本研究之研究目的在於探討消費者面對不同製造來源國(臺灣V.S.中國大陸)所製造的汽車其知覺品質、產品態度及購買意圖有何不同之處。另外，導入消費者本國中心主義為干擾變數，進一步探討不同程度的消費者本國中心主義之消費者對於在不同的製造來源國所製造的汽車，其相關的知覺品質、產品態度及購買意圖是否有差異之處。本研究採用結構方程模式(structural equation modeling, SEM)來進行分析，經由本研究之探討，歸納結論如下：
一、	本研究個案福斯汽車在不同的製造來源國中國大陸或臺灣製造時，消費者對該品牌在知覺品質的評價、產品態度及購買意圖的形成有不同的結果。製造組裝來源國在台灣的情況下，產品態度對購買意圖的影響大於知覺品質所造成的影響；而製造組裝來源國在中國的情況下，知覺品質與產品態度對購買意圖則同時具有直接的影響效果。
若將知覺品質視為消費者對此產品之理性想法，而產品態度為感性想法；消費者對於台灣製造組裝的福斯汽車所重視的是感性的產品態度，相反的對於大陸製造組裝的福斯汽車須同時強調產品態度的感性訴求與知覺品質之理性訴求。
二、	當製造組裝來源國為中國大陸的情況下，消費者本國中心主義對知覺品質、產品態度及購買意圖三者的關係具有顯著的干擾差異。對於高消費者本國中心主義傾向族群而言，知覺品質對購買意圖的影響遠大於產品態度。

The purpose of this study is to explore the differences in perceived quality, product attitude and purchase intention of consumers while facing vehicle products manufactured by different countries of origin (Taiwan V.S. Mainland China). Also, by introducing consumer ethnocentrism as moderating variable to further explore whether there is a difference in related perceive quality, product attitude and product intention of consumers by different levels of consumer ethnocentrism regarding the vehicle products manufactured by different countries of origin, in which the study introduces structural equation modeling (SEM) to conduct analysis, with conclusions made as follows from a discussion of the study: 
Consumers report different outcomes on the case study – Volkswagen in terms of appraisal of perceived quality, product attitude and purchase intention for the vehicle products manufactured by different countries of origin – Mainland China or Taiwan. When vehicle products are manufactured and assembled in Taiwan, a product attitude reports bigger effect than the perceived quality; while the perceived quality and product attitude concurrently, report direct effect when vehicle products are manufactured and assembled in Mainland China.
    If perceived quality is regarded as rational idea while product attitude is regarded as sensational idea of consumers on this product; what consumers pay attention to the Volkswagen automobiles manufactured and assembled in Taiwan is sensational product attitude, while on the contrary, the Volkswagen automobiles manufactured and assembled in Mainland China shall pay attention to sensational appeal of product attitude and rational appeal of perceived quality concurrently. 
When products are manufactured and assembled in Mainland China, consumer ethnocentrism reports significant difference in interference among the perceived quality, product attitude and purchase intention. For those groups who report a tendency of high consumer ethnocentrism, the effect of perceived quality on purchase intention is far beyond than product attitude.

目錄
中文摘要--------------------------------------------------------------------I
英文摘要------------------------------------------------------------------III
目錄-----------------------------------------------------------------------V
表目錄--------------------------------------------------------------------VII
圖目錄--------------------------------------------------------------------XI
第一章　緒論
　　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　研究流程-------------------------------------------------------5
第二章　文獻探討-----------------------------------------------------------7
第一節　來源國相關理論-------------------------------------------------7
　　第二節　知覺品質------------------------------------------------------11
　　第三節　產品態度------------------------------------------------------13
　　第四節　消費者本國中心主義--------------------------------------------15
第三章　研究設計----------------------------------------------------------19
　　第一節　觀念架構------------------------------------------------------19
　　第二節　研究假說------------------------------------------------------21
　　第三節　研究變數之操作性定義與衡量------------------------------------24
第四節　問卷設計與抽樣方法--------------------------------------------28
第五節　資料分析方法--------------------------------------------------30
第四章　資料分析與結果----------------------------------------------------35
　　第一節　敘述統計性分析------------------------------------------------35
　　第二節　信度分析------------------------------------------------------40
　　第三節　結構方程模式分析----------------------------------------------41
　　第四節　高低消費者本國中心主義傾向族群特徵描述------------------------65
第五章　結論與建議--------------------------------------------------------76
    第一節　研究結論------------------------------------------------------76
　　第二節　研究發現與策略意涵--------------------------------------------79
　　第三節　研究限制與未來研究建議----------------------------------------82
參考文獻------------------------------------------------------------------84
附錄:問卷------------------------------------------------------------------89





