頁籤選單縮合
題 名 | 來源國形象與品牌知名度的組合效果對消費者購買意圖的影響--產品涉入的干擾效果=Impact of the Combination of Country-of-Origin Image and Brand Awareness on Consumer Purchase Intention--The Moderate Effect of Product Involvement |
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作 者 | 林隆儀; 陳俊碩; | 書刊名 | 聯大學報 |
卷 期 | 7:1 2010.06[民99.06] |
頁 次 | 頁129-147 |
分類號 | 496.34 |
關鍵詞 | 品牌來源國; 製造來源國; 品牌知名度; 產品涉入; 購買意圖; Country-of-origin; Country-of-manufacture; Brand awareness; Product involvement; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 2008年9月間,爆發了中國三鹿集團銷售添加三聚氰胺的毒奶粉往台灣與其他國家的事件,重啟了消費者對品牌來源國與製造來源國之重視,而許多企業在行銷產品的過程中,為了能有效提升市場佔有率,並建立消費者的忠誠度與再購意願,都會將品牌策略視為主要策略。本研究旨在探討品牌來源國形象、產品製造國形象、品牌知名度與產品涉入對消費者購買意圖的影響,以及產品涉入的干擾效果。預期得到的結果為:品牌來源國形象、產品製造國形象、品牌知名度之兩兩變數組合與全部變數組合對消費者購買意圖會有顯著的正向影響;消費者的產品涉入對品牌來源國形象、產品製造國形象、品牌知名度之兩兩變數組合與全部變數組合對消費者購買意圖的影響會有正向干擾效果。本研究為命題研究,後續研究可針對本研究之命題進行實證分析。 |
英文摘要 | In September 2008, China San-Lu Co. occur the event of sales poisonous milk powder of melamine to Taiwan and others country which reflected more importance of the country-of-origin and the country-of-manufacture. Many enterprises will take the brand strategy as the main strategy in the process of selling product for increase the market share effectively, establish the loyalty and repurchase intention of consumer. The main purpose of this study was to explore the influence of the combination of country-of-origin image, country-of-manufacture image and brand awareness on consumer purchasing intention, and investigate the moderate effect of product involvement. This study expects can find the following results: (1) Combination of two and three variables of country-of-origin image, country-of-manufacture image and brand awareness will have a significantly impact on consumer purchase intention. (2) There is a moderate effect of product involvement on the impact of country-of-origin image, country-of-manufacture image and brand awareness on consumer purchase intention. This study was proposition study, the future study can take the propositions of this study to do the experiment analysis. |
本系統中英文摘要資訊取自各篇刊載內容。