臺灣博碩士論文加值系統

中國大陸自1978年改革開放以來，經濟發展成長迅速，從1996年起經濟成長率保持在7% - 9%之高度成長，成為全球經濟主要高成長地區，中國大陸由世界工廠正逐漸轉型為世界市場，擁有14億人口，潛在龐大的消費市場已受到全世界行銷業者高度重視。本研究係探討中國大陸東莞地區消費者對不同品牌來源國之來源國產品態度及3C產品購買意願，並將國族主義及價格意識當作干擾變數作進一步探討，其中品牌來源國選定日本、美國、台灣及大陸品牌，3C產品選定手機、數位相機及電腦產品作為研究標的。

本研究實證結果發現：
壹、大陸消費者對不同品牌來源國的來源國產品態度、3C產品購買意願均有顯著差異。
貳、大陸消費者對不同品牌來源國的來源國產品態度、手機及數位相機購買意願，會因消費者國族主義不同而有顯著差異。
參、大陸消費者對不同品牌數位相機及電腦之購買意願，會因價格意識不同而有顯著差異。
肆、大陸消費者對不同品牌來源國的產品態度、手機、數位相機及電腦購買意願，不會因消費者國族主義與價格意識不同而有顯著差異。

Mainland China government has started economic reform since 1978 and the economic development has been advanced dramatically. The economic growth rate has been kept at 7%-9% starting from 1996. Apparently, the Mainland China has become one of the most important emerging countries in the world. It is a trend that China so-called the world factory has been transferring to the world market. With the population of 1.4 billion, China’s potential gigantic consumer market has been focused and noticed by world marketers. The purpose of this study is to seek what Chinese consumers in Dongguan city have different product attitude and purchasing intention to 3C products towards different brand country-of-origin. This study also examines the influencing phenomenon of ethnocentrism and price consciousness. The brand country-of-origin in this study is focused on Japan, USA, Taiwan and China. Cellular phones, digital cameras and personal computers are selected in this study as far as 3C products are concerned.

The findings are as follows:
1. China consumers in the face of different brand country-of-origin products have significant effects on country-of-origin product attitude and purchasing intention to 3C products (cellular phones, digital cameras and personal computers).
2. China consumers in the face of different brand country-of-origin products considering consumer ethnocentrism have significant effects on country-of-origin product attitude and purchasing intention to cellular phones and digital cameras.
3. China consumers in the face of different brand country-of-origin products considering price consciousness have significant effects on purchasing intention to digital cameras and personal computers.
4. China consumers in the face of different brand country-of-origin products considering both consumer ethnocentrism and price consciousness have no significant effects on country-of-origin product attitude and purchasing intention to 3C products.

書名頁.......................................................................................................................................…i
論文口試委員審定書..................................................................................................................ii
授權書.........................................................................................................................................iii
中文提要.....................................................................................................................................iv
英文提要................................................................................................................................…..v
誌謝............................................................................................................................................vii
目錄...........................................................................................................................................viii
表目錄..........................................................................................................................................x
圖目錄...................................................................................................................................….xii

第一章 緒論................................................................................................................................1
第一節 研究背景與動機........................................................................................................1
第二節 研究目的....................................................................................................................3
第三節 研究流程....................................................................................................................4

第二章 文獻探討........................................................................................................................7
第一節 來源國效應...........................................................................................……………..7
第二節 消費者國族主義.......................................................................................…………11
第三節 價格意識...................................................................................................…………14
第四節 產品態度.........................................................................................………………..20

第三章 研究方法......................................................................................................................23
第一節 研究架構、研究假設與實驗矩陣.............................................................………..23
第二節 研究變數定義與操作說明.......................................................................................27
第三節 問卷設計與資料蒐集...............................................................................................29
第四節 統計分析方法...........................................................................................................33

