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研究生:金寶玲
研究生(外文):Pao-Ling Chin
論文名稱:暈輪效果模式暨彙總建構模式與消費者購買意願關係之研究—兼論母國導向主義與憎惡情感之調節效果
論文名稱(外文):The Impacts of Halo Effect Model and Summary Construct Model on Consumers’ Purchasing Intention - Ethnocentrism and Animosity as Moderators
指導教授:梁世安梁世安引用關係方文昌方文昌引用關係
指導教授(外文):Shih-An LiangWen-Chang Fang
口試委員:謝金賢林鳳儀蕭瑞祥吳志明
口試日期:2013-06-14
學位類別:博士
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:2013
畢業學年度:101
語文別:中文
論文頁數:125
中文關鍵詞:來源國形象暈輪效果模式彙總建構模式憎惡情感母國導向主義購買意願結構方程模式
外文關鍵詞:Country-of-Origin ImageHalo Effect ModelSummary Construct ModelAnimosityEthnocentrismPurchasing IntentionStructural Equation Modeling
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  • 下載下載:63
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由於過去研究較少同時分析本國與外國產品間之競爭效果,亦較少同時由認知層面與情感層面觀點,來探討對消費者購買意願之影響。因此本研究以認知層面為基礎,根據兩種來源國形象對品牌態度的形成路徑-即暈輪效果模式與彙總建構模式,再參酌情感層面有關母國導向主義與憎惡情感的研究,建立整合性模式。首先探討消費者如何受來源國形象影響,分別形成其對本國產品(依循彙總建構模式)與外國產品(依循暈輪效果模式)之品牌態度。進而分析品牌態度、母國導向主義與憎惡情感,如何影響消費者對本國與外國產品的購買意願。
本研究以手機產品為實證對象,並以南韓為研究憎惡情感之國家,共獲得有效問卷475份,同時利用結構方程模式作為分析工具,進行測量模型信效度檢驗以及結構模型的模式適配度評鑑與假說檢定。
研究結果顯示,在同時面對本國與外國產品之下,來源國形象影響消費者形成品牌態度的路徑可分為直接與間接二種,確實並不相同。因對外國產品不夠熟悉,消費者先受到來源國形象暈輪效果影響,形成對外國產品屬性之信念,再經由產品屬性信念「間接」影響對外國產品之品牌態度,此即「暈輪效果模式」。反之,因消費者對本國產品較為熟悉,故消費者是先由對本國產品屬性之信念,彙總建構而成其對本國之來源國形象後,才由來源國形象「直接」影響消費者對本國產品之品牌態度,此即「彙總建構模式」。此外,本國產品與外國產品之品牌態度對購買意願之競爭效果亦確實存在。對本國產品品牌態度愈佳之消費者,對本國產品之購買意願愈高;對外國產品品牌態度愈佳之消費者,對本國產品之購買意願愈低。而消費者對外國產品的憎惡情感在外國產品品牌態度與購買意願間具有調節效果,但母國導向主義的調節效果則無論在外國產品品牌態度與購買意願間,或本國產品品牌態度與購買意願間均不存在。最後本研究對企業與政府在國內行銷與國際行銷兩方面提出建議,並提出未來可能之研究方向。

Previous studies rarely analyzed the competition effect between domestic and foreign products at the same time. There was also a lack of research concerning both cognitive and affective factors simultaneously in consumers’ purchasing intention. Therefore, the study investigated the two paths of cognition-based country-of-origin image - that is, halo effect model and summary construct model. Furthermore, the two affective factors, ethnocentrism and animosity, were considered to form the structural model of this study. In doing so, we first researched how consumers’ brand attitude was influenced by country-of-origin images of domestic products (summary construct model) and foreign products (halo effect model) individually. Then, we took a step forward to observe how consumers’ purchasing intention was affected by brand attitude, together with ethnocentrism and animosity.
Cell phone was the research subject in the study and animosity toward South Korea was analyzed. The sample size was 475. The hypotheses were tested through structural equation modeling (SEM). The reliability and validity of the measurement model were inspected. A structural model was developed to explain the purchasing intention between domestic and foreign products and tested for goodness-of-fit.
The findings provided theoretical implications on the role of country-of-origin image in product evaluation. First, when consumers were not familiar with a foreign country’s product, country-of-origin image might serve as a halo from which consumers inferred the product attributes, which might indirectly shape their brand attitude through their inferential beliefs. In contrast, as consumers were familiar with a domestic product, country-of-origin image might become a construct that summarized consumers’ beliefs about the product attributes and directly formed their brand attitude. Besides, the competition effect between foreign and domestic brand attitudes and purchasing intention did exist. The better the brand attitude the consumers held toward the domestic product, the higher their purchasing intention of the domestic product was. In contrast, the better the brand attitude the consumers held toward the foreign product, the lower their purchasing intention of the domestic product was. Furthermore, animosity played as a moderator between foreign brand attitude and purchasing intention, but ethnocentrism did not have any moderating effect. Finally, these findings provided some suggestions on domestic and international marketing for decision makers of both private and public sectors. Future research topics were also discussed.

