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系統識別號 U0026-3008201723464300
論文名稱(中文) The Influence of Brand Origin and Country of Origin on the Consumers' Purchase Intention
論文名稱(英文) The Influence of Brand Origin and Country of Origin on the Consumers' Purchase Intention
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 105
學期 2
出版年 106
研究生(中文) 杜千幼
研究生(英文) Chien-Yu Tu
學號 RA7011075
學位類別 碩士
語文別 英文
論文頁數 113頁
口試委員 指導教授-張巍勳
口試委員-謝惠璟
口試委員-周信輝
中文關鍵字 品牌產地  原產地  購買行為  來源國效應  品牌印象  國家印象 
英文關鍵字 Brand origin  Country of origin  Purchase intention  COO effects  Brand images  Country images 
學科別分類
中文摘要 來源國效應在過去文獻中不斷被拿來討論。許多學者認為品牌產地或產品產地對於消費者已不是唯一的關鍵字。現在,消費者傾向使用其他的選項來決定消費模式,例如價格或品牌形象。就品質而言,國家印象還是在消費者心中佔極大比重。在此研究中,我們將品牌產地及原產地定義為兩大面向。品牌地將重新定為管理階級,為行銷策略, 創新開發,下逹高階主管命令的面向。原產地,則是被定義為製造階級,則是執行總部命令的面向。 聯合分析法( Conjoint Analysis) 將被應用在此研究中,用來分析管理層面或製造層面在消費者行為中扮的角色, 藉此了解消費者行為並分析在消費者心理,管理或製造層面才是比較重要的。
英文摘要 COO effects have been discussing for over decades. Many researchers argue that COO isn't a single cue on consumers' purchase intention. Nowadays, consumers tend to use price or other factors when they make the decision. In terms of quality, country images play a role in consumers' mind. On this paper, Brand Origin and Country of Origin will be defined as two dimensions. One is the managerial level which the top management, marketing strategies or innovation belongs to. The other is defined as the manufactural level which carries out the orders from the headquarters. The Conjoint Analysis will be conducted to analyze the leverage between managerial and manufactural levels. The result will prove the importance of managerial level and manufactural level in consumers' mind.
論文目次 TABLE OF CONTENTS
中文摘要 ........................................................................................................................ I
ABSTRACT .................................................................................................................. II
ACKNOWLEDGEMENTS ........................................................................................ III
TABLE OF CONTENTS ............................................................................................ IV
LIST OF TABLES ....................................................................................................... V
LIST OF FIGURES ..................................................................................................... VI
CHAPTER ONE INTRODUCTION ............................................................................ 1
CHAPTER TWO ........................................................................................................... 7
LITERATURE REVIEW .............................................................................................. 7
CHAPTER THREE ..................................................................................................... 15
METHODOLOGY ...................................................................................................... 15
CHAPTER FOUR ....................................................................................................... 26
RESEARCH RESULTS .............................................................................................. 26
CHAPTER FIVE ......................................................................................................... 46
CONCLUSIONS ......................................................................................................... 46
REFERENCES ............................................................................................................ 53
APPENDICES ............................................................................................................. 57
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