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系統識別號 U0002-1306201921033800
中文論文名稱 知覺品質對精品市場之品牌態度及購買意圖影響之研究-以製造來源國配適與否的知覺為干擾變數
英文論文名稱 A Study on the Influence of Perceived Quality on Brand Attitude and Purchasing Intention in Luxury Industry- Moderate effect of COO Fitness Perception Effect.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 107
學期 2
出版年 108
研究生中文姓名 黃筠雅
研究生英文姓名 Yun-Ya Huang
學號 606550498
學位類別 碩士
語文別 中文
口試日期 2019-06-02
論文頁數 85頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-洪正興
中文關鍵字 來源國形象  知覺品質  品牌態度  購買意圖 
英文關鍵字 Country-of-Origin  COO  Country Image  Perceived Quality  Product Attitude  Purchase Intention 
學科別分類
中文摘要 近年來,伴隨著亞洲消費水準的提升,國際精品市場快速成長,在全球化的趨勢下,許多國際精品品牌相繼進入亞洲地區以及臺灣市場。在全球化的發展趨勢下,許多跨國企業為了強化自身的競爭優勢,並考量成本、技術、人力資源及市場等因素,積極的思考如何透過有效的國際分工,將產品移至母國以外的國家設廠生產。因此多樣貌的來源國( Country of Origin)概念在國際市場上便成為一個廣受人們討論的重要議題。精品產業也不例外,近幾年許多的精品業者為了降低生產成本,並隨時貼近市場需求,紛紛將生產地遷往中國、墨西哥、印尼為普遍的現象。然而消費者通常會對特定國家的設計、生產或製造會保有既定的刻板化印象(Stereotype),因此對精品業者而言,當精品的設計來源國(Country of Design)與製造來源國( Country of Manufacture ) 不同時,消費者對於製造來源國是否配適的評價乃是精品業者必須探究的重要課題。因此本研究將針對台灣的精品市場中消費者對於多樣貌的來源國印象是否會影響其對精品之評價等有關的消費行為進行探討。
本研究結論:
一. 在台灣精品市場中,消費者的知覺品質確實會影響購買意圖之形成,其中態度更是扮演完全的中介角色。
二. 製造來源國配適高低的知覺,確實會干擾知覺品質對態度和購買意圖的影響。
英文摘要 Under the trend of globalization and the improvement of the Asian economy, the international luxury market has grown rapidly. Many international brands stepped into the Asian, even Taiwan luxury markets. Then, they start to consider how to lower the price of their products through moving manufacturing sectors to developing countries such as China, Mexico and Indonesia in order to reduce production costs to satisfy market demand.

However, consumers have a stereotype of design in production or manufacturing in a particular country. At the same time, consumers’ evaluation of the suitability of the country of origin is an important issue that luxury brands must explore. Therefore, this study will focus on whether consumers’ impression of different source countries will affect their purchasing behaviors in the luxury market.
The conclusions of this study show that
First, In Taiwan's luxury market, consumers’ perceived quality does affect the purchase intention, and brand attitude plays a completed mediating role.
Second, The perception level of the County-of-Manufacture (COM)does interfere the impact of perceived quality on brand attitude and purchase intention.
論文目次 目錄
目錄 ............................................................................................................................... I
表目錄.......................................................................................................................... III
圖目錄........................................................................................................................... V
第一章 緒論............................................................................................................ 1
第一節 研究背景............................................................................................ 1
第二節 研究動機.................................................................................................. 3
第三節 研究目的............................................................................................ 4
第四節 研究範圍及對象................................................................................ 4
第五節 研究流程............................................................................................ 5
第二章 文獻回顧與探討........................................................................................ 6
第一節 精品之定義與產業範疇.......................................................................... 6
第二節 來源國形象(Country of Origin Image).................................. 9
第三節 知覺品質(Perceived Quality)................................................ 14
第四節 品牌態度(Brand Attitude)...................................................... 16
第五節 購買意圖(Purchase Intension).............................................. 19
第三章 研究方法.................................................................................................. 23
第一節 研究架構.......................................................................................... 23
第二節 研究假說.......................................................................................... 24
第三節 研究變數之操作性定義與衡量項目.............................................. 26
第四節 研究設計.......................................................................................... 32
第五節 資料分析方法.................................................................................. 34
第四章 資料分析與結果...................................................................................... 39
第一節 樣本資料之敘述性統計分析.......................................................... 39
第二節 信度分析.......................................................................................... 51
第三節 結構方程模式之建立...................................................................... 51
第四節 結構方程模式分析與假說驗證...................................................... 56
第五章 研究結論與發現...................................................................................... 70
第一節 研究結論.......................................................................................... 70
第二節 研究發現.......................................................................................... 71
第三節 未來研究建議.................................................................................. 72
參考文獻...................................................................................................................... 73
中文參考文獻...................................................................................................... 73
II
英文參考文獻...................................................................................................... 74
附錄 研究問卷............................................................................................................ 80

