產品來源國與產品契合度、品牌形象、知覺品質對購買意願之影響-以大型重機為例

The impact of product country of origin image and between country and product and brand image perceived quality on the purchase intention-based on the motorbike

陳億燦(I-Tsan Chen)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

隨著科技的發展，進一步的促成地球村的形成，國與國之間的距離逐漸拉近，在接觸各式各樣的商品時，商品的生產來源國與設計來源國常常是消費者選擇商品時的重要考量之一。本研究將以大型重型機車作為研究對象，來探討來源國與產品契合度、品牌形象、知覺品質對購買意圖之影響。
本研究選擇具有一般重型機車駕照之民眾做為研究對象，並於2013年3月至4月進行問卷發放，樣本採取便利抽樣，共計發放400份，有效問卷共有352份，有效問卷回收率為88%。本研究採用SPSS20統計軟體進行分析，分析結果發現產品來源國與產品契合度對知覺品質具有正向顯著影響；品牌形象對知覺品質具有正向顯著影響；知覺品質對購買意願具有正向顯著影響。
本研究結果發現， 知覺品質對購買意願有正向且顯著的影響，若業者預提升消費者對大型重型機車的知覺品質，藉由多次的曝光使消費者慢慢接受產品，接著舉辦多場次的見面試乘會，讓消費者實際接觸大型重型機車的優良品質，更能提升消費者對其產品的購買意願。

關鍵字

重機 ； 購買意願 ； 知覺品質 ； 品牌形象 ； 來源國

並列摘要

The more progressive the technology develops, the easier our earth becomes a global village, the distance between country and country is more closer, while the customers buy every products depend on where the products are made. Taiwan government lets people ride motorbike on particular highway, as a result, the sales volume of motorbike rises up steadily.

This study investigates people with drivers` licenses as subjects, questionnaires are distributed from March to April, convenience sampling was utilized. A total 400 questionnaires was distributed among which 352 were valid, the valid response rate was 88%. This study use SPSS20 statistics software to analysis, the results are the impact of product country of origin image and between country and product agencies had a positive and significant impact on perceived quality; brand image agencies had a positive and significant impact on perceived quality; perceived quality agencies had a positive and significant impact on purchase intention.

Our results indicated that perceived quality agencies have a positive and significant impact on purchase intention, if the industry wants to improve the perceived quality, it must let customers accept motorbike and let them know the quality of motorbike is very well. Finally, it can rise the purchase intention of motorbike.

並列關鍵字

motorbike ； Brand Image ； perceived quality ； purchase intention ； Product Country

參考文獻

3. 林志鴻. (2009). 產品來源國形象對品牌忠誠度之影響─ 以某日本品牌為例. 中興大學高階經理人碩士在職專班學位論文, (2009 年), 1-76.

14. 滕晏辰. (2012). 品牌來源國, 品牌判斷, 品牌共鳴與品牌權益之研究-自有品牌服飾零售業實證. 臺北科技大學經營管理系碩士班學位論文, (2012 年), 1-94.

16. 蔡孟筠. (2010). 品牌策略, 品牌體驗, 品牌權益與品牌績效之研究-數位相機產業實證. 臺北科技大學商業自動化與管理研究所學位論文, (2010 年), 1-111.

15. 潘聖元. (2012). 知覺風險, 知覺品質對購買意願之關係研究-以好市多自有品牌為實證. 淡江大學國際企業學系碩士在職專班學位論文, (2012 年), 1-89.

20. 簡健威. (2012). 品牌形象對消費者購買意願之影響-以 F 人壽股份有限公司為例. 淡江大學未來學研究所碩士班學位論文, (2012 年), 1-74.