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系統識別號 U0002-1201201115521900
中文論文名稱 台灣與泰國地方特色產業消費行為因果模式之比較研究
英文論文名稱 A COMPARATIVE STUDY ON CAUSE-EFFECT-MODEL OF COMSUMING BEHAVIORS BETWEEN TAIWAN AND THAILAND
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 99
學期 1
出版年 100
研究生中文姓名 許美齡
研究生英文姓名 Mei-Ling Xu
學號 697611118
學位類別 碩士
語文別 英文
第二語文別 其他
口試日期 2010-12-24
論文頁數 252頁
口試委員 指導教授-洪英正
共同指導教授-張雍昇
委員-楊立人
委員-賴明政
中文關鍵字 地方文化偏好  消費動機  創新人格特質  OTOP中心/購物成功的關鍵因素  對OTOP中心的態度  消費者行為  消費者滿意度  消費者再購買行為 
英文關鍵字 THE LOCAL CULTURAL PREFERENCE  MOTIVATION OF CONSUMER  INNOVATIVE PERSONALITY  THE KEY SUCCESS FACTORS OF OTOP CENTER  ATTITUDE TOWARD OTOP  CONSUMER BEHAVIOR  CONSUMER SATISFACTION  CONSUMER REPURCHASING BEHAVIOR 
學科別分類 學科別社會科學管理學
中文摘要 本研究之題目為"台灣與泰國地方特色產業消費行為因果模式
之比較研究"。台灣與泰國於地理、經濟、政治、商業、生活型態、文化、傳統等方面的均
不相同,因此,台灣與泰國之OTOP 勢必具有差異。OTOP 之關鍵成功因素為擴展行銷組合
(7P's),分別為產品、價格、地點、促銷、人員、程序以及實體,如產品類別、 OTOP 中心
之行政與作業管理、人員語言能力、其他設施、OTOP 中心的地理位置等。本研究著重於比
較台灣與泰國OTOP 專案,為本研究之動機。
本研究之理念建構為探討目前於台灣與泰國OTOP 中心在於消費者行為的關鍵成功因
素,並同時辨識能促進消費者行為的新關鍵成功因素。本研究著重於台灣與泰國消費者對
於OTOP 產品之滿意度以及重複購買意圖。本研究之研究方法透過假說的方式進行驗證。本
研究利用為團體訪談法,訪談對象為OTOP 中心的經理與員工,以及於曼谷、台北兩地之OTOP
中心購買過OTOP 產品之消費者。
研究問題
問題一:何為OTOP 中心之關鍵成功因素?
問題二:何為影響OTOP 中心之消費者屬性?
問題三:OTOP 中心之關鍵成功因素,在泰國與台灣之消費者認知間是否具有顯著不同?
問題四:何時消費者會對OTOP 中心產生滿意度與再購意願之行為?
英文摘要 The objective in this research is “A comparative study on cause-effect model of OTOP consuming
behaviors between Taiwan and Thailand.” Both of Taiwan and Thailand have difference such as geographical,
economical, political, commercial, the way of life, cultural, tradition, etc. Thus, Thailand and
Taiwan OTOP is certain difference. The element of key success factor on OTOP is “Extended Marketing
Mix” (7P’s) that is focus on product, price, place, promotion, people, process and physical evidence
such as the categories of products, Administrative and Operation Management in the OTOP
center, staff proficiency in the language skill, other facilities, the location and construction of OTOP
center or shop. This research is comparative in Thailand and Taiwan OTOP project in the conclusion;
this is the reason for this research study.
The conceptual framework describes about the consumer behaviors of OTOP products by maintaining
current the key success factors of OTOP Centers in Thailand and Taiwan and at the same time identifying
new Key Success factors that can generate the consumer behavior. This research is aim to the
customer behaviors of OTOP product by focus on the consumer satisfaction and consumer repurchasing
in the OTOP products between Thailand and Taiwan. Research methodology used proposition to prove
on this study. Research population is focus on the group interview that is interviewing the manager and
employee in OTOP center, and consumer who have buying OTOP product in Bangkok, Thai OTOP
center and Taipei, Taiwan OTOP center.
Research of Question
Question1: What would be the Key Success Factors of OTOP Center?
Question2: What attributes of consumers will influence the attitude to OTOP Center/Shop?
Question 3: Are there significant differences of consumers’ cognition on the key success factors of
OTOP Center/Shop between Thailand and Taiwan consumers?
Question 4: When the consumer who has more positive attitude to OTOP has more satisfaction and
repurchasing behavior?
論文目次 目錄
I
表目錄
VI
圖目錄
XIII
CHAPTER 1
-
INTRODUCTION
1
SECTION 1
-
RESEARCH BACKGROUND AND MOTIVATION
1
SECTION 1.1
-
The increase trend of OTOP
1
SECTION 1.2
-
How many categories of OTOP products?
2
SECTION 1.3
-
What are the business, market and profit of OTOP?
3
SECTION 1.4
-
What are the purposes of OTOP project in Thailand and Taiwan?
4
SECTION 1.5
-
The future plan development of OTOP in Thailand and Taiwan
6
SECTION 1.5.1
-
Taiwan OTOP Promotion Plan
6
SECTION 1.5.2
-
Thai OTOP Promotion Master Plan 2008-2012
8
SECTION 2
-
THE CONCEPTUAL FRAMEWORK
10
SECTION 3
-
THE PURPOSE OF THIS RESEARCH
11
SECTION 4
-
RESEARCH SCOPE
11
SECTION 5
-
KEYWORD OF RESEARCH
12
CHAPTER 2
-
LITERATURE REVIEW
14
SECTION 1
-
THE INTRODUCTION OF OTOP
14
SECTION 1.1
-
The Birth of OTOP
14
SECTION 1.2
-
Brief Overview of OTOP in Journal
15
SECTION 2.1
-
OTOP Philosophy
17
SECTION 2.2
-
OTOP Projects and Small and Medium Enterprise
18
SECTION 2.2.1
-
Taiwan OTOP Projects and SME
18
SECTION 2.2.2
-
The Future Plan of Taiwan OTOP and SMEs
20
SECTION 2.2.3
-
Thai OTOP Project and SME
20
SECTION 2.2.4
-
The Future Plan of Thai OTOP and SMEA
22
SECTION 2.3
-
The Local Cultural Industries
23

