品牌來源國、製造來源國、品牌權益與購買意願關係之研究

A study on the relationships of Brand Original Country, Manufacturing Country of Origin, Brand Equity and Purchase Intention

李宏耀(Hong-Yew Lee)

指導教授 ： 李祥銘

共同指導教授 ： 邱吉鶴

健行科技大學/管理學院/企業管理系碩士班/碩士(2015年)

摘要

隨著時代的變遷，全球經營貿易也迎來了全球化分工運籌的商業模式。在低成本導向的生產模式下，企業透過比較利益(Comparative Advantage)法則選定製造來源國，力求企業利益最大化。許多消費者在產品購買時往往會因為產品的品牌來源國與製造來源國的不同進而影響品牌權益。為此，本研究將探討究竟品牌與製造來源國是否對品牌權益或購買意願造成影響。
本研究利用問卷調查方法針對美國手機進行調查，了解品牌來源國、製造來源過、品牌權益與購買意願之間的關係。此份問卷以健行科技大學學生作為研究對象。問卷發放230份，扣除無效問卷等有效問卷為217份。
研究結果顯示品牌來源國對品牌忠誠度、知名度及知覺品質具有顯著影響效果。製造來源國對品牌忠誠度、知名度及知覺品質亦具有影響效果。消費者品牌忠誠度對購買意願具有影響效果，唯品牌知名度對購買意願不具有顯著影響效果。此外，品牌來源國、製造來源國及知覺品質對購買意願具有影響效果。

關鍵字

品牌來源國 ； 製造來源國 ； 品牌權益 ； 購買意願

並列摘要

Global trading has been ushered into a global business division of logistics business model. Under low cost-oriented production model, enterprises incorporate comparative advantage principle to select manufacturing country of origin for their products in order to maximize enterprise interest. However many consumers tend to be affected by product brand origin and manufacturing country of origin and thus influence brand equity. Therefore, this study explored whether the country of origin and manufacture impact on brand equity or purchase intention.
This study employed questionnaire survey to investigate the relationship amongst brand origin, manufacturing country of country, brand equity and purchase intention with iPhone as an example. Students in Chien Hsin University of Science and Technology students were the research subjects. A total of 230 questionnaires regarding brand origin, manufacturing country of country, brand equity and purchase intention were collected. In which 217 were valid.
The results indicated that the origin of brand has a significant effect on its brand loyalty, brand awareness and perceived quality. Manufacturing country of origin also has significant impact on consumers’ brand loyalty, brand awareness and perceived quality. Brand loyalty on purchase intention also has a significant impact. However brand loyalty on purchase intention showed no significant effect. Moreover, brand origin, manufacturing country of origin and perceived quality have an impact on purchase intention.

並列關鍵字

Brand Origin ； Country of Manufacturing ； Brand Equity ； Purchase Intention

參考文獻

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