來源國印象、產品熟悉度與消費者態度關係之研究 詹博翔、蔡敦崇, 魏志雄
E-mail: 360544@mail.dyu.edu.tw
摘 要
由於我國近年來行動電話日漸普及，已變成一種廣泛被消費 者接受的產品，成為民眾不可或缺的必需品。尤其智慧型手機 更 是年輕族群隨身不離之物，加上廠商創意性的行銷手法，成功的 將手機品牌深植民眾心中，除了娛樂性與方便性外，
更以流行趨 勢與身分地位的象徵吸引消費者消費，因此本研究主要是針對手 機消費族群進行問卷調查。 本研究以來源國 印象為自變項、消費者態度為依變項、產品 熟悉度為中介變項，探討其間關係。本研究採用問卷調查方式共 計發出260 份 問卷，有效回應率為91.5％。驗證結果顯示：1.來 源國印象與消費者態度具有顯著的正向關係；2.來源國印象與產 品熟悉 度具有有顯著的正向關係；3.產品熟悉度與消費者態度具 有顯著的正向關係；4.產品熟悉度具有中介效果。 本研究並於文 中討論研究的發現、研究在理論上、實務上意 涵、研究限制及對未來研究建議。
關鍵詞 : 來源國印象，產品熟悉度，消費者態度
目錄
中文摘要．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要．．．．．．．．．．．．．．．．．．．．．．
iv 誌謝辭．．．．．．．．．．．．．．．．．．．．．．． v 內容目錄．．．．．．．．．．．．．．．．．．．．．
． vi 表目錄．．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄．．．．．．．．．．．．．．．．．．．．
．．． x 第一章緒論．．．．．．．．．．．．．．．．．．． 1 第一節研究背景與動機．．．．．．．．．．．．． 1 第二節研究問題與目的．．．．．．．．．．．．． 5 第三節研究流程．．．．．．．．．．．．．．． 7 第二章文獻探 討．．．．．．．．．．．．．．．．． 8 第一節來源國印象．．．．．．．．．．．．．．．．． 8 第二節產品熟悉度
．．．．．．．．．．．．．．． 20 第三節消費者態度．．．．．．．．．．．．．． 27 第三章研究方法．．．．．．
．．．．．．．．．．． 35 第一節研究架構．．．．．．．．．．．．．．． 35 第二節研究假設．．．．．．．．．．
．．．．． 36 第三節操作性定義、量表與衡量方式．．．．．． 38 第四節問卷設計與抽樣方法．．．．．．．．．． 42 第五節資料分析方法．．．．．．．．．．．．． 44 第四章研究結果與分析．．．．．．．．．．．．．． 46 第一節敘 述性統計分析．．．．．．．．．．．． 46 第二節因素分析．．．．．．．．．．．．．．． 49 第三節信度分析．．．
．．．．．．．．．．．． 54 vii 第四節 個人屬性對各變項之變異數分析．．．．． 56 第五節變項間之相關分析．．．
．．．．．．．． 61 第六節變項間之迴歸分析．．．．．．．．．．． 63 第七節產品熟悉度之中介效果分析．．．．．
．． 68 第五章結論與建議．．．．．．．．．．．．．．．． 73 第一節研究結論．．．．．．．．．．．．．．． 73 第二節研究涵義．．．．．．．．．．．．．．． 75 第三節研究限制及對後續研究者的建議．．．．． 78 參考文獻．．
．．．．．．．．．．．．．．．．．．．． 80 附錄正式問卷．．．．．．．．．．．．．．．．． 94 viii 表 目 錄 表 1-1 2011 全球前五大智慧型手機出貨量、市占率及成 長率．．．．．．．．．．．．．．．．．．． 4 表 1-2 2012 年第一 季前三大智慧型手機出貨量廠商排行4 表 2-1 來源國印象之定義．．．．．．．．．．．．．． 12 表 2-2 來源國印象之構 面．．．．．．．．．．．．． 17 表 2-3 顧客對產品熟悉度定義．．．．．．．．．．． 23 表 2-4 態度之定義．．．．
