台灣消費者對MIT紡織品的印象、產品評價及購買意願之影響

The Evaluation and Purchase Intention of Taiwan Customer to Taiwan Textile Product

劉莉嘉(L. C. Liu) ； 楊維漢(W. H. Yang) ； 賴秋君(C. C. Lai)

《華岡紡織期刊》 18卷1期 (2011/02) Pp. 75-84

https://doi.org/10.29984/JHGT.201102.0011

摘要

隨著兩岸經濟合作架構協議(Economic Cooperation Framework Agreement, ECFA)的通過，政府開始推動臺灣製產品MIT(Made In Taiwan)微笑標章及品質認驗證制度。推動MIT微笑標章的政策目標，明顯是想藉由提升消費者對「臺灣製產品」健康、安全、值得信賴及物超所值的良好印象，進而創造優良的臺灣品牌價值，強化產業的整體競爭力。本研究的主要目的是探討消費者對臺灣產紡織品的印象、產品評價和購買意願的關係為何，同時探討消費者對產品的涉入程度、以及其消費所在地區，會對其購買意願產生何種影響。本研究證實消費者對產品的印象以及產品評價對購買意願有著明顯正向影響。期望本研究的結論，能對政府在釐定和執行紡織產業政策時有所貢獻，並能作為臺灣紡織企業在釐定研究發展策略、以及執行拓銷活動時的實務依據。

關鍵字

台灣製產品MIT ； 製造來源國產品印象 ； 產品評價 ； 產品涉入程度 ； 購買意願

並列摘要

Along with both banks economic cooperation construction agreement (Economic Cooperation Framework Agreement, ECFA) passing, the government starts to impel Taiwan system product MIT (Made In Taiwan) to smile the marker and the quality recognizes the confirmation system. Impels the MIT smile marker the policy goal, is obviously wants because to promote the consumer to be right ＂Taiwan system product＂ the health, the security, to be worth trusting and the above the price in value good impression, then creation fine Taiwan brand value, strengthened industry overall competitive power. Is this research's main purpose discusses the consumer to produce the textile to Taiwan the impression, why the product appraisal and the purchase wish relations, simultaneously discusses the consumer to ford into the degree to the product, as well as it expends the area, will have what kind of influence to its purchase wish. This research confirmed that the consumer the impression as well as the product appraises to the product to purchases the wish to have the obvious forward influence. Expects this research the conclusion, can the government when arranges and carries out the spinning and weaving industrial policy has the contribution, and can as Taiwan Textile enterprise when arranges the research development strategy, as well as the execution develops sells active the practice basis.

並列關鍵字

Product Made in Taiwan ； Manufacture Origin Country Image ； Product Appraisal ； Product Ford Into the Degree Egional Disparity ； Consumer Purchase Wish