| 摘要: | 由於品牌權益和製造來源國皆為消費者在進行購買決策時的重要變數，因此本研究輔以FCB模式作為分類性的干擾變數，將產品分類至FCB模式的四個象限下，探討消費者在進行購買決策時，是以品牌權益為主，亦或以製造來源國為重，會不會因為在不同象限下而有所差異？
本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，共計742份有效問卷。分析客體為大學生常用之產品，分別為筆記型電腦、手機、洗髮精、啤酒和速食麵。在干擾變數（FCB模式）方面是以單因子多變量變異數分析將不同產品分類至FCB模式象限下，其結果為：高涉入／理性產品為筆記型電腦、手機，高涉入／感性產品為洗髮精，低涉入／感性產品為啤酒、速食麵；主要變數（品牌權益和製造來源國）的權重方面，是以平均權重來進行比較。本研究在不同FCB模式象限下，得出研究分析結果與發現描述如下：
1.高涉入／理性的產品：品牌權益方面，消費者最在意產品的知覺品質，其次是品牌在消費者心目中的良好形象；製造來源國方面，消費者會選擇售後服務和品質穩定良好的國家。
2.高涉入／感性的產品：品牌權益方面，消費者最在意產品的知覺品質，其次是品牌在消費者心目中的良好形象；製造來源國方面，消費者在意的是製造來源國的品質穩定外，製造來源國的聲譽亦是考量因素。
3.低涉入／感性的產品：品牌權益方面，消費者除了在意知覺品質和對品牌感到信賴外，品牌知名度亦是消費者的考量因素；製造來源國方面，消費者會考量生產品質穩定並享富盛名的國家。
Brand equity and country of manufacture are critical variables when consumers making purchase decision. Therefore, this study regards FCB model as categorical moderator. Products are classed as four quadrants in FCB model. This study discusses which one is more important between Brand equity and country of manufacture to effect purchase decision.
742 valid response data were collected from the students of College of Business in Tamkang University and we employed questionnaire to collect data. Analysis objectives are notebook, mobile phone, shampoo, beer and instant noodle which are popular products to college students. This study use 1-way MANOVA to classify notebook and mobile phone as high involvement／rationality, shampoo as high involvement／affectivity, beer and instant noodle as low／affectivity. Finally, we compare the weight between brand equity and country of manufacture in different quadrants of FCB model. The results summarized as follows:
1. The product of high involvement／rationality: In the aspect of brand equity, consumers mostly concern perceived quality, secondly concern brand association; In the aspect of country of manufacture, consumers could be choose the country having a good sale service and stable quality.
2. The product of high involvement／affectivity: In the aspect of brand equity, consumers mostly concern perceived quality, secondly concern brand association; In the aspect of country of manufacture, consumers care about the country having an excellent reputation and stable quality.
3. The product of low involvement／affectivity: In the aspect of brand equity, consumers mostly concern perceived quality and brand association, secondly concern brand awareness; In the aspect of country of manufacture, consumers could be choose well-known country which having ability to product steadily. |
