品牌來源對於消費者購買意願和忠誠度之研究

Brand Origin Effect on Consumer Purchase Intention and Loyalty

范成光(Thanh-Quang Pham)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00226

摘要

本研究旨在探討品牌來源國對消費者購買意向，以及購買意向對消費者忠誠度的影響。本研究運用定量分析方法進行假設檢定，針對在台灣及越南等地的越南籍人士發放問卷調查，實際回收問卷達到 316 份。研究結果明顯表示越南消費者對日本品牌的產品比對中國品牌產品有更高的購買意圖，而購買意圖會進一步地影響到消費者忠誠度。本研究亦明確地解釋對品牌來源的關聯在摩托車市場的品牌定位占了主導地位，並指出對品牌來源國知覺決定了消費者對產品知覺。本論文的貢獻在於發展出一個品牌來源的普遍定義。

關鍵字

品牌來源國 ； 消費者忠誠度 ； 購買意願

並列摘要

This research investigates the effect of brand origin on consumer purchase intention and purchase intention effects on customer loyalty. The article employed a quantitative analytical method by administering and distributing 316 online surveys to Vietnamese citizens in Taiwan and Vietnam territory as well. The results were significant in indicating that Vietnamese consumers have higher purchase intention towards a Japanese brand rather than a Chinese brand. Along with that, purchase intention has positive effect on loyalty. This study explains precisely and clearly the importance of brand origin for companies in the brand dominated setting of the motorbike industry and concludes that the perceived country of brand origin is a strong determinant of consumer’s product quality perceptions.

並列關鍵字

Brand origin ； Customer loyalty ； Purchase intention

參考文獻

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