| 摘要: | 本研究以台灣地區大學生為研究對象，探討製造來源國形象對知覺品質與購買意願的影響、知覺品質對購買意願的影響、以及製造來源國形象是否會透過知覺品質之中介影響購買意願。依台灣北、中、南、東四地區學生人數比例進行便利抽樣，共發放765份問卷，回收765份，有效樣本數461份。以線性結構方程模式驗證本研究之假設。
本研究發現：部分製造來源國形象對知覺品質有顯著正向影響，部份結果不顯著；製造來源國形象對購買意願的影響不顯著；知覺品質對購買意願有顯著正向影響；部分製造來源國形象會透過知覺品質之中介正向影響購買意願，部分結果則否。
This research takes the university students as its subjects and discusses the impact on perceived quality and purchasing intention of manufacturing country-of-origin, its influence on purchasing intention, and the direct or indirect manufacturing country-of-origin image affecting the purchasing intention decision. Distribution of questionnaires in this
study was according to the proportion of student numbers to four main school districts. Of the 765 distributed questionnaires, 461 were completed. Standard deviation, chi-square test and structural equation modeling were employed to test an hypothesis.
Results show that, first, if the manufacturing country-of-origin was Taiwan, Japan, Korea or Singapore, a positive image of perceived quality was in evidence -- but, not for Hong Kong. Second, the sample manufacturing countries-of-origin had no significant impact in purchase intention. Third, in those five countries identified, perceived quality had a positive affect on purchase intention. Fourth, if the manufacturing country-of-origin was Taiwan, Japan, Korea or Singapore, it had a positive affect upon purchase intention through perceived quality -- but, not from Hong Kong.
Suggestions derived from this study are as follows. First, the manufacturing country-of-origin have a positive perceived quality in order to affect purchase intention through perceived quality. Products perceived to have good qualities can improve the purchase intention. Second, all of the sample countries of manufacturing country-of-origin have different advantages. Besides maintaining the existing advantages, manufacturing countries-of-origin can strengthen their perceived areas of disadvantage. Third, the levels of influence for perceived quality on consumers are performance, reliability and user friendliness, in that order. Manufacturers can pay attention to these factors as they enhance the image of quality of their products. |
