淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2202200816134600
中文論文名稱 國際品牌與本土品牌對消費者行為影響之比較研究—以鑽石飾品為例
英文論文名稱 A Comparative Study of Effects of International Brand and Local Brand on Consumer Behavior- Exemplified by Diamond Jewelry and Accessories
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 96
學期 1
出版年 97
研究生中文姓名 李玉琴
研究生英文姓名 Yu-Chin Lee
學號 794450303
學位類別 碩士
語文別 中文
口試日期 2007-01-17
論文頁數 87頁
口試委員 指導教授-李月華
委員-胡同來
委員-白滌清
委員-李月華
中文關鍵字 品牌來源國形象  國際品牌  本土品牌  知覺價格  知覺價值  知覺品質  知覺保證  知覺風險  知覺犠牲  購買意願 
英文關鍵字 country of origin image  international brand  local brand  perceived price  perceived value  perceived quality  perceived guarantee  perceived risk  perceived sacrifice  purchase intention 
學科別分類 學科別社會科學管理學
中文摘要 由於科技的發展促進了資訊的流通與交通的便利,加以國際貿易的開放,降低了企業在擴張經營範圍上的困難程度。在此經營環境下,對企業而言是一種機會;卻也代表一種威脅。本土品牌的產品勢必要面對國際品牌的產品的挑戰。當消費者面對著各種「本土」及「國際」品牌的商品時,他們如何選擇與購買商品,是一個值得關切的問題。
本研究針對台灣的鑽石飾品市場,以一般會選購鑽石飾品的消費者為研究對象,透過線性結構關係模式來探討各個研究變數間的因果關係,以充份了解台灣消費者在選擇鑽石飾品時,價格、保證及國際品牌或本土品牌的形象等這些外部線索對消費者的知覺品質、風險和犠牲對購買意願的影響。主要研究方法採用問卷調查法進行資料的蒐集與分析。研究對象為在台北市二十五歲以上消費者為受測對象,於大台北地區,選擇人潮較多如百貨公司購買飾品的專櫃附近,選擇詢問鑽石飾品的消費者填答問卷。抽樣方式採用配額抽樣,分層基礎以行政區域占人口比例為主,總計發放 210 份,有效回收問卷為181 份,其中國際品牌Tiffany回收 95 份,本土品牌D&D回收 86 份,回收率為 86.2 %。以統計軟體SPSS12.0及AMOS 5.0進行統計分析,研究結果進行樣本資料分析、問卷量表及信度檢測、描述性統計分析、t檢定及利用線性結構模式(LISREL)檢定本研究之各假說是否成立。
根據研究結果歸納出結論如下:
一、提高產品的保證確實能有效提高消費者的知覺品質。
二、提高產品的保證確實能有效降低消費者的心理風險。
三、提高產品的品質確實能有效降低消費者的財務風險及心理風險
四、財務風險越高,知覺價值就越低
五、提高產品的知覺價值確實能有效提高消費者的購買意願
六、國際品牌的鑽石飾品確實讓消費者有較高的知覺價值
七、國際品牌的鑽石飾品確實能帶來較高的保證效果
八、國際品牌的鑽石飾品消費者於購買時,知覺品質就高於本土品牌
英文摘要 Technological developments have channeled information flow and transportations. The opening of international trades helped reduce the difficulty level of enterprise operation expansion. To an enterprise, this business environment is both an opportunity and a potential threat. Local brands are inevitably challenged by international brands. When consumers are exposed to various “local” and “international” brands, how they select and purchase a commodity is a study area of interest.
This study focuses on the diamond jewelry and accessory market of Taiwan. Consumers that are likely to select and purchase diamond jewelry and accessories are study subjects in this research. Through Linear Structure Relational Model, the cause-effect relationship between study variables are discussed in order to fully understand the effects of the external cues such as price, guarantee, international brand, or local brand image on consumers’ perceived quality, risk, sacrifice, and purchase intention when Taiwanese consumers select diamond jewelry and accessories. The questionnaire survey method is used in data collection and analysis. The study subjects are consumers aged over 25 in Taipei area. Consumers inquiring about diamond jewelry and accessories in crowded places such as the jewelry section of a department store were asked to fill out the questionnaire. Quota sampling was adopted as the sampling method. In this sampling method, the population was first segmented into administrative districts. A total of 210 copies were distributed and 181 copies of valid questionnaires were collected. Among which, 95 copies were collected from Tiffany (international brand), and 86 copies were collected from D&D (local brand). The collection rate was 86.2%. Statistical analysis was then conducted using statistical software SPSS12.0 and AMOS 5.0. The study results then underwent sample data analysis, questionnaire scaling, reliability test, descriptive statistical analysis, t-test, and Linear Structure Relational Modeling (LISREL) to establish or reject the various hypotheses in this study.
