本文在研究架構上，探討在產品發生瑕疵事件時，對產品形象、產品聯想容易程度、品牌態度的影響，以及哪些因素亦會干擾消費者未來購買意圖。本文受訪者為政治大學與淡江大學學生，並且利用情境操作法，選擇三個自變數，每項變數又有兩種程度上的差異，所以發展出2 × 2 × 2，共8個實驗情況。

研究結果顯示，產品瑕疵事件嚴重性顯著影響顧客對產品形象的好壞，但產品瑕疵事件皆無顯著影響產品聯想容易程度及品牌態度，且企業回應顯著干擾產品瑕疵事件嚴重性對產品形象的影響。另一方面，專賣店型的通路顯著干擾產品瑕疵事件對產品聯想容易程度的影響。最後，企業回應愈完善、產品形象愈優良、產品聯想容易程度愈佳、品牌態度愈良好，都對消費者未來購買意圖產生顯著影響。

本文建議企業應降低產品瑕疵事件的機率，並且維持一定的產品水準，因為這是影響消費者對產品形象的主要因素。在產品瑕疵事件發生後，企業為了提高消費者的未來購買意圖，首要為增進企業回應的完善程度。

This research explores the impact of product defects on product image, product association, and brand attitude, whether two factors, channel types and corporate response interfere in the impact or not. The respondents are National Chengchi university and Tamkang university students. This study uses scenario techniques with three variables, which have two levels respectively, so the experimental design is developed into 8 scenarios (2 × 2 × 2).

The conclusion indicates that severity of product defects affects customers’ product image, not the product association and brand attitude, and corporate response interferes in this impact. On the other hand, the intersection of product defects and specialty channelaffects the product association. Final, more mature corporate response , more goodness product image, better product association, and more excellent brand attitude have a great influence on customers’ purchase intention.

This study suggests corporations should decrease the probability of product defects, and maintain the service quality in each product, because the two factors mentioned above are crucial to customers’ product image. Besides, in order for companies to increase customers’ purchase intention after product defects, the corporate response is the first thing to be improved.

第壹章  緒論
第一節  研究背景與動機..............................1
第二節  研究目的....................................2
第三節  研究流程....................................3
第貮章  文獻探討
第一節  產品瑕疵事件................................4
第二節  通路類型....................................7
第三節  企業回應....................................9
第四節  產品形象、產品聯想容易程度、品牌態度........11
第五節  消費者未來購買意圖..........................19
第六節  研究架構與假說發展..........................21
第參章  研究設計
第一節  研究前測....................................27
第二節  變數操作性定義..............................30
第三節  抽樣設計與樣本分析..........................31
第四節  信度分析....................................33
第肆章  資料分析結果
第一節  產品瑕疵與產品形象的關係....................35
第二節  產品瑕疵與產品聯想容易程度的關係............37
第三節  產品瑕疵與品牌態度的關係....................39
第四節  消費者未來購買意圖之分析結果................41
第五節  分析結果彙整表..............................43
第伍章  結論與建議
第一節  研究結論....................................44
第二節  管理策略意涵................................47
第三節  研究限制....................................49
第四節  未來研究之建議..............................50
參考文獻............................................51
附錄一  前測問卷....................................55
附錄二  操作變數及情境列表..........................58
附錄三  問卷範本....................................60

圖目錄
圖1-1   研究流程圖....................................3
圖2-1   Rosenberg & Hovland(1960)，態度概念圖解.......17
圖2-2  消費者決策模式.................................18
圖2-3  觀念架構圖.....................................21

表目錄
表3-1  輕微的危機事件之前測結果.......................27
表3-2  嚴重的危機事件之前測結果.......................28
表3-3  非專賣店型通路類型之前測結果...................28
表3-4  專賣店型通路類型之前測結果.....................28
表3-5  普通的企業回應之前測結果.......................29
表3-6  完善的企業回應之前測結果.......................29
表3-7  操作變數.......................................30
表3-8  受測者之性別情況...............................32
表3-9  受測者之年齡情況...............................32
表3-10  受測者之所得分佈..............................32
表3-11  受測者有無遭遇過產品危機事件之情況............32
表3-12-1  各構面信度分析結果..........................33
表3-12-2  各構面信度分析結果..........................34
表4-1  產品瑕疵與產品形象之變異數分析.................35
表4-2  產品瑕疵與產品聯想容易程度之變異數分析.........37
表4-3  產品瑕疵與品牌態度之變異數分析.................39
表4-4  消費者未來購買意圖之變異數分析.................41
表4-5  假說分析結果彙整表.............................43

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