品牌來源國與製造來源國對購買意願之影響—產品涉入與零售店種類干擾效果之探討

THE IMPACT OF COUNTRY-OF-BRAND AND COUNTRY-OF-MANUFACTURE ON CONSUMERS’PURCHAING INTENTION PRODUCT INVOLVEMENT AND RETAIL SHOP TYPE AS MODERATORS

張之華(Chin-Hua Chang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

臺灣經濟與產業發展的歷程，政府從開放自由化及國際化更積極推動兩岸經濟合作架構協議(ECFA)，雙方針對關稅及非關稅貿易障礙，進一步促進兩岸貿易及投資往來的發展，所以本文的目的主要探討如何有效地來運用不同品牌來源國與製造來源國對消費者購買意願的影響，以其更能對於兩岸貿易之間的往來及實質關係，以因應日益激烈的市場競爭與挑戰，以獲取企業生存與競爭的利基。此外，在實際的購物情況下，產品涉入及零售店的種類在消費者進行購買意願時，亦會產生干擾，使得品牌來源國與製造來源國的效果產生變化的影響。
本研究2(品牌來源國之國家形家：高或低) x 2(製造來源國之國家形家：高或低) x 2(產品涉入：高或低) x 3(零售店種類：量販店、百貨公司或網路)實驗設計的方式，包含二次前測與一次正式實驗，獲得以下結論：
(1)產品品牌來源國之國家形象愈高時，則消費者對該產品的購買意願愈有利。
(2)產品製造來源國之國家形象愈高時，則消費者對該產品的購買意願愈有利。

關鍵字

購買意願 ； 零售店種類 ； 品牌來源國 ； 製造來源國 ； 產品涉入

並列摘要

In order to revive Taiwan's economy and industrial development, the Govenrnment of Taiwan(GoT) targets on promoting the development of cross-strait trading and investment. By doing so GoT started opening up cross-strait trade liberalization and internationalization, and actively promoting cross-strait Economic Cooperation Framework Agreement (ECFA). In this article we will explore how would different country-of-brand and country-of-manufacture influence consumers’ purchase intention. Product involvement and retail shop type would also moderate the effect consumers’ of the country-of-brand and country-of-manufacture on consumer’s purchasing intention.
Therefore, this study adoptes a 2 (country of brand: high or low) x2 (country of manufacture: high or low) x2 (product involvement: high or low) x3 (retail shop type: warehouse, department store or online) between-subject experimental methods, including two pre-test and one formal experiment, that obtain the following conclusions:
(1)Products with higher country-of-brand image has favorable purchasing intention than lower country-of-brand image.
(2)Products with higher country-of-manufacture has favorable purchasing intention than lower country-of-manufacture image.

並列關鍵字

Country-of-Manufacture ； Product Involvement ； Retail Shop Type ； Country-of-Brand ； Purchasing Intention

參考文獻

游純瑜，混合產品來源國資訊組合效果之研究-產品種類之干擾影響，元智大學管理研究所未版之碩士論文，2002。

臺灣經濟研究院產經資料庫(2004) http://www.tier.org.tw/

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