由於品牌權益和製造來源國皆為消費者在進行購買決策時的重要變數，因此本研究輔以FCB模式作為分類性的干擾變數，將產品分類至FCB模式的四個象限下，探討消費者在進行購買決策時，是以品牌權益為主，亦或以製造來源國為重，會不會因為在不同象限下而有所差異？
本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，共計742份有效問卷。分析客體為大學生常用之產品，分別為筆記型電腦、手機、洗髮精、啤酒和速食麵。在干擾變數（FCB模式）方面是以單因子多變量變異數分析將不同產品分類至FCB模式象限下，其結果為：高涉入／理性產品為筆記型電腦、手機，高涉入／感性產品為洗髮精，低涉入／感性產品為啤酒、速食麵；主要變數（品牌權益和製造來源國）的權重方面，是以平均權重來進行比較。本研究在不同FCB模式象限下，得出研究分析結果與發現描述如下：
1.高涉入／理性的產品：品牌權益方面，消費者最在意產品的知覺品質，其次是品牌在消費者心目中的良好形象；製造來源國方面，消費者會選擇售後服務和品質穩定良好的國家。
2.高涉入／感性的產品：品牌權益方面，消費者最在意產品的知覺品質，其次是品牌在消費者心目中的良好形象；製造來源國方面，消費者在意的是製造來源國的品質穩定外，製造來源國的聲譽亦是考量因素。
3.低涉入／感性的產品：品牌權益方面，消費者除了在意知覺品質和對品牌感到信賴外，品牌知名度亦是消費者的考量因素；製造來源國方面，消費者會考量生產品質穩定並享富盛名的國家。

Brand equity and country of manufacture are critical variables when consumers making purchase decision. Therefore, this study regards FCB model as categorical moderator. Products are classed as four quadrants in FCB model. This study discusses which one is more important between Brand equity and country of manufacture to effect purchase decision.
    742 valid response data were collected from the students of College of Business in Tamkang University and we employed questionnaire to collect data. Analysis objectives are notebook, mobile phone, shampoo, beer and instant noodle which are popular products to college students. This study use 1-way MANOVA to classify notebook and mobile phone as high involvement／rationality, shampoo as high involvement／affectivity, beer and instant noodle as low／affectivity. Finally, we compare the weight between brand equity and country of manufacture in different quadrants of FCB model. The results summarized as follows:
    1. The product of high involvement／rationality: In the aspect of brand equity, consumers mostly concern perceived quality, secondly concern brand association; In the aspect of country of manufacture, consumers could be choose the country having a good sale service and stable quality.
    2. The product of high involvement／affectivity: In the aspect of brand equity, consumers mostly concern perceived quality, secondly concern brand association; In the aspect of country of manufacture, consumers care about the country having an excellent reputation and stable quality.
    3. The product of low involvement／affectivity: In the aspect of brand equity, consumers mostly concern perceived quality and brand association, secondly concern brand awareness; In the aspect of country of manufacture, consumers could be choose well-known country which having ability to product steadily.

第一章  緒論	 1
第一節  研究動機 	1
第二節	研究目的 	3
第三節	研究範圍及對象 	4
第四節	研究流程 	5
本章註釋	6
第二章  文獻探討	 7
第一節	品牌權益之相關文獻 	7
第二節	製造來源國之相關文獻 	22
第三節  FCB模式之相關文獻 	26
第三章  研究設計與方法 	32
苐一節  觀念性架構 	32
第二節	研究變數操作性定義	33
第三節　分析性架構 	37
第四節  研究流程和分析方法 	38
第五節　問卷設計與抽樣設計 	42
第六節	信度分析 	45
第四章	資料分析與結果	 47
第一節　樣本資料分析 	47
第二節  「涉入」和「理性／感性」構面強度指標之構建 	49
第三節  產品定位分析 	54
第四節  FCB模型下品牌權益和製造來源國權重之實証分析 	59
第五章  結論與策略意涵 	68
第一節  研究發現與結論 	68
第二節　策略意涵 	71
第三節	後續研究建議 	73
本章註釋	74
參考文獻	 75
附錄  正式問卷   81

表1-3-1  研究範疇	4
表2-1-1  品牌權益之定義	8
表2-1-2  Aaker品牌權益十項衡量指標	20
表2-2-1  來源國之定義	22
表2-2-2  來源國之衡量構面	24
表3-2-1  製造來源國屬性之操作性定義	33
表3-2-2  品牌權益構面之操作性定義	34
表3-2-3  FCB模型之操作性定義	35
表3-6-1  問卷之信度分析	46
表4-1-1  實際抽樣結果	47
表4-1-2  樣本特微描述	48
表4-2-1  涉入均值	49
表4-2-2  理性／感性之驗証性因素分析模式配適度指標	52
表4-2-3  理性／感性驗證性因素分析參數估計表	53
表4-3-1　涉入及理性／感性均值排序	54
表4-3-2　涉入及理性／感性之假說檢定結果	55
表4-3-3  涉入成偶檢定	56
表4-3-4  涉入對比檢定	56
表4-3-5  理性／感性成偶檢定	57
表4-3-6  理性／感性對比檢定	58
表4-4-1  品牌權益和製造來源國權重加總	59
表4-4-2  產品別之品牌權益和製造來源國權重	60
表4-4-3  FCB模型之品牌權益和製造來源國權重	61
表4-4-4  品牌權益平均權重和製造來源國平均權重	62
表4-4-5  FCB構面和品牌權益構面之平均權重	63
表4-4-6  FCB構面和製造來源國屬性之平均權重	65

圖1-4-1  本研究流程與步驟	5
圖2-1-1  品牌知識構面	13
圖2-1-2  品牌權益之架構	17
圖2-3-1  FCB 模型之基本架構	26
圖3-1-1  觀念性架構	32
圖3-3-1  分析性架構	37
圖3-4-1  1-Way MANOVA 之檢定流程	40
圖4-2-1  理性／感性量表二階驗證性因素分析模式	51
圖4-3-1  涉入成偶檢定	56
圖4-3-2  理性／感性成偶檢定	57
圖4-3-3  FCB模型之產品定位圖	58
圖4-4-1  品牌權益和製造來源國權重連續帶-產品別	61
圖4-4-2  品牌權益和製造來源國權重連續帶-FCB構面別	62
圖4-4-3  FCB構面和品牌權益構面之平均權重	65
圖4-4-4  FCB構面和製造來源國屬性之平均權重	67

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