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研究生:洪麗雯
研究生(外文):Hung Li-wen
論文名稱:品牌權益、品牌來源國對消費者購買意願的影響之比較研究-以台灣、中國液晶電視消費者為例
論文名稱(外文):The Effects of Country-of Brand and Brand Equity on Consumers’ Purchase Intention- An Example of LCD TV Consumers in Taiwan and China
指導教授:林吉祥林吉祥引用關係
指導教授(外文):Lin Chi-Hsiang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:106
中文關鍵詞:品牌權益品牌來源國購買意願
外文關鍵詞:Brand EquityCountry-of-BrandPurchase Intention
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在全球消費性電子產品動能帶動下,液晶電視是近年來成長極為快速的電子產品之一。而在全球每年將近1.7億台龐大的電視商機中,液晶電視(LCD TV)的成長在近幾年來更是成長最大的產品!面對競爭激烈的液晶電視市場,品牌權益及品牌來源國帶給消費者的整體綜合評價是影響消費者最後購買決策的重要關鍵因素。故本研究除將探討品牌權益與品牌來源國對消費者購買意願的影響程度外,更以台灣與中國之消費者來進行比較分析,希望能透過基本文化相似但不同發展程度與不同經濟模的兩個國家來進行比較分析,試著了解兩者的異同,以期能提供給相關業者未來擬定行銷對策時之參考。
本研究採用品牌權益及品牌來源國形象模式做為觀念性架構,探討不同消費者對液晶電視之購買意願受品牌權益與來源國形象的認知程度影響的比較。本研究透過問卷的方式,對台灣及中國大陸兩地進行抽樣調查,在統計分析上主要使用SPSS進行敘述性統計以了解消費者的偏好,並採用簡單迴歸、逐步迴歸及獨立性樣本檢定以瞭解不同國家消費者在變數上的認知是否有差異。
本研究將資料分析整合後得到的實證結果如下:
1. 消費者對於品牌權益的評價愈高,則購買意願愈高。
2. 消費者對於品牌來源國的評價愈高,則購買意願愈高。
3. 不同國別的消費者對於品牌權益及來源國之認知有顯著差異。
關鍵字:品牌權益、品牌來源國、購買意願、液晶電視。
With worldwide Consumer Electronics demand raising up, LCD TV growth is one of extremely rapid product in recent years. Under the pressure of LCD TV market competition, Brand Equity and Country-of-Brand are the key factors of comprehensive evaluation in decision-making on consumers’ purchase intention. Therefore, this research is an exploration of consumers’ purchase intention of Brand Equity and Country-of-Brand influence based on the comparison of Taiwan and China consumers. This research carries on the sample investigation to Taiwan and China through the way of the questionnaire, use SPSS mainly on the basis of statistical analysis and narrating statistics, in order to the partiality of finding out about consumers, adopt regression and the independence sample T test is assayed in order to understand whether consumer's cognition in the parameter of different countries has a difference.
In this research, the empirical findings as follows in accordance with data integrated and analyzed:
1. The higher the consumer appreciation of Brand Euqity is, the higher of intention to buy is.
2. The higher the consumer appreciation of Brand Country of Origin is, the higher of intention to buy is.
3. Different country consumers’ awareness of Brand Equity and Country-of-Brand is significant differences.

Keywords: Brand Equity, Country-of-Brand, Purchase Intention, LCD TV
摘  要 iv
目  次 v
表目錄 ix
圖目錄……………………………………………………………………………….…xii
第一章 諸論 1
1.1 研究背景與動機 1
1.2 研究目的 4
第二章 文獻探討 5
2.1 品牌權益 5
2.1.1 品牌權益的定義 5
2.1.2 品牌權益的構面 8
2.1.3 品牌權益的衡量 13
2.2 品牌來源國 17
2.2.1 品牌來源國形象與來源國效應定義 17
2.2.2來源國的分類 20
2.2.3來源國效應對消費者的影響 22
2.2.4來源國形象的衡量構面 24
2.3 消費者行為 26
2.3.1消費者購買行為理論 26
2.3.2 購買意願 30
第三章 研究方法 32
3.1 研究架構 32
研究假設 33
3.3 研究對象與問卷設計 35
3.3.1研究產品及國家 35
3.3.2問卷對象 35
3.3.3問卷前測 35
3.3.4正式問卷 35
3.4 各項變數設計與衡量 36
3.4.1、問卷研擬過程 36
3.4.2、操作性定義及問卷設計 36
3.5 資料處理與分析方法 39
3.5.1敘述性統計分析 39
3.5.2信度分析 39
3.5.3效度 40
3.5.4 Person相關分析 41
3.5.5 複共線性檢定 41
3.5.6 簡單迴歸分析 41
3.5.7 多元迴歸分析 42
3.5.8 獨立樣本檢定 42
第四章 實證研究分析 43
4.1 樣本描述 44
4.1.1性別 44
4.1.2年齡 45
4.1.3所得 46
4.1.4居住地區和職業 47
4.2 敘述性統計 48
4.2.1已購買之品牌分析 48
4.2.2品牌權益分析 50
4.2.3品牌來源國分析 57
4.2.4品牌態度分析 59
4.2.5購買意願分析 61
4.3 簡單迴歸 62
4.3.1品牌忠誠度對購買意願的影響 62
4.3.2品牌知名度對購買意願的影響 62
4.3.3知覺品質對購買意願的影響 62
4.3.4品牌聯想對購買意願的影響 63
4.3.5其他情感對購買意願的影響 63
4.3.6品牌來源國對品牌態度的影響 64
4.3.7品牌來源國對購買意願的影響 64
4.4 多元迴歸 64
4.4.1 Person相關檢定 64
4.4.2多元迴歸檢定 66
4.5 兩國消費者比較 68
4.5.1逐步迴歸 68
4.5.2獨立樣本檢定 69
第五章 研究結論與建議 70
5.1 研究結論與建議 70
5.1.1 敘述性統計分析之發現 70
5.1.2 品牌權益對購買意願之影響 71
5.1.3 品牌來源國對購買意願之影響 72
5.1.4 兩國消費者之差異性 72
5.2 研究限制 74
5.3 後續研究建議 75
參考文獻 76
附錄
附錄A全球液晶電視市場品牌分析……………………………………………..86
附錄B問卷………………………………………………………………………..88
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