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系統識別號 U0002-2706201515002100
中文論文名稱 品牌來源國、口碑對智慧型手機購買意圖影響之 研究-以本國中心為干擾變數
英文論文名稱 A Study of the Effect of Brand of Country-of-Origin and Word-of- Mouth on Purchase Intention for Smart Phone: Ethnocentrism as Moderating Variable
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士在職專班
系所名稱(英) Executive Master's Program Of Business Administration (EMBA) In International Busines
學年度 103
學期 2
出版年 104
研究生中文姓名 賴亭維
研究生英文姓名 Ting-Wei Lai
學號 702550087
學位類別 碩士
語文別 中文
口試日期 2015-06-01
論文頁數 135頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-洪正興
中文關鍵字 智慧型手機  品牌創新  口碑  滿意  信任  購買意圖 
英文關鍵字 Country-of-Origin  Word-of-Mouth  Trust  Attitude  Purchase Intention 
學科別分類
中文摘要 品牌代表了信賴、信任,產品的技術含量、品質控制的能力、服務的能
力,當然也包括價格,這些環節都做好,才能構成名牌,讓消費者信任。當一
個品牌在消費者心中建立起良好的品牌信任感,消費者在權衡過後,會對該品
牌產生正面的完整型評估,並促使消費者有想要購買此品牌產品的想法,當消
費者在面對眾多品牌必須做出選擇前,必然會對市面上各品牌持有的特性評價
一番然後對各品牌形成正面或負面的態度,進一步影響消費者的購買行為。
本研究目的在探討台灣智慧型手機市場中品牌來源國及口碑對智慧型手機 購買意圖的形成過程中,態度及信任所扮演的中介角色,及探討台灣智慧型手機 市場,消費者的本國中心強度是否會干擾消費者對智慧型手機品牌的購買行為。
本研究使用 SPSS18.0 版及 LISREL8.7 版作為本研究之資料分析工具。 透過結構方程模式分析以驗證本研究假說,得出以下結論: 一、台灣智慧型手機市場中品牌來源國會透過信任及態度的中介來影響消
費者對智慧型手機的購買意圖;口碑對智慧型手機購買意圖的形成不
具有任何的影響力。
二、對台灣智慧型手機的購買行為並不具有干擾作用。
根據本研究之資料料分析結果,發現台灣智慧型手機市場中,品牌來源國
為影響消費者在選購智慧型手機時的態度及信任,進而影響其購買意圖之形
成,此結論可作為相關業者未來制定決策的參考。
英文摘要 A company’s brand represents trust, reliability, product skill, quality control, service and an appealing price. These elements are what make up a brand and earn customers’ trust. When a brand creates value to customers,customers will have a complete and positive evaluation with the brand and it encourages them to make a purchase decision with this brand. When consumers need to make a decision among many brands in the market, they would evaluate every brand’s qualities and specialties, make a positive or negative attitude toward each brand, and this affects their purchase behaviors.
One purpose of this study is to discuss will the attitude and confidence toward the brand’s country of origin and public reputation affect Taiwanese consumers when they make a purchasing decision for a smart phone. The other purpose is to discover if the degree of coherence of being Taiwanese will affect consumers making a purchase decision.
This study utilizes SPSS18.0 and LISREL8.7 softwareversions to analyze the data. There are two findings from the research:
1. In the Taiwanese smart phone market, consumers’ choice of what brand to buy will be based on the attitude and confidence toward the brand’s country of origin. The public reputation about the smart phone itself does not have a positive impact on the purchasing decision.
2. The degree of coherence of being Taiwanese does not affect purchasing behavior.

According to the result of the study, we discovered that the brand’s country of originwould affect consumers’ attitude and confidence when they make purchasing decision on a smart phone. The study’s result can be a reference for a related industry for product development and marketing.
論文目次 目錄
第一章緒論 1
第一節研究背景 1
第二節研究動機 2
第三節研究目的 4
第四節研究範圍及對象 4
第五節研究流程 5
第二章文獻探討 6
第一節智慧型手機的定義及發展現況 6
第二節品牌來源國 10
第三節口碑 12
第四節信任 15
第五節態度 18
第六節購買意圖 21
第三章研究設計 26
第一節觀念架構 26
第二節研究假說 27
第三節研究變數之操作型定義與衡量 31
第四節研究設計 38
第五節資料分析方法 39
第四章資料分析與結果 43
第一節敘述型統計分析 43
第二節構面之信度分析 86
第三節結構方程模式分析 88
第五章結論與發現 108
第一節研究結論 108
第二節研究發現 110
第三節研究限制與未來建議 112
參考文獻 113
附錄 129

