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研究生:NguyenThiPhuon
研究生(外文):Nguyen Thi Phuong Oanh
論文名稱:影響越南消費者之購買國外化妝產品意向之因素以-Oriflame為例
論文名稱(外文):Factors Affect Vietnamese Consumers’ Intention of Purchasing Foreign Cosmetic Product: A Case Study of Oriflame
指導教授:廖森貴廖森貴引用關係
指導教授(外文):Sen-Kuei Liao
口試委員:李易諭耿慶瑞
口試委員(外文):CHING-JUI KENG
口試日期:2012-06-12
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:英文
論文頁數:63
中文關鍵詞:來源國知覺產品品質知覺價格知覺價值消費者購買意願.
外文關鍵詞:Country of OriginPerceived Product QualityPerceived PricePerceived ValuePurchase Intention.
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產品來源國在知覺產品品質,知覺價格,知覺價值發會了重要作用。在國外市場, 產品來源國會影響國際市場對於進口產品的策略與消費者的認知(Felzenstein et al., 2004)。因此,來源國是顯著進水消費者購買意願的最重要因素之一。
本研究從產品來源國的觀念出發,以知覺產品品質以及知覺價格,知覺價值中介變數,討是否透過知覺產品品質以及知覺價格,知覺價值,影響顧客的購買意願。
本研究以312位越南消費者為樣本數並使用SPSS 與AMOS 統計軟體進行實證分析。研究結果部分支持本研究假說。結果顯示來源國透過知覺產品品質、知覺價格、知覺價值正向影響越南消費者購買國外化妝品意願


Country of origin play an important role in perception of product quality, product price , value and therefore , influence consumer choice of product. Country of origin affects international marketing strategies for imported products and consumers’ perception of them in foreign markets (Felzenstein et al 2004). With the purpose examing the relationship between five factor –country of origin(COO), perceived product quality (PQ), perceived price(PP), perceived value(PV) and consumer purchase intention(PI), the survey were conducted and result from 312 Vietnamese consumer supported our hypothesis, we use Amos 17.0 and SPSS 17.0 to analysis the statistic and the result show that COO positive affective affect Vietnamese consumer’ PQ, PP, PV and perceived product quality, perceived value positive affect Vietnamese consumer’ purchase Intention. However, consumers’ perceived price don’t effect Vietnamese consumer’s purchase foreign cosmetic intention.

Table of Contents
Abstract.................................................i
Table of contents.......................................iv
List of table...........................................vi
List of figure.........................................vii
Chapter 1 Introduction...................................1
1.1Background of problem.................................1
1.1.1 Overview of cosmetic industry.............3
1.1.2 Vietnam’s Cosmetic industry..............3
1.2 Introduction to Oriflame ............................5
1.3 Purpose..............................................6
1.4 Research process.....................................6
Chapter 2 Literature Review ..............................8
2.1. Consumer perception.................................8
2.2 Country- of - Origin.................................9
2.3 Perceived Product quality...........................10
2.4 Perceived Value.....................................11
2.5 Perceived Price.....................................12
2.6 Consumer’ purchase intention.......................13
2.7 The relationship between Country-of-origin and other variables ...............................................14
2.7.1 Relationship between Country of origin and perceived product quality ..............................14
2.7.2 Relationship between Country of origin and perceived price.........................................15
2.7.3 Relationship between Country of origin and perceived value .......................................15
2.7.4 Relationship between perceived product quality and consumer purchase intention ................16
2.7.5 Relationship between perceived price and consumer ‘purchase intention ..........................16
2.7.6 Relationship between perceived value and consumer purchase intention ............................17
Chapter 3 Methodology...................................18
3.1. Research Framework.................................18
3.1.1 Conceptual framework.....................18
3.1.2 Hypothesis...............................19
3.2 Research sampling...................................20
3.3 Instrument and Measurement..........................20
3.4 Data collection procedure...........................21
3.5 Data Analysis.......................................21
3.5.1 Demographic Analysis.....................22
3.5.2 Validity and reliability Test............22
3.5.3 Descriptive Statistic ....................23
3.5.4 Correlation Analysis.....................24
3.5.5 Structure Equation Modeling .............24
3.5.6 Amos Structure Analysis .................27
3.6 Variable measurement and Questionnaire design.......28
3.6.1 Country–of-origin ......................28
3.6.2 Perceived product quality................28
3.6.3 Perceived Price .........................29
3.6.4 Perceived Value..........................30
3.6.5 Consumers’ purchase intention ...........30
3.7 Variables of population statistics...................30
Chapter 4 Data analysis and Result ......................32
4.1 Descriptive Analysis ................................32
4.1.1 Data collection...........................32
4.1.2 Demographic analysis .....................32
4.2 Descriptive Statistics of research Variable .........35
4.2.1 Reliability ..............................35
4.2.2 validity .................................36
4.2.3 Mean and Standard Deviation..............39
4.3 Correlation for all variables .......................40
4.4 Amos structure analysis .............................40
4.4.1 Analysis of theoretical model fit ........41
4.4.2 Competing model analysis..................43
4.4.3 The overall model network.................43
4.5 Hypothesis result ...................................44
4.6 Path analysis........................................45
Chapter 5 Conclusion and suggestion......................47
5.1 Research conclusion..................................47
5.2 Suggestions..........................................48
5.2.1 Recommend for practice....................49
5.2.2 Suggestion for future research ...........49
5.3 Limitation ..........................................50

List of Tables
Table 1.1 Research process of this study................7
Table 3.1 Hypothesis....................................19
Table 3.2 Category High and Low Reliability Instrument ................................................23
Table 3.3 Linkert Scale Category........................24
Table 3.4 Dimension of country-of-origin ...............28
Table 3.5 Dimensions of perceived product quality.......29
Table 3.6 Dimensions of perceived price.................30
Table 3.7 Dimensions of perceived value.................30
Table 3.8 Dimensions of consumer’ purchase intention ................................................30
Table 4.1 Demographic Characteristics of the Overall Respondent...............................................34
Table 4.2 Reliability Test for all respective variables ................................................35
Table 4.3 Confirmatory Factor Analysis( CFA) 37
Table 4.4 Convergent Validity , Discriminant Validity ..38
Table 4.5 Mean and Deviation............................39
Table 4.6 Correlation for all variables.................40
Table 4.7 Goodness-of-fit Result........................41
Table 4.8 Competing model analysis .....................43
Table 4.9 Hypothesis Result.............................44
Table 4.10 Path relationship............................46
List of Figures
Figure 1.1 The market share for the imported cosmetics product...................................................5
Figure1.2 Research process of this study...............15
Figure 3.1 Conceptual framework.........................19
Figure 4.1 The overall model network....................44





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