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題名:企業國際策略聯盟對消費者認知行為之影響研究
作者:陳世晉
作者(外文):Chen, Shin-Chin
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2002
主題關鍵詞:策略聯盟消費者行為品質認知價值認知品牌認知國家印象Strategic AlliancesConsumer BehaverQuality PerceptionValue PerceptionBrand PerceptionCountry of Origin
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本研究主要從消費者觀點,以認知理論(perception theory)為基礎,引入策略聯盟理論(strategic alliance theory)中之某些特有現象進行研究探討,由於經由文獻推導與事實現象觀察,發現企業策略聯盟與消費者認知行為間之關係,需透過進一步釐清才能解釋理論與事實矛盾的現象,因此形成本研究之研究問題。
本研究透過分組調查之方式,進行問卷發放,共計發放問卷2000份,回收問卷1472份,有效回卷率達73%。經由本研究發現幾個主要現象,首先,消費者在品質認知與價值認知方面,發現消費者不會因為產品經由策略聯盟關係會有提昇的效果,但是品牌認知的效益在技術合作、合資與購併型態上卻會因策略聯盟而提昇。
此外經由分析,發現消費者對策略聯盟產品之認知,在高低認知行為落差的組合狀態下,會受到原產品各種認知的正向影響,而此種效果在認知高低組合落差越大的情況下,效果越明顯。最後本研究將國家印象、國家產品品質認知等各變數引入作為干擾變數,發現國家因素的干擾,並無顯著效果,探究原因,是因為在廠商全球化運作基礎下,廠商創造的品質、價值與品牌效應已高過國家效應,因此出現此一現象。
This study explores the effect of international strategic alliances on consumer''s perception of product. Base of the perception theory, the study discuss the special phe-nomenon of strategic alliance product from the view of consumer.
The research problem of this paper is found in self-contradictory of literature de-duction and empirical phenomenon. For purify this relationship, the analytical approach of methodology is applied to analyze the parsimonious relationship by the cross-sectional survey.
The data is composed of real consumer by one-on-on interview and is collect by 1472 questionnaires. The results of this study support the hypothesis that consumer’s brand perception would affect form the product of international strategic alliances. But the product of international strategic alliances is not influence quality perception and price perception.
According the research of relationship between original product and the product of international strategic alliances, we find the perception of alliance product would influ-ence form the perception of original product especially in different level alliance situa-tion. Finally, the results indicate that national image is not related to consumer percep-tion of alliance product.
Although these hypotheses were not all supported by the empirical data, but it still have good contribution in theory. First in theoretical, the paper can answer the research problem by reasonable deduction and have good evidence. Second in practical, this pa-per can offer insights into marketing as to know the effect of international strategic alli-ances on consumer''s perception of product.
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