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研究生:陳聖傑
研究生(外文):CHEN SHENG CHIEH
論文名稱:顧客心理價值與顧客知覺對中國製3C商品形象評價之研究-以台灣南部地區3C耗材為例
論文名稱(外文):A Study on the Psychological Value and Perception of Customers towards the Image Evaluation of the 3C Products Made in China –– Taking the 3C Consumption Materials of Southern Taiwan for Example
指導教授:謝俊雄謝俊雄引用關係
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:經營管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:128
中文關鍵詞:製造國效應顧客心理價值品牌知覺關係行銷顧客滿意度顧客信任度顧客忠誠度。
外文關鍵詞:effect of country of origin.customers’ psychological value.brand awarenessrelationship marketing.
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3C連鎖賣場大型化趨勢取代傳統商業模式,國際行銷人員必須了解各國的消費者,在購買決策的過程中會參考一些資訊線索(Information Clues),包括內部線索(設計及功能)、外部線索(價格、品牌)及來源國。因此有些國家產品會受消費者喜愛、有些則否,探究原因,除了價格、品牌、設計及功能之原因外,可能是受到來源國之「國家形象」所影響。在關係行銷(RM)方面Berry(1983)認為在多重服務組織中,藉吸引和維持來加強與顧客關係,吸引是指如何吸引顧客購買(如:低價策略),但這只是在行銷過程中之ㄧ環,維持是指牢牢的抓住顧客以建立長期的忠誠度。品牌的製造國效應之顧客心理價值問題,是3C通路商最忽視的。
本研究即針對這部份進行探索,根據理性行為理論(TRA),將主要研究構面:顧客心理價值、中國製效應、品牌知覺等問題進行抽樣調查,本研究也依文獻資料導出六個研究問題,48題變項進行SPSS資料分析探索,研究對象為有能力購買3C耗材商品的南部地區消費者;調查範圍在台南縣市、高雄縣市、屏東地區;調查場所為各3C賣場及高雄縣市、屏東縣電腦商業同業公會會員門市。問卷發放方式在各3C賣場及門市請消費者當場自由填寫由賣場服務人員負責回收,調查期間為二星期,有效問卷343份。
調查結果顯示有64.5%的顧客不願購買中國製商品,實際市場卻提供80〜100%的中國製商品,顯然中國製效應的顧客心理價值被忽略了,雖然台灣市場相對全球市場規模小,易為以出口導向,習慣大量生產廠商所忽略,但從國民所得與顧客購買力來觀察,台灣卻是一個小利基市場,也是一個容易被忽略的的的藍海。
研究後發現,在競爭激烈的3C市場,零售商為求低價吸引,不斷引進中國製低價商品,卻忽略顧客對中國製效應的負面刻板印象,會移轉對商店的不滿意,雖然中國製的低價吸引力可獲得短期的利益,但卻可能失去顧客長期的忠誠度。
There is a trend that the traditional business model of 3C products is replaced by the large-size 3C chain malls. The international marketing personnel have to understand the consumers of different countries. In the process of making purchasing decisions, they should refer to some information clues, including the internal clues (design and function), external clues (price, brand) and the country of origin of product. Therefore, some products of foreign countries are popular to consumers, but some are not. Besides the reasons of price, brand, design and function, the popularity of product can be affected by the “national image” of the country of origin. In the aspect of relationship marketing (RM), Berry (1983) thinks that in a multiple-service organization, the strengthening of relationship with customers can be done by attraction and maintenance. Attraction refers to the ways to attract customers to buy (e.g. low-price strategy), but this is merely a small part in the process of marketing. Maintenance refers to the close tracking of customers to establish long-term honesty. The customers’ psychological value caused by the effect of the country of origin of a brand is a problem that is neglected by most 3C distributors.

The study focuses on this part to explore the related problems. According to the theory of rational acts, the study makes a random survey of the main research facets, including such issues as customer psychological value, made-in-China effect, brand awareness, and so on. From the literature, the study also induces six research problems and 48 variables to conduct SPSS data analysis and investigation. The research targets are the consumers of Southern Taiwan who are capable to buy the consumption materials and products. The scope of survey covers Tainan County and City, Kaohsiung County and City, and Pingtung area. The investigated places are the different 3C shopping malls, and the sales spots of the members of Pingtun County Computer Association. The questionnaires of the study were distributed in different 3C shopping malls and sales spots. Customers were asked to sign the questionnaires on the spot, and then the people working for the sales spots were responsible for collection. The period of survey lasted for two weeks, and there were 343 questionnaires returned.

