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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
dc.contributor.author | Kuan-Chieh Huang | en |
dc.contributor.author | 黃冠傑 | zh_TW |
dc.date.accessioned | 2021-06-15T03:52:48Z | - |
dc.date.available | 2015-08-13 | |
dc.date.copyright | 2010-08-13 | |
dc.date.issued | 2010 | |
dc.date.submitted | 2010-07-06 | |
dc.identifier.citation | 一、 中文部分
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/44681 | - |
dc.description.abstract | 在跨國企業林立與國際專業分工化日趨的現今,國家效應 (country label effect) 顯得日益重要。而目前衡量國家效應的部份多為針對於產品製造端(supply-side),即為來源國形象( country-of-origin ,COO )的描述。依據文獻指出,目前的消費者對於國外產品的認知會受到製造國形象所影響,關於來源國形象對於消費者認知的研究可說是多不勝數。而在回顧過有關於來源國形象的文獻後,學生發現到來源國形象僅提供了供給端的資訊,並沒有提供任何有關消費端(consumption-side)的資訊。故為了完備國家效應的衡量,便於本研究加入消費國形象(country-of-consumption ,COC)的衡量。
而本研究所建立模型,在於探討國家效應、消費者態度( attitude )與消費者意圖( intention )之間的因果關係。故本研究其中一項重點在於衡量暈輪效果( halo effect )與彙總效果( summary construct )對於本模型解釋力何者較佳,藉以探究上述潛在變數 ( latent variable )的因果關係。 本研究亦比較關於來源國(COO)效應與消費國(COC)效應間,何者對於消費者態度的影響較大;進而探究來源國形象與消費效應對於消費者行為意圖的影響。另外,建立了關於本研究路徑的兩大干擾因子:「國際觀」與「產品知識」進行比較分析。在本研究中發現到消費國形象對於消費者態度和來源國形象對消費者相比,消費國形象的影響較為顯著。在對於未來的研究中,我們建議關於國家形象的衡量,應可加入消費端的資訊,以更其完備構面。 | zh_TW |
dc.description.abstract | Country-of-origin (COO) effects is broadly explored and investigated in the literature, the concept furnishes consumptions with only supply-side information from a manufacturer’s view. As global reconfiguration of value chain rises and MNCs expands their production activity across the border, country-of-origin seems loosing its premium on product evaluations. From consumptions’ perspective, we propose a new concept, country-of-consumption (COC) is not only to compensate for the demand-side information insufficiency of COO , but also to offer negative COO countries a potential marketing instrument. We propose that COC influences product evaluations based on different theories.
Therefore, in order to distinct from the traditional view of “country label” effects, we consider a new factor COC to take consumption’s perspective to complement country label effects. In addition, We compare halo effect with summary construct to examined which is a better path to measure . Finally, we test of significance between COO and COC. We suggest that COC effects consumptions’ attitude, but not effects consumptions’ intention, may open up an exciting avenue for international marketing research. Strategic implications are considered and future research directions are identified. Conclusions and managerial implications are provided in this article. Further research directions are suggested to gain more significant insight to this most researched international consumption behavior. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T03:52:48Z (GMT). No. of bitstreams: 1 ntu-99-R97724044-1.pdf: 923853 bytes, checksum: de655c4c788b0e57c0b0b556ca321f2c (MD5) Previous issue date: 2010 | en |
dc.description.tableofcontents | 中文摘要 I
英文摘要 II 目錄 III 表目錄 V 圖目錄 VII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍與對象 3 第四節 研究流程 4 第二章 文獻探討 6 第一節 來源國之文獻回顧 6 第二節 消費國形象之文獻探討 9 第三節 消費者態度 19 第四節 行為意圖 22 第三章 研究方法 24 第一節 研究架構 24 第二節 研究假設 25 第三節 變數定義與衡量 27 第四節 研究設計 32 第五節 統計分析方法 35 第四章 資料分析與研究結果 39 第一節 基本資料分析 39 第二節 衡量模式分析 41 第三節 結構關係模式分析 44 第五章 結論與建議 63 第一節 研究結論 63 第二節 研究建議與行銷意涵 65 第三節 研究限制 66 第四節 後續研究建議 67 參考文獻 i 附錄一 前測問卷 vi 附錄二 正式實驗問卷 ix | |
dc.language.iso | zh-TW | |
dc.title | 來源國與消費國形象對於產品認知態度及購買意圖的影響 | zh_TW |
dc.title | The Impacts of Country-of-Origin and Country-of-Consumption Image on Perceived Product Attitude and Purchase Intention | en |
dc.type | Thesis | |
dc.date.schoolyear | 98-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 王仕茹,江季芸 | |
dc.subject.keyword | 來源國形象,消費國形象,國家形象,暈輪效果,彙總效果,消費者態度,消費者行為意圖, | zh_TW |
dc.subject.keyword | country of origin effects,country of consumption effects,country image,halo effect,summary construct,attitude,intention, | en |
dc.relation.page | 67 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2010-07-06 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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