臺灣博碩士論文加值系統

論文提要內容：
本研究主要在探討消費者在品牌形象、製造來源國形象中與產品屬性涉入程度對消費者購買意願的影響，並進一步探討變數間所存在之干擾效果。
本研究採用紙本問卷及電子問卷同時進行發放調查。共計發出300份問卷，回收250份有效問卷。以Pearson相關分析及簡單迴歸分析來探討兩兩變數間之關係，並以階層迴歸分析來探究四個變數間所存在的干擾效果。
經由研究結果顯示，消費者品牌形象對購買意願有顯著的影響；製造來源國形象對購買意願有顯著的影響;產品屬性對購買意願有顯著的影響。另外，干擾效果部份，在消費者品牌形象對消費者購買意願影響關係之間，產品屬性涉入部份產生干擾效果；在製造來源國形象對消費者購買意願影響關係之間，產品屬性涉入亦部分產生干擾效果。最後，本研究根據研究結果，針對管理實務以及後續學術研究方面提出相關建議的說明。


關鍵字：品牌形象(brand image)，製造來源國形象(country of manufacture)，產品屬性(production attributes)，購買意願(purchase intention)。

The purpose of this study is to investigate the brand image, ountry of manufacture with the production attributes on the consumer purchase intention influence and further explore the variables that exist between the effects of interference.
This study used paper and electronic questionnaire at the same time issuing a questionnaire survey. By the findings show that con-sumers will buy the brand image and a significant impact on the purchase of the country of manufacture will have significant impact on the purchase of your involvement will have significant impact. In addition, the effect of the interference, in brand image consumer purchase intention influence relations between the production attributes interfere with effects of involvement in the country of manufacture consumer purchase intention influence relations between the production attributes also does not all involved in moderating effect as well.


Key Words: brand image, country of manufacture, production attributes, purchase intention

內容目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． v
內容目錄 ．．．．．．．．．．．．．．．．．．．．．． vi
表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii
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　　研究流程．．．．．．．．．．．．．．．． 6
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 7
　　第一節　　品牌形象．．．．．．．．．．．．．．．． 7
　　第二節　　製造來源國形象．．．．．．．．．．．．．．．11
　　第三節　　產品屬性．．．．．．．．．．．．．．．．．17
第四節 購買意願．．．．．．．．．．．．．．．． 24
第五節 變數間關係之探討．．．．．．．．．．．． 26
第三章　　研究方法．．．．．．．．．．．．．．．．．． 29
　　第一節　　研究架構．．．．．．．．．．．．．．．． 30
　　第二節　　研究假設．．．．．．．．．．．．．．．． 30
　　第三節　　研究變數之操作型定義與衡量方式．．．．． 32
第四節 研究設計．．．．．．．．．．．．．．．． 47
第五節 資料分析方法．．．．．．．．．．．．．．．．．38
第四章 資料統計方法．．．．．．．．．．．．．．．． 40
第一節 樣本及各變項之敘述性統計分析．．．．．．．40
第二節 問卷信度分析．．．．．．．．．．．．．．．42
第三節 變項間之相關分析．．．．．．．．．．．． 45
第四節 品牌形象、產品屬性與購買意願之迴歸關係． 48
第五節 製造來源國形象、產品屬性與購買意願之迴
歸關係．．．．．．．．．．．．．．．．．57
第六節 假設驗證分析．．．．．．．．．．．．．．．．．．83
第五章 結論與建議．．．．．．．．．．．．．．．．． 84
第一節 研究發現與結論．．．．．．．．．．．．． 84
第二節 理論與實務上之涵義．．．．．．．．．．．．．89
第三節 研究限制．．．．．．．．．．．．．．．． 94
第四節 未來研究建議．．．．．．．．．．．．．．．95
參考文獻 ．．．．．．．．．．．．．．．．．．．．．． 96
附錄A 問卷．．．．．．．．．．．．．．．．．．．． 104