第四章 研究結果與分析..........................................................................................................36
第一節 問卷效度與信度.......................................................................................………....36
第二節 樣本資料分析.......................................................................................……………37
第三節 消費者對不同品牌來源國的產品態度及3C產品購買意願之影響假設檢定….40
第四節 消費者對不同品牌來源國的產品態度及3C產品購買意願會因國族主義不
同之假設檢定...........................................................................................................46
第五節 消費者對不同品牌來源國的產品態度及3C產品購買意願會因國族主義不
同之假設檢定...........................................................................................................56
第六節 消費者對不同品牌來源國的產品態度及3C產品購買意願會因國族主義與價格意識不同之假設檢..................................................................….............................66
第七節 分析結果整理...........................................................................................................81

第五章 研究結論與建議..........................................................................................................83
第一節 研究結論與討論........................................…………...............................................83
第二節 研究建議...................................................................................................................86
第三節 研究限制與後續研究建議.......................................................................................88

參考文獻
中文部份..................................................................................................................................90
英文部分..................................................................................................................................91

附錄
附錄一︰日本品牌來源國問卷..............................................................................................96
附錄二︰美國品牌來源國問卷..............................................................................................99
附錄三︰台灣品牌來源國問卷............................................................................................102
附錄四︰大陸品牌來源國問卷............................................................................................105


表目錄
表 1-1 本研究之研究重點背景範圍一覽表...........................................................................6
表 2-1 台灣地區研究消費者國族主義一覽表.....................................................................13
表 3-1 本研究之實驗矩陣.....................................................................................................27
表 3-2 消費者國族主義傾向問卷(CETSCALE)題項..........................................................30
表 3-3 價格意識問卷題項.....................................................................................................31
表 3-4 不同品牌來源國之產品態度問卷題項.....................................................................32
表 3-5 不同品牌來源國之3C產品購買意願題項...............................................................32
表 3-6 Cronbach’s alpha值判斷原則.....................................................................................34
表 4-1 本研究之Cronbach’s α 值..........................................................................................36
表 4-2 受試者樣本結構表.....................................................................................................38
表 4-3 三因子變異數項目表.................................................................................................39
表 4-4 不同品牌來源國對來源國產品態度與手機、數位相機、電腦購買意願之平
均數及標準差..............................................................................................................41
表 4-5 不同品牌來源國對來源國產品態度與手機、數位相機、電腦購買意願有無
差異的ANOVA比較..................................................................................................42
表 4-6 LSD法進行兩兩比較分析..........................................................................................43
表 4-7 品牌來源國與國族主義對來源國產品態度之平均數及標準差.............................47
表 4-8 來源國產品態度的品牌來源國 x 國族主義二因子ANOVA分析表.....................48
表 4-9 品牌來源國和國族主義對手機購買意願之平均數及標準差.................................49
表 4-10 手機購買意願的品牌來源國 x 國族主義二因子ANOVA分析表.........................50
表 4-11 品牌來源國和國族主義對數位相機購買意願之平均數及標準差.........................51
表 4-12 數位相機購買意願的品牌來源國 x 國族主義二因子ANOVA分析表...............52
表 4-13 品牌來源國和國族主義對電腦購買意願之平均數及標準差.................................53
表 4-14 電腦購買意願的品牌來源國 x 國族主義二因子ANOVA分析表.......................54
表 4-15 品牌來源國和價格意識對來源國產品態度之平均數及標準差.............................57
表 4-16 來源國產品態度的品牌來源國 x 價格意識二因子ANOVA分析表.....................58
表 4-17 品牌來源國和價格意識對手機購買意願之平均數及標準差.................................59
表 4-18 手機購買意願的品牌來源國 x 價格意識二因子ANOVA分析表.........................60
表 4-19 品牌來源國和價格意識對數位相機購買意願之平均數及標準差.........................61
表 4-20 數位相機購買意願的品牌來源國 x 價格意識二因子ANOVA分析表.................62
表 4-21 品牌來源國和價格意識對數位相機購買意願之平均數及標準差.........................63
表 4-22 電腦購買意願的品牌來源國 x 價格意識二因子ANOVA分析表表...................64
表 4-23 品牌來源國、國族主義、價格意識對來源國產品態度之平均數及標準差............67
表 4-24 品牌來源國、國族主義、價格意識對來源國產品態度之三因子變異數分析…...69
表 4-25 品牌來源國、國族主義、價格意識對手機購買意願之平均數及標準差..............70
表 4-26 品牌來源國、國族主義、價格意識對手機購買意願之三因子變異數分析..........72
表 4-27 品牌來源國、國族主義、價格意識對數位相機購買意願之平均數及標準差…..74
表 4-28 品牌來源國、國族主義、價格意識對數位相機購買意願之三因子變異數分析.... 76
表 4-29 品牌來源國、國族主義、價格意識對電腦購買意願之平均數及標準差.............77
表 4-30 品牌來源國、國族主義、價格意識對電腦購買意願之三因子變異數分析..........79
表 4-31 假設檢驗分析結果.....................................................................................................81


