品牌來源國形象對男性購買化妝品行為之影響－以大台北地區男性為主

丁巧玉

doi:10.6846/TKU.2008.00317

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品牌來源國形象對男性購買化妝品行為之影響－以大台北地區男性為主

The Impact of the Image of Brand’s Original Country on Consumer Purchase Behavior － Focus on Male in the Region of Metro Taipei

丁巧玉 , Masters　　Advisor：王居卿;楊立人　　

繁體中文 DOI： 10.6846/TKU.2008.00317

男性；化妝品；個人特徵；來源國；購買動機；購買行為； Man ； Cosmetic ； Personal Characteristics ； Brand Original Country ； Buying Motivation ； Purchase Behavior

Abstract │ Reference (37) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The tendency of globalization results in the prosperity of international trade, and the consumers have more chance to buy and use the binominal products.  So, it is necessary to realize the influence on consumer purchase behavior between the brand original country and personal characteristics for applying enterprises the most effective marketing and manufacturing strategy to reinforce the competitive advantage.

This research and main purpose focus on the influence of the will of consumer purchasing by brand original country and personal characteristic. Data were collected by the questionnaire investigation with convenient sampling from the populated of Metro Taipei., the male cosmetics as the products examined, and Taiwan, Japan, South Korea, U.S.A., and Europe as the target for the brand original country. The SPSS 11.0 is used to analyze the data.

The major conclusions in this study are:

1.The higher a brand original country image, the lower the information searching willing.
2.The higher a brand original country image, the higher the quality assessment.
3.The higher a brand original country image, the higher the purchase intention.
4.Consumer’s personal characteristics have significant influence on brand original country images and purchasing behavior.

Reference ( 37 ) 〈TOP〉

任立中(2006，4月)。品牌知名度與消費者特徵對來源國效應評價之影響。多國籍企業研究學報，30，1-23。
連結：
呂冠穎(2006)。品牌來源國與製造來源國對消費者產品評價之影響-產品類別與購買情境之干擾效果之探討。碩士論文，大同大學，事業經營研究所。
連結：
陳豐富(2004)。來源國形象對產品購買意願之影響。碩士論文，國立成功大學，企業管理研究所。
連結：
劉育昌(2005)。男性購買化妝品之決策行為探討。碩士論文，國立成功大學，企業管理學系碩博士班。
連結：
蔡東峻(2004，2月)。價格、保證來源國形象對產品的評價與購買意願的影響。管理學報，21:1，21-46。
連結：

Times Cited (2) 〈TOP〉

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