產品來源國、價格敏感度與消費者涉入程度之關係研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/27373

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題名:	產品來源國、價格敏感度與消費者涉入程度之關係研究 The Study Relationship of Country-of-Origin of Product and Involvement on Consumer Price Sensitivity
作者:	曹昌煌
貢獻者:	國際企業管理研究所
關鍵詞:	價格敏感度產品來源國涉入程度 Consumer Price Sensitivity Country-of-Origin of Product Involvement
日期:	2006
上傳時間:	2014-06-04 09:31:48 (UTC+8)
摘要:	在全球化的趨勢下最顯著的變化之一是創造混合產品(Terpstra，1983)。消費者行為中有關國際行銷因素成為重要的一環。本研究基於既有文獻之基礎及推理，以手機產業為實證對象，探討消費者涉入程度對產品來源國與消費者價格敏感度之干擾效果。在正式問卷的設計上，是採組間設計(between group)方式。亦即，每一位受訪者僅會看到一種品牌來源國、製造來源國與價格水準的組合。由於品牌來源國、製造來源國與價格各有兩個水準(levels)，三個因子的組合共有八種問卷。以德霖技術學院及建國技術學院之進修部的在職學生為抽樣對象。本研究共發出400份問卷，總計回收399份問卷，其中扣除漏答嚴重及答案有明顯矛盾者有79份，實際回收之有效問卷共有320份，有效回收率為80﹪。研究結果顯示，品牌來源國與製造來源國消費者涉入均與消費者價格敏感度呈現顯著之負相關。消費者涉入程度愈高，愈無法降低品牌來源國形象與消費者價格敏感度之關係。最後根據研究之發現，探討其管理之意涵與未來研究建議。 One of the most significant changes accompanying the globalization of production is the creation of hybrid products (Terpstra, 1983). It is an important factor to be on sale throughout the factor city about world the consumer behaviour. The study is attempted to found of the Moderating Effect of Consumer involvement on the Relationship Between Country-of-Origin and Price Sensitivity in the mobile phone market. On the basis of existing literature and logical inference to establish the research hypotheses. The study used between group survey, separate the country of origin image into country of brand image and the country of designing image and two price level. It used convenient sampling to collect 400 questionnaires from the students in De Lin Institute of Technology and Chienkuo Technology University. There are 399questionnaires were returned, of which 320 questionnaires were valid. The response rate is 80%. The results show that country of brand image and country of designing image were sig-nificant related to consumers' price sensitivity and the high personal involvement , it is the more unable to reduce the country's image of source of brands and relation of consumers' price sensitivity apparently, these hypotheses were supported by the empirical data. Finally, in terms of the research results discuss the management implication and suggest directions of further research.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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