來源國形象對消費者購買保養品意願影響之研究

Study on the Effects of Country-of-Origin Image on Consumers’ Purchase Intentions of Cosmetics

徐子涵(Tzn-Han Ｈsu)

指導教授 ： 羅淑芳

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2018年)

摘要

本研究採用計畫行愛美是女人的天性，後天的保養絕對是為美麗增值的一大法寶，保養品產業是美產業。在現在國民水準的提升下，功能性品牌形象會隨著提升，自己的社會地位或的認同或提高，而去選擇保養品知名度較高的品牌，但知名品牌保養品為了減省成本，多數已經不在原來的國家生產，所以消費者所購買的產品往往是雙國產品或多國（混合）產品，因此是否現在消費者對製造來源國形象的購買因素會隨著對於產品知識或品牌知識的高低而產生不同影響。在以往的研究裡，本研究主要以製造來源國對購買意願的影響為主軸，自變數為製造來源國，購買意願為應變數，產品知識和品牌知識為中介變數，探討消費者受產品知識和品牌知識效應影響多大，使得製造來源國效應的影響程度產生變化。來了解消費者在購買產品時參考的來源國效應，來發現消費者的需求，並且提升公司在市場上的行銷策略，及提高市場競爭力。
本研究採取簡單雖機抽樣，以台南應用科技大學、高雄三民家商的美容科學生與社會人士為研究對象，進行抽樣調查，且使用廣告ＤＭ為受測來源，台灣、日本、韓國為設來源國，去探討產品知識或品牌知識對製造來源國的購買意願是否影顯著影響。

關鍵字

製造來源國形象 ； 產品知識 ； 品牌知識 ； 購買意願

並列摘要

In this study, using the beauty of the project line is a woman's nature, acquired care is definitely a magic weapon for the value-added beauty, skin care products industry is the United States industry. Under the current national standard, the functional brand image will choose the brand with higher reputation as the promotion, social status, or recognition or improvement. However, in order to reduce the cost, most of the well-known brand skin care products have been Therefore, whether the product purchased by the consumer is often a two-country product or a multi-country (mixed) product, whether the purchase factor of the consumer's image of the country of origin now increases with the knowledge of the product or the brand And have different effects. In previous researches, this study mainly focused on the influence of country of origin on purchase intention. The independent variables were manufacturing country of origin, purchasing willingness as strain, product knowledge and brand knowledge as mediating variables, How much influence the brand knowledge effect makes the impact of manufacturing country of origin effect changes. To understand the country of origin effect that consumers refer to when purchasing products to discover the needs of consumers and to enhance the company's marketing strategy in the market and to enhance its market competitiveness.
In this study, a simple sample survey was conducted to investigate the beauty science students and public figures in Tainan University of Applied Sciences, Kaohsiung Sanmin, and their families. Samples were collected using DM as the source of testing, with Taiwan, Japan and Korea as sources To explore whether the product knowledge or brand knowledge has a significant impact on the purchase intention of the country of origin.

並列關鍵字

Create a country of origin image ； product knowledge ； brand knowledge ； purchase intention

參考文獻

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