目 錄
                               
謝詞 .....I
中文論文提要 ….III
英文論文提要 .....V
目錄 .....VII
圖次 .....IX
表次 .....XI

第一章 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 ...6
第四節 研究流程 ..11
第二章 文獻探討 ..13
第一節 消費者態度 ..13
第二節 來源國形象 ..17
第三節 暈輪效果模式、彙總建構模式與產品熟悉度 ..23
第四節 品牌間之競爭效果 ..27
第五節 消費者母國導向主義 ..30
第六節 憎惡情感 ..36
第三章 研究設計 ..49
第一節 研究架構與研究假說 ..49
第二節 變數的操作性定義與衡量 ..56
第三節 抽樣設計與分析方法 ..62
第四章 資料分析與結果 ..65
第一節 基本資料分析 ..65
第二節 測量模型之信度與效度分析 ..68
第三節 結構模型適配度之評鑑 ..73
第四節 假說檢定與結果 ..78
第五章 結論與建議 ..87
第一節 研究發現與結論 ..87
第二節 行銷意涵 ..91
第三節 研究限制與未來研究方向 ..96
參考文獻 ..99
附錄:問卷 121
著作權聲明 ..125


圖 次

圖1-1  研究流程圖 12
圖2-1  Han 提出之暈輪效果模式 26
圖2-2  Han 提出之彙總建構模式 26
圖2-3 購買外國產品的憎惡情感模式 45
圖3-1 觀念性架構 49
圖4-1 暈輪效果模式(M1)之結構模式檢定結果 79
圖4-2 彙總建構模式(M2)之結構模式檢定結果 79
圖4-3 整合模式(M3)之結構模式檢定結果 81
圖4-4 假說檢定之結果 85


表 次

表2-1 來源國形象相關文獻彙總表 21
表2-2 消費者母國導向主義原始量表(CETSCALE) 32
表2-3 憎惡情感之原始量表 42
表2-4 區域憎惡之原始題項 42
表2-5 持續憎惡與情境憎惡之原始題項 44
表4-1 人口統計變項次數分配表 65
表4-2 受訪者對台灣與南韓手機產品熟悉度之t檢定表 66
表4-3 構念之平均數、標準差、信度係數及SMC值 67
表4-4 測量模型之收斂效度 70
表4-5 潛在變數相關係數與平均萃取變異量 71
表4-6 整體模式適配度之絕對適配度指標 74
表4-7 整體模式適配度之相對適配度指標 74
表4-8 整體模式適配度之精簡適配度指標 75
表4-9  三種模式之整體模式適配度分析比較表 76
表4-10 整合模式(M3)中潛伏變項間的效果 82
表4-11  憎惡情感與母國導向主義調節效果檢定表 84
表4-12  三種模式之路徑係數與假說檢定結果 86

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三、網路參考資料
2013年第一季台灣智慧型手機市場,高達24%為螢幕五吋以上機型(2013)。 IDC(國際數據資訊)。2013年6月20日。取自http://www.idc.com.tw/about/415.html
邱莉玲(2012)。韓人、韓貨台灣人愛恨分明。中時電子報。2013年4月25日。取自http://tw.news.yahoo.com/%E6%95%B8%E5%AD%97%E4%B9%BE%E5%9D%A4-%E9%9F%93%E4%BA%BA-%E9%9F%93%E8%B2%A8-%E5%8F%B0%E7%81%A3%E4%BA%BA%E6%84%9B%E6%81%A8%E5%88%86%E6%98%8E-213000561.html
反韓情緒(無日期)。維基百科。2013年4月25日。取自https://zh.wikipedia.org/wiki/%E5%8F%8D%E9%9F%93%E6%83%85%E7%B7%92
電子產業競爭力比一比 - 台灣半導體強南韓品牌價值高(無日期)。台灣區電機電子工業同業公會。2013年4月25日。取自http://www.teema.org.tw/exhibition-detail.aspx?infoid=6088
劉昌德(2010a)。仇韓的虛實與超越。中時電子報。2013年6月19日。取自http://tw.news.yahoo.com/%E4%BB%87%E9%9F%93%E7%9A%84%E8%99%9B%E5%AF%A6%E8%88%87%E8%B6%85%E8%B6%8A.html

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