國家形象對品牌權益影響之研究

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廖安仁(Ann-Jen Liau) 查詢紙本館藏

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企業管理學系

論文名稱

國家形象對品牌權益影響之研究

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摘要(中)

論文提要內容：
在全球分工的趨勢之下，造就了今日國際市場上各式各樣的多國藉產品。這些多國藉的混合產品將帶有一個以上的來源國形象，而這些來自不同國家的國家形象，將會形成產品的外在線索，對消費者評價產生影響。本研究由混合產品為出發點，探討國家形象對消費者與企業品牌績效的影響。並且引用策略聯盟以及價值鏈等概念，將國家形象分成不同的構面與構面中不同的組成要素，並且對這些要素進行清楚的定義。
本研究將國家形象分為兩大構面-代表國家專業能力的各個「來源國形象」；以及代表總體國家形象的「一般國家形象」，而後探討其對消費者產品評價，以及企業品牌績效的影響。
為了達成以上的目的，研究是以汽車產業作為環境設定，並且以汽車銷售業務人員作為研究樣本來進行調查，結果發現：
一、代表國家專業能力形象中的製造來源國形象、組裝來源國形象、研發來源國形象、設計來源國形象顯著的影響企業的品牌權益；而零組件來源國形象對品牌權益沒有顯著的影響。
二、零組件來源國形象對兩項基礎來源國形象都沒有顯著的影響；研發來源國形象僅對組裝來源國形象有顯著影響，對製造來源國形象沒有顯著的影響；而設計來源國形象對兩項基礎來源國形象都有顯著的影響。
三、前述影響不顯著的部份，可能在於實務中企業對於該國家形象要素的強調程度，以及消費者對於該國家形象要素訊息的暸解程度。
四、代表國家總體形象的一般國家形象顯著影響產品的品牌權益。
五、一般國家形象顯著影響該國的來源國形象。
另外，根據研究中的實證結果以及研究過程中的啟發，本研究發展出以下管理含義：
一、本研究根據策略觀點，認為企業即使處在國家形象較差的國家面臨先天不良的困境，仍然可以利用來源國的配置，將活動轉移至其他先進國家，藉由內在的觀念與技術之轉移，與外在的消費者印象的提升，在國際市場上創造佳績。
二、經營者可以將有利的來源國標示在產品上，讓消費者更進一步地去評價產品的價值。另外除了產品標籤之外，企業亦可以利用一些行銷活動，去主動傳達產品的來源國訊息。這種利用形象的提升，來增加產品價值的做法，非常適合開發中國家以及已開發國家，用來克服本身的負向國家形象。
三、政府在進行提升國家形象的工作時，或許可以集中資源投入某項專業活動，在國際上營造「專家」的形象，利用這些專業形象來進行國家的推廣，創造獨特優良的國家形象。

關鍵字(中)

★ 國家形象
★ 來源國
★ 混合產品
★ 消費者評價
★ 品牌權益

關鍵字(英)

★ country image
★ country of origin
★ hybrid
★ consumer evaluation
★ brand equity

論文目次

第一章緒論……………………………………………………………..1
第一節研究背影與動機……………………………………………………….1
第二節研究目的……………………………………………………………….3
第三節研究架構……………………………………………………………….4
第四節研究範圍……………………………………………………………….5
第五節研究流程……………………………………………………………….6
第六節內容架構……………………………………………………………….7
第二章文獻探討………………………………………………………..8
第一節來源國形象……………………………………………………………..8
第二節品牌權益………………………………………………………………31
第三章研究方法………………………………………………………48
第一節觀念性架構……………………………………………………………48
第二節研究假設………………………………………………………………53
第三節變數操作性定義與衡量………………………………………………60
第四節研究範圍與研究對象…………………………………………………63
第五節問卷設計………………………………………………………………65
第六節資料收集與資料收集結果……………………………………………68
第四章資料分析………………………………………………………69
第一節信度分析………………………………………………………………70
第二節效度分析………………………………………………………………73
第三節假設驗證………………………………………………………………77
第四節研究假設彙總…………………………………………………………83
第五章結論與建議……………………………………………………84
第一節研究結論……………………………………………………………....84
第二節管理涵意以及研究貢獻………………………………………………86
第三節未來研究方向…………………………………………………………89
圖目錄
圖1-3-1：本研究架構………………………………………………………………….4
圖1-5-1：本研究流程…………………………………………………………………6
圖1-6-1：本論文內容架構……………………………………………………………7
圖2-1-1：Halo Model………………………………………………………………..16
圖2-1-2：Summary Effect Model……………………………………………………16
圖2-2-1：品牌權益關係圖………………………………………………………….38
圖2-2-2：品牌知識構面…………………………………………………………….40
圖2-2-3：品牌權益之決定因素…………………………………………………….41
圖2-2-4：Brand Dynamics 金字塔………………………………………………….47
圖3-1-1：國家形象的演變歷程…………………………………………………….49
圖3-1-2：國家形象的兩項構面……………………………………………………..50
圖3-1-3：不同價值活動的來源國形象…………………………………………….52
圖3-1-4：本研究架構……………………………………………………………….54
圖4-3-1：研究假設之路徑分析圖………………………………………………….78
圖4-3-2：第一部份研究假設之路徑分析圖……………………………………….81
圖4-3-3：第二部份研究假設之路徑分析圖……………………………………….81
圖4-3-4：研究架構之路徑分析圖………………………………………………….82
表目錄
表2-1-1：國家形象與產品特徵矩陣………………………………………………..10
表2-1-2：研究產品模式…………………………………………………………….13
表2-1-3：暈輪效果與彙總效果效果表…………………………………………….17
表2-1-4：來源國形象相關研究彙總……………………………………………….24
表2-2-1：品牌權益的衡量指標…………………………………………………….47
表3-2-1：假說彙總表……………………………………………………………….59
表3-5-1：本研究正式問卷………………………………………………………….66
表3-6-1：資料收集方法……………………………………………………………..68
表4-0-1：本研究統計分析方法……………………………………………………...69
表4-0-2：本研究統計顯著性代表符號……………………………………………...69
表4-1-1：信度表……………………………………………………………………...70
表4-2-1：製造來源國形象轉軸後之因素矩陣……………………………………...73
表4-2-2：組裝來源國形象轉軸後之因素矩陣……………………………………..74
表4-2-3：零組件來源國形象轉軸後之因素矩陣…………………………………...74
表4-2-4：研發來源國形象轉軸後之因素矩陣……………………………………..74
表4-2-5：設計來源國形象轉軸後之因素矩陣……………………………………..75
表4-2-6：一般國家形象轉軸後之因素矩陣………………………………………..75
表4-2-7：品牌權益轉軸後之因素矩陣……………………………………………..76
表4-3-1：研究假設驗證結果………………………………………………………..78
表4-3-2：研究假設驗證結果………………………………………………………..80
表4-3-3：研究假設驗證結果……………………………………………………….80
表4-4-1：本研究的研究假說驗證彙總……………………………………………..83

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指導教授

鄭明松(Ming-Sung Cheng)

審核日期

2002-7-18

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