臺灣博碩士論文加值系統

眾所周知，許多台灣消費者對中國大陸懷有一定程度的仇視心態，總是極力避免購買中國大陸製造的產品，然而，隨著中國大陸以「世界工廠」之姿在全球經貿環境中堀起，許多企業也因成本考量必須將產品移至中國生產，此時，若不能適當處理台灣消費者對中國大陸的仇視問題，其產品在台灣的銷售勢必遭遇困難。
本研究是透過3（日本公司、中國製造與中國公司、中國製造以及台灣公司、中國製造）*2（有名人代言與無名人代言）之實驗設計的方式進行假設驗證。主要在探討藉由混合產品的特性（品牌來源國及製造來源國分離），能否減輕仇視心的負面作用。另一方面，再加入名人代言的廣告方式，進一步了解混合產品以及名人代言兩者的加乘效果是否能更為有效地減輕仇視心的負面作用。研究結果證實了混合產品以及名人代言能夠顯著地改善具有仇視心的台灣消費者對中國大陸製造的產品之購買意願。

第一章 緒論.............................................. 1
第一節 研究背景.......................................... 1
第二節 研究動機與目的.................................... 3
第三節 研究流程.......................................... 5
第二章 文獻探討.......................................... 6
第一節 消費者仇視........................................ 6
第二節 混合產品與來源國形象............................. 10
第三節 代言人........................................... 16
第三章 研究方法......................................... 25
第一節 研究架構......................................... 25
第二節 研究假設......................................... 27
第三節 變數操作性定義與衡量............................. 29
第四節 研究設計......................................... 33
第五節 資料分析方法..................................... 38
第四章 研究結果......................................... 39
第一節 信度與效度分析................................... 39
第二節 敍述性統計分析................................... 43
第三節 實證結果......................................... 47
第五章 結論與建議....................................... 61
第一節 研究結論......................................... 61
第二節 行銷上的涵義與貢獻............................... 64
第三節 研究限制......................................... 66
第四節 後續研究可行之方向............................... 67
參考文獻................................................ 68
一、 中文部分........................................... 68
二、 英文部分........................................... 69
附錄一.................................................. 76
正式問卷－實驗組A (有名人代言的日本公司、中國製造產品).. 76
正式問卷－實驗組B (無名人代言的日本公司、中國製造產品).. 80
正式問卷－實驗組C (有名人代言的中國公司、中國製造產品).. 85
正式問卷－實驗組D (無名人代言的中國公司、中國製造產品).. 89
正式問卷－實驗組E (有名人代言的台灣公司、中國製造產品).. 94
正式問卷－實驗組F (無名人代言的台灣公司、中國製造產品).. 98
附錄二................................................. 103

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