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題名 品牌國、生產地與廣告對大學生產品態度的影響
作者 林靜儀
LIN, JING-YI
貢獻者 于卓民
YU, ZUO-MIN
林靜儀
LIN, JING-YI
關鍵詞 廣告
產品
生產地
產品品牌國
日期 1993
1992
上傳時間 2-May-2016 15:13:59 (UTC+8)
摘要 本研究旨在探討產品品牌國、生產地、廣告和受測者背景（包括性別、居住地區、除濕機購買經驗和出國旅遊經驗）對產品態度（因變數）的影響，其次比較受測者對產品的主觀態度與消基會所作的客觀產品測試評價（以科學方法檢驗產品物理屬性），檢試兩者是否顯著差異。
參考文獻 一、中文部份
     1.王昭國(民74) ，如何發揮廣告效果，第一版，臺北:大展出版社有限公司
     2.中華民國對外貿易發展協會加強對日拓銷與產銷協調執行小組編印(民80) ，本地方市場進口商品消費動態市場調查報告
     3.石齊平、郭照榮著(民76) ，計量經濟學，第二版，臺北:三民書局。
     4.吳宗正(民81)，迴歸分析，第十一版，臺北:復文書局
     5.李依潔(民81)，國家形象對產品評估之影響，淡江大學管理科學研究所碩士論文
     6.吳裕民(民77) ，本國學生對國產品與進口品態度差異研究，台灣大學商學研究所碩士論文
     7.林玩香編譯(民79) , SAS 使用手冊，二版，臺北:儒林圖書有限公司
     8.突破雜誌(民76) ，「國人偏愛外國貨? 」 27 期， 10 月，頁14- 23。
     9.香港消費者委員會(民80) ， 「趕走濕意」 ，消費者報導，第120期， 4 月，頁54-61 。
     10.消費者檢驗委員會(民81)，「口腔清道夫」，消費者報導，137 期，9月，頁11-23。
     11.烏邊鍊太郎(民80)，「廣告效果可以預測」，突破雜誌66期，1月，頁151-155。
     12.第三波圖書研展部編著(民81) , LOTUS 1-2-3 使用技巧，第五版，臺北:第三波文化事業股份有限公司
     13.許士軍(民76) ， 「 新加坡消費者對不同來源地產品之知覺及態度」 ，管理評論，頁5-230
     14.許是祥譯， Philip Kolter著(民76) ，行銷學通論，第六版，臺北:中華企業管理發展中心
     15.張秀惠(民78) ，產品屬性、個人特徵與來源國形象之研究--家電產品為例，台灣大學商學研究所碩士論文
     16.陳定國與黃俊英合編(民68) ，企業研究應用技術大全，第一版，臺灣:大世紀出版公司
     17.黃俊英(民81) ，行銷研究:管理與技術，第四版，臺北:華泰書局
     18.連政聰(民77) ，不同來源國工業品供應商之形象研究，政治大學企業管理研究所碩士論文
     19.曹為實(民75) ，國外買主對我國產品品質評價與購買意願之研究一以十二項產品為例，台灣大學商學研究所碩士論文
     20.黃鈺文(民80) ，不同品牌來源國與製造地形象對消費者產品態度的影響，政治大學國際貿易研究所碩士論文
     21.陳碧宮(民79) ，「你相信廣告嗎?」，突破雜誌，62期，9月，頁157 - 161。22. 彭昭英編著(民81) , SAS 與統計分析，修定第三版，臺北:儒林圖書有限公司
     23. 閔建蜀、游漢明編著(民69) ，市場研究:基本方法，第一版，香港:中文大學出版社
     24.朝陽堂(民80)，廣告效果測定，第一版，臺北:朝陽堂文化事業股份有限公司
     25.解名禮(民81) ，個人特質與消費者對不同品牌來源國與製造地產品態度之間係，政治大學企業管理研究所碩士論文
     26.唐炳發(民62) ，台灣地區消費者對外國產品態度之研究，政治大學企業管理研究所碩士論文
     27.經濟部國際貿易局譯(民80) ，諸上茂登著，暢銷日本之NIES產品，臺北:中華民國對外貿易發展協會
     28.熊祥林(民79) ，消費者的知覺，再版，臺北:熊祥林。
     29.廖彩卿(民77) ，消費市場產製國別購買偏好之研究，淡江大學管理科學研究所管理經濟組碩士論文
     30.吳志育著(民80) ，廣告學新論，臺北:樊志育
     31.----(民73) ，廣告效果研究，臺北:三民書局
     32.鄭伯壎編譯(民8 1) ，消費者心理學，第十一版，臺北:大洋出版社
     33.顏月珠(民69) ，商用統計學，第六版，臺北:三民書局
     34.鷲尾泰俊原著，盧淵源校訂，蔡明三編譯(民80)，實驗設計法，臺北:華泰書局
     二、英文部份
     l. Anderson, W.T. and Cunning lam, W. H.," Guaging Foreign promotion,"
     Journal of Advertising Research,vol.12,no.1 (1972), pp. 29-34.
