臺灣博碩士論文加值系統

產品來源國可謂為消費者在選購商品時的重要外顯線索。然而，隨著全球化的發展，產品之來源國不限定於一國，可分解為設計來源國(COD)與製造組裝來源國(COM/COA)等等。另外，在許多消費者心中會保有對各個國家的刻板印象，若以此印象與產品作聯想，則此稱為來源國與產品之契合度(Fit)。但來源國之重要性是否會因全球化發展，被產品之其他特性，如品牌形象所取代。因此，本研究將針對設計/製造組裝來源國與產品之契合度、品牌形象、知覺品質、產品態度與購買意圖進行探討，並以福斯汽車作為研究產品。研究設計以德國為設計來源國，製造組裝來源國為中國大陸與台灣，因此在本研究中共有兩種情境。本研究結果發現：
1.若是在製造組裝來源國為台灣的情況下，對台灣消費者而言，品牌形象對購買意圖之影響力是凌駕於兩項契合度概念之上的，兩項契合度又以製造組裝來源國與產品契合度對購買意圖的影響較為深遠。但知覺品質無法直接影響購買意圖，需再透過產品態度中介。因此若福斯汽車在台灣組裝製造，必須強調其品牌形象與產品態度之形塑。
2.若是在製造組裝來源國為中國大陸的情況下，三項前因僅有製造組裝來源國與產品契合度可間接影響購買意圖。因此，必須強調中國汽車產業之製造能力已深耕多年，已有實力製造組裝出品質不錯的汽車。

Country of origin is an important extrinsic cue when consumers choose products. However, with the development of globalization, it could be divided into country of design and country of manufacture/assembly. On the other hand, there are stereotypes of countries in consumers'' memory. They associate the products with the country of design or country of manufacture/assembly. The associations activated by countries and products are so called fit. But the importance of country of origin could be substituted by other features of products, i.e. brand image, because of the development of globalization? Therefore, fit between country of design and products, fit between country of manufacture/assembly and products, brand image, perceived quality, attitude toward products and purchase intention is discussed in this thesis. Use Volkswagen as an example. There are two scenarios in this research: countries of design are both Germany and countries of manufacture/assembly are China and Taiwan separately. Findings are as follow:
1. When country of manufacture/assembly is Taiwan, the impact of brand image on purchase intention is more powerful than the fits on purchase intention. But there is no significant effect between perceived quality and purchase intention.
2. When country of manufacture/assembly is China, among three antecedences, only fit between country of manufacture/assembly and products could affect purchase intention indirectly.

目錄 I
表目錄 III
圖目錄 V
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　研究範圍與研究對象 4
第四節　研究流程 5
第二章　文獻探討 6
第一節　福斯(Volkswagen)品牌簡介 6
第二節　產品來源國及其分解 10
第三節　國家與產品種類之契合度 17
第四節　品牌形象 21
第五節　知覺品質、產品態度與購買意圖 26
第三章　研究設計 31
第一節　觀念架構 31
第二節　研究假說 32
第三節　研究變數之操作性定義與衡量 36
第四節　問卷設計與抽樣方法 40
第五節　資料分析方法 41
第四章　資料分析與結果 45
第一節　敘述性統計分析 45
第二節　信度分析 50
第三節　結構方程模式分析 51
第五章　研究結論與發現 66
第一節　研究結論 66
第二節　研究發現 68
第三節　研究限制 70
參考文獻 71
附錄：研究問卷 79

