進階搜尋


 
系統識別號 U0026-0812200911574013
論文名稱(中文) 價格與品牌對消費者知覺運動鞋之品質與價值影響─台灣與柬埔寨之比較
論文名稱(英文) The Effects of Price and Brand on Consumers' Perceptions of Quality and Value of SportBoots (Sneakers): Comparison between Taiwan and Cambodia
校院名稱 成功大學
系所名稱(中) 國際管理碩士在職進修專班(IMBA)
系所名稱(英) International Master of Business Administration(IMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 方德佳
研究生(英文) Phan Atolteja
學號 ra793704
學位類別 碩士
語文別 英文
論文頁數 126頁
口試委員 指導教授-林清河
口試委員-耿伯文
召集委員-李再長
口試委員-吳萬益
中文關鍵字 知覺價格  品牌知覺  品質  價值  台灣  柬埔寨 
英文關鍵字 value  quality  Taiwan  Cambodia  perceptions of brand  perceived price 
學科別分類
中文摘要 Sports have become more and more popular around the world nowadays not only in developed countries but also underdeveloped and developing countries as well. Thus, many businesses are concerned about the sports markets. The purposes of this study are to examine how respondents in Cambodia and Taiwan evaluate the quality and value of sport boots product based on perceptions of brand and price, and do the comparison between both countries.

The results have shown the significant differences between respondents in Cambodia and Taiwan. The hypotheses as developed and tested in this study to confirm the interrelationships among research constructs and more importantly, the result is likely to show that the customers’ behaviors between Cambodia and Taiwan are different. In this study found that brand perceptions has significant impact on the perceptions of price but insignificant impact on perceptions of quality and value. Dissimilarly, the perceptions of price confirmed significant impact on both perceptions of quality and value. Therefore, perceptions of brand would influences on perceptions of quality and value by using price as an intermediary. Also, perceptions of quality demonstrated slightly significant impact on perceptions of value. Another issue indicated that there was no significant difference among demographic variables of Cambodian respondents toward sneakers assessment, however, ages and family incomes of Taiwanese respondents resulted significant differences toward product evaluation, and other demographic variables were not show significant differences among dependent variables.



英文摘要 Sports have become more and more popular around the world nowadays not only in developed countries but also underdeveloped and developing countries as well. Thus, many businesses are concerned about the sports markets. The purposes of this study are to examine how respondents in Cambodia and Taiwan evaluate the quality and value of sport boots product based on perceptions of brand and price, and do the comparison between both countries.

The results have shown the significant differences between respondents in Cambodia and Taiwan. The hypotheses as developed and tested in this study to confirm the interrelationships among research constructs and more importantly, the result is likely to show that the customers’ behaviors between Cambodia and Taiwan are different. In this study found that brand perceptions has significant impact on the perceptions of price but insignificant impact on perceptions of quality and value. Dissimilarly, the perceptions of price confirmed significant impact on both perceptions of quality and value. Therefore, perceptions of brand would influences on perceptions of quality and value by using price as an intermediary. Also, perceptions of quality demonstrated slightly significant impact on perceptions of value. Another issue indicated that there was no significant difference among demographic variables of Cambodian respondents toward sneakers assessment, however, ages and family incomes of Taiwanese respondents resulted significant differences toward product evaluation, and other demographic variables were not show significant differences among dependent variables.




論文目次 TABLE OF CONTENTS
ACKNOLEDGEMENTS..................I
ABSTRACT.........................II
TABLE OF CONTENTS................IV
LIST OF TABLES...................IX
LIST OF FIGURES..................XI

CHAPTER ONE INTRODUCTIION
1.1 Research Background
1.2 Research Objectives and Motivations
1.3 Research Project
1.4 Research Flows
1.5 Research Structures

