MIT微笑標章對知覺價值及購買意願之影響-以涉入程度為調節變數

The Impact Of MIT Smile Logo On Perceived Value And Purchase Intention-Involvement As Moderator.

施惠鈞(Hui-Chun Shih)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

拜全球化之賜，消費者生活中隨時可見外來產品，企業也常因為策略的考量，在海外設立子公司或工廠。在這樣的環境下，消費者除了對於產品來源地評判相當複雜外，對產品品質的認知也產生了不確定性。
經濟部工業局為了因應與中國簽訂ECFA(兩岸經濟合作架構協議)及FTA(自由貿易協定)對本土產業造的衝擊，施行了「因應貿易自由化產業調整支援方案」，並推動具有來源國認證概念的台灣製MIT微笑標章。希望能夠藉由第三認證機構的把關，提供給消費者安全、健康、值得信賴的產品判斷依據，並藉由此標章的建立，確保臺灣廠商的競爭優勢。
由於台灣製MIT微笑標章推行時間較短，國內鮮少有對此的相關研究，故本研究希望透過實證調查，研究台灣製MIT微笑標章是否會對知覺價值及購買意願產生影響，並加入涉入程度做為調節變數，釐清三者之間的關連性。
本研究利用3*2因子設計作為研究方法，操弄變數為產品標示(MIT微笑標章、台灣製、中國大陸製)及產品涉入(電暖器、襪子)兩項變數。為求深入，研究亦將知覺價值變數分為產品價值、情感價值、價格價值、社會價值四個構面進行探討。
實證研究結果顯示台灣製產品(MIT微笑標章、台灣製)在知覺價值及購買意願上顯著和中國大陸製產品有差異。但MIT微笑標章產品和台灣製產品卻沒有顯著的差異。同時，研究結果也顯示了不同涉入程度並不會對於知覺價值及購買意願有調節效果。
這樣的結果顯示，雖然MIT微笑標章附帶有來源國效果及政府認證效果，但對於消費者來說，來源國的效果對於知覺價值及購買意願影響較為強烈。

關鍵字

MIT微笑標章 ； 知覺品質 ； 知覺價值 ； 購買意願 ； 涉入程度

並列摘要

By the globalization, foreign products are everywhere in our lives. Corporate set up subsidiaries or factories in overseas because the strategy consideration. In this environment, consumers, addition to the origin of the goods is very complicate to know, the awareness of product quality also had uncertainty.
Industrial Development Bureau, Ministry of Economic Affairs response to the impact of local industry in agreement ECFA (Economic Cooperation Framework Agreement) with China and FTA (Free Trade Agreement). They implementation of the ‘response to trade liberalization industrial restructuring support programs’. And promote MIT Smile logo that Concealment origin country authentication. Want to provide to the consumer product criterion which Safe, healthy and trustworthy through the gatekeeper of the certification body, and with the establishment of this logo, to ensure the competitive advantage of Taiwan's manufacturers.
As the implementation of MIT smile logo is short and domestic research is few. So, we hope through this study to know what the impact of MIT smile logo on perceived value and purchase intention, and in this study we add in involvement as moderator. Expect to find the relationship with three.
In this study, 3 * 2 factorial design as a research method. Manipulated variables include product labeling (MIT smile logo, Made in Taiwan, Mainland China) and product involvement (heater, socks) two variables. For the sake of depth, the study will also perceived value variables divided to product value, sentimental value, price value and social value of the four dimensions to explore.
The empirical results show that made in Taiwan products (MIT smile logo, Made in Taiwan) on the perceived value and purchase intention are significantly differences in made in China. But MIT smile logo and Made in Taiwan is no significant differences. The same time, the study also showed that the involvement does not have a moderating effect on perceived value and purchase intention.
Such results show that although MIT smile logo with the country of origin effects and government certification effect, but for consumers, the country of origin effect is more strongly to perceived value and purchase intention.

並列關鍵字

MIT Smile Logo ； Perceived Quality ； Perceived Value ； Purchase Intention ； Involvement

參考文獻

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