臺灣博碩士論文加值系統

依據2011年世界銀行統計資料顯示，國土面積近200萬平方公里，全世界第十四大的墨西哥為拉丁美洲僅次於巴西的第二大經濟體，也是全球排名第十三大經濟體，其經濟規模已突破一兆美元，同時擁有近一億一千五百萬人口(全球第11位)，人均國民所得(GDP)已達10,153美元。除上述國家總體經濟概況外，墨西哥人民生性樂觀，崇尚即時行樂，內需市場需求更是驚人。
本研究旨在探討墨西哥消費者針對電風扇產品，其國家品牌如何影響其產品評價，進而產生消費行為。經迴歸分析研究結果顯示，國家品牌確實會影響墨西哥消費者對電風扇產品之評價，並依此來進行消費。另外加入年齡、教育程度及家戶收入等干擾變數進行分析，也不會對結果造成影響。換言之，墨西哥消費者選購電風扇產品時，無論背景為何對產品製造國的國家品牌仍有刻板印象，欲開發墨西哥市場者，可妥善利用此一特性，評估於墨西哥組裝或生產產品，以享地利之便。

In accordance with the World Bank in 2011, Mexico’s total territory is almost 2 million km2, making it the world’s 14th largest country by total area. In Latin America, Mexico has the second largest economy, ranking just behind Brazil. In the world, Mexico has the 13th largest nominal GDP and its size of economy is more than one trillion USD. In addition, with an estimated population of almost 115 million, Mexico is the 11th most populous country in the world. And, the per capita GDP of Mexico is close to $10,153 USD. Except the excellent overview of macro economy, the domestic market demand of Mexico is amazing due to the Mexican people is born optimistic and advocates seizing the moment.
Taking Mexican electrical fan market as an example, this thesis aims to explore the impacts of country brand on product evaluation, and the impacts of product evaluation on purchase behavior. According to the results of the regression analysis, the country brand not only affects the evaluation of the electrical fan but also the purchase behavior. Besides, we add three moderating variables in the research: age, education and household income to verify the moderating effects. However, the result is still the same. In the other words, when Mexican consumers buying electrical fans they will concern the stereotype of its country brand. Hence, expanding the Mexican market might take advantage of this feature of local consumers. Or investing the production base in fabulous location like Mexico is another smart strategy.

謝辭 i
摘要 ii
Abstract iii
目 次 iv
圖 目 次 vi
表 目 次 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與限制 4
1.4 研究流程與架構 4
第二章 文獻回顧 7
2.1 電風扇產品簡介 8
2.2 國家品牌 10
2.2.1 品牌探討 10
2.2.2 國家形象與來源國效應 14
2.2.3 國家品牌 19
2.3 產品評價 21
2.4 消費行為 22
2.4.1 消費行為之意義 22
2.4.2 消費者購買決策程序 23
2.5 研究假說 24
2.6 小結 25
第三章 研究方法 26
3.1 研究架構 26
3.2 變數操作型定義 28
3.2.1 國家品牌 28
3.2.2 產品評價 29
3.2.3 消費行為 29
3.3 統計分析方法 30
3.3.1 敘述性統計分析 30
3.3.2 探索性因素分析(Exploratory Factory Analysis, EFA) 30
3.3.3 迴歸分析(Regression Analysis) 31
3.3.4 迴歸分析基本統計假設 32
3.3.5 最佳迴歸模式之決定 33
3.3.6 檢定迴歸模式的統計顯著性(F test) 34
3.3.7 決定係數R 2 (R平方) 35
3.3.8 解釋迴歸的變量 35
3.3.9 迴歸分析法操作步驟 35
第四章 實證分析 37
4.1 樣本資料蒐集 37
4.2 基本敘述統計分析 37
4.3 探索性因素分析 40
4.4 效度與信度檢定 42
4.5 迴歸分析結果 43
4.5.1 國家品牌對產品評價之迴歸分析（模式I） 43
4.5.2 產品評價對消費行為之迴歸分析（模式II） 45
4.6 干擾變數效果驗證 47
第五章 結論與建議 55
5.1 結論 55
5.2 建議 56
5.2.1 學術建議 56
5.2.2 實務建議 57
參考文獻 58
一、中文部分 58
二、英文部份 59
三、全球資訊網站 64
附錄：問卷調查表 65

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三、全球資訊網站
1.Merrytech Int’l S.A. de C.V.，http://www.merrytech.com.mx/
2.維基百科，http://zh.wikipedia.org/wiki/%E9%A3%8E%E6%89%87
3.Google，http://maps.google.com.tw
4.Placebrands，http://www.placebrand.net
5.墨西哥經濟部官網，http://www.economia.gob.mx