SECTION 2.4
-
THE KEY SUCCESS FACTORS OF OTOP CENTER IN TAI-WAN AND THAILAND
24
SECTION 2.4.1
-
Marketing Mix
25
SECTION 2.4.2
-
Product
25
SECTION 2.4.3
-
Price
28
SECTION 2.4.4
-
Place
28
SECTION 2.4.5
-
Promotion
29
SECTION 2.4.6
-
People
30
SECTION 2.4.7
-
Process
31
SECTION 2.4.8
-
Physical Evidence
34
SECTION 2.5
-
LOCAL CULTURAL PREFERENCE
35
SECTION 2.5.1
-
The Local Cultural Industries in Thailand and Taiwan
36
SECTION 2.5.2
-
OTOP Promotions and Policy
42
SECTION 2.5.2.1
-
Taiwan OTOP Promotion Policy
43
SECTION 2.5.2.2
-
Thai OTOP Promotion Policy
46
SECTION 2.5.3
-
Local wisdom or Conservative and Commercialize
49
SECTION 2.5.4
-
Tourism
50
SECTION 2.6
-
MOTIVATION OF CONSUMER
52
SECTION 2.7
-
INNOVATIVE PERSONALITY
54
SECTION 2.8
-
ATTITUDE TO OTOP
56
SECTION 2.9
-
CONSUMER SATISFACTION
58
SECTION 2.10
-
CONSUMER REPURCHASING BEHAVIOR
60
CHAPTER 3
-
RESEARCH METHODOLOGY
61
SECTION 3.1
-
Conceptual Framework
61
SECTION 3.2
-
Research Questions
62
SECTION 3.3
-
Research Method
64
SECTION 3.3.1
-
Documentary Research Method
64

