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Title:	臺歐消費品貿易之擴展空間 Taiwan-EU consumer goods trade – Space for expansion?
Authors:	柯馬汀 Kovář, Martin
Contributors:	陳小紅 Chen, Hsiao Hung 柯馬汀 Martin Kovář
Keywords:	臺歐貿易消費者意見調查產地形象品質感受價值感受購買意向 Taiwan-EU trade Consumer goods COO Image Quality perception Value perception Purchase intention
Date:	2015
Issue Date:	2015-12-02 17:03:55 (UTC+8)
Abstract:	國際貿易統計數據與平日消費者體察示意台灣和歐盟的消費品貿易有明顯的擴展空間。本研究集注消費品進口以期找出某些品類較少進口數量的原因。根據其他的進口國家－日本和韓國－貿易結構數據比較分析，挑選較小市場佔有率的品類，其後使用問卷調查消費者對此類歐盟進口產品的看法。　本研究發現台灣消費者對歐盟產品與歐盟廠商有一定的認知，且消費者相當讚賞歐盟產品的品質，此為購買意向增加之原因。而商品的原產地形象顯然與消費者之購買意向沒有直接關係。較高歐盟產品見識度貌似跟購買意向有正相關，因此本研究建議進口商使用恰當的招攬活動，例如產品介紹會或試用會。並且，藉由移除貿易障礙以及放寬貿易協定來改善台灣與歐盟的經濟關係，提供互相貿易之擴展機會。 Statistical data on international trade as well as daily consumer experience suggest that there are several areas in the trading relationship between Taiwan and the European Union, where there is a lot of space for further expansion. This study focuses on the imports of consumer goods in an effort to find the reasons why products of some categories are imported in relatively smaller quantity to Taiwan. The specific product categories, which have a relatively low share on the total value of imported goods, are chosen on the basis of comparison of international trade statistics of Taiwan and other comparable markets of the East Asian region – Japan and Korea – and subsequently a questionnaire based survey of consumer attitude towards the chosen product categories is conducted. The research finds that products made in European Union and the maker brands are quite well known among Taiwanese consumers and their quality is perceived as being quite high, which seems to increase purchase intention greatly. Country-of-origin image does not seem to play an important role in the purchase intention shaping. The high levels of familiarity with the EU products appear to have positive correlation with the final purchase intention and a suggestion is therefore made, that the producers and importers should try to promote it by suitable marketing activities, such as product presentation and trials. Development of economic ties between Taiwan and the European Union by the means of removal of trading barriers or preferential trade agreements also seems to provide a good opportunity for the expansion of the mutual trade.
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Description:	碩士國立政治大學亞太研究英語碩士學位學程(IMAS) 102926035
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0102926035
Data Type:	thesis
Appears in Collections:	[International Program in Asia-Pacific Studies\n(IMAS/IDAS)] 學位論文

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