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研究生:熊楚兒
研究生(外文):Hsiung Chu Erh
論文名稱:來源國效應、品牌印象與消費者購買意願關係─以台灣服飾市場為案例
論文名稱(外文):The Relationship among Country of Origin Effects, Brand Image and Purchase Intentions in Taiwanese Apparel Market
指導教授:何正得何正得引用關係
指導教授(外文):Ho Cheng Ter
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:工業工程與管理系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2012
畢業學年度:101
語文別:英文
論文頁數:53
中文關鍵詞:產地國效應品牌印象購買意願
外文關鍵詞:Country of OriginBrand ImagePurchase Intention
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全球化趨勢使企業之間的競爭壓力日益增長,企業為提高競爭力並降低產品價格,許多管理人員做出轉移產地的決策,產地國效應因而成為重要議題。本研究以台灣服飾產業為案例,旨在探討產地國、品牌印象及購買意願之關係。本研究發現當品牌來源國形象較佳,消費者購買意願也較高。同時,當產品產地國形象較佳,消費者購買意願也較高。另外,以消費者喜愛的品牌而言,當產品製造國為形象較差的國家,消費者購買意願也較低,而對於產於自己國家的產品,消費者購買意願也會較高。另一方面,品牌印象與消費者購買意願為正相關係。總體看來,品牌印象比起產地國效應更顯著影響消費者購買意願。
On account of increasing globalization, competitiveness between enterprises has significantly grown. To increase competitiveness and lower product prices, many managers decide to move manufacturing sites to different countries. Country of Origin effects have therefore become an important issue. This research explores how Country of Origin and brand image influences consumers’ purchase intention. A conceptual model is designed to discuss the relationship among Country of Origin, brand image and consumers’ purchase intention in Taiwan’s apparel market. This research analyzes data concerning Country of Origin and brand image on consumers’ purchase intention and finally concluded that brand image influences consumers’ purchase intention more significantly than Country of Origin.
Contents
CHINESE ABSTRACT i
ABSTRACT ii
ACNOWLEDGEMENT iii
Contents iv
List of tables vi
List of figures vi
Chapter 1. Introduction 1
1.1 Background 2
1.2. Motivation 3
1.3. Research object 4
Chapter 2. Literature review 6
2.1 Brand Image 6
2.1.2 Dimensions of brand image 7
2.2 Country of Origin Effects 9
2.2.1 Equity theory and COO effects 11
2.2.2 Country image, branding strategy, and COO effects 11
2.2.3 Cultural orientation factors and COO effects 13
2.2.4 Brand image and COO effects 14
2.2.5 Dimensions of Country of Origin 15
Chapter 3. Methodology 19
3.1. Conceptual framework 19
3.2. Research questionnaire and data collection 20
3.2.1 Variables 21
Chapter 4. Results 22
4.1 Descriptive statistics 22
4.2 Validity analysis 23
4.3 Reliability analysis 29
4.4 Hypotheses proving and results 30
4.4.1 Correlation analysis 30
4.4.2 Compare means (One sample t-tests) 33
4.5 Discussion 35

Chapter 5. Conclusion and future works 37
5.1 Conclusion 37
5.2 Future works 38
Reference 40
Appendix 1 45
Appendix 2 50
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