由於全球手機產業的競爭激烈，五大國際手機品牌為爭搶市場佔有率，及擁有市場靈活的操作策略，而就近設立生產基地，因而造成手機的品牌來源國並不等於製造來源國，消費者所購買的品牌手機，往往是雙國產品或多國(混合)產品。因此，有必要瞭解品牌來源國與製造來源國對消費者購買意願的影響，以提供手機廠商安排最有效的行銷與生產策略，強化市場競爭優勢，避免企業本身淪為高度競賽遊戲的淘汰者。本研究主要以品牌來源國與製造來源國對消費者購買意願的影響為主軸，自變數為品牌來源國與製造來源國，購買意願為應變數，產品知識與產品涉入程度為干擾變數，探討消費者受品牌來源國與製造來源國何者影響為大，其次是探討不同的產品知識與產品涉入程度多寡，是否會產生干擾，使得品牌來源國與製造來源國效應的影響程度產生變化。
    本研究使用便利抽樣去進行問卷調查，以手機為受測產品，四大國際手機品牌外加台灣的宏達電(HTC)及大陸聯想(LENOVO)為品牌來源國檢測對象；並以日本、芬蘭、美國、韓國、台灣、大陸為製造來源國檢測對象，選擇台灣北、中、南三大都會地區的一般消費者為受測母體，取得474份有效問卷，再依調查所獲得的資料進行統計分析，並用SPSS 12.0為本研究的統計分析工具，其方法包括：敘述性統計分析、信度分析、效度分析、T檢定、相關分析及迴歸分析。
主要研究發現歸納成下列幾點：
1.消費者購買手機商品時，其購買意願受品牌來源國或製造來源國訊 息的影響。
2.消費者購買意願受到製造來源國形象的影響大於品牌來源國形象。
3.產品涉入程度與產品知識的干擾效果在來源國效應對消費者購買 意願的影響上有顯著的負向關係。

To meet with the fierce competition in global mobile phone market and get more flexibility on marketing strategy to increase market share, all of five major manufactures have been trying to shorten the distance between market and the factory. The trend results in the fact: The country of brand doesn’t equal to the country of manufacture, and the phone purchased by end users could be a bi-country or multi-country product. Therefore, it is necessary to study the effect of “country of brand” and “country of manufacture” on consumer buying behavior. By doing so, it can provide effective marketing and production strategy for companies to strengthen their competitiveness and avoid elimination.
This study focuses on effect of “country of brand” and “country of manufacture” on consumer buying behaviors. The independent variables in this study are “country of brand” and “country of manufacture” and the “consumer purchase intention” is the dependent variable. In addition, the “product knowledge” and “product involvement” used as the moderating variables. 
The convenience sampling has been applied. Four global brands, -Nokia, Motorola, Samsung and SonyEriccson, and HTC of Taiwan and Lenovo of PRC- are selected objects for the “country of brand”. Meanwhile, Japan, Finland, United States, Korea, Taiwan and PRC are the selected objects for “country of manufactures”. The general users from north, central and southern metropolitan areas were interviewed and 474 effective samples are collected. The study applies with SPSS 12.0 as the statistical tool and the methodologies including : descriptive statistical analysis, reliability analysis, factor analysis, t-test, correlation Analysis, regression analysis .
 
Some major findings in this stady are:
1.The consumer purchase intention is significantly affected by the “country of brand” and  “country of manufacture.”
2.The “country of manufacture” has more influences than “country of brand” on consumer purchase intention.
3.The moderating effect of “product involvement” and “product knowledge” to the relationship between “country of brand/manufacture” and “purchase intention” is significantly negative.

