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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37860完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳厚銘 | |
| dc.contributor.author | Chi-Fanf Chen | en |
| dc.contributor.author | 陳祺方 | zh_TW |
| dc.date.accessioned | 2021-06-13T15:47:48Z | - |
| dc.date.available | 2009-07-10 | |
| dc.date.copyright | 2008-07-10 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-06-28 | |
| dc.identifier.citation | 中文部份
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37860 | - |
| dc.description.abstract | 本研究旨在探討產品在國際分工的產銷策略下，產品設計與製造來源國對於消費者品牌權益的影響。
過去有許多來源國與品牌權益的相關研究中，大多在探討比較不同來源國在消費國所獲得的評價差異或不同產品行銷方式下消費者品牌權益的差異，鮮少實證研究去衡量來源國如何影響品牌權益，也較少研究國家文化是否會干擾來源國對品牌權益的關係。 本研究採取簡單隨機抽樣，以台灣大學與成功大學的本國籍與外國籍學生為研究對象，進行抽樣調查，且使用手機為受測產品，芬蘭與台灣為設計來源國、台灣與大陸為製造來源國，去探討設計與製造來源國、個人主義及不確定性驅避四項變數，對品牌權益的影響，研究結果如下： 1. 不同設計來源國會顯著影響消費者的品牌權益。 2. 製造來源國不同，消費者品牌權益也有所不同。 3. 在文化為高度不確定驅避的國家時，來源國對品牌權益的影響較大。 4. 在高度個人主義的國家中，來源國對品牌權益的影響較小。 | zh_TW |
| dc.description.abstract | This study mainly examined the effects of COD(country of design)and COM(country of manufacture) on consumers’ brand equity(BE) under the steategies of multinational production and international marketing.
There is profic research in both the areas of country of origin and brand equity(BE) However, most of the past research focus on finding the evaluation difference for different COO or the BE difference for different marketing activities, few empirical research to date has evaluated how COO may affect BE and the moderating effect of country culture on relationship between COO effect on BE. This study uses simply random sampling method. The samples consist of local and foreign students in NTU and NCKU and use the mobile phone as stimuli；Finland and Taiwan are chosen to be COD； Taiwan and China are COM. Then, we examine the influence of COD (Finland/ Taiwan) 、COM (Taiwan/ China)、Individualism and Uncertainy Avoidance on BE. The findings ofthis study are summarized as follows: 1. BE of a brand varies significantly according to the COD of the brand. 2. BE of a brand varies significantly according to the COM of the brand. 3. COO effect on BE is stronger in countries which are Uncertainy Avoidance 4. COO effect on BE is weaker in countries which are high Individualism | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T15:47:48Z (GMT). No. of bitstreams: 1 ntu-97-R95724062-1.pdf: 747646 bytes, checksum: 15cd1de1a70439b70c8d497e87447fe6 (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | 誌 謝 iv
中文摘要 v ABSTRACT vi 圖目錄 xii 表目錄 xiii 第一章 緒 論 1 第一節 研究動機 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 來源國效果 6 第二節 品牌權益 19 第三節 國家文化 30 第參章 研究方法 36 第一節 研究背景 36 第二節 研究假說 38 第三節 實證變數的構面與衡量 44 第四節 抽樣與問卷發放 56 第五節 資料分析方法 57 第四章 資料分析與建議 59 第一節 敍述性統計分析 59 第二節 變異數分析 63 第三節 線性複迴歸分析 72 第五章 研究結論 89 第一節 研究發現 89 第二節 研究結論與管理意涵 91 第三節 研究限制 96 參考文獻 98 附錄一：中文正式問卷 108 附錄二：英文正式問卷 113 | |
| dc.language.iso | zh-TW | |
| dc.subject | 來源國 | zh_TW |
| dc.subject | 國家文化 | zh_TW |
| dc.subject | 品牌權益 | zh_TW |
| dc.subject | Country of Origin | en |
| dc.subject | National Culture | en |
| dc.subject | Brand Equity | en |
| dc.title | 國家文化對來源國與品牌權益間之干擾效果
以手機為例 | zh_TW |
| dc.title | The Moderating Effect of Country Culture to Relationship between the Country of Origin Effect on Brand Equity | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 任立中,謝明慧 | |
| dc.subject.keyword | 來源國,品牌權益,國家文化, | zh_TW |
| dc.subject.keyword | Country of Origin,Brand Equity,National Culture, | en |
| dc.relation.page | 116 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2008-06-30 | |
| 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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