臺灣博碩士論文加值系統

近年來台灣企業體認自有品牌的經營與管理是提昇全球競爭力的重要課題，然而以往負面的國家形象對於台灣企業品牌形象有不利的影響。過去來源國文獻提到來源國形象會受政治、社會文化的變遷、以及經濟發展等因素而改變。而消費者透過品牌產品的接觸與使用經驗所產生的學習效果，可能會改變對於來源國形象的看法。本研究藉由兩個研究模式的建立，先確認「來源國效果」由上而下（top-down）的影響方向，後探討品牌形象影響來源國形象的可能性，亦即是本研究所提出的「品牌形象效果」由下而上（bottom-up）的影響方向，對於兩者間可能存在的因果關係予以驗證。
本研究發現品牌形象與來源國形象之間會互相影響，而且品牌形象對消費者的影響力大於來源國形象。以熟悉度對來源國效果以及品牌形象效果的干擾作用來說，當消費者具有高熟悉度時，都不符合本研究依據分類理論對交互作用的預期，實證結果比較符合多重屬性理論的看法。消費者會將品牌或國家熟悉度高低當作判斷的參考資訊，依其相對重要性予以評價，與其他屬性分數累加後形成信念，最後影響消費者對於來源國形象或者品牌形象的態度。
產品屬性對來源國效果的干擾作用：就娛樂性產品來說，消費者會因來源國形象好壞而改變品牌形象認知，而實用性產品則無顯著差異；產品屬性對品牌形象效果的干擾作用：不論是娛樂性或實用性產品，消費者都會因品牌形象好壞而改變來源國形象認知，而且娛樂性產品的影響力大於實用性產品。所以，不論娛樂性或實用性產品，品牌形象塑造及行銷策略應強調為消費者帶來娛樂性或情感層面的附加利益。

目錄
第一章 緒論……………………………………………………1
第一節 研究背景………………………………………………………1
第二節 研究動機………………………………………………………3
第三節 研究問題………………………………………………………4
第四節 研究目的………………………………………………………6
第二章 文獻探討………………………………………………7
第一節 來源國效果……………………………………………………7
第二節 來源國形象的構面與改變……………………………………15
第三節 品牌形象與來源國形象的關係………………………………22
第四節 熟悉度對來源國效果的影響…………………………………29
第五節 產品屬性………………………………………………………35
第三章 研究方法………………………………………………41
第一節 研究假說與研究架構…………………………………………41
第二節 變數與操作化定義……………………………………………44
第三節 實驗設計………………………………………………………48
第四節 前測……………………………………………………………49
第四節 問卷設計與施測程序…………………………………………58
第五節 統計方法………………………………………………………61
第四章 研究結果與統計分析…………………………………63
第一節、樣本敘述………………………………………………………63
第二節、信度、效度分析………………………………………………64
第三節、假設驗證………………………………………………………66
第四節、研究模式之比較………………………………………………77
第五節、假說驗證結果分析與討論……………………………………79
第五章 結論與建議……………………………………………84
第一節 研究結論………………………………………………………84
第二節 學術貢獻與實務建議…………………………………………86
第三節 研究限制與未來研究建議……………………………………88
參考文獻…………………………………………………………90
附錄………………………………………………………………95
壹、前測問卷
附錄一、產品屬性……………………………………………………………95
附錄二、產品屬性二選一……………………………………………………100
附錄三、國家形象……………………………………………………………101
附錄四、國家熟悉度…………………………………………………………105
附錄五、冰箱、香水品牌形象與熟悉度……………………………………107
附錄六、汽車、巧克力品牌熟悉度…………………………………………113
貳、實驗問卷
附錄七、實驗一版本1-1……………………………………………………115
附錄八、實驗二版本2-1……………………………………………………120

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