According to the study results, the following conclusions are induced:
1. Enhanced product guarantee effectively enhances consumers’ perceived quality.
2. Enhanced product guarantee effectively reduces consumers’ perceived risk.
3. Enhanced product quality effectively reduces consumers’ financial risk, and perceived risk.
4. The higher the financial risk, the lower the perceived value will be.
5. Enhanced perceived value for a product effectively enhances consumers’ purchase intention.
6 . International branded diamond jewelry and accessories enhances the perceived value on the part of the consumer.
7. International branded diamond jewelry and accessories have more guarantee.
8. The perceived quality for international branded diamond jewelry and accessories at the time of purchase is higher as compared to local brands. .
論文目次 目錄
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 品牌的概念 6
第二節 國際品牌和本土品牌的認知 12
第三節 價格 16
第四節 保證 19
第五節 知覺風險 20
第六節 知覺品質和知覺價值 22
第七節 國際品牌及本土品牌形象的問題 30
第參章 研究方法 31
第一節 研究架構及假說 31
第二節 研究設計 40
第三節 變數的定義與衡量 43
第四節 問卷設計 47
第五節 資料分析方法 48
第肆章 資料分析方法 50
第一節 樣本資料分析 50
第二節 問卷量表信度檢測 53
第三節 描述性統計分析 54
第四節 國際品牌及本土品牌在各構面之差異性分析 61
第五節 整體模式分析 62
第伍章 結論 70
第一節 研究結論 70
第二節 研究限制 72
第三節 後續研究方向 73
文獻 74
問卷一:國際品牌(Tiffany) 84
問卷二:本土品牌(D&D) 86
圖表目錄
圖 1 1研究流程圖 5
表 2-1品牌的分類 10
表 2-2國際品牌產品與本土品牌產品之比較表 13
表 2-3國際品牌與本土品牌對商店之相對優勢表 15
圖 2-4知覺品質的組成 25
圖 3-1研究架構圖 39
表 3-2台北市行政區域人口比例分配表 42
表 4-1各地區樣本回收情況 51
表4-2個人變項之敘述性統計 52
表 4-3 Tiffany問項敘述性統計分析表 54
表 4-4 D&D問項敘述性統計分析表 57
表4-6 線性結構模式整體配適度評估指標及標準 63
表4-7 LISREL 分析結果統整表 63
圖4-8 線性結構結果分析 64
表4-9 Tiffany路徑迴歸分析 65
表4-10 D&D 路徑迴歸分析 66
表4-11 兩兩模型的比較結果 68

參考文獻 一、中文部份
1. 吳青松(1998)。現代行銷學。台北:智勝文化事業有限公司。
2. 袁世佩、黃家慧(譯)(2000)。品牌思維。臺北:美商麥格羅,希爾國際股份有限公司臺灣分公司。(Duane Knapp)
3. 曾昭茂(2002)。消費者對國際性品牌與國內製造商品牌偏好之研究―以童裝服飾為例。碩士論文,國立成功大學高階管理碩士在職專班,台南。
4. 劉玫芬(譯)(1996)。野口智雄原著,價格破壞時代的自營品牌策略,初版,經濟部國際貿易局。
5. 張重昭、周宇貞(1999),知覺品質與參考價格消費者知覺價值與購買意願之影響,企業管理學報,第45期,頁1-36。
6. 黃俊英(1994)。企業研究方法。台北市:國立編譯館,東華書局。
7. 吳萬益、林清河(2001),企業研究方法,台北:華泰。
8. 陳順宇,(2000),多變量分析-第2章因素分析法,華泰圖書出版公司。

二、英文部份
1. Aaker, David A. (1991), Managing Brand Equity— Capitalizing on the Value of a Brand Name, The Free Press, New York.
2. Allenby, Greg M. and Peter E. Rossi(1999), Marketing Models of Consumer Heterogeneity, Journal of Econometrics, 89: 57-78.
