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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/89593


    Title: 不同品牌來源國與製造地形象對消費者產品態度的影響
    Authors: 黃鈺文
    Contributors: 張重昭
    黃鈺文
    Date: 1991
    1990
    Issue Date: 2016-05-02 17:00:51 (UTC+8)
    Abstract: 今日國際間貿易往來頻繁各國產品彼此間競爭非常激烈。而企業因鑑於降低成本及規避保護主義等有利誘因，紛紛到海外生產，再行銷至當地或其他國家。許多國內外研究均指出，消費者對產品之品牌來源國形象是影響其是否購買因素之一;但是，對許多在不同國家設廠的企業而言，製造地的形象是否也會影響消費者對此品牌產品的態度呢?在少數幾篇國外研究中己有學者証實此論點;而國內迄今尚未有人研究過，故引發作者之研究動機。
    本文主要的研究目的，是比較不同涉入程度(即消費者對一件事情、一件產品的關心程度的產品，探討品牌來源國形象、製造地形象、產品涉入程度、產品熟悉程度、社會人口統計變數(性別、年齡、所得、教育程度、職業)等五個變數對消費者之態度是否有顯著影響。研究方法以SAS/STATISTICS 軟体中之1-WAY MANOVA 及2-WAY ANOVA 為主。
    研究結果顯示:不論就高涉入產品(以彩色電視機為研究產品)或是低涉入產品(以一般乾電池為研究產品)而言，品牌來源國形象及製造地形象對於消費者態度均有非常顯著的影響，且高涉入程度產品之係數較低涉入產品之係數更為顯著;而涉入程度僅對日本品牌不同地區造之低涉入產品有顯著影響;再者，產品熟悉度除了會顯著影響消費者日本品牌在不同地區製造之產品及美國、大陸製造之不同品牌國產品，餘均無影響;在人口統計變數方面，性別、年齡、所得、職業等變數均會對於不同品牌來源國及製造地之產品有顯著影響，但家庭平均月所得則無顯著影響。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004986
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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