二十世紀末，隨著網際網路運用技術的純熟與全球消費者區隔（Global consumer segments）議題的出現，「全球化」再掀浪潮，全球新文化的崛起成為現今不容忽視的趨勢。在全球化的新景象下，跨國企業必須面對不同的消費族群，於是以發展全球化品牌策略來得到消費者廣泛的認同，並扮演不同文化間溝通的角色。因此，探討知覺全球化品牌的影響因素成為重要的課題。本研究並針對全球化品牌所帶來品質與聲望兩項途徑，對消費者購買意圖的影響做進一步的研究。選定淡江大學商學院學生為研究對象，以路徑分析（Path analysis）為研究方法，來探討行銷策略、全球化品牌、與購買意圖之間的關係。
    研究結果顯示品牌知名度、品牌來源國與品牌形象最能形成全球化品牌的知覺。此外，透過其他行銷策略如：廣告標準化、代言人的全球化形象再加上有利的製造國資訊都可以使消費者感受到全球化品牌的知覺。針對購買意圖的影響，結果發現全球化品牌因為屬於特定的消費區隔，並不能夠對所有消費者產生影響，因而呈現不顯著的情形。但是全球化品牌會帶給消費者高品質與聲望的價值是肯定的，同時透過品質與聲望的途徑而產生購買的意圖也是顯著的。
    透過本研究的探討，跨國企業在建立全球化品牌時，可以揭露良好或特殊專長的來源國資訊，給消費者高附加價值的感受。並透過行銷活動如廣告標準化與代言人等方式打造全球化形象，累積在消費者心中的知名度。另外，品牌在消費者心中最被重視的是品質與聲望所帶來的價值，這是影響購買意圖的關鍵因素，可以透過增強全球化品牌知覺來加強消費者這兩項價值的感受。

With the popular and prosperous of Internet Technology and the appearance of Global Consumer Segments in the end of 20th century, “Globalization” becomes the hottest thesis nowadays around the world. This kind of global new culture turns into the regard trend. Under the new landscape of globalization, multinational businesses have to confront with different customers. In order to get consumers’ identification and play the role of communication between different cultures, multinational businesses choose to develop a global brand strategy on this complex market. Thus, the relative research of global brand becomes more and more important.

The purpose of this study is to explore the effect of perceiving global brand on value and purchase intention. Meanwhile, it also focuses on the key factors that construct the figure of global brand concepts on consumers. Students in Business Department of Tamkang University are chosen as participants of this study. Using path analysis to explore the relationship of marketing strategy, global brand and purchase intention.

The result of this study indicates the most significant ways to perceive global brand are brand awareness, brand origin and brand image. Besides, other marketing strategies such as standardization of advertising, brand celebrity with global image and the advantage information of country of manufacture could also enhance the  
perception on global brand. As for the effect of purchase intention, the finding is global brand is negatively related to, since consuming global brand belongs to a specific segmentation, it couldn’t influence each consumer. Otherwise, the result affirms global brand could give consumers the feeling of high quality and prestige, and through both ways of quality and prestige it could give rise to the motivation of purchase is obviously significant. 

Through the study’s results, while multinational businesses are building global brand, they could disclose good or professional specialty’s information of country of origin to give consumer the experience of high value added. At the same time, using marketing activities like standardization of advertising and brand celebrity to build global image and facilitate the accumulation of awareness on consumers’ mind. In addition, the most important characters of brand on consumers’ mind are the value of quality and prestige in which are the key factors to increase purchase intention. Multinational businesses could enhance perceived global brand to strengthen consumers’ perceptions on both values.

目錄  ……………………………………………………………………i
第一章 緒論 ……………………………………………………………1
 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
第二章 文獻探討 ………………………………………………………5
 第一節 文獻整理………………………………………………………5
 第二節 研究假說 ……………………………………………………11
 第三節 觀念性架構 …………………………………………………19
第三章 研究方法………………………………………………………21
 第一節 操作性定義與衡量設 ………………………………………21
 第二節 研究設計 ……………………………………………………23
 第三節 研究對象與樣本資料分析 …………………………………28
 第四節 資料分析方法 ………………………………………………29
第四章 資料分析結果…………………………………………………31
 第一節 外國與本國品牌的T檢定外國與本國品牌的T檢定 ………31
 第二節 影響知覺全球化品牌之因素分析表 ………………………33
 第三節 路徑分析結果 ………………………………………………36
 第四節 直接效果與間接效果 ………………………………………39
第五章 結論與建議……………………………………………………42
 第一節	研究結論……………………………………………………47
 第二節	研究限制……………………………………………………48
 第三節	研究建議……………………………………………………49
參考文獻 ………………………………………………………………50
 附錄一 廣告 …………………………………………………………58
 附錄二 問卷 …………………………………………………………64
 附錄三 外國品牌的路徑分析 ………………………………………69
 附錄四 本國品牌的路徑分析 ………………………………………70

圖表目錄  ……………………………………………………………iii
圖1-1 研究流程  ………………………………………………………4
圖2-1 知覺全球化品牌影響購買可能的途徑 ………………………19
圖2-1 觀念性架構 ……………………………………………………20
圖4-1 路徑分析圖 ……………………………………………………36
表2-1建立強勢品牌 ……………………………………………………6
表2-2 品牌聲望所帶來的價值與激勵 ………………………………16
表3-1 2003年全球手機銷售排名與來源國列表 ……………………25
表3-2 變數的操作性定義及信度分析表 ……………………………26
表3-2 (續)變數的操作性定義及信度分析表 ………………………27
表3-3 受訪者樣本性別與年齡分析表 ………………………………28
表3-4 受訪者每月可支配所得分配表 ………………………………28
表4-1 外國與本國品牌的T檢定  ……………………………………31
表4-2 影響知覺全球化品牌的因素分析表 …………………………33
表4-2（續）影響知覺全球化品牌的因素分析表……………………34
表4-3 全球化品牌、品牌品質、品牌聲望與購買意圖的路徑分析結
      果 ………………………………………………………………37
表4-4 各變數對購買意圖的直接效果與間接效果分析表 …………39
表4-5 影響品牌品質、品牌聲望與全強化品牌的直接效果與透過全球化品牌對品牌品質與品牌聲望的間接效果分析表 ………………40

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