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    Title: 探討消費者我族主義對台灣消費者的態度與購買意願之影響-以日韓產品為例
    Studying Consumer Ethnocentrism and Its Influence on the Attitude and Purchase Intention of Taiwanese Consumers: The Study Case of Japanese and Korean Products
    Authors: 謝宜珊
    Contributors: 邱志聖
    謝宜珊
    Keywords: 計劃行為理論
    消費者我族主義
    態度
    購買意願
    Date: 2013
    Issue Date: 2014-10-01 13:46:25 (UTC+8)
    Abstract: 台灣早期深受日本文化影響,近年來則是興起一股韓流風潮,因此,當台灣消費者欲購買手機或收看戲劇時,除了本國產品以外,還可選擇日本或韓國之產品。然而,在哈日與哈韓風潮的轉變之下,消費者對於日本與韓國產品的態度及購買意願是否也有所差異?而台灣消費者的消費者我族主義對於態度與購買意願的形成是否產生影響?
    本研究欲了解在台灣消費者的購買決策中,消費者我族主義在其中所扮演的角色,以及其所帶來的影響。以韓國手機、韓國戲劇、日本手機及日本戲劇為研究標的,探討台灣消費者對於日韓產品的所抱持的態度與購買意願的差異,此外,再針對手機與戲劇兩類產品,探討消費者對於來自相同國家之不同產品,其態度與購買意願的差異。
    Ajzen於1985年所提出的計劃行為理論認為,消費者的購買行為意向主要受到態度、群體規範與知覺行為控制的影響,因此,本研究以這三個面向作為基礎,而由於本研究的研究標的為外國產品,推測消費者的消費者我族主義傾向會透過影響其態度,進而影響購買意願。
    消費者在面對韓國手機、韓國戲劇、日本手機以及日本戲劇時,研究結果顯示如下:
    1.對於產品的認知越正向時,其態度也會越正向;
    2.對於產品的態度越正向時,其購買意願也會越高;
    3.當群體規範的影響力越大時,對於產品之態度會越正向;
    4.消費者對於購買產品的知覺行為控制能力與其購買意願無關;
    5.消費者我族主義與態度之間的關係僅在韓國戲劇中顯著,在韓國手機、日本手機與日本戲劇三項產品中,則為不顯著。
    Reference: 一、中文部份

    (一)網路資料來源:
    1. IDC國際數據資訊http://www.idc.com.tw/
    2. comScore http://www.comscore.com/
    3. 國家通訊傳播委員會http://www.ncc.gov.tw/
    4. 2013我們的行動星球:台灣
    http://services.google.com/fh/files/misc/omp-2013-tw-local.pdf

    (二)雜誌:
    1. 吳琬瑜、黃亦筠(民國101年10月17日)。韓國 15年甩開台灣。天下雜誌,508,124-134。
    2. 彭漣漪(民國101年5月1日)。新韓流席捲全球。遠見雜誌,311,212-216。
    3. 蔡明洵(民國93年5月1日)。韓流攻佔台灣。天下雜誌,298,260-263。

    (三)中文文獻:
    1. 林建文(民93),原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究,實踐大學企業管理研究所碩士論文。
    2. 林靈宏(民83),消費者行為,五南圖書出版公司,初版。
    3. 李廷妍(民92),探討產品置入對消費者態度與購買意願之影響─以韓國手機置入韓劇為例,國立政治大學國際貿易研究所碩士論文。
    4. 李奇勳(民93),品牌來源國、生產組裝地和消費者國族感對產品評價的影響,聯合學報 25 民93.12 頁65-87。
    5. 邱志聖(民99),策略行銷分析架構與實務應用,三版,台北,智勝文化。
    6. 柳冠瑋(民102),國家反感、國家認同、我族主義,與智慧型手機購買意圖關係之探討,國立東華大學企業管理學系碩士班碩士論文。
    7. 莊旻潔(民90),群體規範、認知、認同對產品態度與忠誠度的影響---以青少年之偶像崇拜行為為例,國立政治大學國際貿易學系碩士班碩士論文。
    8. 陳永南(民97),消費者於有機棉產品的認知、動機對購買意願之影響,國立中央大學企業管理研究所碩士論文。
    9. 黃志文(民84),行銷管理,第二版,台北,華泰文化。
    10.黃家渝(民101),以理性行為理論探討大賣場自有品牌的再購行為,國立成功大學企業管理學系研究所碩士論文。
    11. 張國玲(民101),產品屬性對消費者的購買意願及品牌忠誠度影響之研究-以智慧型手機為例,南台科技大學企業管理研究所碩士論文。
    12. 葉俊麟(民100),以計劃行為理論與科技接受模型來探討智慧型手機的購買決策,國立中央大學管理學院高階主管企管碩士班碩士論文。
    13. 蔡佩珊(民101),服務創新與品牌形象對購買意願、顧客滿意度影響之探討-以台灣智慧型手機使用者實證研究,國立臺灣師範大學工業科技教育學系研究所科技應用管理組碩士論文。
    14. 鄭雅靜(民102),以理性行為理論探討互惠關係、互賴關係及主管支持對補教業知識分享意圖的影響,國立成功大學經營管理碩士學位學程碩士論文。
    15. 蕭富峰(民97),消費者行為。台北;智勝文化。

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    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    101380009
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101380009
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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