國際品牌與本土品牌對消費者行為影響之比較研究—以鑽石飾品為例

李玉琴

doi:10.6846/TKU.2008.00730

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國際品牌與本土品牌對消費者行為影響之比較研究—以鑽石飾品為例

A Comparative Study of Effects of International Brand and Local Brand on Consumer Behavior- Exemplified by Diamond Jewelry and Accessories

李玉琴 , Masters　　Advisor：李月華　　

繁體中文 DOI： 10.6846/TKU.2008.00730

品牌來源國形象；國際品牌；本土品牌；知覺價格；知覺價值；知覺品質；知覺保證；知覺風險；知覺犠牲；購買意願； country of origin image ； international brand ； local brand ； perceived price ； perceived value ； perceived quality ； perceived guarantee ； perceived risk ； perceived sacrifice ； purchase intention

Abstract │ Reference (83) │ Altmetrics

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Technological developments have channeled information flow and transportations. The opening of international trades helped reduce the difficulty level of enterprise operation expansion. To an enterprise, this business environment is both an opportunity and a potential threat. Local brands are inevitably challenged by international brands. When consumers are exposed to various “local” and “international” brands, how they select and purchase a commodity is a study area of interest.  
This study focuses on the diamond jewelry and accessory market of Taiwan. Consumers that are likely to select and purchase diamond jewelry and accessories are study subjects in this research. Through Linear Structure Relational Model, the cause-effect relationship between study variables are discussed in order to fully understand the effects of the external cues such as price, guarantee, international brand, or local brand image on consumers’ perceived quality, risk, sacrifice, and purchase intention when Taiwanese consumers select diamond jewelry and accessories. The questionnaire survey method is used in data collection and analysis. The study subjects are consumers aged over 25 in Taipei area. Consumers inquiring about diamond jewelry and accessories in crowded places such as the jewelry section of a department store were asked to fill out the questionnaire. Quota sampling was adopted as the sampling method. In this sampling method, the population was first segmented into administrative districts. A total of 210 copies were distributed and 181 copies of valid questionnaires were collected. Among which, 95 copies were collected from Tiffany (international brand), and 86 copies were collected from D&D (local brand). The collection rate was 86.2%. Statistical analysis was then conducted using statistical software SPSS12.0 and AMOS 5.0. The study results then underwent sample data analysis, questionnaire scaling, reliability test, descriptive statistical analysis, t-test, and Linear Structure Relational Modeling (LISREL) to establish or reject the various hypotheses in this study.   
According to the study results, the following conclusions are induced:  
1.  Enhanced product guarantee effectively enhances consumers’ perceived quality.  
2.  Enhanced product guarantee effectively reduces consumers’ perceived risk.  
3.   Enhanced product quality effectively reduces consumers’ financial risk, and perceived risk.  
4.   The higher the financial risk, the lower the perceived value will be.  
5.   Enhanced perceived value for a product effectively enhances consumers’ purchase intention.  
6 .    International branded diamond jewelry and accessories enhances the perceived value on the part of the consumer. 
7.    International branded diamond jewelry and accessories have more guarantee.
8.  The perceived quality for international branded diamond jewelry and accessories at the time of purchase is higher as compared to local brands. .

Reference ( 83 ) 〈TOP〉

2. 袁世佩、黃家慧（譯）（2000）。品牌思維。臺北：美商麥格羅，希爾國際股份有限公司臺灣分公司。(Duane Knapp)
連結：
3. 曾昭茂（2002）。消費者對國際性品牌與國內製造商品牌偏好之研究―以童裝服飾為例。碩士論文，國立成功大學高階管理碩士在職專班，台南。
連結：
1. Aaker, David A. (1991), Managing Brand Equity— Capitalizing on the Value of a Brand Name, The Free Press, New York.
連結：
2. Allenby, Greg M. and Peter E. Rossi(1999), Marketing Models of Consumer Heterogeneity, Journal of Econometrics, 89： 57-78.
連結：
3. Armstrong, GJ, Kendall, CL, Russ, FA (1975), "Applications of Consumer information processing research to public policy issues", Communications Research,Vol. 2 pp.232-45. (1993)
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