SECTION 3.3.2
-
In-depth Interviews (IDIs)
65
SECTION 3.4
-
Research Population
65
SECTION 3.5
-
Sample Group
66
SECTION 3.6
-
Research Instrument
67
SECTION 3.6.1
-
General Background information
68
SECTION 3.6.2
-
General Knowledge or Information about the OTOP Center
69
SECTION 3.6.3
-
Local Cultural Preference
70
SECTION 3.6.4
-
Motivation of Consumer
71
SECTION 3.6.5
-
Innovative Personality
72
SECTION 3.6.6
-
The key success factors of OTOP Center/Shop?
72
SECTION 3.6.7
-
The Attitude toward OTOP
73
SECTION 3.6.8
-
The Consumer Behavior
74
SECTION 3.6.8.1
-
The Consumer Satisfaction
74
SECTION 3.6.8.2
-
The Consumer Repurchasing Behavior
75
SECTION 3.6.9
-
The Suggestion
76
SECTION 3.7
-
Data Collection
77
SECTION 3.8
-
Data Analysis
77
CHAPTER 4
-
RESEARCH RESULT
78
SECTION 4.1
-
THE SURVEY PROCESS AND THE SAMPLE ANALYSIS
78
SECTION 4.1.1
-
General Background Information
79
SECTION 4.1.2
-
The general knowledge or Information about OTOP Center/Shop
85
SECTION 4.2
-
VERIFICATION OF PROPOSITION
88
SECTION 4.2.1
-
The Local Cultural Preference
89
SECTION 4.2.2
-
Motivation of Consumer
101
-
SECTION 4.2.3
-
Innovative Personality
111
SECTION 4.2.4
-
The Key Success Factors of OTOP Center/Shop
116
SECTION 4.2.5
-
Attitude toward OTOP
118
SECTION 4.2.6
-
Consumer Behavior
129
SECTION 4.2.7
-
Consumer Satisfaction
131
SECTION 4.2.8
-
Consumer Repurchasing Behavior
132
SECTION 4.2.9
-
Suggestion
133

CHAPTER
PAGE
-
SECTION 4.3
-
COMPARISON ON CAUSE-EFFECT MODEL OF OTOP CONSUMING BEHAVIOR BETWEEN TAIWAN AND THAILAND
138
SECTION 4.3.1
-
General Background Information
138
SECTION 4.3.3
-
The Local Cultural Preference
141
SECTION 4.3.4
-
Motivation of Consumer
143
SECTION 4.3.5
-
Innovative Personality
145
SECTION 4.3.6
-
The Key Success Factors of OTOP Center/Shop
150
SECTION 4.3.7
-
Attitude toward OTOP
151
SECTION 4.3.8
-
Consumer Behavior
153
SECTION 4.3.9
-
Consumer Satisfaction
155
SECTION 4.3.10
-
Consumer Repurchasing Behavior
157
SECTION 4.3.11
-
Suggestion
158
-
SECTION 4.4
-
RESEARCH PROPOSITION
161
CHAPTER 5
-
THE CONSLUSION AND DISCUSSION
165
SECTION 5.1
-
THE CONCLUSION IN THIS RESEARCH
165
SECTION 5.1.1
-
The conclusion of the research result on the general knowledge or information about OTOP Center/Shop in this research
160
-
SECTION 5.2
-
THE DISCUSSION IN THIS RESEARCH
171
SECTION 5.1.1
-
The conclusion of the research result on the general knowledge or information about OTOP Center/Shop in this research
160
-
SECTION 5.2
-
THE DISCUSSION IN THIS RESEARCH
171
SECTION 5.2.1
-
The discussion of research result on general background information
171
SECTION 5.2.2
-
The discussion of research result on the general knowledge or infor-mation about OTOP Center/Shop
173
SECTION 5.2.3
-
The discussion of research result on the local cultural preference
174
SECTION 5.2.4
-
The discussion of research result on the motivation of consumer
175
SECTION 5.2.5
-
The discussion of research result on the innovative personality
177
 

 
目錄
CHAPTER
PAGE
SECTION 5.2.6
-
The discussion of research result on the key success factors of OTOP Center/Shop
178
SECTION 5.2.7
-
The discussion of research result on the attitude toward OTOP
182
SECTION 5.2.8
-
The discussion of research result on the consumer behavior
184
SECTION 5.2.9
-
The discussion of research result on the consumer satisfaction
185
SECTION 5.2.10
-
The discussion of research result on the consumer repurchasing beha-vior
185
SECTION 5.2.11
-
The discussion of research result on the suggestion
186
SECTION 5.3
-
LIMITATION IN THIS RESEARCH
188
REFERENCE
190
APPENDIX
APPENDIX 1
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES
206
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (ENGLISH)
207
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (CHINESE)
217
-
INTERVIEW QUESTIONS AND QUESTIONNAIRES (THAI)
227
APPENDIX 2
-
SAMPLE OF GENERAL BACKGROUND INFORMATION
240
-
SAMPLE OF GENERAL BACKGROUND INFORMATION (TAIWANESE’S INTERVIEWEES)
241
-
SAMPLE OF GENERAL BACKGROUND INFORMATION (THAI’S INTERVIEWEES)
243
APPENDIX 3
-
PICTURE OF OTOP CENTER
245
-
PICTURE OF TAIWAN OTOP CENTER, TAIWAN
246
-
PICTURE OF THAILAND OTOP CENTER, THAILAND
249

TABLES
PAGE
CHAPTER 1
SECTION 1.4
-
What are the purposes of OTOP project in Thailand and Tai-wan?
 
