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|Title: ||製造來源國效應對汽車產品之知覺品質, 產品態度與購買意圖影響之研究 : 以消費者本國中心主義為干擾變數|
|Other Titles: ||The impact of country of origin effect on perceived quality, product attitude and purchase intention toward vehicle products : using consumer ethnocentrism as a moderator|
|Authors: ||林葵伶;Lin, Kuei-Ling|
|Keywords: ||來源國效應;知覺品質;產品態度;購買意圖;消費者本國中心主義;Country of Origin Effect;Perceived Quality;Product Attitude;Purchase Intention;Consumer Ethnocentrism|
|Issue Date: ||2013-04-13 10:55:19 (UTC+8)|
|Abstract: ||本研究之研究目的在於探討消費者面對不同製造來源國(臺灣V.S.中國大陸)所製造的汽車其知覺品質、產品態度及購買意圖有何不同之處。另外，導入消費者本國中心主義為干擾變數，進一步探討不同程度的消費者本國中心主義之消費者對於在不同的製造來源國所製造的汽車，其相關的知覺品質、產品態度及購買意圖是否有差異之處。本研究採用結構方程模式(structural equation modeling, SEM)來進行分析，經由本研究之探討，歸納結論如下：|
The purpose of this study is to explore the differences in perceived quality, product attitude and purchase intention of consumers while facing vehicle products manufactured by different countries of origin (Taiwan V.S. Mainland China). Also, by introducing consumer ethnocentrism as moderating variable to further explore whether there is a difference in related perceive quality, product attitude and product intention of consumers by different levels of consumer ethnocentrism regarding the vehicle products manufactured by different countries of origin, in which the study introduces structural equation modeling (SEM) to conduct analysis, with conclusions made as follows from a discussion of the study:
Consumers report different outcomes on the case study – Volkswagen in terms of appraisal of perceived quality, product attitude and purchase intention for the vehicle products manufactured by different countries of origin – Mainland China or Taiwan. When vehicle products are manufactured and assembled in Taiwan, a product attitude reports bigger effect than the perceived quality; while the perceived quality and product attitude concurrently, report direct effect when vehicle products are manufactured and assembled in Mainland China.
If perceived quality is regarded as rational idea while product attitude is regarded as sensational idea of consumers on this product; what consumers pay attention to the Volkswagen automobiles manufactured and assembled in Taiwan is sensational product attitude, while on the contrary, the Volkswagen automobiles manufactured and assembled in Mainland China shall pay attention to sensational appeal of product attitude and rational appeal of perceived quality concurrently.
When products are manufactured and assembled in Mainland China, consumer ethnocentrism reports significant difference in interference among the perceived quality, product attitude and purchase intention. For those groups who report a tendency of high consumer ethnocentrism, the effect of perceived quality on purchase intention is far beyond than product attitude.
|Appears in Collections:||[國際企業學系暨研究所] 學位論文|
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