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研究生:高麗琴
研究生(外文):GAO, LI-QIN 
論文名稱:消費者對進口品牌偏好之研究-以KOHLER衛浴為例
指導教授:周登陽周登陽引用關係
口試委員:周登陽鄭揚耀許嘉文張景行
口試日期:2017-06-06
學位類別:碩士
校院名稱:國立中正大學
系所名稱:高階主管管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:67
中文關鍵詞:來源國效應產品知識品牌偏好購買意願衛浴產品
外文關鍵詞:Country of OriginProduct KnowledgeBrand PreferencePurchase IntentionSanitary Ware
相關次數:
  • 被引用被引用:1
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  • 下載下載:26
  • 收藏至我的研究室書目清單書目收藏:1
消費者購買產品時會受到產品的形象、功能及價格多方面評估考量,但是最大影響的因素幾乎是購買過該品牌的(其他)商品經驗或朋友的推薦及建議。在購買意願的影響因素中,除了消費者所具備的產品知識外,品牌也成為一個備受矚目的指標。亦即,消費者在缺乏產品知識的情形下,將會依賴產品所提供的線索與自身的心理認知來進行購買行為,此時產品的品牌偏好會在購買决策上扮演相當重要的角色。除此之外,產品的來源國形象對於消費者也是一個相當重要的因素,也會影響其購買意願。
本研究透過問卷調查,發放給前往全省KOLHER門市的顧客進行調查,總計回收了155 份問卷,其中148 份為有效問卷,結果顯示如下:
1. 衛浴產品的來源國會正向的影響消費者對於該品牌的偏好程度
2. 衛浴產品的來源國會正向的影響消費者對於該品牌的知覺品質
3. 衛浴產品的來源國會正向的影響消費者對於該品牌的購買意願
4. 消費者對於衛浴產品所擁有產品知識程度愈高時,其知覺品質愈高。
5. 消費者對於衛浴產品所擁有產品知識程度愈高時,其購買意願愈高。
6. 消費者對於衛浴產品的品牌偏好會正向影響其知覺品質。
7. 消費者對於衛浴產品的知覺品質會正向影響其購買意願。

When buying products, customers will be affected by the image, function, and price of the product. However, the key factors are the experience and recommendation by their friends. The factors which influenced customers’ purchase intention include product knowledge, product brand is also becoming an important factor. If customers are lack of product knowledge, they will rely on the clues and their own psychological awareness to buy the products, as a result, product brand preference will play a very important role in the purchase decision. In addition, the image of the country of origin of the product is also a very important factor for consumers, will also affect their purchase intention.

This study was conducted by questionnaires and distributed to customers who visited KOLHER stores in Taiwan. A total of 155 questionnaires were collected, of which 148 were valid questionnaires. The results showed as follows:
1. The country of origin for the sanitary product had positive impact on consumer’ brand preference
2. The country of origin for the sanitary product had positive impact on consumers’ brand perceived quality
3. The country of origin for the sanitary product had positive impact on consumers’ purchase intention.
4. The more product knowledge of the sanitary product, the higher of customers’ perceived quality.
5. The more product knowledge of the sanitary product, the higher of customers’ purchase intention.
6. The Customers’ brand preference for sanitary products will positively affect their perceived quality.
7. The Customers’ perceived quality for sanitary products will positively affect their purchase intention.

謝誌 i
摘要 ii
英文摘要 iii
表次 vi
圖次 vii

第 一 章 緒論 1
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 四 節 論文架構 5

第 二 章文獻回顧 6
第 一 節 產品知識 6
第 二 節 產品來源國效應 11
第 三 節 品牌偏好 15
第 四 節 知覺品質 17
第 五 節 購買意願 21
第 六 節 衛浴產業現況 25

第 三 章 研究方法 29
第 一 節 研究架構與假說 29
第 二 節 KOHLER衛浴品牌簡介 30
第 三 節 研究假說 31
第 四 節 研究設計 35
第 五 節 統計分析方法 41

第 四 章 研究結果 44
第 一 節 填答者基本資料分析 44
第 二 節 信度分析 47
第 三 節 差異分析 49
第 四 節 本研究各構面之相關分析 56

第 五 章 結論與建議 58
第 一 節 研究結論 58
第 二 節 實務意涵與建議 59
第 三 節 研究限制與未來研究建議 60

參考文獻 61













表次
頁次
表2-1產品知識的定義 7
表2-2產品知識分類知研究彙整 9
表2-3來源國形象的定義 12
表2-4來源國形象構面分 14
表3-1來源國形象量表 35
表3-2產品知識量表 36
表3-3品牌偏好量表 37
表3-4知覺品質量表 37
表3-5購買意願量表 38
表3-6個人統計變數量表 39
表4-1填答者基本資料分析 44
表4-2問卷信度分析 46
表4-2性別與各構面之差異分析 48
表4-3婚姻狀況與各構面之差異分析 48
表4-3年齡對於各構面之差異分析 49
表4-4學歷對於各構面之差異分析 50
表4-5職業別對於各構面之差異分析 51
表4-6所得別對於各構面之差異分析 53
表4-7居住區域別對於各構面之差異分析 54
表4-8各構面之相關分析 55
表5-1本研究假說結果 57







圖次
頁次
圖1-1本研究之流程 4
圖2-1購買意願形成模式 23
圖2-2購買意願形成模式 24
圖2-3我國衛浴五金產業2001~2013年產值發展歷程圖 26
圖3-1本研究架構圖 29


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