表目錄
表2-1 2011年進口車品牌銷售量排行 7
表2-2 福斯汽車在台車系表 8
表2-3 2011年進口一般品牌銷售量表 9
表2-4 產品來源國之定義 11
表2-5 產品來源國效果之定義 11
表2-6 產品來源國分解之各構面 14
表2-7 國家與產品種類相配/不相配 18
表2-8 品牌形象之定義 22
表3-1 本研究假說彙整表 35
表3-2 設計/製造組裝來源國與產品之契合度之操作性定義與衡量問項 36
表3-3 品牌形象之操作行定義與衡量問量 37
表3-4 知覺品質之操作行定義與衡量問量 38
表3-5 產品態度之操作行定義與衡量問量 39
表3-6 購買意圖之操作行定義與衡量問量 39
表3-7 問卷回收情形分析表 40
表3-8 有效問卷之來源 41
表3-8 LISREL之參數矩陣 43
表3-9 整體模式之配適度判斷指標 44
表4-1 有效問卷之性別資料 45
表4-2 有效問卷之教育程度資料 46
表4-3 有效問卷之年齡資料 46
表4-4 有效問卷之婚姻狀況資料 47
表4-5 有效問卷之職業資料 47
表4-6 有效問卷之每月各人所得資料 48
表4-7 有效問卷之購車經驗資料 49
表4-8 有效問卷之資料來源資料 49
表4-9 研究變項之信度分析彙整表 50
表4-10 結構方程模式之參數說明 53
表4-10結構方程模式之參數說明(續) 54
表4-11 整理模式之配適度評估 55
表4-12 衡量模式之評估(製造組裝來源國為台灣的情況下) 57
表4-13 衡量模式之評估(製造組裝來源國為中國大陸的情況下) 58
表4-14 整體之研究假說驗證結果(製造組裝來源國為台灣的情況下) 61
表4-15整體之研究假說驗證結果(製造組裝來源國為中國大陸的情況下) 62
表4-16 本研究三項前因對購買意圖之間接、整體影響效果(製造組裝來源國為台灣之情況下) 64
表4-17 本研究三項前因對購買意圖之間接、整體影響效果(製造組裝來源國為中國大陸之情況下) 65



 
圖目錄
圖1-1 Volkswagen銷售量成長圖 4
圖1-2 研究流程圖 5
圖2-1 品牌形象各構面 23
圖2-2 態度與購買行為之關係 30
圖3-1 本研究之觀念架構 31
圖4-1 本研究之線性結構關係圖 52
圖4-2 整體模式結構關係路徑分析圖(製造組裝來源國為台灣的情況下) 63
圖4-3 整體模式結構關係路徑分析圖(製造組裝來源國為中國大陸的情況下) 63

一、中文部分
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吳明隆(2008)，結構方程模式:SIMPLIS的應用，北市:五南圖書。
李銘峰(2009)，「品牌形象與製造來源國印象對購買意願之影響關係研究－以歐美同級柴油車為例」大葉大學國際企業管理學系碩士在職專班碩士論文。
周文賢(2002)，多變量統計分析：SAS/STAT 使用方法，台北：智勝文化。
林妙雀、李建裕(2010)，「吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數」，行銷評論，第七卷，第四期，頁525-556。
林依璇(2004)，「汽車工業全球化：福斯集團全球佈局之個案分析」淡江大學歐洲研究所碩士論文。
林震岩(2007)，多變量分析：SPSS的操作與應用，台北：智勝文化。
邱皓政(2003)，結構方程模式:LISREL的理論、技術與應用」,台北雙葉。
許峰瑄(2011)，「台灣汽車市場價格之研究－Hedonic regression之應用」國立高雄第一科技大學企業管理研究所碩士論文。
楊宗翰(2010)，「探討日韓汽車品牌之來源國印象對消費者購買意願的影響─以知覺價格與產品涉入程度為干擾變數」大葉大學國際企業管理學系碩士班碩士論文。
溫文佑(2006)，「品牌形象、廣告代言人與消費者購買意願關係之研究」中原大學企業管理研究所碩士論文。
劉正偉(2006)，「購物網站之線上消費者接受模式」大葉大學資訊管理學系研究所碩士論文。
 
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三、網路部分
U-Car網：http://www.u-car.com.tw/
德國福斯汽車官方網站：http://www.volkswagen.tw/tw/zh.html
電子工程專輯：http://www.eetimes.com/