圖目錄
圖 1-1 2001-2005年中國大陸國內生產總值(GDP)一覽表..................................................2
圖 1-2 兩岸貿易金額估算.......................................................................................................3
圖 1-3 本研究之研究流程彙整表...........................................................................................5
圖 2-1 消費者之內部價格標準.............................................................................................16
圖 2-2 態度與購買行為之關係.............................................................................................21
圖 2-3 品牌忠誠為相對態度與購買行為之函數.................................................................22
圖 3-1 研究架構圖.................................................................................................................23
圖 4-1 不同品牌來源國產品對來源國產品態度及手機、數位相機、電腦之購買
意願關係圖..................................................................................................................42
圖 4-2 品牌來源國與國族主義對來源國產品態度之交互作用圖.....................................47
圖 4-3 品牌來源國和國族主義對手機購買意願之交互作用圖.........................................49
圖 4-4 品牌來源國和國族主義對數位相機購買意願之交互作用圖.................................51
圖 4-5 品牌來源國與國族主義對電腦購買意願之交互作用圖.........................................53
圖 4-6 品牌來源國和價格意識對來源國產品態度之關係圖.............................................57
圖 4-7 品牌來源國和價格意識對手機購買意願之關係圖.................................................59
圖 4-8 品牌來源國和價格意識對數位相機購買意願之關係圖.........................................61
圖 4-9 品牌來源國和價格意識對電腦購買意願之關係圖.................................................63
圖 4-10 高國族主義下，品牌來源國和價格意識對來源國產品態度關係圖......................68
圖 4-11 低國族主義下，品牌來源國和價格意識對來源國產品態度關係圖......................68
圖 4-12 高國族主義下，品牌來源國和價格意識對手機購買意願關係圖..........................71
圖 4-13 低國族主義下，品牌來源國和價格意識對手機購買意願關係圖..........................72
圖 4-14 高國族主義下，品牌來源國和價格意識對數位相機購買意願關係圖..................75
圖 4-15 低國族主義下，品牌來源國和價格意識對數位相機購買意願關係圖..................75
圖 4-16 高國族主義下，品牌來源國和價格意識對電腦購買意願關係圖...........................78
圖 4-17 低國族主義下，品牌來源國和價格意識對電腦購買意願關係圖...........................78

中文書目
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2.行政院文化建設委員會計畫，「展覽類節目消費者付費意願之分析，以王者之王—拿破崙文物展為例」
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6.周世玉、陳麒文 (2003)，「消費者關於產品搭售態度、主觀規範、知覺價值對購買意願之研究」，提昇臺灣執行力學術研討會，國立中央大學企管系
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15.謝文雀編譯 (2001)，《消費者行為》，台北：華泰，二版，(原著：R. D. Blackwell, P. W. Miniard and J. F. Engel, (2001), “Consumer behavior”)
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