| 摘要: | 本研究是以手機產業為實證對象，探討來源國形象認知與消費者價格敏感度之關係，並了解創新採用者之變數干擾，對兩變數關係之影響變動方向。
隨著企業之國際化以及產業分工的趨勢下，企業將其事業擴展至國際舞臺，而以世界為舞台提供產品跟服務來滿足各國消費者之需求，帶給產品市場產生許多的變革，其中最明顯的一項即是混合產品的增加，進而使影響消費者價格敏感度的因素亦隨之擴大，在此情況下，消費者對來源國家形象認知是否會影響價格敏感度，將是本研究主要研究之方向之一。
另外，在不同的消費者市場區隔中，來源國家形象與價格敏感度之關係，是否有著一致性之關係存在，是過去文獻中甚少有研究分析，因此，本研究除將來源國家形象與價格敏感度之關係為主要探討研究變數外，並另將創新採用者作為研究中之重要的干擾變數，以期了解在市場區隔中，當消費者具有創新採用特質時，對產品來源國與價格敏感度之關係互動強弱，是否會因此干擾變數的影響，進而改變了兩變數間之關係移動方向，是值得進一步以實證資料加以分析探討。
本研究以組問設計調查，將來源國分為品牌與製造來源國以及高、低兩種價格水準，共計有八種研究問卷，而問卷發放對象則以德霖技術學院與建國科技大學之學生為主，並採便利抽樣方式進行，總計發出400份問卷，回收392份問卷，有效問卷320份，回收率為80%。
研究結果顯示，品牌來源國與製造來源國，皆以與消費者之價格敏感度呈顯著負相關，而受到創新採用者之干擾數變影響，來源國與價格敏感度呈現顯著正相關移動，亦即減弱了兩變數之關係。最後則依據研究發現，探討其行銷管理上之意涵及未來研究建議。
This research is to regard industry of the cell-phone as the real example target, probe into the cognitive relation with susceptibility of consumer's price of country's image of source, and understand that the parameter, which innovates the persons who adopt, is interfered, the influence change direction in the relation between two parameters.
With the internationalization of enterprises and trend that the industry divide the work, enterprises expand his undertaking to the international arena, and offer the demand that the products meet consumers of various countries with the service for stage with the world, it produces a lot of changes to bring to the product market, among them the most obvious one is increase which mixes the products, and then make the factor influencing susceptibility of consumer's price also expand thereupon , under this situation, consumer's cognition of national image of source will influence the susceptibility of prices, it will be one of the directions of this main research of research .
In addition, in different consumers market area separate, the relation between the national image of source and price susceptibility, whether a relation of consistency exists, researched and analyzed very few in documents in the past, so, this research was except that relation between national image of source and price susceptibility will come in order to probe into the parameter of studying mainly, and regard it as the important interference parameter while studying to innovate the persons who adopt separately , in the hope of understanding that in districting on the market separates , when consumers innovate the specialty of adopting, whether the power that the source country interacts with relation of susceptibilities of the price, will interfere the influence of the parameter to the products, and then has changed the relation of one between two parameters and moved the direction, it is to worth analyzing the discussion with the real example materials further. |