表目錄

表2-1　歷年來國外有關消費者本國中心主義之重要文獻-------------------------17
表3-1  知覺品質之操作行定義與衡量問量-------------------------------------24
表3-2  產品態度之操作行定義與衡量問量-------------------------------------25
表3-3  購買意圖之操作行定義與衡量問量-------------------------------------26
表3-4  消費者本國中心主義之操作行定義與衡量問量---------------------------27
表3-5  問卷回收情形分析表-------------------------------------------------29
表3-6  有效問卷之來源-----------------------------------------------------29
表3-7  LISREL之參數矩陣--------------------------------------------------32
表3-8　整體模式之配適度評估指標-------------------------------------------34
表4-1  有效問卷之性別資料-------------------------------------------------35
表4-2  有效問卷之教育程度資料---------------------------------------------36
表4-3  有效問卷之年齡資料-------------------------------------------------36
表4-4  有效問卷之婚姻狀況資料---------------------------------------------37
表4-5  有效問卷之職業資料-------------------------------------------------37
表4-6  有效問卷之每月個人所得資料-----------------------------------------38
表4-7  有效問卷之購車經驗資料---------------------------------------------38
表4-8  有效問卷之資料來源資料---------------------------------------------39
表4-9  研究變項之信度分析彙整表-------------------------------------------40
表4-10  結構方程模式之參數說明--------------------------------------------43
表4-11  整體模式之配適度評估-製造組裝來源國為台灣與中國大陸---------------44
表4-12  整體模式之配適度評估
-製造組裝來源國為台灣/高低消費者本國中心主義傾向族群----------------------45
表4-13  整體模式之配適度評估
-製造組裝來源國為中國大陸/高低消費者本國中心主義傾向族群------------------46
表4-14  衡量模式之評估-製造組裝來源國為台灣-------------------------------48
表4-15  衡量模式之評估-製造組裝來源國為中國大陸---------------------------49
表4-16  衡量模式之評估
-製造組裝來源國為台灣/低消費者本國中心主義傾向族群------------------------49
表4-17  衡量模式之評估 
-製造組裝來源國為台灣/高消費者本國中心主義傾向族群------------------------50
表4-18  衡量模式之評估
-製造組裝來源國為中國大陸/低消費者本國中心主義傾向族群--------------------50
表4-19  衡量模式之評估
-製造組裝來源國為中國大陸/高消費者本國中心主義傾向族群--------------------51
表4-20  整體之研究假說驗證結果:製造組裝來源國為台灣-----------------------52
表4-21  整體之研究假說驗證結果:製造組裝來源國為中國大陸-------------------53
表4-22  整體之研究假說驗證結果
-在製造組裝來源國為台灣/低消費者本國中心主義傾向族群----------------------55
表4-23  整體之研究假說驗證結果
-製造組裝來源國為中國大陸/低消費者本國中心主義傾向族群--------------------56
表4-24  整體之研究假說驗證結果: 
-製造組裝來源國為台灣/高消費者本國中心主義傾向族群------------------------58
表4-25  整體之研究假說驗證結果: 
-製造組裝來源國為中國大陸/高消費者本國中心主義傾向族群--------------------59
表4-26  知覺品質與產品態度對購買意圖整體影響效果
-製造組裝來源國為台灣-----------------------------------------------------61
表4-27  知覺品質與產品態度對購買意圖整體影響效果
-製造組裝來源國為中國大陸-------------------------------------------------62
表4-28  知覺品質與產品態度對購買意圖之整體影響效果
-製造組裝來源國為台灣/低消費者本國中心主義傾向族群------------------------62
表4-29  知覺品質與產品態度對購買意圖整體影響效果
-製造組裝來源國為台灣/高消費者本國中心主義傾向族群------------------------63
表4-30  知覺品質與產品態度對購買意圖之整體影響效果
-製造組裝來源國為中國大陸/低消費者本國中心主義傾向族群--------------------63
表4-31  知覺品質與產品態度對購買意圖之整體影響效果
-製造組裝來源國為中國大陸/高消費者本國中心主義傾向族群--------------------64
表4-32  高低消費者本國中心主義傾向族群之分佈------------------------------65
表4-33  高低消費者本國中心主義傾向族群與性別之交差表----------------------66
表4-34  高低消費者本國中心主義傾向族群與性別之卡方檢定表------------------66
表4-35  高低消費者本國中心主義傾向族群與教育程度之交差表------------------67
表4-36  高低消費者本國中心主義傾向族群與教育程度之卡方檢定表--------------67
表4-37  高低消費者本國中心主義傾向族群與年齡之交差表----------------------68
表4-38  高低消費者本國中心主義傾向族群與年齡之卡方檢定表------------------68
表4-39  高低消費者本國中心主義傾向族群與婚姻狀況之交差表------------------69
表4-40  高低消費者本國中心主義傾向族群與婚姻狀況之卡方檢定表--------------69
表4-41  高低消費者本國中心主義傾向族群與職業之交差表----------------------70
表4-42  高低消費者本國中心主義傾向族群與職業之卡方檢定表------------------70
表4-43  高低消費者本國中心主義傾向族群與所得之交差表----------------------72
表4-44  高低消費者本國中心主義傾向族群與所得之卡方檢定表------------------72
表4-45  高低消費者本國中心主義傾向族群與購買經驗之交差表------------------73
表4-46  高低消費者本國中心主義傾向族群與購買經驗之卡方檢定----------------73
表4-47  高低消費者本國中心主義傾向族群與資訊來源之交差表------------------74
表4-48  高低本國中心主義傾向族群與資訊來源之卡方檢定表--------------------74
表4-49  高低本國中心主義傾向族群特徵描述之整理----------------------------75
 
圖目錄

圖1-1 研究流程圖----------------------------------------------------------6
圖2-1  暈輪效果------------------------------------------------------------9
圖2-2  彙總效果------------------------------------------------------------9
圖2-3  態度與購買行為之關係-----------------------------------------------14
圖3-1  本研究之觀念架構---------------------------------------------------20
圖4-1  線性結構關係圖-----------------------------------------------------42
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--------------------52
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----------------54
圖4-4  整體模式結構關係路徑分析圖
-製造組裝來源國為台灣/低消費者本國中心主義傾向族群------------------------55
圖4-5  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/低消費者本國中心主義傾向族群--------------------57
圖4-6  整體模式結構關係路徑分析圖
-製造組裝來源國為台灣/高消費者本國中心主義傾向----------------------------58
圖4-7　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/高消費者本國中心主義傾向族群--------------------60

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三、網路部分
OICA(International Organization of Motor Vehicle Manufacturers) 
國際汽車製造商組織 - http://www.oica.net/
http://world.kbs.co.kr/english/news/news_Ec_detail.htm?No=77104