製造來源國與品牌名稱對消費者購買意願影響之研究－以國際性服飾品牌為例

The Effects of Manufacture Origin Country and Brand Name on Consumers' Purchase Intention-A Case Study of International Brand Apparel

封德台(Te-Tai Feng) ； 謝雅菱(Ya-Lin Shie)

《經營管理論叢》 2卷1期 (2006/06) Pp. 47-63

https://doi.org/10.6872/OMR.200606_2(1).0003

摘要

企業受專業分工及全球化的影響下，產品的生產及行銷活動改變，使得混血產品的出現。而消費者在購買產品時，會以品牌、價格、製造來源國等外部線索來判斷產品的品質。近年來新興的網路購買也對服飾產品的銷售通路產生了衝擊。因此，本研究的目的即是探討通路、製造來源國、品牌名稱、價格對於消費者對產品評價之影響。本研究以2x2x2x2的多因子實驗設計法，將各自變數分組而通路區分為專櫃及網站、製造來源國形象（高／低）、品牌名稱（高／低）、價格（高／低），以探討產品外部線索對消費者知覺品質之影響。研究對象為在本國消費者及在台之外國消費者，樣本數分別為400人及160人。本研究之結果如下：1.不同的行銷通路會影響消費者的知覺品質，2.製造來源國、品牌名稱與知覺品質呈正向關係，3.價格線索與知覺犧牲呈正向關係，4.消費者的知覺品質與知覺犧牲分別與知覺價值呈現正向與負向關係，5.知覺品質與犧牲在外部線索與知覺價值間具有中介效果，6.消費者的知覺價值與購買意願呈正向關係。

關鍵字

製造來源國 ； 品牌名稱 ； 知覺品質 ； 購買意願

並列摘要

The enterprise the specialized labor division and under the globalization influence, the product production and the marketing change, causes to hybrid product the appearance. But consumer when purchase product, can by the brand, the price, the manufacture origin country and so on extrinsic cue judge the product the quality. In recent years the emerging network purchase also has had the impact to the clothing product sales circuit. Therefore, this research is discusses the circuit, the manufacture origin country, the brand name, the price regarding the consumer to influence the product evaluation. This research by 2x2x2x2 the multi- factors experiment designs, respective variable grouping but the circuit discrimination for the special cabinet and the website, the manufacture origin country image (high /low), the brand name (high / low), the price (high/low), discusses the product extrinsic cue to influence the consumer consciousness quality. The research object for local consumers and in the foreign consumer, the sample number respectively is 400 person and 160 people in Taiwan. Results are as follows: 1. Different marketing channel have a strong effect on customer's perceived quality. 2. Manufacture country and brand name have a positive effect on customer's perceived quality. 3. Price cue has a positive effect on perceived sacrifice. 4. Consumer's perceived quality and sacrifice have a positive and negative effect on the perceived value. 5. The effects of the extrinsic product cues on perceived value are mediated by perceived quality and sacrifice. 6. Consumer's perceived value in turn positive influences willingness to buy.

並列關鍵字

Manufacture Country ； Brand Name ； Perceived Quality ； Willingness to Buy