手機品牌來源國與製造來源國的國家形象對消費者購買意願影響之研究

The Impact of Mobile Phone Brand and Production Country Image on Consumer’s Purchase Intention

李元榮(Yuan-Jung Lee)

指導教授 ： 王居卿

共同指導教授 ： 何錦堂

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00120

摘要

由於全球手機產業的競爭激烈，五大國際手機品牌為爭搶市場佔有率，及擁有市場靈活的操作策略，而就近設立生產基地，因而造成手機的品牌來源國並不等於製造來源國，消費者所購買的品牌手機，往往是雙國產品或多國(混合)產品。因此，有必要瞭解品牌來源國與製造來源國對消費者購買意願的影響，以提供手機廠商安排最有效的行銷與生產策略，強化市場競爭優勢，避免企業本身淪為高度競賽遊戲的淘汰者。本研究主要以品牌來源國與製造來源國對消費者購買意願的影響為主軸，自變數為品牌來源國與製造來源國，購買意願為應變數，產品知識與產品涉入程度為干擾變數，探討消費者受品牌來源國與製造來源國何者影響為大，其次是探討不同的產品知識與產品涉入程度多寡，是否會產生干擾，使得品牌來源國與製造來源國效應的影響程度產生變化。
本研究使用便利抽樣去進行問卷調查，以手機為受測產品，四大國際手機品牌外加台灣的宏達電(HTC)及大陸聯想(LENOVO)為品牌來源國檢測對象；並以日本、芬蘭、美國、韓國、台灣、大陸為製造來源國檢測對象，選擇台灣北、中、南三大都會地區的一般消費者為受測母體，取得474份有效問卷，再依調查所獲得的資料進行統計分析，並用SPSS 12.0為本研究的統計分析工具，其方法包括：敘述性統計分析、信度分析、效度分析、T檢定、相關分析及迴歸分析。
主要研究發現歸納成下列幾點：
1.消費者購買手機商品時，其購買意願受品牌來源國或製造來源國訊 息的影響。
2.消費者購買意願受到製造來源國形象的影響大於品牌來源國形象。
3.產品涉入程度與產品知識的干擾效果在來源國效應對消費者購買 意願的影響上有顯著的負向關係。

關鍵字

品牌來源國 ； 製造來源國 ； 涉入程度 ； 產品知識

並列摘要

To meet with the fierce competition in global mobile phone market and get more flexibility on marketing strategy to increase market share, all of five major manufactures have been trying to shorten the distance between market and the factory. The trend results in the fact: The country of brand doesn’t equal to the country of manufacture, and the phone purchased by end users could be a bi-country or multi-country product. Therefore, it is necessary to study the effect of “country of brand” and “country of manufacture” on consumer buying behavior. By doing so, it can provide effective marketing and production strategy for companies to strengthen their competitiveness and avoid elimination.
This study focuses on effect of “country of brand” and “country of manufacture” on consumer buying behaviors. The independent variables in this study are “country of brand” and “country of manufacture” and the “consumer purchase intention” is the dependent variable. In addition, the “product knowledge” and “product involvement” used as the moderating variables.
The convenience sampling has been applied. Four global brands, -Nokia, Motorola, Samsung and SonyEriccson, and HTC of Taiwan and Lenovo of PRC- are selected objects for the “country of brand”. Meanwhile, Japan, Finland, United States, Korea, Taiwan and PRC are the selected objects for “country of manufactures”. The general users from north, central and southern metropolitan areas were interviewed and 474 effective samples are collected. The study applies with SPSS 12.0 as the statistical tool and the methodologies including : descriptive statistical analysis, reliability analysis, factor analysis, t-test, correlation Analysis, regression analysis .

Some major findings in this stady are:
1.The consumer purchase intention is significantly affected by the “country of brand” and “country of manufacture.”
2.The “country of manufacture” has more influences than “country of brand” on consumer purchase intention.
3.The moderating effect of “product involvement” and “product knowledge” to the relationship between “country of brand/manufacture” and “purchase intention” is significantly negative.

並列關鍵字

Country of Brand ； Country of Manufacture ； Product Involvement ； Product Knowledge

參考文獻

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