- 學位論文
影響越南消費者購買國外品牌汽車意願之 因素
A Study of The Effect to Vietnamese Consumers of Purchase Foreign Car Brands Itention
摘要
近幾年來，由於經濟發展穩定，個人平均收入因此 提高越南消費者對於購買汽車為炫耀性產品及交通工具方便開始注重，因此越南市場也跟著熱鬧起來。但越南本土汽車產業才剛發展，雖然越南政府已提出許多補助方法與政策還是不能答應越南國內汽車需求量，這理由使國外汽車廠商把進入越南市場為最佳機會，同時擬定行銷企劃。而對於國際行銷來說消費者購買產品的意願是首要因素。本研究根據之前對於越南市場的研究報告接著越南消費者購買汽車產品過程所重視的產品本身訊息包括內部訊息產品多功能設計及外部訊息品牌來源國形象與 產品價格來探討越南消費者對於該產品的購買意願，並且進行再不同的產品知識下這些因素對於消費者購買過程有何演變以作為國外品牌汽車進入越南市場的參考依據。 本研究根據之前關於來源國形象研究進行探討該因素對於消費者購買意願的影響。同時針對研究物件“汽車”的科技發展特徵進行探討對於該產品來說產品多功能設計是否會爭相影響消費者購買意願。再者進行價格與購買意願是不是有負向關係。最後進行探討再不同產品知識的干擾下這些影響關係怎麼互動？經過探討並整理許多檔後本研究使用Han and Terpstra（1988）的科技發展程度、聲譽、工藝和經濟發展程度及Roth and Romeo (1992)的創新性、設計作為本研究進行對於品牌來源國形象的衡量構面。並根據汽車產品特性的電子化汽車產品為產品多功能設計的探討標準及消費者層面，競爭者層面及本身研究物件的價格折扣與 折舊率等五個問項來進行對於價格研究構面。另外本研究選擇臺灣LUXGEN汽車品牌為研究物件並且進行發放網路問卷方式來做為研究方法。本研究總共收回了216分有效問卷。且最後發現品牌來源國形象，產品價格對於購買意願產生正向影響，並在於不同產品知識干擾下這兒正向關係更加強烈。而產品多功能設計並不會直接影響產品購買意願，不過再不同的產品知識干擾之下產品多功能設計對購買意願會產生負向的影響關係。
並列摘要
In recent years, due to the economic development and stability, thereby increasing the average personal income of Vietnamese consumers for the purchase of vehicles as conspicuous products and convenient transportation began to focus on, so the Vietnamese market also followed gaiety. However, Vietnam's domestic auto industry just development, although the Vietnamese government has made a number of methods and policies or subsidies can not promise Vietnamese domestic auto demand, for this very reason that foreign car manufacturers to enter the Vietnamese market for the best opportunities, while developed marketing plan. For international marketing is the willingness of consumers to buy is the primary factor. Before this study, according to a research report for the Vietnamese market Vietnamese consumers to buy a car and then the process of product valued by the product itself messages include internal message multifunction product design and external information source country brand image and product prices to explore the Vietnamese consumers of the product willingness to buy and re different product knowledge, these factors on the evolution of the consumer buying process in place to serve as foreign brand cars to enter the Vietnamese market reference. This study is based on the country of origin before the study to explore the factors that influence consumers' purchase intention. The same time for the object of study "Car" feature to explore technological developments for the product concerned whether the competing product functional design affect consumer willingness to buy. In addition to price and purchase intention is not a negative relationship. Finally, explore the knowledge of different products then the interference between how these effects interact? After many stalls to explore and after finishing this study Han and Terpstra (1988) level of technological development, reputation, technology and economic development level and Roth and Romeo (1992) innovative design as research for the brand image of the country of origin measure the dimensions. Product characteristics and according to automobile electronic products for the Automotive Design of multi-product standards and consumer level, competitors and its own research object level of price discounts and depreciation rate five to ask for the price of entry for dimensions. In addition the study chose Taiwan as the research object LUXGEN car brand and to distribute questionnaires to the Internet as a research method. In this study, a total of 216 valid questionnaires were recovered. And finally found the brand image of the country of origin, product prices have positive effects for the purchase intention and knowledge of different products that interference more strongly positive relationship here. The multi-functional product design does not directly affect the product purchase intentions, but then again, the knowledge of different products under the interference of product functional design on purchase intention will have negative impact on the relationship.