表目錄
表格 2-1 來源國形象之定義..................................................................... 10
表格 2-2 知覺品質之定義......................................................................... 15
表格 2-3 品牌態度之定義......................................................................... 18
表格 2-4 購買意圖之定義......................................................................... 21
表格 3-1 本研究假說彙整表..................................................................... 26
表格 3-2 製造來源國配適度與否衡量問項............................................. 28
表格 3-3 知覺品質衡量問卷..................................................................... 30
表格 3-4 品牌態度衡量項目..................................................................... 31
表格 3-5 購買意圖衡量問項..................................................................... 32
表格 3-6 問卷回收情況分析..................................................................... 33
表格 3-7 LISREL 之參數矩陣................................................................... 36
表格 3-8 結構方程模式配適度指標的判斷準則..................................... 37
表格 4-1 有效問卷之性別資料................................................................. 41
表格 4-2 有效問卷之教育程度................................................................. 41
表格 4-3 有效問卷之年齡......................................................................... 42
表格 4-4 有效問卷之婚姻狀況................................................................. 43
表格 4-5 有效問卷之職業......................................................................... 44
表格 4-6 有效問卷之每月個人所得......................................................... 45
表格 4-7 有效問券之平均購買精品的頻率............................................. 46
表格 4-8 有效問卷之最常購買精品的來源............................................. 47
表格 4-9 有效問卷之購買前是否有查看標籤的習慣............................. 47
表格 4-10 有效問卷之製造來源國的國家經濟是否良好....................... 48
表格 4-11 有效問卷之最常購買的精品品牌是哪裡製造....................... 49
表格 4-12 有效問卷之最常購買的精品品牌為何................................... 50
表格 4-13 結構方程式之參數說明表....................................................... 53
表格 4-14 結構方程式之參數說明表(續)........................................... 54
表格 4-15 整體模式之配適度評估........................................................... 56
表格 4-16 高配適模式之配適度評估....................................................... 56
表格 4-17 低配適模式之配適度評估....................................................... 57
表格 4-18 觀察變數之參數估計結構(整體模式)............................... 58
表格 4-19 觀察變數之參數估計結構(高配適模式)........................... 59
表格 4-20 觀察變數之參數估計結構(低配適模式)........................... 60
表格 4-21 研究假說驗證結果(整體模式)........................................... 61
表格 4-22 各變項直接、間接以及總效果分析表(整體模型)........... 63
表格 4-23 研究假說驗證結果(低配適模式)....................................... 66
表格 4-24 各變項直接、間接以及總效果分析表(高配適模型)....... 68
表格 4-25 各變項直接、間接以及總效果分析表(低配適模型)....... 69

圖表 1-1 研究流程圖.................................................................................. 5
圖表 3-1 本研究觀念架構......................................................................... 23
圖表 4-1 整體模式之線性結構關係圖..................................................... 55
圖表 4-2 結構模式路徑係數圖(整體模式)......................................... 62
圖表 4-3 結構模式路徑係數圖(整體模式)......................................... 63
圖表 4-4 結構模式路徑係數圖(高配適模式)..................................... 65
圖表 4-5 結構模式路徑係數圖(低配適模式)..................................... 67
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