表目錄
表2-1 智慧型手機定義彙整表 7
表2-2 品牌來源國定義彙整表 10
表2-3 口碑定義彙整表 13
表2-4 信任定義彙整表 15
表2-5態度定義彙整表 19
表2-6 購買意圖定義彙整表 22
表2-7本國中心主義定義彙整表 24
表3-1 研究假說彙整表 30
表3-2品牌來源國之操作性定義與衡量 31
表3-3口碑之操作型定義與衡量 32
表3-4信任之操作型定義與衡量 33
表3-5態度之操作性定義與衡量 34
表3-6購買意圖之操作性定義與衡量 35
表3-7本國中心之操作性定義與衡量 36
表3-7 本研究之問卷回收情況分析表 38
表3-8LISREL參數符號說明 41
表3-9 整體模式之配適度指標 42
表4-1-1 整體有效樣本曾經使用之手機品牌(複選) 43
表4-1-2低本國中心主義有效樣本曾經使用之手機品牌(複選) 44
表4-1-3高本國中心主義有效樣本曾經使用之手機品牌(複選) 45
表4-2-1整體有效樣本是否有使用過智慧型手機 46
表4-2-2低本國中心主義有效樣本是否有使用過智慧型手機 47
表4-2-3高本國中心主義有效樣本是否有使用過智慧型手機 47
表4-3-1整體有效樣本目前主要所使用之手機品牌 48
表4-3-2低本國中心主義有效樣本目前主要所使用之手機品牌 49
表4-3-3高本國中心主義有效樣本目前主要所使用之手機品牌 50
表4-4-1整體有效樣本目前所使用之手機價格 51
表4-4-2低本國中心主義有效樣本目前所使用之手機價格 52
表4-4-3 高本國中心主義有效樣本目前所使用之手機價格 52
表4-5-1整體有效樣本前一隻手機是否為智慧型手機 53
表4-5-2低本國中心主義有效樣本前一隻手機是否為智慧型手機 53
表4-5-3高本國中心主義有效樣本前一隻手機是否為智慧型手機 54
表4-6-1整體有效樣本前一隻手機主要所使用之手機品牌 55
表4-6-2低本國中心主義有效樣本前一隻手機主要所使用之手機品牌 56
表4-6-3 高本國中心主義有效樣本前一隻手機主要所使用之手機品牌 57
表4-7-1整體有效樣本下一支智慧型手機想購買的品牌 58
表4-7-2低本國中心主義有效樣本下一支智慧型手機想購買的品牌 59
表4-7-3 高本國中心主義有效樣本下一支智慧型手機想購買的品牌 60
表4-8-1整體有效樣本大約多久更換一次手機 61
表4-8-2低本國中心主義有效樣本大約多久更換一次手機 62
表4-8-3 高本國中心主義有效樣本大約多久更換一次手機 63
表4-9-1整體有效樣本選購智慧型手機時,考量之前三項因素為 64
表4-9-2低本國中心主義有效樣本選購智慧型手機時,考量之前三項因素為 65
表4-9-3高本國中心主義有效樣本選購智慧型手機時,考量之前三項因素為 66
表4-10-1整體有效樣本選購手機時主要獲得資訊來源(複選) 67
表4-10-2低本國中心主義有效樣本選購手機時主要獲得資訊來源(複選) 68
表4-10-3 高本國中心主義有效樣本選購手機時主要獲得資訊來源(複選) 69
表4-11-1整體有效樣本之性別分佈情形 70
表4-11-2低本國中心主義有效樣本之性別分佈情形 70
表4-11-3高本國中心主義有效樣本之性別分佈情形 71
表4-12-1整體有效樣本之年齡分佈情形 72
表4-12-2低本國中心主義有效樣本之年齡分佈情形 73
表4-12-3高本國中心主義有效樣本之年齡分佈情形 73
表4-13-1整體有效樣本之教育程度分佈情形 74
表4-13-2低本國中心主義有效樣本之教育程度分佈情形 75
表4-13-3高本國中心主義有效樣本之教育程度分佈情形 76
表4-14-1整體有效樣本之職業分佈情形 77
表4-14-2低本國中心主義有效樣本之職業分佈情形 78
表4-14-3 高本國中心主義有效樣本之職業分佈情形 79
表4-15-1整體有效樣本之婚姻狀況分佈情形 80
表4-15-2低本國中心主義有效樣本之婚姻狀況分佈情形 80
表4-15-3高本國中心主義有效樣本之婚姻狀況分佈情形 81
表4-16-1整體有效樣本之居住地區分佈情形 81
表4-16-2低本國中心主義有效樣本之居住地區分佈情形 82
表4-16-3高本國中心主義有效樣本之居住地區分佈情形 82
表4-17-1整體有效樣本之每月個人所得分佈情形 83
表4-17-2低本國中心主義有效樣本之每月個人所得分佈情形 84
表4-17-3高本國中心主義有效樣本之每月個人所得分佈情形 85
表4-18 研究變項之信度分析彙整表 86
表4-19高低本國中心族群之分佈 87
表4-20 高低本國中心主義傾向之t檢定分析摘要表 87
表4-21結構方程式之參數說明 89
表4-22 整體配適度衡量結果 92
表4-23 高本國中心之組群配適度度評估 93
表4-24低本國中心之組群配適度度評估 93
表4-25衡量模式之評估 94
表4-26高本國中心之配適度度評估 96
表4-27低本國中心之配適度度評估 97
表4-28整體之研究假說驗證結果 99
表4-29 高本國中心之研究假說驗證結果 101
表4-30 低本國中心之研究假說驗證結果 103
表4-31整體路徑效果分析 105
表4-32高本國中心之效果分析 106
表4-33低本國中心之效果分析 107

圖目錄
圖1-12011-2015年全球手機出貨量分析 1
圖1-2 本研究流程圖 5
圖3-1 本研究之觀念架構 26
圖4-1 本研究整體模式之線型結構圖 89
圖4-2 本研究之路徑結構關係圖 105
圖4-3 本研究高本國中心之路徑結構關係圖 106
圖4-4本研究低本國中心之路徑結構關係圖 107
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