Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24670
標題: 產品來源國形象對品牌忠誠度之影響─以某日本品牌為例
The Effect of Product Country-of-Origin Image on Brand Loyalty: A Japanese Brand as an Example
作者: 林志鴻
Lin, Chih-Hung
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1906200909332600;產品來源國形象;品牌認同;品牌忠誠度
出版社: 高階經理人碩士在職專班
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摘要: 
The liberalization of global economy has triggered large amount of international trades and foreign direct investments in the past decades. The variety of products not only satisfy the needs of customer, but also widen the channels for customer to collect more information for their purchasing decision process. Brand is the sign that provides customers to distinguish the values of different products and service. Outstanding brands could always attract customers to visit the businesses continuously. In the era of global economy, brand and products country-of-origin are used to determine consumers' purchasing decisions, so consumers' brand identification, brand loyalty and product country-of-origin image are bound to have close relationship each other.
In this study, 340 questionnaires were administrated to the consumers in Taiwan. Several statistical techniques were adopted in this study, including descriptive statistics analysis, confirmatory factor analysis, reliability analysis and the linear structure equation pattern. The results contributed to both consumer behavior model and business practice, which are discussed as follows:
1.The product image of product country-of-origin image has a positive impact on brand identification of consumers.
2.The brand identification of consumers has a positive impact on attitude loyalty and behavior loyalty.
3.The attitude loyalty has a positive impact on behavior loyalty.

國際貿易的自由化及開放的市場吸引了來自不同國家地區的各式產品,豐富而多樣的產品不僅滿足了消費者的需求,相對地也使消費者必須蒐集更多產品資訊以做出最佳的購買決策。此外,品牌是提供顧客做為識別產品的一種標誌,讓消費者能從眾多的產品間做出選擇;而一個優秀的品牌總是能夠吸引消費者的再次光臨。企業積極經營品牌並且輔以各種行銷策略來獲得忠誠顧客,進一步創造創造利潤。因此,品牌與產品來源國已是消費者在購買前,用來判斷產品的依據,所以消費者的品牌認同、品牌忠誠度與產品來源國形象之間勢必有著密不可分的關係。
本研究以一代表性日本品牌為例,透過e-mail、網路以及實體問卷進行調查,收集340份問卷。資料分析方法包括敘述統計分析、信度分析、驗證式因素分析以及結構方程模式(SEM),發現以下研究結果:
1.產品來源國形象中的產品形象對消費者品牌認同具有正向影響。
2.消費者品牌認同對於態度忠誠度與行為忠誠度具有正向影響。
3.態度忠誠度對行為忠誠度具有正向影響。
URI: http://hdl.handle.net/11455/24670
其他識別: U0005-1906200909332600
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