3. Armstrong, GJ, Kendall, CL, Russ, FA (1975), "Applications of Consumer information processing research to public policy issues", Communications Research,Vol. 2 pp.232-45. (1993)
4. Arrow, K. (1965), Aspects of the Theory of Risk Bearing, Jahnssonis Saatio,Yrjo,Helsinki..Association for Consumer Research,pp167-179
5. Bagozzi, R. P., and Yi, Y., (1988). “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, (16), 74-94.
6. Bagozzi, Richard P.(1977), “Structural Equational Model in Experimental Research,” Journal of Marketing Research, 14(May), pp.209-226.
7. Bauer, Raymond A. (1960), “Consumer Behavior as Risk Taking,” in Dynamic Marketing for a Changing World, ed. Robert S. Hancock, Chicago: American Marketing Association, pp.389-398.
8. Baumgartner, Hans and Jan-enedict E. M. Steenkamp(2001) “Response Styles in Marketing Research: A cross-national investigation” Journal of Marketing Research (May): 143-156.
9. Bearden, William and Terence Shimp(1982), “The Use of Extrinsic Cues to Facilitate Product Adoption,” The Journal of Marketing Research, 29(May),pp.229-239.
10. Bettman, James R. (1973), “Perceived Risk and Its Components: A Model and Empirical Test,” Journal of Marketing Research, 10(May), pp.184-190.
11. Blattberg, Robert C. and Kenneth J. Winniewski (1989), “Price-Induced Patterns of Competition,” Marketing Science 8, Fall, 291-309.
12. Bonner, S., R. Libby, and M. Nelson. 1997. Audit category knowledge as a precondition to learning from experience. Accounting, Organizations and Society, 22(5), 387–410.
13. Boudling, William and Amna Kirmani(1993), “A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?” Journal of Consumer Research, 20(June), pp.111 -123.
14. Boyd, H. W. Jr., Walker. O. C. Jr. & Larreche. Jean-Claude(1995). Marketing Management a Strategic Approach with a Global Orientation (2nd ed), Irwin Inc., pp. 253-257.
15. Celsi, Richard L. and Jerry C. Olson(1988), “The Role of Journal of Consumer Research”,15(Sep.), pp.210-4 .
16. Churchill, G.A.(1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16, 64-73.
17. Darden, W. R. and Rao, C. P. (1977), “Satisfaction with Repairs Under Warranty and Perceived Importance of Warranties for Applications”, in Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, ed. Ralph L. Day, Urbana: Division of Research, University of Indiana, 167-170.
18. Dawar, Niraj and Phillip Parker (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality, ” Journal of Marketing, 58(April), pp.81-95.
19. Dodds, William B., Kent B. Monroe and Dhruv Grewal(1991), “Effects of Price,Brand and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research 28(Aug.), pp.307-319.
20. Dowling, Grahame R. (1986), “Perceived Risk: The Concept and Its Measurement,” Psychology and Marketing, 3(Fall), pp.193-210.
21. Doyle, Peter (1990) . Building Successful Brands-The Strategic Options.Journal of Consumer Marketing, Vol.7(2)pp. 5-19.
22. Erevelles Sunil, Abhik Roy, and Stephen L. Vargo (1999), “The Use of Price and Warranty Cues in Product Evaluation: A Comparison of U. S. and Hong Kong Consumers,” Journal of International Consumer Marketing, 11(3), pp.67-91.
23. Farquhar, D. (1990). Managing Brand Equity. Journal of Marketing Research,Vol. 30(4), RC7-RC12.
24. Feldman, Laurence P.(1976), “New Legislation and the Prospects for Real Warranty Reform,” Journal of Marketing, 40(April), pp.42-52.
25. Gal-Or, Esther(1989), “Warranties as a Signal of Quality,” Canadian Journal of Economics, 22, pp.50-61.
26. Garvin, David A. (1984). What Does Product Quality Really Mean.Sloan Management Review, Fall, pp.25-43.
27. Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998), “The Effect of Price Comparison advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions, Journal of Marketing, 62 (April), pp.46-59.
