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研究生:潘建寧
研究生(外文):Chien-Ning Pan
論文名稱:母國國家品牌對零售業者於地主國獲利與存活時間之影響-以進入時機為中介效果
論文名稱(外文):The impact of Nation Brand on Physical Store Performance and Survival in Host Country Market—The Mediation of Entry Timing
指導教授:曾盛恕曾盛恕引用關係
指導教授(外文):Seng-Su Tsang
口試委員:陳家祥林孟彥
口試日期:2019-06-21
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2019
畢業學年度:107
語文別:中文
論文頁數:48
中文關鍵詞:母國國家品牌進入時機存活時間階層線性模型存活分析
外文關鍵詞:National BrandEntry TimingSurvival timeHierarchical linear modelingSurvival analysis
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隨著國際化趨勢,資訊化的普及、資訊傳播的品質越趨良善以及各式媒體崛起,母國國家品牌可藉此快速地傳達予消費者,成為影響消費決策之重要關鍵之一。因此在企業海外擴張的策略下母國國家品牌是不可輕易忽視。
本研究旨在探究全球排名前250家已進入國際市場之零售業者,其母國國家品牌對零售業者擴張海外版圖時,其母國國家品牌對其在各地主國市場進入後的獲利情形與存活時間產生影響。透過大量的客觀數據做更廣泛、全面的研究分析,藉由階層線性模型及存活分析進行檢驗,且納入進入時機進行中介效果的探討。而研究結果顯示在母國國家品牌的五關鍵因素中,各關鍵因素在獲利情形或存活時間上各自具有其顯著相關性。而在進入時機加入模型後,檢驗其具有中介效果。
With the trend of internationalization, the popularity of information, the quality of information dissemination, and the rise of various media, the national brand of the home country can be quickly conveyed to consumers and become one of the key factors affecting consumer decision-making. Therefore, under the strategy of overseas expansion of enterprises, the national brand of the home country cannot be easily ignored.
The purpose of this study is to explore the top 250 retailers in the world who have entered the international market. When the home country's national brand expands the overseas territory for retailers, the profitability of their home country brands after entering the main country markets is Survival time has an impact. Through a large number of objective data to do a broader and comprehensive research and analysis, through the hierarchical linear model and survival analysis to test, and include the opportunity to explore the mediation effect. The results of the study show that among the five key factors of the national brand of the home country, each key factor has its significant correlation in terms of profitability or survival time. After entering the model at the time of entry, it is tested to have a mediating effect.
目錄
摘要 I
ABSTRACT II
目錄 III
圖目錄 V
表目錄 V
1、 緒論 6
1.1. 研究背景 6
1.2. 研究動機與問題 7
1.3. 研究問題 8
2、 文獻探討 9
2.1. 母國國家品牌(Nation Brand) 9
2.2. 獲利情形(Performance) 10
2.3. 存活時間(Survival Time) 11
2.4. 進入時機(Entry Time) 12
3、 研究方法 14
3.1. 研究架構 14
3.2. 研究樣本 15
3.3. 階層線性模型(Hierarchical Linear Modeling) 18
3.4. 存活分析(Survival analysis) 18
3.5. 研究變數操作定義 19
4、 研究分析與結果 24
4.1. 描述性統計 24
4.2. 相關係數分析 26
4.3. 假說驗證 27
4.4. 中介效果假說驗證 31
5、 研究結論與建議 36
5.1. 研究結論與建議 36
5.2. 學術貢獻 39
5.3. 管理意涵 39
5.4. 研究限制 40
5.5. 未來研究方向 40
參考文獻 41


圖目錄
圖 1 母國國家品牌六大因素 10
圖 2 研究架構 15

表目錄
表 1 母國國家品牌之衡量變數表 17
表 2 進入時機之衡量變數表 17
表 3 依變項變數命名 19
表 4 母國國家品牌變數命名 21
表 5 進入時機變數命名 22
表 6 零售型態變數命名 23
表 7 描述性統計表 25
表 8 母國國家品牌衡量因素之相關係數表 26
表 9 進入時機衡量因素之相關係數表 26
表 10 母國國家品牌對零售品牌銷量之模型 28
表 11 母國國家品牌對零售品牌銷量之分析結果 29
表 12 母國國家品牌對地主國市場進入後之存活時間之模型 30
表 13 母國國家品牌對地主國市場進入後之存活時間之分析結果 31
表 14 進入時機中介母國國家品牌與在地主國市場獲利情形之驗證結果 33
表 15 進入時機中介母國國家品牌與地主國市場進入後之存活時間之驗證結果 35
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