隨著國際化及全球化的浪潮，國際貿易越發繁盛，消費者較以往有更多機會也更容易接觸到雙國產品(binominal products)或多國(混合)產品(multinational products)。因此，有必要瞭解品牌來源國以及個人特徵對消費者購買意願的影響，以供企業安排最有效的行銷／生產策略，強化競爭優勢。

本研究著眼於品牌來源國及個人特徵對於消費者購買意願的影響，主要的研究目的在於探討消費者受個人特徵與品牌來源國之影響關係。資料收集乃採便利抽樣之問卷調查，以男性化妝品為受測產品，台灣、日本、韓國、美國、歐洲為品牌來源國檢測對象，以大台北地區之男性為受測母體，並用SPSS 11.0為本研究的統計分析工具。研究結果如下：
一、產品的品牌來源國形象愈高，消費者的資訊搜尋意願越低。
二、產品的品牌來源國形象愈高，消費者對產品品質評價越高。
三、產品的品牌來源國形象愈高，消費者之購買意圖越高。
四、消費者的個人特徵在品牌來源國形象及購買行為上均有顯著差異。

The tendency of globalization results in the prosperity of international trade, and the consumers have more chance to buy and use the binominal products.  So, it is necessary to realize the influence on consumer purchase behavior between the brand original country and personal characteristics for applying enterprises the most effective marketing and manufacturing strategy to reinforce the competitive advantage.

This research and main purpose focus on the influence of the will of consumer purchasing by brand original country and personal characteristic. Data were collected by the questionnaire investigation with convenient sampling from the populated of Metro Taipei., the male cosmetics as the products examined, and Taiwan, Japan, South Korea, U.S.A., and Europe as the target for the brand original country. The SPSS 11.0 is used to analyze the data.

The major conclusions in this study are:

1.The higher a brand original country image, the lower the information searching willing.
2.The higher a brand original country image, the higher the quality assessment.
3.The higher a brand original country image, the higher the purchase intention.
4.Consumer’s personal characteristics have significant influence on brand original country images and purchasing behavior.

目錄                                 	I
圖次                                 	III
表次                                 	IV

第一章　緒論                                 	1
第一節　研究背景與動機                      	1
第二節  研究目的                              3
第三節  研究流程                              4
第二章  文獻探討                              6
第一節 化妝品及來源國形象之定義               6
第二節 消費者行為                             8
第三節 化妝品市場概況                         19
第四節 男性化妝品市場概況                     21
第五節 品牌來源國形象與購買行為之關係         25
第六節 個人特徵與購買行為之關係               30
第三章  研究設計                              32
第一節 研究架構                               32
第二節 變數定義與衡量                         33
第三節 研究假設                               35
第四節 研究對象與抽樣設計                     36
第五節 資料分析方法                           37
第四章	實證結果與討論                       39
第一節 樣本基本資料分析                       39
第二節 卡方檢定                               42
第三節 單因子變數分析及Scheffe多重比較分析    43
第四節 假設檢定結果                           46
第五章	結論與建議                           47
第一節 研究結果                               47
第二節 行銷涵意                               49
第三節 研究貢獻                               49
第四節 研究限制及後續研究建議                 50

參考文獻                                      53
附錄：問卷                                    57

圖 次
圖1-1-1 研究流程圖··············································································· 5
圖2-2-1 Nicosia 消費者行為模式·························································· 11
圖2-2-2 Howard 消費者決策模型························································· 12
圖2-2-3 EKB 消費者決策模型······························································ 13
圖2-2-4 消費者行為模式······································································· 16
圖2-2-5 EKB 消費者決策模型······························································ 17
圖2-2-6 方案評估與購買決策關係······················································· 18
圖2-5-1 來源國形象、信念及態度之關係··········································· 26
圖2-5-2 暈輪效果模式··········································································· 28
圖2-5-3 彙總效果模式··········································································· 29
圖3-1-1 研究架構圖··············································································· 33

表 次
表2-1-1 工業局化妝品分類定義························································ 7
表2-2-1 消費者行為定義整理···························································· 9
表2-4-1 專櫃通路販售之男性保養品整理········································ 24
表2-4-2 開架式通路販售之男性保養品整理···································· 24
表2-5-1 來源國效應之相關文獻與研究············································ 30
表2-6-1 生活型態構面········································································ 31
表4-1-1 樣本年齡分布········································································ 39
表4-1-2 樣本職業分布········································································ 40
表4-1-3 樣本婚姻情況分布································································ 40
表4-1-4 樣本教育情況分布································································ 40
表4-1-5 樣本所得分布········································································ 41
表4-1-6 樣本居住區域分布································································ 41
表4-3-1 人口統計變數對來源國形象之卡方檢定···························· 42
表4-3-2 對於教育程度是否注重品牌來源國之卡方檢定················ 43
表4-3-3 品牌來源國與個人特徵構面之平均數分析及Scheffe 多重比較表·· 44
表4-3-4 個人特徵與購買行為構面之平均數分析及Scheffe多重比較表·········· 45
表4-4-1 假設檢定結果········································································ 46

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