品牌來源國及品牌知名度對知覺品質與購買意願影響之研究─以中國大陸華東地區茶飲料市場為例

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張威潮(Wei-chao Chang) 查詢紙本館藏

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高階主管企管碩士班

論文名稱

品牌來源國及品牌知名度對知覺品質與購買意願影響之研究─以中國大陸華東地區茶飲料市場為例

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摘要(中)

自schooler(1965)開始對來源國效應進行實證研究後，陸續的學者分別在個人消費品及工業採購上進行研究，研究結果顯示，來源國效應為普遍性存在的現象。Popadopoulos(2002)針對西方研究報告所做的元分析(meta analysis)指出，截至2001年止，共計有766篇(部)學術文件跟來源國效應有關。在國內也有眾多的文獻探討來源國效應，但研究大多以國內消費者的角度進行分析，然而隨著兩岸經貿發展，愈來愈多的企業以中國大陸內地市場為行銷重點，因此對於中國大陸消費者如何看待台灣品牌，應有進一步瞭解的必要性。故本研究以來源國效應的理論基礎，並以中國大陸消費者為研究對象，探討台灣品牌與中國大陸品牌在知覺品質及購買意願間的差異；除此之外，產品知名度與來源國同屬產品評價的外在屬性，在相關文獻中，也顯示出兩者之間的交互作用，故在本研究中將產品知名度列為干擾變數，以便深入瞭解其中的關係。
本研究以消費者孰悉的茶飲料為受測產品；台灣品牌及中國大陸品牌為驗證對象，並選擇中國大陸華東地區上海市及安徽省淮北市15~34歲茶飲料的主要飲用群體為研究母體。抽樣方法採街頭便利抽樣，總計回收有效問卷320份。驗證方法使用因子變異數分析及迴歸分析來檢定各項假說是否成立。研究結果發現：1.來源國對於知覺品質及購買意願有正面影響。2.知覺品質對購買意願有中度相關。3.而知名度並不產生干擾作用。4.地區之間有不同程度上的差異。
本研究藉由學術研究的發展，歸納出四點管理實務建議如下：1. 在一級城市的推廣策略宜強調品牌來源國。2. 在三級城市，知名度低的品牌，應著重在來源國訴求以外的推廣組合。3. 品牌商除重視品牌知名度外，應強化消費者對該品牌的偏好程度及忠誠度。4. 針對消費者關心的知覺品質內容，設計符合市場需求的產品。

摘要(英)

After schooler (1965) began the empirical study on country-of-origin(COO) effect. Scholars have studying in succession in personal consumer goods and industrial procurement, research results show that COO effect is universal phenomenon. Popadopoulos (2002) researched according to the western research report by the meta analysis. He points out that 766 academic documents related to COO effect by the end of 2001. At home also has numerous papers on COO effect, but the research is mostly to domestic consumer point of view. However, with the development of cross-strait economic and trade, more and more enterprises focus on Chinese mainland market .Therefore, for mainland China how consumers view Taiwanese brand, should be the necessity for further understanding.This study is based on the theoretical of COO, and consumers in mainland China as the research object, explore the differences between Taiwanese brands and mainland Chinese brands in perceived quality and purchase intention . In addition, product awareness and the COO belong to extrinsic attributes for product evaluations. In the related literature shows the interaction between the two, so the product known as moderate variables in this study, in order to understand the relationship.
In this study, tea drinks for the test product ; Taiwanese brand and mainland Chinese brand for verification object, and select the East China, Shanghai and Huaibei City, Anhui Province; 15 to 34-year-old tea drinks drinking groups for the study mother. The sampling method adopted in the streets convenience sampling, a total of 320 valid questionnaires. Using Confirmatoy Factor Analysis(CFA)；ANOVA and Regression Analysis to prove the hypotheses established. The results found that: 1. The COO effect has positive influence on perceived quality and purchase intention. 2. Perceived quality is moderately related to purchase intention. 3. Brand awareness on COO to purchase intention is not moderate effect. 4. There are partly differences between areas.
By the development of academic research, this study concludes four management practical suggestions are as follows: 1. In the tier 1 city, shanghai, the brand oweners would emphasize on COO on promotion strategy. 2. In the tier 3 city, huaibei, the brand oweners should focus on the other promotions besides COO for the products of low brand awareness. 3. In addition to the emphasize on brand awareness, brands owners should strengthen brand preference and brand loyalty. 4. For the perceived quality of tea drinks content, brands owners should aim at consumers care and design products that meet the market demands.

關鍵字(中)

★ 品牌來源國
★ 知覺品質
★ 購買意願
★ 品牌知名度

關鍵字(英)

★ country of origin
★ perceived quality
★ purchase intention
★ brand awareness

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 5
第一節來源國效應 5
第二節知覺品質 12
第三節購買意願 17
第四節品牌知名度 18
第三章研究方法 20
第一節研究架構 20
第二節研究假說 21
第三節變數定義及衡量 23
第四節問卷與抽樣設計 26
第四章實證研究 36
第一節樣本基本資料 36
第二節效度與信度分析 36
第三節假說檢定 40
第四節綜合討論 58
第五章結論與建議 60
第一節結論 60
第二節管理意涵 62
第三節研究限制 63
第四節後續研究的建議 64
參考文獻 65
一、中文部份 65
二、英文部份 66
三、網路部份 71
附錄一 72
附錄二 77

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三、網路部份
1. 中國人民網。網址：http:// www.people.com.cn
2. 中華人民共和國國家統計局。中國統計年鑑(2011)。網址：http://www.stats.gov.cn
3. 台灣行政院大陸委員會。兩岸經濟統計月報(2012)。
網址：http:// www.mac.gov.tw/index.html
4. 台灣經濟部投資審議委員會。網址：http:// www.moeaic.gov.tw

指導教授

李小梅

審核日期

2013-6-7

推文