The research results show that 64.5% of customers are not willing to buy the made-in-China products. However, in reality, 80~100% of the product in the market are made in China. Obviously, the customers’ psychological value in respond to the made-in-China effect has been neglected, especially by the local manufacturers who are used to mass production. In fact, the export-oriented Taiwan market is relatively small in size when compared with the global market. Despite this, as observed from the national income and the purchasing power of customers, Taiwan is a small niche market, as well as a blue sea that can be easily neglected by people.

The study also finds that in the keenly competitive 3C market, retailers continuously import the low-cost made-in-China products to create low-price attraction, but neglects the customers’ negative and stiff impression on the made-in-China effect. The customers’ dissatisfaction would be transferred to the shops. Although the low-price attraction of the made-in-China products can bring short-term profit, it may possibly lead to the loss of long-term honesty of customers.
目 錄
提要……………………………………………………………………………………….….Ⅰ
致謝詞………………………………………………………………………………………. Ⅳ
目錄…………………………………………………………………………………….….…Ⅴ
圖目錄………………………………………………………...……….…...….….... Ⅵ
表目錄………………………………………………………………………………....….VII
第一章 緒論…………………………………………………………………….…..… 01
第一節 研究背景………………………………………………………………..….….01
第二節 研究動機……………………………………………………………….…..….04
第三節 研究目的與章節結構………………………………………………….…..….05
第四節 研究範圍與研究流程…………………………………………………….…...06
第二章 文獻探討………………………………………………………………… ....08
第一節 國家刻板印象與製造國形象……………………………………………..…..11
第二節 顧客心理價值…………………………………………………..………………18
第三節 顧客知覺的品牌態度……………………………………………………..……23
第四節 顧客知覺的關係行銷……………………………………………………..……26
第三章 研究設計…………………………………………………………………………33
第一節 觀念性架構………………………………………………………………...….33
第二節 研究變項……………………………………………………………………..…37
第三節 分析工具與抽樣設計……………………………………………………..……47
第四節 先導測試量表適合度分析………………………………………………..……53
第四章 資料統計分析………………………………………………………….….…..64
第一節 樣本結構及敘述統計分析…..……………………………..………...…….64
第二節 製造國效應對品牌知覺的相互關連程度與方向………………………...…..69
第三節 關係行銷-3C耗材與品牌知覺之差異性............................72
第四節 顧客心理價值對中國製形象之影響……………………………..………...….81
第五節 品牌知覺與顧客心理價值對中國製形象評價之影響…………..………...….84
第五章 研究發現與結論建議……………………………………………………...…….97
第一節 研究發現與結論………………………………………………………….....….97
第二節 策略涵義與建議………………….………………………..………………...107
第三節 研究貢獻與研究限制…………………………………………………..…..…110
第四節 未來研究方向建議…………………………………..…………………..……111
參考文獻………………………………………………………………………………..……112
一、 中文部份………………………………………………………………….………112
二、 英文部分………………………………………………………………………….115
附錄一 前測問卷……………………………………………………………….…………..120
附錄二 正式問卷……………………………………………………………………….…..125
圖目錄
圖1-1 3C通路低價競爭結果關聯圖…………………………………………………...02
圖1-2本研究流程圖…………………………………………………………………..……06
圖2-1 來源國效應………...........................................…08
圖2-2 影響國家刻板印象之因素……………………...…………………………………14
圖2-3 顧客價值體系………………………………………………………………...……22
圖2-4 品牌形象如何驅動品牌價值………………………………...………………....24
圖2-5 3C耗材商品的品牌知覺圖……………………………………………………..….25
圖2-6 知覺過程……………..…………………………………………………………….26
