臺灣博碩士論文加值系統

在競爭激烈的市場環境中，消費者對於產品的選擇性多，而產品的購買動機往往受到外部因素與內部因素的多重影響。本研究以電子產品為例，界定 出印度消費者的特質，了解有哪些因素會影響印度消費者的購買。
本研究在研究方法設計上，為了避免受訪者受限於傳統封閉式問題，因而採用探索性研究中的質化研究方法，透過階梯法訪談技巧，抽絲剝繭出受訪者的真實想法。在深度訪談過程中，當受訪者的回答具有重複性，即可歸納出結論。本研究透過社群媒體徵集了一共十三位受訪者，受訪者的組成分別為在印度的印度人以及在台灣的印度人，透過一對一面談或電話訪談方式進行訪談資料蒐集。
根據訪談資料的分析與歸納，發現到國家形象、產品品質、品牌忠誠度及品牌名譽是影響印度消費者的重要因素。研究也發現，台灣品牌在印度存在著低度國家形象和低度品牌名譽。然而，造訪過台灣的印度消費者則顯示對於台灣品牌有較高的品牌態度，原因在於訪台期間對於台灣的國家形象與經驗有更深入的了解，從而更願意購買台灣品牌。而在產品的使用過程中，產品品質也逐步的深植消費者心中，形成品牌忠誠度。因此，本研究建議台灣品牌應在印度市場加強品牌名譽與國家形象的塑造。

There are several intrinsic and extrinsic cues that play a part in a consumer’s purchase motivation for a particular brand. In this competitive market there are a wide range of brands available to the consumer. This first concern of this research was to define the idiosyncrasies of the Indian consumer. Secondly, to understand which variables affect purchase motivation.
This study was an exploratory one that utilized the tools of qualitative research. The technique used was the laddering technique. The reason for this was to gain a deeper understanding of the mind of the consumer and not be limited by close ended questions. In-depth interviews were conducted and when the answers became repetitive the interviews were concluded. The final number of participants was thirteen. They were a mixture of Indian people living in Taiwan and India. They were recruited using social media and interviewed in person or on the phone depending on convenience.
Based on the analysis and categorization of the data from the interviews conducted, the results portrayed that country image, performance quality, brand loyalty and brand reputation were the factors that mattered to the Indian consumers. The analysis further revealed a weak country image and brand reputation of the Taiwanese brands in India. However, Indians who visited Taiwan held a higher view of the brands after they visited the country. Based on their experiences in Taiwan and view of Taiwan as a country, they were more keen to purchase the Taiwanese brands. The performance quality of the brands did gradually instill in them a sense of brand loyalty. This research suggests that these Taiwanese brands need to work on their brand reputation and country image to gain a stronghold in the Indian market.

ACKNOWLEDGEMENTS…………….…………………………………....…i

CHINESE ABSTRACT……………………………………………………...…ii

ENGLISH ABSTRACT………………………………………………………. iii

TABLE OF CONTENTS………………………………………………………. iv

LIST OF TABLES…………………...…………………………….….………vii

LIST OF FIGURES………………………………………………………...... viii
CHAPTER I INTRODUCTION 1
1.1 Research Background 1
1.2 Research Gap 2
1.3 Research Objective 3
1.4 Scope of the study 4
1.5 Organization of the Thesis 4
CHAPTER II LITERATURE REVIEW 7
2.1 Introduction 7
2.1.1 Indian Consumer and cultural traits. 7
2.1.2 Brand Reputation 9
2.1.3 Country Image 12
2.1.4 Performance Quality 14
2.1.5 Brand Loyalty 15
2.1.6 Purchase Motivation 16
2.2 Summary 18
CHAPTER III RESEARCH DESIGN 19
3.1 Introduction 19

3.1.1 Qualitative Research Method 19

3.1.2 Laddering Technique 20
3.1.3 Design of the semi-structured interviews 20
3.1.4 Selection and Description 21
3.1.5 Questionaire Design Process 23
3.1.6 Reliability and Validity 26
3.1.7 Instrumentation 26

3.1.7.1 Interview Steps 26

3.1.8 Participant Recruitment 27
3.1.9 Time Frame 27
CHAPTER IV FINDINGS 28
4.1 Introduction 28
4.2 Question 1 29
4.3 Question 2 31
4.4 Question 3 and 4 32
4.5 Question 5 and 6 35
4.6 Question 7 and 8 38
CHAPTER V RESULTS AND DISCUSSION 40
5.1 Results 40
5.1.1 Question 1 and 2 41
5.1.2 Question 3 and 4 41
5.1.3 Question 5 and 6 42
5.1.4 Question 7 and 8 43
5.2 Discussion 44

5.2.1 Word of Mouth 44
5.2.2 Service 46
5.2.3 Advertising 47
5.2.4 Brand Awareness 47
5.2.5 Celebrity Endorsements 48
5.2.6 Weak Country Image 48
CHAPTER VI MANAGERIAL IMPLICATIONS AND LIMITATIONS…...51
6.1 Managerial Implications 51
6.2 Limitations 52
6.3 Further Research 53

REFERENCES………………………………………………………………...……….54
APPENDIX A Indian Consumer 69
APPENDIX B Verbatim Text 1 71
APPENDIX C Verbatim Text 2 75
APPENDIX D Verbatim Text 3 85
APPENDIX E Verbatim Text 4 92
APPENDIX F Verbatim Text 5 103
APPENDIX G Verbatim Text 6 112
APPENDIX H Verbatim Text 7 122
APPENDIX I Verbatim Text 8 134
APPENDIX J Verbatim Text 9 145
APPENDIX K Verbatim Text 10 158
APPENDIX L Verbatim Text 11 174
APPENDIX M Verbatim Text 12 186
APPENDIX N Verbatim Text 13 197


TABLE OF TABLES

Table 1. Respondent Information…………………………………………………22

Table 2. Questions…………………………………………………………………25
 
TABLE OF FIGURES


Figure 1. Organization of the Thesis………………………………………………….6


Figure 2. Resulting Framework ………………………………………...……………43

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