TABLE 1.4.1
-
The purposes of OTOP project in Taiwan and Thailand
4
CHAPTER 2
SECTION 2.1
-
MARKETING MIX
TABLE 2.4.2
-
OTOP Product Champion (OPC) of Product Classification
26
TABLE 2.4.2.1
-
OTOP categories products in Taiwan and Thailand
27
TABLE 2..4.5
-
Example OTOP website
29
CHAPTER 3
SECTION 3.4
-
RESEARCH POPULATION
TABLE 3.4.1
-
The Research Population
66
SECTION 3.5
-
SAMPLE GROUP
TABLE 3.5
-
The collect data from Interviewees
67
SECTION 3.6
-
RESEARCH INSTRUMENT
67
TABLE 3.6.1
-
The Questions of the General Background
68
TABLE 3.6.2
-
The Question of General Knowledge or Information about the OTOP Center
70
TABLE 3.6.3
-
The Question Local Cultural Preference
71
TABLE 3.6.4
-
The Question of Motivation of Consumer
71
TABLE 3.6.5
-
The Question of Innovative Personality
72
TABLE 3.6.6
-
The question of key success factors of OTOP Center/Shop
72
TABLE 3.6.7.1
-
Interview Question/ of Attitude toward OTOP
73
TABLE 3.6.7.2
-
The Questionnaire of Attitude toward OTOP
73
TABLE 3.6.8
-
The Question of Consumer Behavior
74
TABLE 3.6..8.1
-
The Question of Consumer Satisfaction
75
TABLE 3.6..8.2
-
The Question of Consumer Repurchasing Behavior
76
TABLE 3.6.9
-
The Question of Suggestion
76
 
VII 
 
表目錄
TABLES
PAGE
CHAPTER 4
SECTION 4.1
-
THE SURVEY PROCESS AND THE SAMPLE ANALYSIS
TABLE 4.1.1.1
-
Number and percentage for the general background information of the interviewees
79
TABLE 4.1.1.2
-
The result information of comparison on General Background Infor-mation from Taiwanese’s Interviewees and Thai’s interviewees
84
SECTION 4.1.2
-
THE GENERAL KNOWLEADGE OR INFORMATION ABOUT OTOP CENTER/SHOP
85
TABLE 4.1.2.1
-
Number and percentage of the interviewee classified by have the consumers ever heard about OTOP Center/Shop before?
85
TABLE 4.1.2.2
-
Number and percentage of the interviewee classified by which media that the consumers ever heard about the OTOP Center/Shop?
86
TABLE 4.1.2.3
-
Number and percentage of the interviewee classified by what are most important of objectives OTOP Center/Shop?
87
SECTION 4.2
-
VERIFICATION OF PROPOSITION
88
SECTION 4.2.1
-
THE LOCAL CULTURAL PREFERENCE
89
TABLE 1
-
Number and percentage of the interviewee classified by in the con-sumer’s opinion do the consumers think the local cultural preference can influence on their purchasing or not? And why?
89
TABLE 4.2.1.1
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
90
TABLE 2
-
Number and percentage of the interviewee classified by what are the most important factors of local cultural preference will influence to OTOP Center? And why?
 
92
TABLE 4.2.1.2
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
93
TABLE 3
-
Number and percentage of the interviewee classified by do the con-sumers think the local cultural industries, local wisdom or conservative and commercialization and tourism will influence people cultural preference in OTOP Center/Shop?
95
TABLE 4.2.1.3
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
96
 
VIII 
 
表目錄
TABLES
PAGE
TABLE 4
-
Number and percentage of the interviewee classified by do the con-sumers think the local cultural industries, local wisdom or conservative and commercialization and tourism which part is the most important will influence people cultural preference in OTOP Center/Shop?
98
TABLE 4.2.1.4
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees
99
SECTION 4.2.2
-
MOTIVATION CONSUMER
101
TABLE 1
-
Number and percentage of the interviewee classified by what is the consumer’s motivation for visiting OTOP Center/Shop?
102
TABLE 4.2.2.1
-
The result information of comparison on Motivation of Consumer from Taiwanese’s interviewees and Thai’s interviewees
103
TABLE 2
-
Number and percentage of the interviewee classified by which factor of consumers motivation is most important for influencing them to go to OTOP center?
105
TABLE 4.2.2.2
-
The result information of comparison on Motivation of Consumer from Taiwanese’s 1nterviewees and Thai’s interviewees
106
TABLE 3
-
Number and percentage of the interviewee classified by which part of service factor or products factor is more important will influence in the consumer motivation to OTOP center?
108
SECTION 4.2.3
-
INNOVATIVE PERSONALITY
111
TABLE 1
-
Number and percentage of the interviewee classified by do the con-sumers believe that the consumers who go to the OTOP would have the innovative personality?
111
TABLE 4.2.3.1
-
The result information of comparison on Innovative Personality from Taiwanese’s Interviewees and Thai’s interviewees
112
TABLE 4.2.3.2
-
The result of statistic analysis on the innovative Personality
115
 
