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研究生:陳雅芬
研究生(外文):Ya-FenChen
論文名稱:運用計畫行為理論探討影響跨國消費者對臺灣製造(MIT)寢具用品網路購買意願之因素
論文名稱(外文):An Application of the Theory of Planned Behavior to Examine Determinants of Cross-country Consumers' On-line Purchase Intention toward MIT Bedding Products
指導教授:林豪傑林豪傑引用關係
指導教授(外文):Hao-Chieh Lin
學位類別:碩士
校院名稱:國立成功大學
系所名稱:高階管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
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:66
中文關鍵詞:MIT來源國形象購買意願便利性
外文關鍵詞:MITCountry of original imageConsumer innovativenessperceived risk of online shopping
相關次數:
  • 被引用被引用:15
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  • 下載下載:336
  • 收藏至我的研究室書目清單書目收藏:2
本研究希望能藉由探討影響跨國消費者對MIT(臺灣製造)寢具用品之接受度與購買意願的主要因素,來找出中小企業以MIT為品牌行銷國際的利基點,並運用計劃行為理論(TPB)來探討影響跨國消費者接受度(心理意圖)的3個變數,及運用意識激勵能力理論(AMC)來探討干擾消費者接受度到購買意願間的關係。研究對象為非臺灣籍的外國人,透過紙本問卷及線上問卷等方法將所收集之資料以SPSS軟體進行資料分析,分析後發現:
1.跨國消費者對來源國(MIT)產品印象,對其接受度及購買意願具有正向顯著影響。
2.文化智能與個人創新特質對跨國消費者接受度不具正向影響。
3.人口統計變數中,年收入(超過72萬以上者)對跨國消費者的接受度具有負向影響,而婚姻狀態(已婚)對購買意願具負向影響。
4.價格敏感度對跨國消費者接受度與購買意願間,不具顯著干擾效果。
5.知覺網路購物便利性對跨國消費者接受度與購買意願間具正向干擾效果。
本研究之結果,可運用在未來國際行銷策略之訂定及學術理論之進一步的發展:
1.訂定國際行銷策略時,應著重於提高跨國消費者對臺灣製造(MIT)產品的品質認知,可透過廣告宣傳等方式,可提高成功之機率。
2.文化智能與個人創新特質與消費者對來源國的形象認知間顯著相關,未來可探討其因果關係,並進一步探討其他可能的影響因素。
3.以意識激勵能力理論(AMC)來探討消費者接受意識與購買意願間是否受外在干擾變數影響之關係是成立的,未來可考慮其他可能影響的因素做進一步的驗證。

關鍵字:MIT、來源國形象、購買意願、便利性

The quality of MIT(made in Taiwan is) is very unique, but how to know what is the main factors that have significant positive effects on cross-country consumer ‘s purchase intention of MIT products. The research is tried to find out the niche for selling MIT bedding products over the world. The study will examine the effect of MIT image, cultural intelligence, and consumer innovativeness on cross-country consumer’s acceptance of MIT bedding products, and how price sensitivity and perceived risk of online shopping mediates the effects of their acceptance to purchase intention. The research subject consists of 229 foreign people. The result retrieved from Pearson correlation, reliability analysis, and regression analysis.
Results indicate that MIT image have significant positive effects on consumer’s acceptance of MIT bedding products. But cultural intelligence and consumer innovativeness do not have great impact on consumer’s acceptance of MIT bedding products. And also price sensitivity does not have mediates effect between acceptance and purchase intention. The interactions of perceived online shopping risk and Consumer’s acceptance have positive effect on consumer’s purchase intention. And domestic as control variable does not have great impact either on consumer’s acceptance or purchase intention.
Having these findings, company should realize the importance of improvement both the image of original country and perceived value of MIT products when selling MIT bedding products over the world. And there is positively related between culture intelligence, consumer innovativeness and the image of origin country products, it could be useful for authors to explore the causal relationship in the future research. And this study proves it’s suitable to use the theory of Awareness-Motivation-Capability to discuss the mediates effect between cross-country consumer’s acceptance and purchase intention. But it could be better for authors to consider more factors for the future research.

Keywords: MIT, Country of original image, Consumer innovativeness, perceived risk of online shopping
摘要 II
ABSTRACT III
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍、對象與限制 4
第四節 研究流程 6
第貳章 文獻探討 8
第一節 理論基礎 8
第二節 來源國產品形象 12
第三節 文化智能 16
第四節 消費者創新特質 18
第五節 消費者接受度 20
第六節 價格敏感度 22
第七節 知覺網路購物便利性 24
第八節 研究假說 28
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設彙整 32
第三節 研究變數之操作性定義 33
第四節 問卷設計與衡量工具 33
第五節 研究對象與抽樣 38
第六節 資料分析方法 39
第四章 資料分析與結果 41
第一節資料特性分析 41
第二節信度分析 42
第三節 相關分析 43
第四節 層級迴歸分析 45
第五章 結論與建議 48
第一節 研究結論 48
第二節 研究建議 50
參考文獻 53
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