28. Hampton, Geralk M. (1977), “Perceived Risks in Buying Products Made Abroadby American Firms,” Baylor Business Studies, October , pp.53-64.
29. Hawkins, D. I., Best, R. J. and Coney, K. A. (1983), “Consumer Behavior:Implication for Marketing,” Strategy Revised ed. Business Publication, Inc, Plano,Texas, pp.448.
30. Hoch, Stephen J. and Young Won Ha (1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research,13(Sep.), pp.221-33.
31. Holbrook, M. B. and K. P. Corfman(1985).Quality and Value in the Consumption Experience:Phaedrus Riders Again. in Perceived Quality, J.Jacoby and J. Olson, eds. Lexington, MA Lexington Books, pp.31-57.
32. Hutton, R. Bruce and William L. Wilkie (1980), “Life Cycle Cost: A New Form of Consumer Information,” Journal of Consumer Research, 6(March),pp.349-360.
33. Jacoby J, Kaplan L (1972) . The Components of Perceived Risk, Proceedings of the 3rd Annual Conference for Consumer Research,. 382∼393
34. Jacoby, Jacob and Jerry C. Olson (1977), “Consumer Response to Price: An Attitudinal, Information Processing Prospective”, In Moving Ahead with Attitude Research, Yoram Wind and Marshall G. Greenberg (eds.) Chicago: American Marketing Association, pp.73-86.
35. Jacoby, Jacob, Jerry Olson and Rafael Haddock (1973), "Price, Brand Name and product Composition Characteristics as Determinants of Perceived Quality," Journal of Applied Psychology, Vol.55 (December), pp.570-579.
36. Kamakura, W. A. & G. J. Russell (1989), “A Probabilistic Choice Model for Market Segmentation and Elasticity Structure,” Journal of Marketing Research, Vol. 26 (November), 379-391.
37. Kaplan, Leon B., George H. Szybillo, and Jacob Jaboby (1974), “Components of Perceived Risk in Product Purchase: A Cross- Validation,” Journal of Applied Psychology, 59(June), pp.287-291.
38. Kashyap, R. and Bojanic, D. C. (2000), “A Structural Analysis of Value , Quality and Price Perceptions of Business and leisure Travelers,” Journal of Travel Research, Aug, 39, pp.45-51,.
39. Kelley, Craig A. (1984), “Extending the Understanding of Consumer Product Warranty Theories Via Brand Specific Testing,” In Beyond 1984 in Marketing Education.. Burce J. Walker and David L. Kartz (eds.) Western Marketing Educators’ Association..(1988), “An Investigation of Consumer Product Warranties as Market Signals of Consumer Product Warranties as Market Signals of Product Reliability,” Journal of the Academy of Marketing Science , 16(2), pp.72-78.
40. Kotler, P.(2000). Marketing Management: Analysis, planning, implementation and control. Englewood Cliffs, NJ: Prentice-Hall.
41. Levy, M and Weitz, B (2001), “Retailing Management,” 5th ed., McGraw-Hill.
42. Lutz, R.(1986). Quality is as Quality Does:An Attitudinal Perspective on Consumer Quality Judgments. presentation to the Marketing Science Institite Trustees’ Meeting, Cambridge, MA. 45Marketing Science, 22(3), pp.274-282.
43. Lynn B. Upshaw (1995),”Building Brand Identity”.
44. McNeal, J. U. and Zeren, L. M. (1981). “Brand Name Selection for Consumer Products”, Business Topic, Spring, 35-39.
45. Mininni Ted (2007) , “Structural Stategies : It’s about building your brand”Mar.
46. Mitchell, V. W. (1992), “Understanding Consumers’ Behavior: Can Perceived Risk Theory Help?”, Management Decision, 30, 26-31.
47. Monroe, Kent B. (1990), Pricing: Making Profitable Decisions, 2nd Ed. New York: McGraw-Hill.
48. Monroe, Kent B. and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluations,” in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, pp.209-32.
49. Myers, J. H. and A. D.Shocker(1981)The Nature of Product-Related Attributes. Research in Marketing, Vol.5, Greenwich, CT:JAI Press, Inc.,pp.211-236.
