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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 劉佳玲(Chia-Ling Liu) | |
| dc.contributor.author | Chung-En Hsu | en |
| dc.contributor.author | 徐崇恩 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:43:36Z | - |
| dc.date.available | 2021-08-04 | |
| dc.date.available | 2022-11-24T03:43:36Z | - |
| dc.date.copyright | 2021-08-04 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-07-21 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81330 | - |
| dc.description.abstract | 在目前全球化的趨勢下，市面上出現越來越多品牌供消費者進行選擇，因此品牌間需要開始強調其差異來獲得消費者的選擇，有的品牌會主打全球化的優勢，有的品牌則會宣揚本土特性，並且企業會依據產品的特性以及涉入程度不同而調整其策略，來使消費者在心中產生對其產品一定的評價後，進行後續的購買決策。另 外，品牌商也會透過與消費者建立起良好的品牌關係，來增加消費者的品牌忠誠度，以維持顧客與減少顧客流失率。故本研究之研究目的為探討全球品牌知覺與本土品牌知覺和產品評價以及品牌關係之間的關聯與比較，以及針對不同涉入程度的產品是否會對品牌知覺和產品評價之間的關聯有所影響進行探討。 本研究使用問卷調查法，以Google網路問卷進行發放，問卷內容依填答者生日月份的不同會有不同的品牌排列組合，問卷共分為四個版本。本研究總計回收400份有效問卷。 本研究使用SPSS 25.0與SmartPLS統計軟體將問卷回收資料以敘述性統計、信度與效度、結構方程模型等方式進行分析和假說驗證。研究結果發現，全球品牌知覺與本土品牌知覺皆會對產品評價有正向影響，其中本土品牌知覺的影響力度更大;全球品牌知覺會對品牌關係有正向影響;產品評價對品牌關係有正向影響， 並且產品評價對全球品牌知覺、本土品牌知覺和品牌關係之間具有中介效果;而全球品牌知覺與本土品牌知覺對高涉入度產品評價的影響更為顯著。 根據本研究結論可以得知，無論透過在消費者心中建立全球品牌知覺抑是本土品牌知覺皆能增加產品評價和間接影響與品牌之關係，所以品牌商應根據自身所販售之產品種類以及本身具有的資源來發展以及調整其全球化或本土化策略，以在眾多品牌中脫穎而出，獲得消費者的喜愛與支持。 | zh_TW |
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| dc.description.tableofcontents | 口試委員會審定書 i 誌謝 ii 中文摘要 iii ABSTRACT iv 目錄 vi 圖目錄 x 表目錄 xi 第一章 緒論 1 1.1 研究背景與研究動機 1 1.2 研究目的 3 1.3 研究流程與步驟 3 第二章 文獻探討 5 2.1 全球品牌知覺 (Perceived Brand Globalness) 5 2.2 本土品牌知覺 (Perceived Brand Localness) 6 2.3 產品評價 (Product Evaluation) 7 2.4 品牌關係 (Brand Relationship) 8 2.5 產品涉入 (Product Involvement) 9 第三章 研究設計與研究方法 12 3.1 研究架構 12 3.2 研究假說 13 3.2.1 品牌知覺與產品評價之關係 13 3.2.2 品牌知覺、產品評價與品牌關係之關係 14 3.2.3 產品涉入度的調節效果 15 3.3 變數操作性定義與衡量 17 3.3.1 自變數 17 3.3.2 中介變數 18 3.3.3 依變數 19 3.3.4 調節變數 20 3.3.5 控制變數 20 3.4 問卷設計與抽樣方法 22 3.4.1 問卷設計與內容 22 3.4.2 問卷前測 22 3.4.3 問卷實施及回收 23 3.5 資料分析方法與工具 23 3.5.1 敘述性統計分析 23 3.5.2 信度分析 (Reliability Analysis) 24 3.5.3 效度分析 (Validity Analysis) 24 3.5.4 結構方程模型 (Structural Equation Model) 分析 24 3.5.5 調節效果分析 (Moderator Analysis) 25 第四章 研究結果與分析 26 4.1 敘述統計分析 26 4.1.1 樣本基本資料分析 26 4.1.2 研究問項資料分析 28 4.1.3 無回覆偏誤 (Non-response Bias) 29 4.1.4 共同方法偏誤 (Common Method Bias) 30 4.2 衡量模式分析 31 4.2.1 信度分析 31 4.2.2 效度分析 32 4.2.3 共線性分析 35 4.3 結構模型與分析 36 4.3.1 結構模型的配適度 36 4.3.2 假說驗證 37 4.3.3 控制變數對結構方程模型分析之影響 39 4.3.4 調節變數之驗證 40 第五章 結論與建議 41 5.1 研究結論與發現 41 5.1.1 探討全球品牌知覺與本土品牌知覺對產品評價與品牌關係之交互影響 42 5.1.2 探討高涉入產品與低涉入產品對全球品牌知覺、本土品牌知覺和產品評價間的調節作用 43 5.2 理論與實務意涵 43 5.2.1 理論意涵 43 5.2.2 實務意涵 45 5.3 研究限制 45 5.4 後續研究之建議 46 參考文獻 47 附錄（問卷） 版本一（生日月份1-3月） 55 附錄（問卷） 版本二（生日月份4-6月） 65 附錄（問卷） 版本三（生日月份7-9月） 75 附錄（問卷） 版本四（生日月份10-12月） 85 | |
| dc.language.iso | zh-TW | |
| dc.subject | 產品涉入度 | zh_TW |
| dc.subject | 全球品牌知覺 | zh_TW |
| dc.subject | 本土品牌知覺 | zh_TW |
| dc.subject | 產品評價 | zh_TW |
| dc.subject | 品牌關係 | zh_TW |
| dc.subject | Perceived Brand Localness | en |
| dc.subject | Product Involvement | en |
| dc.subject | Brand Relationship | en |
| dc.subject | Product Evaluation | en |
| dc.subject | Perceived Brand Globalness | en |
| dc.title | 全球品牌知覺和本土品牌知覺對產品評價與品牌關係之影響 | zh_TW |
| dc.title | The Impact of Perceived Brand Globalness and Localness on Product Evaluation and Brand Relationship | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 吳政衛(Hsin-Tsai Liu),簡睿哲(Chih-Yang Tseng) | |
| dc.subject.keyword | 全球品牌知覺,本土品牌知覺,產品評價,品牌關係,產品涉入度, | zh_TW |
| dc.subject.keyword | Perceived Brand Globalness,Perceived Brand Localness,Product Evaluation,Brand Relationship,Product Involvement, | en |
| dc.relation.page | 94 | |
| dc.identifier.doi | 10.6342/NTU202101563 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-07-21 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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