經濟部工業局為因應我國與中國簽定 ECFA(兩岸經濟合作架構協議)或 FTA(自由貿易協定)，對本土產業可能產生之衝擊，提出許多對策。推動台灣製產品MIT標章及台灣製產品品質驗證即為對策之一。MIT 微笑標章所代表的不僅是製造來源國的標示─台灣製，也是代表通過品質驗證的標章。
過去已有許多針對產品來源國與認證標章對消費者決策之影響的相關研究。但目前尚未有 MIT 微笑標章的相關研究。為驗證 MIT 微笑標章對消費者決策之影響是否與來源國效果及認證標章的相關文獻的結果一致，本研究旨在探討台灣製產品MIT 微笑標章對知覺品質、知覺風險與購買意願之影響，並以愛國主義及敵意為干擾變數，探討兩者對 MIT 微笑標章與購買意願之關係的干擾效果。
本研究以網路問卷方式蒐集資料，以 SPSS 12.0 及 AMOS 7.0 統計軟體進行資
料分析。資料分析部份，以單因子變異數分析和迴歸分析驗證變數的個別主效果，
並以多因子變異數分析干擾變數的干擾效果。
本研究結果指出，消費者對標示為台灣製且附有 MIT 微笑標章之產品的知覺風險較低，且其知覺品質與購買意願皆較高。而愛國主義與敵意對產品標示類別與購買意願之關係，確實有干擾效果。

To prevent local industries from the damage of the contract that Taiwan sign with China(ECFA/Economic Cooperation Framework Agreement or FTA/Free Trade Agreement), Industrial Development Bureau, Ministry of Economic Affairs purpose a project to adjust and support free trade industries. MIT Smile Label represents not only country of origin but also a certificated label.
There are many studies about the impact of country of origin and certificated label on consumer decision in the past researches, but so far there isn’t any research about MIT Smile Label. To exam whether the MIT Smile Label has the same impact on consumer decision as country of origin effect and certificated label, current research is aimed at explore the impact of MIT Smile Label on perceived quality, perceived risk and purchase intention, besides,this research takes patriotism and animosity as moderators to exam their moderate effect between MIT Smile Label and purchase intention.
Research data were collected by questionnaires distributed with internet and analysis by SPSS 12.0 and AMOS 7.0 statistic software. The main effects were tested by ANOVA and regression analysis. Moderate effects were tested by MONOVA.
The results indicated that, for product labeled with “Made in Taiwan” and MIT Smile Label, consumers perceive lower risk, higher quality, and thus generate higher purchase intention. And the moderate effects of patriotism and animosity do exist between productlabel type and purchase intention.

摘要 i
謝辭 iii
表目錄 vii
圖目錄 x
第一章 研究背景與動機 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與研究目的 4
第二章 文獻探討 6
第一節 MIT微笑標章 6
第二節 製造來源國 8
第三節 認證標章 12
第四節 知覺品質 14
第五節 知覺風險 15
第六節 購買意願 20
第七節 愛國主義 21
第八節 敵意 22
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 操作性定義與衡量 29
第四節 問卷設計 32
第五節 前測問卷分析結果 34
第六節 資料分析方法 38
第四章 資料分析 41
第一節 資料捜集 41
第二節 樣本結構分析 41
第三節 敘述性統計分析 46
第四節 探索性因素分析 49
第五節 信效度分析 52
第六節 假設驗證 57
第七節 討論 74
第五章 結論與建議 81
第一節 結論 81
第二節 管理意涵 83
第三節 研究限制與未來研究建議 86
參考文獻 89
附錄一：前測問卷 100
附錄二：正式問卷─中國製 103
附錄三：正式問卷─台灣製 109
附錄四：正式問卷─台灣製且附有MIT微笑標章 115

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