全球化使得品牌間競爭日趨激烈，亦使品牌來源國(組裝/設計/重要零組件)與消費者之間的連結更為緊密。在許多研究中，「關係」一詞常用來幫助了解顧客與品牌。但過去文獻中鮮少以汽車產業為對象，將「品牌體驗」與品牌來源國進行連結之研究。本研究為探討品牌來源國、品牌體驗、價值權益、品牌權益、夥伴關係品質與品牌忠誠度之間的關係，以及不同汽車品牌來源國是否對本研究模型具有干擾效果。
　　本研究根據台灣汽車市場銷售報告進口車銷售量的前兩名之品牌來源國(日/德)及台灣自產品牌等三國做為研究標的。透過網路問卷與紙本問卷發放問卷，回收有效樣本共計964份，研究對象為台灣擁有日本/德國車之車主，以AMOS17.0統計軟體進行信、效度檢定，並以結構方程式進行模型的假設檢定。研究結果如下，第一、品牌來源國(組裝/設計/重要零組件)對品牌體驗具有正向影響；第二、品牌體驗對價值權益、品牌權益、夥伴關係品質具有正向影響；第三、價值權益、品牌權益、夥伴關係品質對品牌忠誠度具有正向影響；第四、汽車品牌來源國對本研究模型具有干擾效果；最後，本研究提供管理意涵與未來可研究方向做為國際市場中之汽車產業決策者及後續研究者參考。

Globalization has meant rising branding competition, causing the country of origin (COA/COD/COP) to become progressively closely linked to customers. Prior studies have adopted the “relationship” to enhance the understanding of the interaction between consumers and brands. However, there is the little literature exploring the relationship between “brand experience” and “country of origin” in academic research on the automobile industry. The purpose of the paper is to test the relationship between country of origin, brand experience, value equity, brand equity, partner quality and brand loyalty. The country of automobile brand will be tested for the moderating effect on the model.
　　The top two selling imported car brands (Japan/ Germany) in Taiwan and one Taiwan brand car with its own COA/COD/COP are focused on in this research. A sample of 964 useful respondents in Taiwan was collected through online survey and paper questionnaires. The respondents owned Japanese, German, and Taiwan cars. Reliability and validation testing of constructs were analyzed and Structural equation modeling (SEM). The hypotheses were all supported. The research findings are as following. First, country of assembly (COA)/country of design (COD)/country of parts (COP) were positively correlated with and affect brand experience. Second, brand experience positively affects value equity, brand equity and partner quality individually. Third, value equity, brand equity and partner quality each individually positively affect brand loyalty. Fourth, the country of automobile brand plays a moderating role in the model. Finally, the study offers management implications to international marketing decision-makers in the automobile industry, and research directions to future researchers.

Chapter 1 Introduction	1
 1.1 Overview	1
 1.2 Objectives of Research	6
 1.3 Research Process and Thesis Organization	7
Chapter 2 Literature Review	9
 2.1 Industry Analysis	9
 2.2 Country of Origin	11
  2.1.1 The First Stage: Uni-National Image	11
  2.1.2 The second stage: Bi -National Image	12
  2.1.3 The Third Stage: Multi-National Image	13
  2.1.4 Professional COO Image	14
  2.1.5 The Strategic Meaning of Professional COO Image	16
 2.2 Brand Experience	18
 2.3 Value Equity	21
 2.4 Brand Equity	23
 2.5 Partner Quality	26
 2.6 Brand Loyalty	29
Chapter 3 Research Model and Methodology	32
 3.1 Research Framework	32
 3.2 Research Hypothesis	34
  3.2.1 The Relationship between Country of Assembly and Brand Experience	36
  3.2.2 The Relationship between Country of Design and Brand Experience	36
  3.2.3 The Relationship between Country of Parts and Brand Experience	37
  3.2.4 The Relationship between Brand Experience, Value Equity, Brand Equity and Partner Quality	38
  3.2.5 The Relationship between Value Equity and Brand Loyalty	39
  3.2.6 The Relationship between Brand Equity and Brand Loyalty	40
  3.2.7 The Relationship between Partner Quality and Brand Loyalty	40
  3.2.8 Moderating Effect of Country of Automobile Brand	41
 3.3 Research Method	42
  3.3.1 Questionnaire Design	42
  3.3.2 Data Analysis Method	44
  3.3.3 Sample and Data Collection	45
Chapter4 Data Analysis and Results	47
 4.1 Descriptive Statistical Analysis	47
 4.2 Reliability and Validity	50
  4.2.1 Reliability Analysis	50
  4.2.2 Validity Analysis	51
 4.3 Normal Distribution Analysis	54
 4.4 Structural Equation Model Analysis	55
  4.4.1 Overall Model Validation	55
  4.4.2 Structural Equation Model Evaluate Hypothesis Test	57
 4.5 Moderating Effect of Country of Automobile brand Analysis	60
Chapter5 Conclusions	68
 5.1 Discussion	68
 5.2 Managerial Implication	70
 5.3 Research Limitations and Future Work	72
Reference	73
Appendix	91

List of Figures
 Figure 1 LUXGEN Total Sales	3
 Figure 2 Imported Cars Annual Sales TOP 5 in 2009	4
 Figure 3 Research Process	8
 Figure 4 Fournier's BRQ Model	27
 Figure 5 Research Framework	34
 Figure 6 Structural Equation Modeling Analysis	58
 Figure 7 Modeling Analysis of Japan’s Automobile Brand	63
 Figure 8 Modeling Analysis of Germany’s Automobile Brand	64
 Figure 9 Modeling Analysis of Taiwan’s Automobile Brand	65

List of Tables
 Table 1 2003 to 2009 Taiwan Domestic/ Imported Car Sale	2
 Table 2 Operational Definition of the Variables	35
 Table 3 Corresponding Literature Sources of the Measure Items	43
 Table 4 Questionnaires and Recovery	45
 Table 5 Response and Rates of the Demographic Variables	49
 Table 6 Analysis of Reliability	51
 Table 7 Convergent Validity Analysis	52
 Table 8 The Difference of Chi-square Analysis	53
 Table 9 Construct’s Mean/ Standard Error/ Skewness / Kurtosis	54
 Table 10 Summary Results of Absolute Fit Measures	56
 Table 11 Summary Results of Incremental Fit Measures	56
 Table 12 Summary Results of Parsimonious Fit Measures	56
 Table 13 Evaluate Hypothesis Test Analysis	59
 Table 14 Comparison of the Groups Based on Country of Brand	65
 Table 15 Results of Hypothesis Test	67

中文文獻
1.	高英凱、徐敬昕、李任翱（2010年11月1日）。U-Car 2010台灣汽車市場銷售報告。【新聞群組】取自 ：http://news.u-car.com.tw/news-detail.asp?nid=11601
2.	張貴祺（2010）。2009台灣車輛市場回顧。ARTC財團法人車輛研究測試中心。取自：http://www.artc.org.tw/chinese/03_service/03_02detail.aspx?pid=1574&nPage=1&&syear=&skind1=&skind2=&skeyword

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