隨著勞工權益及基本工資逐年抬頭及調漲，越來越多國內企業將相關工廠設備及辦事處移至中國大陸和其他東南亞國家，以降低生產成本，加上今年度中美貿易戰開打，美國總統川普更衝著中國大陸而來，針對中國大陸製造產品加徵進口關稅，使得中國世界工廠招牌失寵，製造商紛紛前進東南亞設置生產基地，像是科技業大廠正崴最近就破天荒出走中國，前進緬甸設廠，鴻海也前進美國設廠，顯示產品多國同步生產的模式，已蔚為常態。因而同一商品如IPHONE手機同款商品可能分由不同國家的工廠來生廠，即為一例。
本研究以大同大學之在校學生做為研究對象，主要探討製造來源國與自我建構對消費者購買意願的影響外，並區分銷售通路：實體與虛擬以做為干擾變數進行研究。實驗設計是採3 (製造來源國：越南、中國大陸、台灣) X 2 (自我建構：獨立性、相依性)X 2 (通路：實體通路，虛擬網路通路) 受試者間實驗設計。本研究總共有245人參與受測，回收整理後有效問卷統計為217份。
本研究經 SPSS 軟體進行統計運算，再依據信度分析、敘述性統計分析及變異數分析等模型進行結果分析比對。本研究之結果為，(1)製造來源國對消費者購買意願有顯著影響；(2)自我建構對消費者購買意願不顯著；(3)通路干擾製造來源國對消費者購買意願；(4)通路沒有干擾自我建構對消費者購買意願。
關鍵字：製造來源國、通路、自我建構、購買意圖

As labor rights and basic wages rises year by year, more and more domestic companies are moving their factories and offices to China and other Southeast Asian countries to reduce production costs. In addition to trade war this year, The President of USA has imposed import tariffs on manufactured products in China, which has made China's world factory sign out of favor. Gradually, Manufacturers have started to set up production bases in Southeast Asia, for example, the big technology industry Foxlink left China continuously, and set up a factory in Myanmar. Also Foxconn Technology Group set up factories in the United States, showing that the model of simultaneous production of multiple products has become the norm. Such as the Iphone mobile phone, may be produced by a factory in different country.
This study takes students of Tatung University as the experiment subjects, and discusses the influence of country of manufacture and self construl on consumers' purchase intention, and study the sale channel (physical or virtual channel) as moderator. It is a 3(country of manufacture: Vietnam, China, Taiwan) X 2 (self-construal: independence or inter-dependence) X 2(sale channel: physical sale channel and internet sale channel) between- subject experiment design. Total 245 people participated in the experiment and 217 are valid samples, SPSS software was used for statistical analysis and calculation, and then the results of the analysis were compared based on reliability analysis, descriptive statistical analysis and variance analysis. The results of this study are: (1) Country of manufacture has a significant influence on the consumers' purchase intention; (2) Self-construal has no significant effect on the consumers' purchase intention; (3) The sale channel moderates the effect of the country of manufacture on the consumers' purchase intention; (4)The sale channel does not modreate the effect of self-construal on the consumers' purchase intention.
Keywords: Country of manufacture, Sale channel , Self-construal, Purchase intention

摘要i
目錄vi
表目錄viii
圖目錄ix
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的2
第三節 研究程序3
第貳章 文獻探討5
第一節 來源國5
第二節 通路8
第三節 自我建構18
第四節 購買意願23
第参章 研究方法27
第一節 研究架構27
第二節 研究假設28
第三節 研究變數定義及衡量問題32
第四節 研究問卷設計與資料蒐集34
第肆章 研究結果與分析38
第一節 信度分析38
第二節 敘述統計分析40
第三節 變異數分析47
第伍章 結論與建議51
第一節 研究結論51
第二節 管理意涵53
第三節 研究限制54
第四節 未來研究建議55
參考文獻57
附錄68

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