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題名：相同品牌在不同國家的購買意願是否不同？旅遊效果觀點
作者：陳良進 引用關係
作者(外文)：Liang-Chin Chen
校院名稱：國立雲林科技大學
系所名稱：企業管理系博士班
指導教授：陳振燧
學位類別：博士
出版日期：2013
主題關鍵詞：旅遊效果；國家形象；品牌來源國；朝聖效果；Brand Country-of-Origin；Pilgrimage Effect；Traveling Effect；Country Image
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一般來說，相同品牌對相同消費者應該具有相同的價值與效用，因此，不論在何地都應有相同的購買意願。本研究試圖從旅遊觀點挑戰此概念，探討消費者在不同旅遊國與本國對於相同品牌產品的購買意願差異，並驗證品牌知名度高低、價格知覺、炫耀性產品的干擾效果。透過受測者間與受測者內的實驗設計，並以大學生為對象，採便利抽樣進行六個研究驗證九項假設，研究一結果發現對於相同品牌產品，消費者在旅遊國之購買意願會高於本國，而且主要受到純旅遊效果、品牌來源國與國家形象的影響；研究二結果則證明在品牌來源國時，品牌觀光工廠及品牌專賣店的購買意願會高於非品牌專賣店。研究三則發現在非品牌來源國時，品牌原廠製造的購買意願高於第三國代工廠、研究四在品牌知名度高低的干擾下，在旅遊國與本國的購買差異將因為品牌知名度的不同而有所不同，同時，品牌知名度越低，其品牌來源國與國家形象的影響也將跟著降低。研究五結果發現價格知覺將干擾著研究一旅遊效果所產生的品牌購買差異。研究六則發現僅有在購買高炫耀性商品時，不同旅遊國之間才存在購買差異影響。
Generally speaking, the same brand should have the same value and utility for the same consumers. Therefore, they should have the same purchase intentions in any places. In order to challenge this concept, this study attempts to explore the difference of purchase intention toward the same brand between foreign countries and home country from a traveling perspective, and examine the moderating effect by the brand awareness, price perception. Six studies were conducted to verify the hypotheses using between-subjects and within-subjects experimental designs. University students were recruited as research subject via convenience sampling. Findings of study 1 reveal that consumers would have higher purchase intention in the traveling countries than in the home country, resulting from the effects of pure traveling, brand country-of-origin and country image.
Findings of study 2 reveal that when the brand country-of-origin, consumers would have higher purchase intention in the touring factories and brands store will be higher than the non-brand stores. Findings of study 3 reveal that when the non-brand country-of-origin, brand factory purchase intention above the third National Assembly factory. Finding of study 4 reveal that purchased on travel countries and their own countries differences will vary depending on the brand, concurrently, lower the brand awareness, impact of country of brand and the country image will also be reduced. Finding of study 5 reveal that these study 1 traveling effects will be moderated by the price perception. Finding of study 6 reveal that only when purchasing highly conspicuous, there are differences among the different traveling countries impact.
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