品牌來源國與製造來源國對消費者購買意願之影響--以FMCG快速消費品為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20041

Title:	品牌來源國與製造來源國對消費者購買意願之影響--以FMCG快速消費品為例
Authors:	錢佳惠
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	來源國品牌來源國製造來源國知覺品質知覺風險消費者購買意願快速消費品
Date:	2010
Issue Date:	2011-10-31 13:43:54 (UTC+8)
Abstract:	隨著全球化發展，企業在世界不同國家進行研發、製造、運籌與市場銷售等佈局相當普遍，使產品的來源國組合更為多元。來源國形象是消費者收集產品資訊時重要的外部線索，當消費者面對不同品牌及製造來源國形象之產品，對產品預期之品質及購買後可能產生風險知覺亦有不同，進而影響消費者購買意願。本研究以便利抽樣方式透過網路進行問卷調查，得出有效樣本問卷107份，分析產品開架式臉部滋潤乳液(霜)及廚房浴廁清潔劑。分別來自高及低形象來源國：日本及中國大陸，並用SPSS 12.0為本研究的統計分析工具。研究結果如下所述：一、品牌來源國除直接，也通過知覺品質影響消費者購買意願，製造來源國除直接，也通過知覺風險影響消費者購買意願。知覺品質則負向影響知覺風險。二、消費者購買意願受到製造來源國形象的影響大於品牌來源國形象。三、產品涉入程度對來源國效應的干擾效果並不顯著。 With the trend of globalization and multi-national business development, the enterprise usually allocates operating functions in most cost-effectiveness countries. Those functions include research and development, manufacture, logistic, marketing and sales. The multiple countries’combination makes products’countries of origins (COOs) more complicated and confused. The COOs are important external cues in purchase decision process. When the consumers face varied COOs of brand or manufacture, COOs create different perceptions of product quality and potential risk. And those perceptions eventually affect consumers’ purchase intention. Total 107 valid data are collected, which are distributed via internet and by convenience sampling method. The study chooses Japan and mainland China as presenting high and low COOs images. The two FMCG categories, open-shelf facial moisture lotion and kitchen/toilet cleanser, hope to confer the impact and correlation of COOs of brands and manufacture, perceived quality, and perceived risk to purchase intention. It also examines whether the involvements of the product interfere with the COOs effects. The study results are as follows: 1. The COOs of brand significantly and directly affect purchase intentions, and also make an impact via the influence of perceived quality. The COOs of manufacture significantly and directly affect purchase intentions, and also make an impact via the influence of perceived risk. The perceived quality make negative influences on perceived risk. 2. The COOs of manufacture create greater impact than the COOs of brand do. 3. The product involvement does not interfere with both COOs’effect.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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