IX 
 
表目錄
TABLES
PAGE
SECTION 4.2.4
-
THE KEY SUCCESS FACTORS OF OTOP CENTER/SHOP
116
TABLE 4.2.4
-
The result of statistic analyzed on the Key success factors of OTOP Center/Shop
116
 
SECTION 4.2.5
-
ATTITUDE TOWARD OTOP
118
TABLE 1
-
Number and percentage of the interviewee classified by what do the consumers think about OTOP center?
118
TABLE 4.2.5.1
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees
119
TABLE 2
-
Number and percentage of the interviewee classified by the consumer think about OTOP Center/Shop in Taiwan and Thailand is successful or not.
121
TABLE 4.2.5.2
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees
121
TABLE 3
-
Number and percentage of the interviewee classified by from their experience, what is the strength or weakness of OTOP product and OTOP Center in Taiwan and Thailand?
123
TABLE 4.2.5.3
-
The result of statistic analyzed in the attitude of consumer to OTOP center
124
TABLE 4.2.5.4
-
The result of statistic analyzed in the question “Attitude toward OTOP center”
128
SECTION 4.2.6
-
CONSUMER BEHAVIOR
129
TABLE 4.2.6
-
Number and percentage of the interviewee classified by consumer behavior
129
SECTION 4.2.7
-
CONSUMER SATISFACTION
131
-
TABLE 4.2.7
-
The result of statistic analyzed in what is the consumer level of satis-faction when you visit OTOP Center/Shop?
131
-
SECTION 4.2.8
-
CONSUMER REPURCHASING BEHAVIOR
132
TABLE 4.2.8
-
The result of statistic analyzed in what are the consumer’s opinions of repurchasing OTOP products?
133
 

 
表目錄
TABLES
PAGE
SECTION 4.2.9
-
SUGGESTION
133
TABLE 4.2.9.1
-
The result information of comparison on the suggestion from Taiwa-nese’s interviewees and Thai’s interviewees
134
TABLE 4.2.9.2
-
The result information of comparison on the suggestion from Taiwa-nese’s interviewees and Thai’s interviewees
136
-
SECTION 4.3
-
COMPARISON ON CAUSE-EFFECT MODEL OF OTOP CONSUMING BEHAVIOR BETWEEN TAIWAN AND THAILAND
138
TABLE 4.3.2.2
-
The result information of comparison on the general knowledge or information about OTOP Center/Shop from Taiwanese’s Interviewees and Thai’s interviewees by the question “Which media that you ever heard about the OTOP Center/Shop?”
140
TABLE 4.3.2.3
-
The result information of comparison on the general knowledge or information about OTOP Center/Shop from Taiwanese’s Interviewees and Thai’s interviewees by the question “What are most important of objectives OTOP Center/Shop?”
141
TABLE 4.3.3.4
-
The result information of comparison on Local Cultural Preference from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “Do you think these 3 factors: Local Cultural Industries, Local Wisdom or Conservative and Commercialization and Tourism. Which part is the most important will influence people’s local cultural prefe-rence in OTOP Center/Shop?”
143
SECTION 4.3.4
-
MOTIVATION OF CONSUMER
143
TABLE 4.3.4.2
-
The result information of comparison on motivation of consumer from Taiwanese’s Interviewees and Thai’s interviewees by the question “Which factor of your motivation is most important for influencing you to go to OTOP center?”
144
TABLE 4.3.4.3
-
The result information of comparison on the motivation of consumer from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “What part of service factor or product factors will influence you motivation to OTOP center?”
144
 
XI 
 
表目錄
TABLES
PAGE
SECTION 4.3.5
-
INNOVATIVE PERSONALITY
145
TABLE 4.3.5
-
The result analysis on the innovative personality between Taiwan and Thailand (ANOVA)
 
