在全球化時代下，企業針對不同區域比較利益的差異，將研發、製造、物流、行銷、服務結合在地的資源優勢，進行全球性的佈局，達到國際分工整體利益極大化的目標，也引領混合產品的風潮。因此，本研究欲瞭解設計及製造來源國的國家形象對消費者知覺品質、產品態度的影響為何，並且如何一進步對消費者購買意圖產生影響。

    本研究以福斯汽車代表高涉入、高關心的研究產品，其設計來源國為德國，製造組裝來源國為台灣或中國大陸，採用便利抽樣對台灣消費者進行問卷調查，回收394份問卷。以結構方程模式（Structural Equation Modeling, SEM）來進行分析，獲得以下結論：
1.設計來源國形象、製造來源國形象對知覺品質及產品態度的影響，確實會因為製造來源國不同而有顯著的差異。
2.設計來源國形象、製造來源國形象透過知覺品質、產品態度所扮演的中介角色對購買意圖的影響，確實會因為製造來源國不同而有顯著的差異。

In the globalization era, enterprises segment the business processes, such as R&D, manufacturing, logistics, marketing, and service, based on local advantages to optimize overall profit. This also leads to the generation of hybrid products （products designed in one country and manufactured in another.）This study presents an extension work by decomposing the concept of Country-of-Origin（COO）image into two components: Country of Design（COD） image and Country of Manufacture（COM）image and test the influence of COD image and COM image on customer’s perceived quality, product attitude and purchase intention of hybrid products.
    Relationships between constructs（COD image, COM image, perceived quality, product attitude and purchase intention）are hypothesized and data are collected via convenience sampling survey on Taiwan market. Each of the 394 respondents evaluated different combinations（COD/COM image）for high involvement and symbolic meanings product（Volkswagen automobiles）. All hypotheses are tested using Structural Equation Modeling（SEM）analysis.
The result of analysis experiment of this study indicates the following findings:
1.COD image and COM image have obvious influence on customer’s perceived quality and product attitude when automobiles are manufactured in different countries.
2.COD image and COM image via perceived quality and product attitude as intermediary exert significant effects on purchase intention when automobiles are manufactured in different countries.

表目錄	III
圖目錄	V
第一章 緒論	1
  第一節 研究背景	1
  第二節 研究動機	3
  第三節 研究目的	5
  第四節 研究流程	6
第二章 文獻探討	7
  第一節 來源國形象 （Country of Origin Image）	7
  第二節 知覺品質 （Perceived Quality）	20
  第三節 產品態度 （Product Attitude）	29
  第四節 購買意圖 （Purchase Intension）	33
第三章 研究方法	37
  第一節 研究架構	37
  第二節 研究假說	38
  第三節 研究變數之操作性定義與衡量項目	43
  第四節 研究設計	49
  第五節 資料分析方法	51
第四章 資料分析與結果	57
  第一節 敘述性統計分析	57
  第二節 信度分析	61
  第三節 結構方程模式架構	62
  第四節 結構方程模式分析與假說驗證	66
第五章 研究結論與發現	79
  第一節 研究結論	79
  第二節 研究發現	82
  第三節 未來研究建議	86
參考文獻	87
中文參考文獻	87
英文參考文獻	89
附錄：正式問卷	101

表目錄
表 2 1 來源國形象之定義	9
表 2 2 影響形成來源國形象因素	16
表 2 3 來源國形象衡量構面文獻	17
表 2 4 Garvin （1984）對品質之定義	20
表 2 5 Forker （1991）對品質的定義	21
表 2 6 知覺品質之定義	22
表 2 7 Garvin （1987）產品知覺品質八大構面	26
表 2 8 知覺品質的衡量構面	27
表 2 9 態度之定義	30
表 2 10 購買意圖之定義	34
表 3 1 本研究假說彙總表	42
表 3 2 設計來源國形象之操作性定義與衡量項目	44
表 3 3 製造來源國形象之操作性定義與衡量項目	45
表 3 4 知覺品質之操作性定義與衡量項目	46
表 3 5 產品態度之操作性定義與衡量項目	47
表 3 6 購買意圖之操作性定義與衡量項目	48
表 3 7 Cronbach’sα係數與信度	52
表 3 8 結構方程模式配適度指標的判斷準則	56
表 4  1有效樣本之人口統計變項、購車經驗及汽車資訊來源分析	60
表 4 2 本研究各構面之Cronbach's α值	61
表 4 3 結構方程模式之參數說明表	63
表 4 4 結構方程模式之參數說明表（續）	64
表 4 5 整體模式之配適度評估	66
表 4 6 觀察變數之參數估計結構（製造組裝來源國─台灣）	68
表 4 7 觀察變數之參數估計結構（製造組裝來源國─中國大陸）69
表 4 8 研究假說驗證結果（製造組裝來源國─台灣）	70
表 4 9 研究假說驗證結果（製造組裝來源國─中國大陸）	72
表 4 10 各變項直接、間接以及總效果分析表（製造組裝來源國─台灣）	75
表 4 11 各變項直接、間接以及總效果分析表（製造組裝來源國─中國大陸）	77
表 4 12 汽車製造組裝來源國─台灣與中國大陸的購買意圖之t檢定分析表	78


圖目錄
圖 1 1 本研究之研究流程圖	6
圖 2 1 來源國形象、信念及態度之影響	11
圖 2 2 月暈效果模型（Halo Effect Model）	12
圖 2 3 彙總效果模型（Summary Effect Model）	13
圖 2 4 知覺品質的組成	24
圖 3 1 本研究架構圖	37
圖 3 2 問卷回收情況分析	50
圖 4 1 整體模式之線性結構關係圖	65
圖 4 2 結構模式路徑係數圖（製造組裝來源國─台灣）	71
圖 4 3 結構模式路徑係數圖（製造組裝來源國─中國大陸）	73

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