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研究生:施惠鈞
研究生(外文):Shih, Hui Chun
論文名稱:MIT微笑標章對知覺價值及購買意願之影響-以涉入程度為調節變數
論文名稱(外文):The Impact Of MIT Smile Logo On Perceived Value And Purchase Intention-Involvement As Moderator.
指導教授:謝錦堂謝錦堂引用關係
口試委員:吳克謝錦堂呂姿瑩
口試日期:2012-06-01
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:86
中文關鍵詞:MIT微笑標章知覺品質知覺價值購買意願涉入程度
外文關鍵詞:MIT Smile LogoPerceived QualityPerceived ValuePurchase IntentionInvolvement
相關次數:
  • 被引用被引用:10
  • 點閱點閱:509
  • 評分評分:
  • 下載下載:123
  • 收藏至我的研究室書目清單書目收藏:2
拜全球化之賜,消費者生活中隨時可見外來產品,企業也常因為策略的考量,在海外設立子公司或工廠。在這樣的環境下,消費者除了對於產品來源地評判相當複雜外,對產品品質的認知也產生了不確定性。
經濟部工業局為了因應與中國簽訂ECFA(兩岸經濟合作架構協議)及FTA(自由貿易協定)對本土產業造的衝擊,施行了「因應貿易自由化產業調整支援方案」,並推動具有來源國認證概念的台灣製MIT微笑標章。希望能夠藉由第三認證機構的把關,提供給消費者安全、健康、值得信賴的產品判斷依據,並藉由此標章的建立,確保臺灣廠商的競爭優勢。
由於台灣製MIT微笑標章推行時間較短,國內鮮少有對此的相關研究,故本研究希望透過實證調查,研究台灣製MIT微笑標章是否會對知覺價值及購買意願產生影響,並加入涉入程度做為調節變數,釐清三者之間的關連性。
本研究利用3*2因子設計作為研究方法,操弄變數為產品標示(MIT微笑標章、台灣製、中國大陸製)及產品涉入(電暖器、襪子)兩項變數。為求深入,研究亦將知覺價值變數分為產品價值、情感價值、價格價值、社會價值四個構面進行探討。
實證研究結果顯示台灣製產品(MIT微笑標章、台灣製)在知覺價值及購買意願上顯著和中國大陸製產品有差異。但MIT微笑標章產品和台灣製產品卻沒有顯著的差異。同時,研究結果也顯示了不同涉入程度並不會對於知覺價值及購買意願有調節效果。
這樣的結果顯示,雖然MIT微笑標章附帶有來源國效果及政府認證效果,但對於消費者來說,來源國的效果對於知覺價值及購買意願影響較為強烈。

By the globalization, foreign products are everywhere in our lives. Corporate set up subsidiaries or factories in overseas because the strategy consideration. In this environment, consumers, addition to the origin of the goods is very complicate to know, the awareness of product quality also had uncertainty.
Industrial Development Bureau, Ministry of Economic Affairs response to the impact of local industry in agreement ECFA (Economic Cooperation Framework Agreement) with China and FTA (Free Trade Agreement). They implementation of the ‘response to trade liberalization industrial restructuring support programs’. And promote MIT Smile logo that Concealment origin country authentication. Want to provide to the consumer product criterion which Safe, healthy and trustworthy through the gatekeeper of the certification body, and with the establishment of this logo, to ensure the competitive advantage of Taiwan's manufacturers.
As the implementation of MIT smile logo is short and domestic research is few. So, we hope through this study to know what the impact of MIT smile logo on perceived value and purchase intention, and in this study we add in involvement as moderator. Expect to find the relationship with three.
In this study, 3 * 2 factorial design as a research method. Manipulated variables include product labeling (MIT smile logo, Made in Taiwan, Mainland China) and product involvement (heater, socks) two variables. For the sake of depth, the study will also perceived value variables divided to product value, sentimental value, price value and social value of the four dimensions to explore.
The empirical results show that made in Taiwan products (MIT smile logo, Made in Taiwan) on the perceived value and purchase intention are significantly differences in made in China. But MIT smile logo and Made in Taiwan is no significant differences. The same time, the study also showed that the involvement does not have a moderating effect on perceived value and purchase intention.
Such results show that although MIT smile logo with the country of origin effects and government certification effect, but for consumers, the country of origin effect is more strongly to perceived value and purchase intention.

中文摘要...........................................I
英文摘要..........................................II
目錄.............................................IV
圖次............................................VII
表次...........................................VIII
第一章 緒論
第一節 研究背景與動機.............................1
第二節 研究目的..................................3
第三節 研究流程..................................4
第二章 文獻回顧
第一節 MIT微笑標章...............................5
第二節 來源國形象................................9
第三節 知覺價值.................................14
第四節 知覺品質.................................19
第五節 購買意願.................................23
第六節 涉入程度.................................25
第三章 研究方法
第一節 研究架構.................................31
第二節 研究假設.................................32
第三節 變數操作性定義與衡量......................38
第四節 準實驗設計...............................40
第五節 問卷設計與前測...........................43
第六節 資料分析方法.............................48
第四章 實證分析
第一節 敘述性統計...............................53
第二節 量表信度與效度...........................58
第三節 知覺價值之變異數分析......................67
第四節 購買意願之變異數分析......................71
第五節 知覺價值及購買意願之變異數分析.............72
第六節 路徑分析................................74
第七節 研究假設驗證結果.........................76
第五章 結論與建議
第一節 研究結論................................79
第二節 管理意涵................................81
第三節 研究限制................................84
第四節 後續研究之建議...........................85
參考文獻........................................87
附錄一 產品涉入問卷...............................96
附錄二 前測問卷..................................99
附錄三 正式問卷-版本A............................103
附錄四 正式問卷-版本B............................107
附錄五 正式問卷-版本C............................111
附錄六 正式問卷-版本D............................115
附錄七 正式問卷-版本E............................119
附錄八 正式問卷-版本F............................123


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4. 台灣製產品MIT微笑標章對知覺品質、知覺價值與購買意願之影響-以消費者知識為干擾變數
5. 台灣製產品MIT微笑標章對知覺品質和購買意願之影響-以標章知識、品牌知名度及價格為干擾變數
6. 不同涉入程度下,品牌形象與消費者知覺價值對購買意圖影響之研究
7. 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
8. 旅客涉入程度、知覺價值、滿意度與購後行為意圖關係之研究-以台灣觀光列車為例
9. 品牌形象、品牌關係、顧客知覺價值對精品購買意願之研究-以產品涉入為干擾變項
10. 產品意象、知覺價值、涉入程度對大學生委託海外暑期打工業者代辦意願之研究
11. 遊客涉入程度、活動體驗、知覺價值與行為意圖關係之研究-以嘉義市國際管樂節為例
12. 主要產品與贈品在不同比值與品牌權益搭配下對贈品宣告價值的打折認知、知覺價值與購買意願的影響─以涉入程度為干擾變數
13. 涉入與購買意願之關係研究 - 以MIT微笑標章為例
14. 聯盟動機與承諾對聯盟績效及聯盟維持之影響─以台灣MIT微笑標章聯盟為例
15. 涉入程度、品牌權益、服務品質、知覺價值與顧客忠誠度之關聯性研究-以網路購物3C產品為例