．．．．．．．．．．．． 28 表 2-5 消費者態度之衡量因素．．．．．．．．．．． 33 表 3-1 來源國印象量表之題項．
．．．．．．．．．． 39 表 3-2 產品熟悉度量表之題項．．．．．．．．．．． 40 表 3-3 消費者態度量表之題項．．．
．．．．．．．． 41 表 3-4 智慧型手機品牌與來源國之整理．．．．．．． 43 表 4-1 有效樣本基本特性．．．．．．．
．．．．．． 46 表 4-2 .述性統計分析．．．．．．．．．．．．．． 48 表 4-3 來源國印象之KMO 值與Bartlett 的球形檢 定．． 49 表 4-4 來源國印象之因素分析．．．．．．．．．．． 50 表 4-5 產品熟悉度之KMO 值與Bartlett 的球形檢定．
． 50 表 4-6 產品熟悉度之因素分析．．．．．．．．．．． 51 表 4-7 消費者態度之KMO 值與Bartlett 的球形檢定．． 51 表 4-8 消費者態度之因素分析．．．．．．．．．．． 52 表 4-9 來源國印象之信度分析．．．．．．．．．．． 54 表 4-10 產品熟悉度之信度分析．．．．．．．．．．． 55 表 4-11 消費者態度之信度分析．．．．．．．．．．． 55 表 4-12 不同性別對各變項構面之差異分析．．．．．． 57 ix 表 4-13 不同年齡對各變項構面之差異分析．．．．．． 58 表 4-14 婚姻狀況對各變項構面之差異分析．．．．．． 58 表 4-15 教育程度對各變項構面之差異分析．．．．．． 59 表 4-16 職業別對各變項構面之差異分析．．．．．．． 60 表 4-17 個人每月平均所得對各變項構面之差異分析．． 61 表 4-18 來源國印象、產品熟悉度、消費者態度之相關分 析．．．．．．．．．．．．．．．．．．．． 62 表 4-19 來源國印 象象對消費者態度及其子構面之迴歸分 析．．．．．．．．．．．．．．．．．．．． 63 表 4-20 國家印象對消費者態度 之迴歸分析．．．．．． 64 表 4-21 產品印象對消費者態度之迴歸分析．．．．．． 65 表 4-22 國家印象、產品印象對消
費者態度子構面之迴歸 分析．．．．．．．．．．．．．．．．．．．． 65 表 4-23 來源國印象對產品熟悉度及其子構面 之迴歸分析66 表 4-24 國家印象對產品熟悉度及其子構面之迴歸分析． 67 表 4-25 產品印象對產品熟悉度及其子構面之迴 歸分析． 67 表 4-26 產品熟悉度對消費者態度及其子構面之迴歸分析68 表 4-27 來源國印象與產品熟悉度對消費者態度及 其子構 面之階層迴歸分析．．．．．．．．．．．．． 69 表 4-28 國家印象與產品熟悉度對消費者態度及其子構面 之階 層迴歸分析．．．．．．．．．．．．．． 70 表 4-29 產品印象與產品熟悉度對消費者態度及其子構面 之階層迴歸分析．
．．．．．．．．．．．．． 71 表 5-1 假設檢驗結果彙整．．．．．．．．．．．．． 73 x 圖 目 錄 圖 1-1 研究流程．．
．．．．．．．．．．．．．．． 7 圖 2-1 月暈模型．．．．．．．．．．．．．．．．． 14 圖 2-2 匯總模型．．．．．
．．．．．．．．．．．． 15 圖 2-3 態度三成分．．．．．．．．．．．．．．．． 29 圖 2-4 Fishbein 模式圖．．．．．
．．．．．．．．．． 31 圖 3-1 研究架構．．．．．．．．．．．．．．．．． 35 圖 4-1 修正後之研究架構．．．．．
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