145
SECTION 4.3.6
-
THE KEY SUCCESS FACTORS OF OTOP CENTER/SHOP
146
TABLE 1
-
The result analysis on the product factors between Taiwan and Thailand (ANOVA)
146
TABLE 2
-
The result analysis on the price factors between Taiwan and Thailand (ANOVA)
147
TABLE 3
-
The result analysis on the place factors between Taiwan and Thailand (ANOVA)
147
TABLE 4
-
The result analysis on the promotion factors between Taiwan and Thailand (ANOVA)
147
TABLE 5
-
The result analysis on the people factors between Taiwan and Thailand (ANOVA)
148
TABLE 6
-
The result analysis on the process factors between Taiwan and Thailand (ANOVA)
148
TABLE 7
-
The result analysis on the physical evidence factors between Taiwan and Thailand (ANOVA)
149
TABLE 8
-
The result analysis on the key success factors (7P’s) between Taiwan and Thailand (ANOVA)
149
TABLE 4.3.6
-
The result of the key success factors from interview questionnaire
150
SECTION 4.3.7
-
ATTITUDE TOWARD OTOP
151
TABLE 4.3.7.3
-
The result information of comparison on attitude toward OTOP from Taiwanese’s Interviewees and Thai’s interviewees by the question “What is the strength or weakness of OTOP product and OTOP Center in Thailand and Taiwan?”
152
TABLE 4.3.7
-
The result analysis on the attitude toward OTOP between Taiwan and Thailand (ANOVA)
153
SECTION 4.3.8
-
CONSUMER BEHAVIOR
153
TABLE 4.3.8.1
-
The result number and percentage on the reason when the consumer buy OTOP product between Taiwan and Thailand
153

TABLES
PAGE
TABLE 4.3.8.2
-
The result number and percentage of the reason when the consumer never buy OTOP product between Taiwan and Thailand
154
TABLE 4.3.8.3.3
-
The result number and percentage on the categories of OTOP products are customers most interested in OTOP Center between Taiwan and Thailand
155
 
155
SECTION 4.3.9
-
CONSUMER SATISFACTION
156
TABLE 4.3.9.1
-
The result analysis on the consumer satisfaction between Taiwan and Thailand (ANOVA)
156
TABLE 4.3.9.2
-
The result information of comparison on the consumer satisfaction from Taiwanese’s Interviewees and Thai’s interviewees by the ques-tion “What is level of satisfaction when you visit OTOP Center/Shop?”
156
SECTION 4.3.10
-
CONSUMER REPURCHASING BEHAVIOR
157
TABLE 4.3.10.1
-
The result analysis on the consumer repurchasing behavior between Taiwan and Thailand (ANOVA)
157
TABLE 4.3.10.2
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “What are the consumer’s opinions of repurchasing OTOP products?”
157
SECTION 4.3.11
-
SUGGESTION
158
TABLE 4.3.11.1
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “Do you have any other suggestion or opinions for the OTOP on this study?”
158
TABLE 4.3.11.2
-
The result information of comparison on the consumer repurchasing behavior from Taiwanese’s Interviewees and Thai’s interviewees by the question “Do you have any other suggestions or opinion for product factors and service factors in OTOP Center?”
160
 
XIII 
 
圖目錄
FIGURES
PAGE
CHAPTER 1
FIGURES 1.5.1
-
Thai OTOP Promotion Strategies 2008-2012
7
FIGURES 1.5.2
-
Type of Assistance provided by OTOP
9
CHAPTER 2
FIGURES 2.1
-
Three Principle of OVOP
17
FIGURES 2.2.1
-
Taiwan OTOP Roadmap in 1989-2009
19
FIGURES 2.2.2
-
Sample picture of Taiwan OTOP Center or Shop 
19
FIGURES 2.2.3
-
Sample picture of Thai OTOP Center or Shop
21
FIGURES 2.2.3.1
-
Thai OTOP Roadmap in 2002-2008
22
FIGURES 2.4.1
-
Marketing Mix (4P’s)
25
FIGURES 2.4.6
-
The Extended Marketing Mix (7P’s)
30
FIGURES 2.4.7
-
The Policy Strategies and Implements Directions of Thailand and Taiwan OTOP
32
FIGURES 2.5.1.1
-
Thailand OTOP Logo 
38
FIGURES 2.5.1.2
-
Thailand Industrial Standards Institute (TISI)
38
FIGURES 2.5.2.2
-
Category of Community Producers
48
CHAPTER 3
FIGURES 3.1
-
Conceptual Framework
61
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