來源國契合度與品牌形象對知覺品質、產品態度與購買意圖之影響－以德國Volkswagen汽車為例

The Impact of the Fitness Between Country and Product and Brand Image on Perceived Quality, Attitude toward Product and Purchase Intention-Using Volkswagen as an example

施妤姍(Yu-Shan Shih)

指導教授 ： 張俊惠

淡江大學/商學院/國際企業學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00587

摘要

產品來源國可謂為消費者在選購商品時的重要外顯線索。然而，隨著全球化的發展，產品之來源國不限定於一國，可分解為設計來源國(COD)與製造組裝來源國(COM/COA)等等。另外，在許多消費者心中會保有對各個國家的刻板印象，若以此印象與產品作聯想，則此稱為來源國與產品之契合度(Fit)。但來源國之重要性是否會因全球化發展，被產品之其他特性，如品牌形象所取代。因此，本研究將針對設計/製造組裝來源國與產品之契合度、品牌形象、知覺品質、產品態度與購買意圖進行探討，並以福斯汽車作為研究產品。研究設計以德國為設計來源國，製造組裝來源國為中國大陸與台灣，因此在本研究中共有兩種情境。本研究結果發現：
1.若是在製造組裝來源國為台灣的情況下，對台灣消費者而言，品牌形象對購買意圖之影響力是凌駕於兩項契合度概念之上的，兩項契合度又以製造組裝來源國與產品契合度對購買意圖的影響較為深遠。但知覺品質無法直接影響購買意圖，需再透過產品態度中介。因此若福斯汽車在台灣組裝製造，必須強調其品牌形象與產品態度之形塑。
2.若是在製造組裝來源國為中國大陸的情況下，三項前因僅有製造組裝來源國與產品契合度可間接影響購買意圖。因此，必須強調中國汽車產業之製造能力已深耕多年，已有實力製造組裝出品質不錯的汽車。

關鍵字

產品來源國 ； 契合度 ； 品牌形象

並列摘要

Country of origin is an important extrinsic cue when consumers choose products. However, with the development of globalization, it could be divided into country of design and country of manufacture/assembly. On the other hand, there are stereotypes of countries in consumers' memory. They associate the products with the country of design or country of manufacture/assembly. The associations activated by countries and products are so called fit. But the importance of country of origin could be substituted by other features of products, i.e. brand image, because of the development of globalization? Therefore, fit between country of design and products, fit between country of manufacture/assembly and products, brand image, perceived quality, attitude toward products and purchase intention is discussed in this thesis. Use Volkswagen as an example. There are two scenarios in this research: countries of design are both Germany and countries of manufacture/assembly are China and Taiwan separately. Findings are as follow:
1. When country of manufacture/assembly is Taiwan, the impact of brand image on purchase intention is more powerful than the fits on purchase intention. But there is no significant effect between perceived quality and purchase intention.
2. When country of manufacture/assembly is China, among three antecedences, only fit between country of manufacture/assembly and products could affect purchase intention indirectly.

並列關鍵字

Country of Origin ； Fit ； Brand Image

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