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研究生:林洧廷
研究生(外文):Lin, Wei-Ting
論文名稱:品牌來源國與知覺價格對消費者產品評價與購買意願之影響:製造國與購買情境干擾效果探討
論文名稱(外文):The Effects of Country of Brand and Perceived Price on Consumers’ Product Evaluations and Purchase Intentions: The Moderating Effects of Country of Manufacture and Purchase Situation
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu, Li-Wei
口試委員:吳立偉王崇昱張國雄
口試委員(外文):Wu, Li-WeiWang, Chong-YuZhang, Guo-Xiong
口試日期:2014-05-22
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:104
中文關鍵詞:品牌來源國製造國知覺價格購買情境
外文關鍵詞:Country of BrandCountry of ManufacturePerceived PricePurchase Situation
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隨著全球化及專業分工的影響下,產品的生產及行銷活動改變,同一產品及品牌可能來自不同品牌來源國與製造國,使得混血產品的出現,消費者將面臨更多本國產品、外國產品。而消費者對於各國的國家形象大都已存在一些先入為主的觀念。因此,產品的來源國在消費者對於產品品質判斷,扮演著重要的角色。除此之外,消費者在購買產品時,價格亦在消費者對於產品品質之判斷,扮演著重要的外部線索。另外,在實際購物情況下,行銷為導向的市場中,行銷人員不斷使出渾身解數來改變購買環境,來獲得消費者青睞,因此購買情境亦已成為消費者對於產品品質判斷的關鍵之一。
本研究2×2×2×2的多因子實驗設計方式,將自變數品牌來源國形象(高/低)、價格(高/低)、干擾變數製造國形象(高/低)、購買情境(好/壞),以探討產品外部線索對消費者對產品評價以及最終對購買意願之影響。
Under the influence of globalism and division of labor, the production and marketing methods of products have changed. For instance, a product and its brand could originate from a different brand country and manufacture country. Therefore, “hybrid” products can be seen in the market. Consumers typically have a preconceived idea over various countries, therefore, a product’s origin is crucial in determining its quality. In addition, the price of a product plays an important role in determining its quality, In an actual purchase where market is used, the salesperson will pose “all sorts circumstance” for the consumer’s preference to draw his/her trust. And thus for the consumer, the environment where purchase is made is also a determining factor towards the quality of the product.
In this study, we used we used a 2(country of brand: high or low)×2(perceived price: high or low)×2(country of manufacture: high or low)×2(purchase situation: good or bad) between-subjects experimental design, to discuss the effect of outside clues on consumers’ evaluations and purchase intentions.

目錄 IV
表目錄 V
壹、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、研究架構 4
貳、文獻探討 5
第一節、來源國形象 5
第二節、知覺價格 9
第三節、知覺品質 10
第四節、知覺犧牲 13
第五節、製造國作干擾變數 14
第六節、購買情境作干擾變數 16
第七節、知覺價值 19
第八節、購買意願 22
參、研究方法 24
第一節、研究架構 24
第二節、研究變數操作性定義 25
第三節、研究設計 28
第四節、正式實驗 33
第五節、資料分析方法 36
肆、研究結果 38
第一節、敘述性分析 38
第二節、操弄檢定 41
第三節、信效度與相關性分析 43
第四節、假設檢定 48
伍、結論與建議 59
第一節、研究結論 59
第二節、研究貢獻 62
第三節、管理意涵 63
第四節、研究限制與後續建議 64
參考文獻 66
附件一 前測問卷 77
附件二 正式測驗 79


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1. 1.封德台、謝雅菱 (2006),製造國與品牌名稱對消費者購買意願影響之研究-以國際性服飾品牌為例,經營管理論叢。2(1),47~63。
2. 1.封德台、謝雅菱 (2006),製造國與品牌名稱對消費者購買意願影響之研究-以國際性服飾品牌為例,經營管理論叢。2(1),47~63。
3. 1.封德台、謝雅菱 (2006),製造國與品牌名稱對消費者購買意願影響之研究-以國際性服飾品牌為例,經營管理論叢。2(1),47~63。
4. 2.周建亨、陳津美、曾郁雯 (2004),服務接觸人員行為量表之建立及其與服務互動品質關係之研究。文大商管學報。9(2),67~84。
5. 2.周建亨、陳津美、曾郁雯 (2004),服務接觸人員行為量表之建立及其與服務互動品質關係之研究。文大商管學報。9(2),67~84。
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