目 錄
目錄-----------------------------------------------------I
表次 ----------------------------------------------------Ⅲ
圖次 ----------------------------------------------------Ⅴ
第一章	緒論
第一節 研究背景與動機------------------------------------1第二節 研究目的------------------------------------------4 第三節 研究範圍及流程------------------------------------6
第二章 文獻探討
第一節 來源國之國家形象----------------------------------7
第二節 產品涉入程度--------------------------------------17
第三節 消費者購買意願------------------------------------25
第四節 產品知識------------------------------------------32
第五節 各變數之間的關係----------------------------------35
第三章 研究方法
第一節 研究架構------------------------------------------38
第二節 變數操作性定義與衡量------------------------------41
第三節 研究假設------------------------------------------44第四節 問卷設計------------------------------------------48
第五節 資料收集------------------------------------------51
第六節 分析方法------------------------------------------52
第四章 資料分析與結果
第一節 敘述性統計分析------------------------------------53
第二節 信度分析------------------------------------------56
第三節 效度分析------------------------------------------57
第四節 變數之差異檢驗------------------------------------59
第五節 變數的相關分析------------------------------------63
第六節 迴歸分析------------------------------------------64第七節 結果與討論----------------------------------------79
第五章 結論與建議
第一節 結論----------------------------------------------83
第二節 研究限制------------------------------------------86
第三節 研究建議------------------------------------------87
參考文獻 ------------------------------------------------90
 
附錄：研究問卷 -----------------------------------------102
 
表 次 
表2-1   消費者購買決策歷程 ------------------------------20
表2-2   個人涉入量表 ------------------------------------24
表3-1   來源國國家形象之問卷設計 ------------------------49
表3-2   產品知識之問卷設計 ------------------------------50
表3-3   產品涉入之問卷設計 ------------------------------51
表3-4   購買意願之問卷設計 ------------------------------51
表4-1-1  樣本之手機品牌使用狀況--------------------------54
表4-1-2  樣本之樣本之敍述性統計分析----------------------55
表4-2-1  信度分析----------------------------------------56
表4-3-1  正式問卷之效度----------------------------------58
表4-4-1  品牌來源國國家形象描述性統計量------------------59
表4-4-2  品牌來源國國家形象單一樣本T檢定 ----------------60
表4-4-3  製造來源國國家形象描述性統計量------------------61
表4-4-4  製造來源國國家形象單一樣本T檢定 ----------------61
表4-4-5  產品知識描述性統計量----------------------------61
表4-4-6  產品知識單一樣本T檢定 --------------------------62
表4-4-7  產品涉入描述性統計量----------------------------62
表4-4-8  產品涉入單一樣本T檢定 --------------------------62
表4-5-1  相關係數的強度大小與意義------------------------63
表4-5-2  各變項之相關係數--------------------------------63
表4-6-1   HTC品牌來源國迴歸分析 -------------------------65
表4-6-2   LENOVO品牌來源國迴歸分析 ----------------------65
表4-6-3   MOTOLORA品牌來源國迴歸分析 --------------------66
表4-6-4   NOKIA品牌來源國迴歸分析 -----------------------66
表4-6-5   SAMSUNG品牌來源國迴歸分析 ---------------------67
表4-6-6   SONYERISSON品牌來源國迴歸分析 -----------------68
表4-6-7   HTC台灣製造來源國迴歸分析 ---------------------68
表4-6-8   LENOVO大陸製造來源國迴歸分析 ------------------69
表4-6-9   MOTOLORA美國製造來源國迴歸分析 ----------------69
表4-6-10  MOTOLORA台灣製造來源國迴歸分析 ----------------70
表4-6-11  MOTOLORA大陸製造來源國迴歸分析 ----------------70
表4-6-12  NOKIA芬蘭製造來源國迴歸分析 -------------------71
表4-6-13  NOKIA韓國製造來源國迴歸分析 -------------------71
表4-6-14  NOKIA大陸製造來源國迴歸分析 -------------------72
表4-6-15  SAMSUNG韓國製造來源國迴歸分析 -----------------72
表4-6-16  SAMSUNG大陸製造來源國迴歸分析 -----------------73
表4-6-17  SONYERICSSON日本製造來源國迴歸分析 ------------73
表4-6-18  SONYERICSSON台灣製造來源國迴歸分析 ------------74
表4-6-19  SONYERICSSON大陸製造來源國迴歸分析 ------------74
表4-7-1   假設驗證的結果 --------------------------------79


圖 次
圖1-1 研究流程--------------------------------------------6
圖2-1 月暈效應模式---------------------------------------11
圖2-2 彙總建構模式---------------------------------------12
圖2-3 EKB 消費者購買行為模式-----------------------------26
圖2-4 Howrd 消費者決策模型-------------------------------28
圖2-5 消費者購買行為模式---------------------------------29
圖2-6 EKB 消費者決策過程---------------------------------30
圖3-1 研究架構-------------------------------------------40

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