台灣製產品MIT微笑標章對知覺品質和購買意願之影響-以標章知識、品牌知名度及價格為干擾變數

THE EFFECT OF TAIWAN-MADE PRODUCT MIT SMILE LOGO ON THE PERCEIVED QUALITY AND PURCHASE INTENTION—LOGO KNOWLEDGE, BRAND AWARENESS AND PERCEIVED PRICE AS MODERATORS

李常銘(Chang-ming Lee)

指導教授 ： 孫碧娟

大同大學/工程學院/工程管理碩士在職專班/碩士(2012年)

摘要

近年來，隨著國際貿易自由化，國際間簽訂自由貿易協定(Free Trade Agreement, FTA)及區域貿易協定(Regional Trade Agreement, RTA)已經成為一種趨勢。而政府為因應貿易自由化對國內內需型或易受貿易自由化衝擊產業的影響，經由經濟部工業局推動台灣製產品MIT微笑標章及標章產品驗證制度，希望藉此改善國內製造業生產製程、產品品質及增加台灣製造業產業形象，進而提升消費者對台灣製產品之認同，提升國內產業競爭力。
為了解台灣製產品MIT微笑標章對於國內產業競爭優勢的影響，透過台灣製MIT微笑產品檢驗制度所包含之來源國效果及標章認證等過去相關文獻探討。本研究係以分離式冷氣機為研究產品，從消費者觀點探討台灣製產品MIT微笑標章對於標章產品的知覺品質及購買意願之影響，並調查消費者是否會受到標章知識、品牌知名度及價格影響對於購買標章產品的知覺品質。而研究分析資料則以網路問卷方式進行資料蒐集，並透過SPSS 19.0統計軟體對研究資料進行迴歸分析、單因子及多因子變異數分析等方式進行驗證。
本研究結果顯示，在具品牌知名度、價格及標章知識等外在線索的影響下，當產品功能等內在線索因素相同時，台灣製產品MIT微笑標章確實可提升消費者對標章產品的知覺品質及購買意願，進而提升台灣製產品MIT微笑標章產品的產業競爭優勢。但在探討品牌知名度、價格及標章知識等外在因素的干擾效果中，研究結果發現品牌知名度確實會干擾台灣製產品MIT微笑標章的知覺品質並對

關鍵字

標章知識 ； 價格 ； 品牌知名度 ； 台灣製產品MIT微笑標章 ； 知覺品質 ； 購買意願

並列摘要

Following the trade deregulations, it becomes a trend that signing the Free Trade Agreement (FTA) or Regional Trade Agreement (RTA) between countries. To prevent the impact on domestic industrial, the Ministry of Economic Affairs has enforced the “Taiwan-made Product MIT Smile Logo“ and “Taiwan-made MIT Smile Product Certification System”, and hope it can increase competitiveness of Taiwan industrial by improving production process, quality and image of Taiwan industrial.
This study aims to examine the effect of Taiwan-made Product MIT Smile Logo for Taiwan industries on the consumer’s perspective. Through reviewing the researches about the topics on country of origin and label certification, this research constructs a model to examine the effect of Taiwan-made product MIT smile logo for air conditioner product on consumer perceived quality and purchase intention, with the consumer knowledge about Taiwan-made product MIT smile logo, brand awareness, perceived price as moderators. The dates of research are collected by internet questionnaires survey, and are analyzed through Regression Analysis and ANOVA by SPSS 19.0 software.
The research results indicate that the Taiwan-made Product MIT Smile Logo can increase the perceived quality and purchase intention of air conditioner product. The results also indicate the moderating effect of brand awareness is significant, while the moderating effects of consumer knowledge for Taiwan-made product MIT smile logo and perceived price are not significant. These findings have some implications for Taiwan government and industries for the promotion , production or marketing strategy about the Taiwan-made Product MIT Smile Logo.
Keywords: Taiwan-made product MIT smile logo, perceived quality, purchase intention, Taiwan-made product MIT smile logo knowledge, brand awareness, perceived price

並列關鍵字

Taiwan-made product MIT smile logo knowledge ； purchase intention ； perceived quality ； Taiwan-made product MIT smile logo ； brand awareness ； perceived price

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