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研究生:呂冠穎
研究生(外文):Kuan-Ying Lu
論文名稱:品牌來源國與製造來源國對消費者產品評價之影響—產品類別與購買情境之干擾效果之探討
論文名稱(外文):THE EFFECTS OF COUNTRY OF BRAND AND COUNTRY OF MANUFACTURE ON PRODUCT EVALUATIONS –THE MODERATING ROLE OF PRODUCT TYPE AND PURCHASE SITUATION
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-Chuan Pan
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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
論文頁數:146
中文關鍵詞:購買情境品牌來源國製造來源國產品類別
外文關鍵詞:country of brandcountry of manufactureproduct typepurchase situation
相關次數:
  • 被引用被引用:5
  • 點閱點閱:258
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著近年來企業國際化的變遷,使得各國間經濟國界更加模糊。隨著世界各國經濟整合的程度越來越高,全球貿易的往來也越趨頻繁,企業可藉由在其他國家設廠製造,而取得更便宜的工資與更低廉的稅制,以達到其成本優勢。受到專業分工及全球化的影響下,產品的生產及行銷活動改變,使得混血產品(hybrid products)的現象增加,消費者有越來越多的機會面臨到品牌來源國與製造來源國不同的產品。
在產品或服務在資訊不對稱的狀況下,可以分為搜尋品、經驗品、信任品。在面對不同種類的產品與購買情境,消費者可能需藉由來源國資訊來幫助其進行產品評價。因此,基於上述動機,本研究將產品類別與購買情境,納為研究品牌來源國與製造來源國對於消費者產品評價之影響的干擾變數。
The rapid changes and internationalization of companies over the recent years have blurred the economic boundaries among countries. With the increasing economic integration of different countries, international trade has become increasingly frequent. Companies are able to obtain cheaper labor and pay lower taxes by setting up factories overseas, in order to enjoy cost advantages. Globalization and the division of labor have been driving the changes of production and marketing campaigns. As more and more hybrid products come to markets, consumers see more and more products whose country of brand and country of manufacture are different. Therefore, country of origin effect is one of the most widely discussed topics in international marketing. Products or services can be divided into search, experience, and credence goods/services. When faced with different product type and purchase situation, consumers may need to rely on information from the country of origin to evaluate products. Therefore, this study sets product type and purchase situation as the moderating variables in the study of effects on country of brand and country of manufacture on the product evaluations from consumers.
第一章 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 研究流程4
第二章 文獻探討5
第一節 來源國的定義5
第二節 產品類別之文獻探討9
第三節 購買情境文獻探討12
第三章 研究方法16
第一節 研究架構16
第二節 研究假設17
第三節 研究變數操作性定義與衡量18
第四節 研究設計19
第四章 實驗分析23
第一節 問卷回收23
第二節 敘述統計彙整23
第三節 信度分析25
第四節 變異數同質性分析25
第五節 變異數分析26
第五章 結論與建議32
第一節 研究結論32
第二節 行銷實務上的意涵33
第三節 研究限制34
第四節 未來研究建議34
參考文獻35
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