The Moderating Effect of Country of Origin Effect on the Relationship between Brand Equity and Consumer’s Purchase Inte
孫元厚、陳木榮
E-mail: 9607693@mail.dyu.edu.tw
ABSTRACT
In this era that consumers pursue after personalized, differentiated products, and brand power is taken as the most competitive, effective asset, product function is no longer the only issue that would influence the consumer’s behavior. Brand, becomes another important variable. Brand equity covers the whole conception and attitude that consumer holds to a brand. How to establish higher brand equity is now a critical issue to every brand managing executives. In order to further develop the knowledge of Brand Equity, this study used the relationship between Brand Equity and Consumer’s Purchase Intention. In the mean time, by utilizing the Country of Origin Effect as moderate mechanism, this study further clarify the relationship between the said two variables. Samples of this study were collected from the consumers who ever conducted purchase behavior in Taiwan area. Total sample size was 503 consumers. According to the analysis done under hierarchical regression model, noticeable positive impact derived from brand equity to the consumer’s purchase intention was confirmed. Moreover, remarkable and positive relationship between interference effect of country of origin effect to brand equity and consumer’s purchase intention was also affirmed.
Keywords : brand equity, country of origin effect, consumer’s purchase intention Table of Contents
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 ... ix 第一章 緒論
... 1 第一節 研究背景與動機 ... 1 第二節 研究問題 ... 4 第二章 文獻探討 ... 5 第一節 品牌權益 ... 5 第二節 來源國效果 ... 9 第三節 消費者購買意願 ... 12 第四節 假說推導 ... 13 第三章 研究方法 ... 15 第一節 研究架構
... 15 第二節 品牌權益衡量 ... 15 第三節 來源國效果衡量 ... 20 第四節 購買意願 ... 22 第五節 抽樣與問卷發放 ... 23 第六節 資料分析 ... 23 第四章 資料分析 ... 26 第一節 敘述性統計 ... 26 第二節 驗證性因素分析 ... 27 第三節 層級迴歸分 析 ... 34 第五章 結論與建議 ... 38 第一節 研究結論 ... 38 第二節 管理意涵 ... 39 第三節 理論意涵 ... 40 第四節 研究限制 ... 40 第五節 未來研究建議 ... 41 參考文獻 ... 42 附錄 研究問卷 ... 54
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