圖2-7 知覺模型圖……………………………………………………………...…………27
圖3-1 製造國形象概念性架構………………………………………..………………….33
圖3-2 研究架構鏈………………………………………………………………………...34
表目錄
表2-1 來源國、設計國、製造國形象的定義……………………………………...……11
表2-2 中國製形象的衡量構面彙整表…………………………………...………………17
表2-3 顧客價值定義……………….……………………………………..………………20
表2-4 品牌知覺相關定義…………..………………………………….…………….….23
表2-5 何謂3C耗材商品…………………………………………………………………...26
表2-6 顧客滿意相關定義………………………………..……………………………….28
表2-7顧客信任相關定義…………………………………………………………….…….30
表2-8 顧客忠誠定義………………………………………………..…………………….31
表3-1 顧客價值的心理價值之衡量問項…………………………………………….….38
表3-2 中國製國際知名品牌的顧客知覺之衡量問項…………..………………….….40
表3-3 中國製台商品牌的顧客知覺之衡量問項………..………………………….….40
表3-4 中國製中國牌的顧客認知覺之衡量問項………………….………………….…41
表3-5 中國製國際知名牌的顧客知覺之衡量問項……………………………………..41
表3-6 中國製台商品牌的顧客知覺之衡量問項…………….……………………….…42
表3-7 中國製中國品牌的顧客知覺之衡量問項…………………………………….….42
表3-8 中國製國際知名牌的顧客知覺之衡量問項…………………………………..…43
表3-9 中國製台商品牌的顧客知覺之衡量問項…………………….…………….……43
表3-10 中國製中國品牌的顧客知覺之衡量問項………………………...…………….44
表3-11 製造國評價之顧客知覺的衡量問項……………………………………………..45
表3-12 品牌評價之顧客知覺的衡量問項……………………………………...……..46
表3-13研究方法與分析工具…………………………………...……….……………..47
表3-14先導設計……………………………………………………….……………..……50
表3-15抽樣設計…………………………….……………………………………….….…51
表3-16先導測試項目分析組別統計量…………………………………….……..……...53
表3-17先導測試獨立樣本檢定……….………………………………………………..….55
表3-18先導測試項目分析結果……………………………………….…….…………..…57
表3-19先導測試因素分析…….………………………………………...……………....58
表3-20 先導測試成分轉軸後………………………………………..……………….….60
表3-21 先導測試成分轉軸後………………………………….…………………….……61
表3-22先導測試信度分析…………………………….……………………………….….62
表4-1背景資料說明………………………………….……………..…………………….64
表4-2 第一部份問卷敘述統計量........................................66
表4-3 第二部份問卷敘述統計量........................................67
表4-4第三部份問卷敘述統計量………………………….…………………..……….…68
表4-5 顧客心理價值與顧客知覺對品牌態度之相關分析表…………...………………70
表4-6 製造國效應-相關分析結果…………………………….……………………..…71
表4-7品牌知覺-消費性電子耗材(滿意度)單因子變異數分析表........……...…72
表4-8品牌知覺-消費性電子耗材(信任度)單因子變異數分析表.……..……..….…73
表4-9品牌知覺-消費性電子耗材(忠誠度)單因子變異數分析表......………….….74
表4-10品牌知覺-通訊耗材(滿意度)單因子變異數分析表………………....…...…75
表4-11品牌知覺-通訊耗材(信任度)單因子變異數分析表………...………….…….76
表4-12品牌知覺-通訊耗材(忠誠度)單因子變異數分析表…………..…….………..77
表4-13品牌知覺-電腦耗材(滿意度)單因子變異數分析表…………….……..………78
表4-14品牌知覺-電腦耗材(信任度)單因子變異數分析表….………………..……..79
表4-15品牌知覺-電腦耗材(忠誠度)單因子變異數分析表…………….…………....80
表4-16同意中國製形象會影響顧客心裡價值檢定……………..……………………..…81
表4-17同意中國製形象會影響顧客對產品評價之檢定………………………….…..….82
表4-18同意國際品牌、台商品牌、中國品牌與製造國關係密切…………………….….83
表4-19層級回歸相關變項表…………………………..………………………..….…….84
表4-20技術水準與品牌知覺回歸分析……..................................85
表4-21技術水準與顧客心理價值回歸分析..................................86
表4-22技術水準與品牌知覺、顧客心理價值回歸分析………………………….…..….87
表4-23技術水準層級回歸分析………………………………………………...…….…..88
表4-24聲譽形象與品牌知覺回歸分析…………………………………………………....89
表4-25聲譽形象與顧客心理價值回歸分析……………………………………...….……90
表4-26聲譽形象與品牌知覺、顧客心理價值回歸分析……………………………......91
表4-27聲譽形象層級回歸分析………………………………………………………..…..92
表4-28價格認知與品牌知覺回歸分析…………………..…….………………………...93
表4-29聲譽形象與顧客心理價值回歸分析…………………………………………..…..94
表4-30聲譽形象與品牌知覺、顧客心理價值回歸分析……………………………...….95
表4-31價格認知層級回歸分析………………………………………………………...….96
表5-1 3C耗材與品牌知覺-關係行銷之差異彙整表……………………….………....100
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