the country of origin image into country of brand image and the country of designing image and two price level. It used convenient sampling to collect 400 questionnaires from the students in De Lin Institute of Technology and Chienkuo Technology University. There are 399questionnaires were returned, of which 320 questionnaires were valid. The response rate is 80%.
The results show that country of brand image and country of designing image were sig-nificant related to consumers' price sensitivity and the high personal involvement , it is the more unable to reduce the country's image of source of brands and relation of consumers' price sensitivity apparently, these hypotheses were supported by the empirical data. Finally, in terms of the research results discuss the management implication and suggest directions of further research.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 4
　　第三節　　觀念性架構．．．．．．．．．．．．．． 7
　　第四節　　研究之重要性．．．．．．．．．．．．． 8
　　第五節　　研究範圍與限制．．．．．．．．．．．． 10
第二章　　文獻回顧與研究假設．．．．．．．．．．．． 11
　　第一節　　消費者價格敏感度．．．．．．．．．．． 11
　　第二節　　來源國形象．．．．．．．．．．．．．． 22
　　第三節　　涉入程度．．．．．．．．．．．．．．． 40
　　第四節　　研究假設．．．．．．．．．．．．．．． 46
第三章　　研究方法．．．．．．．．．．．．．．．．． 49
　　第一節　　抽樣設計．．．．．．．．．．．．．．． 49
　　第二節　　變數操作型定義與問卷結構．．．．．．． 50
　　第三節　　資料來源及收集方法．．．．．．．．．． 58
　　第四節　　統計方法與分析架構．．．．．．．．．． 61
第四章　　資料分析與結果．．．．．．．．．．．．．． 64
　　第一節　　樣本結構分析．．．．．．．．．．．．． 64
　　第二節　　假設檢定分析．．．．．．．．．．．．． 73
第五章　　結論與建議．．．．．．．．．．．．．．．． 76
　　第一節　　結論．．．．．．．．．．．．．．．．． 76
　　第二節　　管理意涵．．．．．．．．．．．．．．． 79
　　第三節　　後續研究建議．．．．．．．．．．．．． 80
參考文獻　．．．．．．．．．．．．．．．．．．．．． 82
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 102


表目錄
表 3- 1 品牌來源國之T檢定．．．．．．．．．．．．．． 51
表 3- 2 製造來源國之T檢定．．．．．．．．．．．．．． 52
表 3- 3 問卷中行動電話規格描述．．．．．．．．．．．．53
表 3- 4 問卷回統計表．．．．．．．．．．．．．．．．．59
表 3- 5 有效樣本基本資料分佈統計表．．．．．．．．．．60
表 4- 1 價格敏感度量表之信度分析．．．．．．．．．．．64
表 4- 2 品牌來源國量表之信度分析．．．．．．．．．．．66
表 4- 3 製造來源國量表之信度分析．．．．．．．．．．．67
表 4- 4 產品多樣化認知量表之信度分析．．．．．．．．．68
表 4- 5 價格多樣化認知量表之信度分析．．．．．．．．．69
表 4- 6 消費者涉入程度量表之信度分析．．．．．．．．．69
表 4- 7 各變數之Pearson簡單相關係數表．．．．．．．．72
表 4- 8 價格敏感度之層級回歸分析結果．．．．．．．．．74
表 5- 1 研究假設檢定結果彙總．．．．．．．．．．．．．78



圖目錄
圖 1-1 觀念性架構圖．．．．．．．．．．．．．．．． 7
圖 2-1 月暈效果模式．．．．．．．．．．．．．．．． 37
圖 2-2 構面彙總效果模式．．．．．．．．．．．．．．．38
圖 4-1 統計分析架構圖．．．．．．．．．．．．．．．．63

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