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系統識別號 U0002-1506201223381000
中文論文名稱 來源國契合度與品牌形象對知覺品質、產品態度與購買意圖之影響-以德國Volkswagen汽車為例
英文論文名稱 The Impact of the Fitness Between Country and Product and Brand Image on Perceived Quality, Attitude toward Product and Purchase Intention-Using Volkswagen as an example
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 100
學期 2
出版年 101
研究生中文姓名 施妤姍
研究生英文姓名 Yu-Shan Shih
學號 699550330
學位類別 碩士
語文別 中文
口試日期 2012-05-28
論文頁數 83頁
口試委員 指導教授-張俊惠
委員-魏上凌
委員-蔡政言
中文關鍵字 產品來源國  契合度  品牌形象 
英文關鍵字 Country of Origin  Fit  Brand Image 
學科別分類
中文摘要 產品來源國可謂為消費者在選購商品時的重要外顯線索。然而,隨著全球化的發展,產品之來源國不限定於一國,可分解為設計來源國(COD)與製造組裝來源國(COM/COA)等等。另外,在許多消費者心中會保有對各個國家的刻板印象,若以此印象與產品作聯想,則此稱為來源國與產品之契合度(Fit)。但來源國之重要性是否會因全球化發展,被產品之其他特性,如品牌形象所取代。因此,本研究將針對設計/製造組裝來源國與產品之契合度、品牌形象、知覺品質、產品態度與購買意圖進行探討,並以福斯汽車作為研究產品。研究設計以德國為設計來源國,製造組裝來源國為中國大陸與台灣,因此在本研究中共有兩種情境。本研究結果發現:
1.若是在製造組裝來源國為台灣的情況下,對台灣消費者而言,品牌形象對購買意圖之影響力是凌駕於兩項契合度概念之上的,兩項契合度又以製造組裝來源國與產品契合度對購買意圖的影響較為深遠。但知覺品質無法直接影響購買意圖,需再透過產品態度中介。因此若福斯汽車在台灣組裝製造,必須強調其品牌形象與產品態度之形塑。
2.若是在製造組裝來源國為中國大陸的情況下,三項前因僅有製造組裝來源國與產品契合度可間接影響購買意圖。因此,必須強調中國汽車產業之製造能力已深耕多年,已有實力製造組裝出品質不錯的汽車。
英文摘要 Country of origin is an important extrinsic cue when consumers choose products. However, with the development of globalization, it could be divided into country of design and country of manufacture/assembly. On the other hand, there are stereotypes of countries in consumers' memory. They associate the products with the country of design or country of manufacture/assembly. The associations activated by countries and products are so called fit. But the importance of country of origin could be substituted by other features of products, i.e. brand image, because of the development of globalization? Therefore, fit between country of design and products, fit between country of manufacture/assembly and products, brand image, perceived quality, attitude toward products and purchase intention is discussed in this thesis. Use Volkswagen as an example. There are two scenarios in this research: countries of design are both Germany and countries of manufacture/assembly are China and Taiwan separately. Findings are as follow:
1. When country of manufacture/assembly is Taiwan, the impact of brand image on purchase intention is more powerful than the fits on purchase intention. But there is no significant effect between perceived quality and purchase intention.
2. When country of manufacture/assembly is China, among three antecedences, only fit between country of manufacture/assembly and products could affect purchase intention indirectly.
論文目次 目錄 I
表目錄 III
圖目錄 V
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 研究範圍與研究對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 福斯(Volkswagen)品牌簡介 6
第二節 產品來源國及其分解 10
第三節 國家與產品種類之契合度 17
第四節 品牌形象 21
第五節 知覺品質、產品態度與購買意圖 26
第三章 研究設計 31
第一節 觀念架構 31
第二節 研究假說 32
第三節 研究變數之操作性定義與衡量 36
第四節 問卷設計與抽樣方法 40
第五節 資料分析方法 41
第四章 資料分析與結果 45
第一節 敘述性統計分析 45
第二節 信度分析 50
第三節 結構方程模式分析 51
第五章 研究結論與發現 66
第一節 研究結論 66
第二節 研究發現 68
第三節 研究限制 70
參考文獻 71
附錄:研究問卷 79

表目錄
表2-1 2011年進口車品牌銷售量排行 7
表2-2 福斯汽車在台車系表 8
表2-3 2011年進口一般品牌銷售量表 9
表2-4 產品來源國之定義 11
表2-5 產品來源國效果之定義 11
表2-6 產品來源國分解之各構面 14
表2-7 國家與產品種類相配/不相配 18
表2-8 品牌形象之定義 22
表3-1 本研究假說彙整表 35
表3-2 設計/製造組裝來源國與產品之契合度之操作性定義與衡量問項 36
表3-3 品牌形象之操作行定義與衡量問量 37
表3-4 知覺品質之操作行定義與衡量問量 38
表3-5 產品態度之操作行定義與衡量問量 39
表3-6 購買意圖之操作行定義與衡量問量 39
表3-7 問卷回收情形分析表 40
表3-8 有效問卷之來源 41
表3-8 LISREL之參數矩陣 43
表3-9 整體模式之配適度判斷指標 44
表4-1 有效問卷之性別資料 45
表4-2 有效問卷之教育程度資料 46
表4-3 有效問卷之年齡資料 46
表4-4 有效問卷之婚姻狀況資料 47
表4-5 有效問卷之職業資料 47
表4-6 有效問卷之每月各人所得資料 48
表4-7 有效問卷之購車經驗資料 49
表4-8 有效問卷之資料來源資料 49
表4-9 研究變項之信度分析彙整表 50
表4-10 結構方程模式之參數說明 53
表4-10結構方程模式之參數說明(續) 54
表4-11 整理模式之配適度評估 55
表4-12 衡量模式之評估(製造組裝來源國為台灣的情況下) 57
表4-13 衡量模式之評估(製造組裝來源國為中國大陸的情況下) 58
表4-14 整體之研究假說驗證結果(製造組裝來源國為台灣的情況下) 61
表4-15整體之研究假說驗證結果(製造組裝來源國為中國大陸的情況下) 62
表4-16 本研究三項前因對購買意圖之間接、整體影響效果(製造組裝來源國為台灣之情況下) 64
表4-17 本研究三項前因對購買意圖之間接、整體影響效果(製造組裝來源國為中國大陸之情況下) 65




圖目錄
圖1-1 Volkswagen銷售量成長圖 4
圖1-2 研究流程圖 5
圖2-1 品牌形象各構面 23
圖2-2 態度與購買行為之關係 30
圖3-1 本研究之觀念架構 31
圖4-1 本研究之線性結構關係圖 52
圖4-2 整體模式結構關係路徑分析圖(製造組裝來源國為台灣的情況下) 63
圖4-3 整體模式結構關係路徑分析圖(製造組裝來源國為中國大陸的情況下) 63

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