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研究生:范雁雯
研究生(外文):Yen-wen Fan
論文名稱:消費者全球傾向、民族中心主義對全球品牌態度之影響─以自我形象一致性為中介變數
論文名稱(外文):THE EFFECTS OF CONSUMER GLOBAL ORIENTATION AND ETHNOCENTRISM ON GLOBAL BRAND ATTITUDE: SELF-IMAGE CONGRUENCE AS A MEDIATOR
指導教授:孫碧娟孫碧娟引用關係
指導教授(外文):Pi-chuan Sun
口試委員:孫碧娟
口試委員(外文):Pi-chuan Sun
口試日期:2015-06-12
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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:2015
畢業學年度:103
論文頁數:236
中文關鍵詞:全球消費傾向全球認同消費者民族中心主義自我形象一致性全球品牌態度
外文關鍵詞:consumer ethnocentrismglobal identityglobal consumption orientationself-image congruenceglobal brand attitude
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隨著全球意識形態逐漸興起,市場不再受限於國家邊界,消費者越來越容易接觸到全球品牌商品,擁有更多的選擇機會。全球化背景下,品牌價值一直受到企業經理人所重視,面對來自全球各地不斷崛起的企業以及產業,全球品牌如何在這個競爭激烈的市場中脫穎而出,將是本研究關心的議題。
本研究以全球品牌「UNIQLO」與「Samsung」為例,探討消費者全球傾向(全球消費傾向、全球認同)、消費者民族中心主義、自我形象一致性以及全球品牌態度之間的關係,並以產品類別為調節變數,分別以服飾與智慧型手機兩類來檢驗其帶來的調節效果。本研究以台北地區百貨公司消費者為研究對象,總回收300份問卷,經刪除遺漏作答及規則性作答等無效問卷後,有效問卷為 286 份,有效回收率為 95.3%。
實證結果顯示,自我形象一致性會影響消費者對於全球品牌態度,其在全球傾向與全球品牌態度、民族中心主義與全球品牌態度中也扮演著重要中介變數的角色。此外,研究發現不同的產品類別具有調節效果,民族中心主義對全球品牌與其自我形象一致性的影響,會因為產品類別的不同而有所改變,顯示出在台灣的消費者,面對來自國外品牌時,民族中心主義並不會自動轉化產生負面偏見。本研究結果也發現台灣是一個適合開發全球品牌市場的國家,台灣消費者是重視全球趨勢且偏好於全球商品及生活方式,對於全球品牌的態度是良好可接受的,此外其民族中心主義的傾向亦不高,因此,全球品牌管理者可藉此人口特徵開發並進駐全球品牌商品,使用全球性主題的宣傳活動,傳達更多關於全球性的報導,進一步提高消費者全球意識,從中獲得更多正面評價。
As the rising of global ideology, the world has become more closely, consumers are easily access to global brand merchandise, and have more choices to buy. Under the background of globalization, the value of brand has been valued by business managers. The global brand faced the rising of business and industry around the world, how to stand out in highly competitive markets is a topic for the overarching concern of this study.
This study, used UNIQLO and Samsung as examples of global brand, to investigate the relationship of global orientation (global consumption orientation and global identity), consumer ethnocentrism, self-image congruence, and global brand attitude; and took product category as a moderator, including clothing and smart phones. This study is based on department stores consumers in Taipei as the research subjects. A total of 300 questionnaires were distributed, after removing the invalid questionnaires, 286 questionnaires remained, and the effective questionnaires return rate is 95.3%.
The empirical result shows that self-image congruence has an effect on global brand attitude, it plays an important role between global orientation and global brand attitude, and between ethnocentrism and global brand attitude. In addition, the research found that product category has a moderating effect, the effects of consumer ethnocentrism on self-image congruence for global brand varied by product category. It shows that strong ethnocentric tendencies within a country may not automatically translate into negative bias toward foreign brands that enter the country. This study also found that Taiwan is suitable for development of global brand marketing. Taiwanese consumers value global trends and favor in globalized goods and lifestyles, have more positive global brand attitude for global brand, and have lower ethnocentrism characteristics. Therefore, global brand managers, according to these demographic characteristics, can develop merchandise of global brand, and station in major cities around the world. They can try to obtain more positive evaluations from consumers through global theme communication and tell more stories about the global world to enhance their global consciousness.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 6
第三節 研究流程 8
第貳章 文獻探討 10
第一節 自我形象一致性 11
第二節 全球消費傾向 13
第三節 全球認同 15
第四節 民族中心主義 17
第五節 全球品牌態度 19
第六節 自我形象一致性與全球品牌態度 20
第七節 全球消費傾向、自我形象一致性與全球品牌態度 22
第八節 全球認同、自我形象一致性與全球品牌態度 24
第九節 民族中心主義、自我形象一致性與全球品牌態度 26
第十節 產品類別與民族中心主義 28
第参章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 研究變數定義與衡量問項 39
第四節 前測問卷分析與結果 44
第五節 資料分析方法 48
第肆章 資料分析與結果 50
第一節 樣本結構分析 50
第二節 敘述性統計資料 53
第三節 信度分析 55
第四節 驗證性因素分析 55
第五節 假設驗證 60
第六節 檢驗調節變數之影響 63
第七節 結果與討論 66
第伍章 結論與建議 71
第一節 研究結論 71
第二節 研究發現與貢獻 73
第三節 管理意涵 74
第四節 研究限制與未來研究建議 75
參考文獻 77
附錄(問卷)-1 93
附錄(問卷)-2 97
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