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

施妤姍

doi:10.6846/TKU.2012.00587

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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 , Masters　　Advisor：張俊惠　　

繁體中文 DOI： 10.6846/TKU.2012.00587

產品來源國；契合度；品牌形象； Country of Origin ； Fit ； Brand Image

Abstract │ Reference (107) │ Times Cited (8) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 107 ) 〈TOP〉

吳宜靜(2011)，「品牌來源國效益與品牌評估之研究：以汽車品牌來源國為干擾變數」淡江大學管理科學研究所碩士班碩士論文。
連結：
林妙雀、李建裕(2010)，「吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數」，行銷評論，第七卷，第四期，頁525-556。
連結：
溫文佑(2006)，「品牌形象、廣告代言人與消費者購買意願關係之研究」中原大學企業管理研究所碩士論文。
連結：
Aaker, D. and K. Keller (1990), “Consumer Evaluation of Brand Extensions,” Journal of Marketing, Vol. 54 No. 1, pp. 27-41.
連結：
Aghdaie S. F. A., H. R. Dolatabadi and V. S. Aliabadi (2012), “An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers' Evaluations of Brand Alliance,” International Journal of Marketing Studies, Vol. 4 No. 2, pp. 93-102.
連結：

Times Cited (8) 〈TOP〉

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