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研究生:詹博翔
研究生(外文):Chan, Po-Hsiang
論文名稱:來源國印象、產品熟悉度與消費者態度關係之研究
論文名稱(外文):Relationship among Impression of the Country of Origin,Product Familiarity and Consumer Attitudes
指導教授:蔡敦崇蔡敦崇引用關係魏志雄魏志雄引用關係
指導教授(外文):Tsai,Tun ChungWei,Chih Hsiung
口試委員:林英顏蔡敦崇魏志雄李宗愷
口試委員(外文):LIN, Ying YanTsai,Tun ChungWei,Chih HsiungLI, Zong Kai
口試日期:2012-06-28
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:97
中文關鍵詞:來源國印象產品熟悉度消費者態度
外文關鍵詞:country of origin impressionproduct familiarityconsumer attitudes
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由於我國近年來行動電話日漸普及,已變成一種廣泛被消費者接受的產品,成為民眾不可或缺的必需品。尤其智慧型手機更是年輕族群隨身不離之物,加上廠商創意性的行銷手法,成功的將手機品牌深植民眾心中,除了娛樂性與方便性外,更以流行趨勢與身分地位的象徵吸引消費者消費,因此本研究主要是針對手機消費族群進行問卷調查。
本研究以來源國印象為自變項、消費者態度為依變項、產品熟悉度為中介變項,探討其間關係。本研究採用問卷調查方式共計發出260份問卷,有效回應率為91.5%。驗證結果顯示:1.來源國印象與消費者態度具有顯著的正向關係;2.來源國印象與產品熟悉度具有有顯著的正向關係;3.產品熟悉度與消費者態度具有顯著的正向關係;4.產品熟悉度具有中介效果。
本研究並於文中討論研究的發現、研究在理論上、實務上意涵、研究限制及對未來研究建議。

Mobile phones have become widely prevalent and necessary according to the re-cent popularity. Especially smart phones which are indispensable to young population take advantage of fashion trends and social status attracting customers based on creative marketing and successful branding. Therefore, this study is implemented questionnaire survey and focused on mobile phone consumers in this study.
This study is discovered the relationship among impression of original country which is as independent variable, product familiarity which is as dependent variable and consumer attitude which is as intermediate variable. This study is distributed a total of 260 questionnaires with effective response rate of 91.5%. The results of this study showed as below:1.There is a significantly positive association between impression of original country and consumer attitude. 2.Impression of original country is significantly and positively associated with product familiarity. 3.Product familiary is significantly and positively associated with consumer attitude. 4.There is an intermediate effect in product familiarity.
This study is discussed the findings theoretically and practically and also proposed the limitations and future suggestions.

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....................... x

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............. 5
第三節 研究流程............... 7
第二章 文獻探討................. 8
第一節 來源國印象................. 8
第二節 產品熟悉度............... 20
第三節 消費者態度.............. 27
第三章 研究方法................. 35
第一節 研究架構............... 35
第二節 研究假設............... 36
第三節 操作性定義、量表與衡量方式...... 38
第四節 問卷設計與抽樣方法.......... 42
第五節 資料分析方法............. 44
第四章 研究結果與分析.............. 46
第一節 敘述性統計分析............ 46
第二節 因素分析............... 49
第三節 信度分析............... 54
第四節 個人屬性對各變項之變異數分析..... 56
第五節 變項間之相關分析........... 61
第六節 變項間之迴歸分析........... 63
第七節 產品熟悉度之中介效果分析....... 68
第五章 結論與建議................ 73
第一節 研究結論............... 73
第二節 研究涵義............... 75
第三節 研究限制及對後續研究者的建議..... 78
參考文獻...................... 80
附錄 正式問卷................. 94

表目錄
表 1-1 2011全球前五大智慧型手機出貨量、市占率及成長率4
表 1-2 2012年第一季前三大智慧型手機出貨量廠商排行 4
表 2-1 來源國印象之定義.............. 12
表 2-2 來源國印象之構面............. 17
表 2-3 顧客對產品熟悉度定義........... 23
表 2-4 態度之定義................ 28
表 2-5 消費者態度之衡量因素........... 33
表 3-1 來源國印象量表之題項........... 39
表 3-2 產品熟悉度量表之題項........... 40
表 3-3 消費者態度量表之題項........... 41
表 3-4 智慧型手機品牌與來源國之整理....... 43
表 4-1 有效樣本基本特性............. 46
表 4-2 敍述性統計分析.............. 48
表 4-3 來源國印象之KMO值與Bartlett的球形檢定.. 49
表 4-4 來源國印象之因素分析........... 50
表 4-5 產品熟悉度之KMO值與Bartlett的球形檢定.. 50
表 4-6 產品熟悉度之因素分析........... 51
表 4-7 消費者態度之KMO值與Bartlett的球形檢定.. 51
表 4-8 消費者態度之因素分析........... 52
表 4-9 來源國印象之信度分析........... 54
表 4-10 產品熟悉度之信度分析........... 55
表 4-11 消費者態度之信度分析........... 55
表 4-12 不同性別對各變項構面之差異分析...... 57
表 4-13 不同年齡對各變項構面之差異分析...... 58
表 4-14 婚姻狀況對各變項構面之差異分析...... 58
表 4-15 教育程度對各變項構面之差異分析...... 59
表 4-16 職業別對各變項構面之差異分析....... 60
表 4-17 個人每月平均所得對各變項構面之差異分析.. 61
表 4-18 來源國印象、產品熟悉度、消費者態度之相關分析 62
表 4-19 來源國印象象對消費者態度及其子構面之迴歸分析 63
表 4-20 國家印象對消費者態度之迴歸分析...... 64
表 4-21 產品印象對消費者態度之迴歸分析...... 65
表 4-22 國家印象、產品印象對消費者態度子構面之迴歸分析65
表 4-23 來源國印象對產品熟悉度及其子構面之迴歸分析 66
表 4-24 國家印象對產品熟悉度及其子構面之迴歸分析. 67
表 4-25 產品印象對產品熟悉度及其子構面之迴歸分析. 67
表 4-26 產品熟悉度對消費者態度及其子構面之迴歸分析 68
表 4-27 來源國印象與產品熟悉度對消費者態度及其子構面之階層迴歸分析69
表 4-28 國家印象與產品熟悉度對消費者態度及其子構面之階層迴歸分析70
表 4-29 產品印象與產品熟悉度對消費者態度及其子構面之階層迴歸分析71
表 5-1 假設檢驗結果彙整............. 73

圖目錄
圖 1-1 研究流程................. 7
圖 2-1 月暈模型................. 14
圖 2-2 匯總模型................. 15
圖 2-3 態度三成分................ 29
圖 2-4 Fishbein 模式圖..............31
圖 3-1 研究架構................. 35
圖 4-1 修正後之研究架構............. 53

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三、網站資料
1.IDC,http://www.gartner.com/
2.Strategy Analytics,http://cdnet.stpi.org.tw/

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