表目錄
表 3- 1 品牌形象之問卷題項．．．．．．．．．．．．．．34
表 3- 2 製造來源國形象之問卷題項．．．．．．．．．．．．．35
表 3- 3 產品屬性之問卷題項．．．．．．．．．．．．．．36
表 4- 1 有效樣本基本特性表．．．．．．．．．．．．．．41
表 4- 2 品牌形象之信度分析．．．．．．．．．．．．．．43
表 4- 3 製造來源國形象之信度分析．．．．．．．．．．．．．．43
表 4- 4 產品屬性之信度分析．．．．．．．．．．．．．．44
表 4- 5 購買意願之信度分析．．．．．．．．．．．．．．44
表 4- 6 品牌形象(新力)、製造來源國形象、產品屬性與消費者購買意願之相關分析．．．．．．．．．．．45
表 4- 7 品牌形象(蘋果)、製造來源國形象、產品屬性與消費者購買意願之相關分析．．．．．．．．．．．． 46
表 4- 8 品牌形象(華碩)、製造來源國形象、產品屬性與消費者購買意願之相關分析．．．．．．．．．．．． 46
表 4- 9 品牌形象對購買意願之簡單迴歸分析(新力)．．．．48
表 4-10 品牌形象、產品屬性對購買意願之層級迴歸分析(新力) ．．．．．．．．．．．．．．．．．．．． 49
表 4-11 品牌形象對購買意願之簡單迴歸分析(蘋果)．．．．51
表 4-12 品牌形象、產品屬性對購買意願之層級迴歸分析(蘋果) ．．．．．．．．．．．．．．．．．．．． 52
表 4-13 品牌形象對購買意願之簡單迴歸分析(華碩) ．．． 54
表 4-14 品牌形象、產品屬性對購買意願之層級迴歸分析(華碩)．．．．．．．．．．．．．．．．．．．．57
表 4-15 製造來源國形象對購買意願之簡單迴歸分析(日本與新力)．．．．．．．．．．．．．．．．．．． 58
表 4-16 製造來源國形象、產品屬性對購買意願之階層迴歸分析(日本與新力)．．．．．．．．．．．．．．．．．．．60
表 4-17 製造來源國形象對購買意願之簡單迴歸分析(日本與蘋果)．．．．．．．．．．．．．．．．．．．61
表 4-18 製造來源國形象、產品屬性對購買意願之階層迴歸
分析(日本與蘋果)．．．．．．．．．．．．．．．．．． 63
表 4-19 製造來源國形象對購買意願之階層迴歸分析(日本與華碩)．．．．．．．．．．．．．．．．．．． 64
表 4-20 製造來源國形象、產品屬性對購買意願之階層迴歸
分析(日本與華碩)．．．．．．．．．．．．．．．．．．． 66
表 4-21 製造來源國形象對購買意願之簡單迴歸分析(台灣與新力)．．．．．．．．．．．．．．．．．．． 67
表 4-22 製造來源國形象、產品屬性對購買意願之階層迴歸分析(台灣與新力) ．．．．．．．．．．．．．．．．． 68
表 4-23 製造來源國形象對購買意願之簡單迴歸分析(台灣與蘋果)．．．．．．．．．．．．．．．．．．． 70
表 4-24 製造來源國形象、產品屬性對購買意願之階層迴歸分析(台灣與蘋果)．．．．．．．．．．．．．．．．．．． 72
表 4-25 製造來源國形象對購買意願之簡單迴歸分析(台灣與華碩)．．．．．．．．．．．．．．．．．．．73
表 4-26 製造來源國形象、產品屬性對購買意願之階層迴歸分析(台灣與華碩)．．．．．．．．．．．．．．．．．．．75
表 4-27 製造來源國形象對購買意願之簡單迴歸分析(中國與新力)．．．．．．．．．．．．．．．．．．．76
表 4-28 製造來源國形象、產品屬性對購買意願之階層迴歸分析(中國與新力)．．．．．．．．．．．．．．．．．．．78
表 4-29 製造來源國形象對購買意願之簡單迴歸分析(中國與蘋果)．．．．．．．．．．．．．．．．．．．79
表 4-30 製造來源國形象、產品屬性對購買意願之階層迴歸分析(中國與蘋果)．．．．．．．．．．．．．．．．．．．80
表 4-31 製造來源國形象對購買意願之簡單迴歸分析(中國與華碩)．．．．．．．．．．．．．．．．．．．81
表 4-32 製造來源國形象、產品屬性對購買意願之階層迴歸分析(中國與華碩)．．．．．．．．．．．．．．．．．．．82
表 4- 33 研究假設驗證結果彙整表．．．．．．．．．．．．．．．．．．83
表 5- 1 假設三結果．．．．．．．．．．．．．．．．．．．．． 85
表 5- 2 假設四結果．．．．．．．．．．．．．．．．．．．．． 87











圖目錄
圖 1- 1 研究流程圖．．．．．．．．．．．．．．．．．．． 6
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．． 38

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