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

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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
Contributors:	淡江大學國際企業學系碩士在職專班張俊惠;Chang, Chun-Hui
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
Date:	2012
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：一、本研究個案福斯汽車在不同的製造來源國中國大陸或臺灣製造時，消費者對該品牌在知覺品質的評價、產品態度及購買意圖的形成有不同的結果。製造組裝來源國在台灣的情況下，產品態度對購買意圖的影響大於知覺品質所造成的影響；而製造組裝來源國在中國的情況下，知覺品質與產品態度對購買意圖則同時具有直接的影響效果。若將知覺品質視為消費者對此產品之理性想法，而產品態度為感性想法；消費者對於台灣製造組裝的福斯汽車所重視的是感性的產品態度，相反的對於大陸製造組裝的福斯汽車須同時強調產品態度的感性訴求與知覺品質之理性訴求。二、當製造組裝來源國為中國大陸的情況下，消費者本國中心主義對知覺品質、產品態度及購買意圖三者的關係具有顯著的干擾差異。對於高消費者本國中心主義傾向族群而言，知覺品質對購買意圖的影響遠大於產品態度。 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:	[Graduate Institute & Department of International Business] Thesis

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