品牌來源國與製造來源國對多國消費者的影響之研究-以種族中心主義，與使用者經驗為干擾變數

The effect of Country of Brand and Country of Manufacture on International Consumers: Ethnocentrism and user experiences as moderators

陳詔益(Tanakamol Chantanhaphong)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00889

摘要

本研究的目的是想探討在手錶產業中，產品製造來源國、品牌來源國是否會影響國際間消費者的知覺品質及購買意圖，且以種族中心主義及使用者經驗為干擾變數，另外，本研究也想探討國家衝突是否也會影響知覺品質及購買意圖。本研究的樣本資料與資訊來源的收集方式是藉由紙本問卷發放及透過Skype通訊軟體的面談來收集問卷，且本研究的受訪者為來自不同國家的消費者。爾後，共回收三百份的問卷並進行分析，經由本研究之結果分析可發現到下列各點：首先，對於產品製造來源國及品牌來源國，這兩者對於知覺品質與購買意圖皆有正向的影響；其次，產品製造來源國與品牌來源國這兩者，對於知覺品質與購買意圖的形成，皆不會受到任何有關於種族中心主義和使用者經驗的干擾作用；最後，國家衝突(在本研究中列為一個新的變數)在本研究中，對於知覺品質與購買意圖會有影響。綜上所述，本研究認為產品製造來源國公司與品牌來源國公司皆須在消費者的心目中建立關於它們產品方面一個正向而且強烈的印象，才能夠增加購買者對於此產品購買意圖之百分比。

關鍵字

種族中心主義 ； 品牌來源國 ； 製造來源國 ； 國家衝突

並列摘要

The purpose of this study is to examine the factors that affect perceived quality and purchase intention of watch product on international people. The factors include of country of manufacture, country of brand that moderated by ethnocentrism and user experience toward perceived quality and purchase intention. It is also to examine the influence of country conflict towards perceived quality and purchase intention. The information and data of this study was collecting by spreading out the questionnaire in person and through Skype call. Total of 300 questionnaires were retrieved in person, which the respondents are international people of various nationalities around the world. The study is first found that countries of origin both manufacture and brand has positive affect toward perceived quality and purchase intention. Second, countries of origin both manufacture and brand that moderated by ethnocentrism and user experiences do not have any effect on perceived quality and purchase intention. Finally, country conflict, which is the new variable is this study, has an affect toward perceived quality and purchase intention. Therefore, the manufacturing and brand country companies should concentrate on building a positive and strong image of their products in the consumer’s mind so that it would increase the percentage of purchase intention.

並列關鍵字

Country of Brand ； Country of Manufacture ； Ethnocentrism ； Country conflict ； User experiences ； Perceived quality ； purchase Intention

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