CHAPTER TWO LITERATURE REVIEW
2.1 Cambodia Background
2.2 Taiwan Background
2.3 Definition of Research Constructs
2.3.1 Customer-Perceived Price
2.3.2 Perceptions of Brand
2.3.3 Customer-Perceived Quality
2.3.4 Customer-Perceived Value
2.4 Interrelationship among Research Constructs
2.4.1 Interrelationship between Perceptions of Brand and Customer-Perceived
Price
2.4.2 Interrelationship between Perceptions of Brand and Customer-Perceived
Quality
2.4.3 Interrelationship between Customer-Perceived Price and Customer-Perceived Quality
2.4.4 Interrelationship between Perceptions of Brand and Customer-Perceived Value
2.4.5 Interrelationship between Customer-Perceived Price and Customer-
Perceived Value
2.4.6 Interrelationship between Customer-Perceived Quality and Customer-
Perceived Value

CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY
3.1 Conceptual Model
3.2 Construct Measurement
3.2.1 Perceptions of Brand
3.2.2 Perceived Price
3.2.3 Perceived Product Quality
3.2.4 Perceived Product Value
3.3 Hypotheses to Be Tested
3.4 Questionnaire Design
3.5 Sampling Plan and Data Collection Procedure
3.6 Data Analysis Procedure
3.6.1 Descriptive Statistic Analysis
3.6.2 Purification and Reliability of the Measurement Variables
3.6.3 Differences of Research Variables among Groups

CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS
4.1 Descriptive Analysis
4.2 Data Collection
4.3 Characteristics of Respondents
4.4 Measurement Results for Relevant Research Variables
4.5 Factor Analysis and Reliability Tests
4.5.1 Factor Analysis and Reliability Tests of Cambodia
4.5.1.1 Perceptions of Brand
4.5.1.2 Customer-Perceived Price
4.5.1.3 Customer-Perceived Quality
4.5.1.4 Customer-Perceived Value
4.5.2 Factor Analysis and Reliability Tests of Taiwan
4.5.2.1 Perceptions of Brand
4.5.2.2 Customer-Perceived Price
4.5.2.3 Customer-Perceived Quality
4.5.2.4 Customer-Perceived Value

CHAPTER FIVE RESEARCH ANALYSES AND RESULTS
5.1 Regression Analysis of Cambodia Data
5.1.1 Regression Analysis for Factor Influencing Perceptions of Price
5.1.2 Regression Analysis for Factor Influencing Perceptions of Quality
5.1.3 Regression Analysis for Factor Influencing Perceptions of Value
5.2 Regression Analysis of Taiwan Data
5.2.1 Regression Analysis for Factor Influencing Perceptions of Price
5.2.2 Regression Analysis for Factor Influencing Perceptions of Quality
5.2.3 Regression Analysis for Factor Influencing Perceptions of Value
5.3 The Comparisons between Cambodia and Taiwan toward the Factors
Influencing Constructs Variables
5.3.1 The Comparison between Cambodia and Taiwan toward the Factors
Influencing Perceptions of Price
5.3.2 The Comparison between Cambodia and Taiwan toward the Factors
Influencing Perceptions of Quality
5.3.3 The Comparison between Cambodia and Taiwan toward the Factors
Influencing Perceptions of Price
5.4 Multiple Analyses of Variance (MANOVA) of Cambodia Data
5.5 Multiple Analyses of Variance (MANOVA) of Taiwan Data
5.6 The Comparison between Cambodia and Taiwan toward the Main and
Interaction Effects of Categorical Variables on Multiple Dependent Interval
Variables
5.7 Structure Equation Model (SEM)
5.7.1 The Full Model
5.8 The Comparisons of between Cambodian and Taiwanese Respondents’
Perspectives toward Sport boot Products (sneakers)

CHAPTER SIX CONCLUSIONS AND SUGGESTIONS
6.1 Research Conclusions and Discussions
6.2 Managerial Implications
6.3 Future Research Directions and Limitations
6.4 Research Contributions
REFERENCES
APPENDEDIX: QUESTIONNAIRE
Appendix I Structure Equation Model for Cambodia
Appendix II Structure Equation Model for Taiwan
Appendix III Survey Questionnaire for Cambodia
Appendix IV Survey Questionnaire for Taiwan
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