50. Noel Franus (2007),”AIGA Journal of Business and Design”,April.
51. Norjaya Mohd Yasin, Mohd Nasser Noor, Osman Mohamad(2007)”Does image of country-of-origin matter to brand equity “ Journal of Product & Brand Management ,16/1 38—48.
52. Nunmlly, J. C.(1978). Psychometric theory(2th ed.). New York:McGraw-Hill, Inc.
53. Olsavsky, Richard W.(1985).Perceived Quality in Consumer Decision Making:An Integrated Theoretical Perspective. in Perceived Quality, Jacoby, J. Olson(eds.) Lexington, MA:Lexington Books, pp.3-29.
54. Olson, J. C. and T. J. Reynolds(1983). Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy. Advertising and Consumer Psychology, L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books.
55. Olson, Jerry C. and Jacob Jacoby (1972), “Cue Utilization in the Quality Perception Process,” in Proceedings of the Third Annual Conference of the Association for Consumer Research. ed. M. Venkatesan, College Park, MD.
56. Priest, G. L. (1981), “A Theory of the Consumer Product Warranty,” The Yale Law Journal , 90, pp.1297-352.
57. Quelch, J. A. and Harding (1996), “Brand versus Private Labels Fighting to Win,”Harvard Business Review, pp. 99-109.
58. Rao, A. R., Qu, L., & Ruekert(1999), R. W. Signaling unobservable quality through a brand ally. Journalof Marketing Research, Vol. 36(2), pp. 258-268.
59. Rao, Akshay R. and Kent B. Monroe (1989), “The Effect of Price, Brand Name,and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review,” Journal of Marketing Research, 26(August), pp.351-7
60. Richardson, P. S., Dick, A. S., and Jain, A. K. (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality”, Journal of Marketing, 58(4), 28-36.
61. Ridgway, N. M., and Netemeyer, R. G. (1993),“Price Perception and ConsumerShopping Behavior: A Field Study,” Journal of Marketing Research, May, 30,pp.234-245,
62. Roselius, Ted (1971), “Consumer Rankings of Risk Reductions Methods,”Journal of Marketing , 35(1), pp.56-61.
63. Spence, A. Michael (1974), Market Signaling: Information Transfer in Hiring and Related Screening Processes, Cambridge, MA: Harvard University Press.(1977), “Consumer Misperceptions, Product Failure and Product Liability,” Review of Economic Studies , 44(3), pp.561-572.
64. Sweeney, Jillian C., Geoffrey N. Soutar, and Lester W. Johnson (1999), “The Role of Perceived Risk in the Quality-Value Relationship : A Study in a Retail Environment,” Journal of Retailing, 75(1), pp.77-105.
65. Taylor, James W. (1974), “The Role of Risk in Consumer Behavior,” Journal of Marketing , 39(April), pp.54-60.
66. Teas, R. Kenneth and Sanjeev Agarwal (2000), “The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value” Journal of the Academy of Marketing Science , 28(2), pp.278-9
67. Udell, J.G. and E. E. Anderson(1968) , “The product warranty as an element of competitive strategy”, Journal of Marketing, Vol.32, 1-8.
68. Vern Terpstra (1988), “Country-of-Origin Effects for Uni –National and Bi-National Products,” Journal of International Business Studies, 19(2),pp.235-256.
69. White, J. Dennis and Elise L. Truly (1989), “Price-Quality Integration in Warranty Evaluation,” Journal of Business Research , 19, pp.109-125.
70. Wiener, Joshua L. (1985), “Are Warranties Accurate Signals of Product Reliability?” Journal of Consumer Research , 12(Sep.), pp.245-250.
71. Wood, Charles M. and Lisa K. Scheer (1996), “Incorporating Perceived Risk Into Models of Consumer Deal Assessment and Purchase Intent,” Advances in Consumer Research , 23, pp.399-404.
72. Young, S. and Feigin, B.(1975), Using the Benefit Chain for Improved Strategy Formulation, Journal of Marketing,, Vol. 39(3), pp. 72-74.
73. Zeithaml, Valerie A. (1982), “Consumer Response to In-Store Price Information Environments,” Journal of Consumer Research , 8(March), pp.357-69. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing 52(July),pp.2 -22.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2009-02-26公開。
  • 同意授權瀏覽/列印電子全文服務,於2009-02-26起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信