     2. Assnel ,H. and Day, G.S . ,” Attitudes and Awareness as Predictors of Market Share," Journal of Advertising Research, vol .8,no.4(1968) , pp .3-10.
     3. Beckwith, N.E. and Lehmann, D. R., "The Importance of Halo Effects in
     Multi-Attribute Attitude Models," Journal of Marketing Research , (Aug. 1975),pp .265-75.
     4. Berkman, H.W. and Gilson, C . (1986),Consumer Behavior,3rd edit., Kent Publishing Company.
     5. Bilkey, W. J. and Nes, E., "Country-of-origin effects on Product Evaluation, "Journal of International Business Studies,(Spring/Summer 1982),pp.89-99 .
     6. Bloch, Peter H. and Richins, M. L.," A Theoretical Model for · the Study of Product Importance Perceptions," Journal of Marketing,(Summer 1983),69- 81.
     7. Chen, C.N. ,Wu, W.Y. and Olsen, J.E. ,"Relationships Between Consumer Ethnocnetrism, Social Values, and Attitudes Toward Products: An Empirical Nalidation in Taiwan," First International Conference on Global Business Environment
     and Strategy, National Cheng Kung University, March 1993.
     8. Davidson, A. R. and Morrison, D.M.," Predictjng Contraceptive Behavior From Attitudes: A Comparison of Within-Versus Across-Subjects Procedures" ,Journal of Personality & Social Psychology, vol. 45,no.5,(1983),pp.997-1009.
     9. Engel, J. F. and Rodder D.B.(1982),Consumer Behavior, 4th ed. New York: Dryden Press 1982.
     10. Enis, B.M. ,Cox, K.K. and Stafford, J.E., "Students as Subjects in Consumer Behavior Experiments," Journal of Marketing Research,(Feb. 1972),pp.72-74 .
     11. Erickson, G.M . ,Johansson, J.K. and Chao, P., "Image Variables in Multi-Attribute Product Evaluation: Country-orig-ion Effects, "Journal of Consumer Research, (Sep. 1984), pp.694-699.
     12 . Ettenson, R. and Gaeth, G.," Commentary Consumer Perceptions of Hybrid(Bi-National) Products, "The Journal of Consumer Marketing, vol .8,no .4 (1991),pp.13-18.
     13. Etzel, M.J. and Walker, B.J., " Advertising Srategy for Foreign Products" ,Journal of Advertising Reseach ,vol. 14,no.3 (1974),pp.41-44.
     14. Fishbein, M.(1967),Readings in Attitude Theory and Measurement, John Wiley & Sons, Inc.
     15. Gronhaug, K. and Heide, M.," Stereotyping in Country Advertising: An Experimental Study," European Journal of Marketing,vol.26,no.5,(1992),pp.56-67.
     16. Han C. M. and Terpstra, V. ,"Country-of-origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies,(Summer 1988),pp.235-255.
     17. Head, D. ," Advertisin Slogans and the -Made-in` Concept, " International Journal of Advertising, (Jul. 1988),pp. 237-252.
     18. Johansson, J.K. ,Douglas, S.P. and Nonaka, I., " Assessing the Impact of Country of Origion on Product Evaluations : A New MethodologicaI Perceptive, "Journal of Marketing Research,(Nov. 1985),pp.388- 96.
     19. Johansson, J.K., and Thorelli N. B.," International product positioning, "Journal of International Business Studies (Fall 1985),pp.57-75.
     20. Kassarjian, H.H. and Robertson, T.S. ,Perspectives in Consumer Behavior, Third Edition, Scott, Foresman and Company.
     21. Khanna, S. R.," Asian Companies and the Country Stereotype Paradox: An Empirical Study," Columbia Journal of World Business,(Summer 1986),pp. 29-38.
     22. Lawrence, C. ,Marr, N.E. & Prendergast, G.P. "Country-of-Origin Stereotyping: A Case Study in the New Zealand Motor Vehicle Industry," Asia Pacific International Journal of Marketing, vol.4,no.l(1992),pp .37-51.
     23. Lorimor ,E. S.,& Dunn, S. W. "Four Measures of Cross-Cultural Advertising Effectiveness," Journal of Advertising Research,(Feb/Mar 1986),pp.11-13.
     24. Nagashima, Akira." A Comparsion of Japanese and U.S. Attitudes toward Foreign Products, "Journal of Marketing, (Jan. 1970),pp.68-74.
     25. ----. " A Comparative -Made In` Product Image Survey Among Japanese Business," Journal of Marketing,(July, 1977),pp.95-100 .
     26. Narayana, C.L. "Aggregate Images of American and japane-se Products: Implications on International Marketing," Columbia journal of World Business,(Summer 1981),pp.31-35.
     27. Ofir,C. and Lehmann D.R.," Measuring Images of Foreign Products", Columbia journal of World Business,(Summer 1986) ,pp.105-108.
     28 . Papadoprlos, N.G., L.A. Heslop, F. Graby and G. Avlonitis "Does `Country-of-origin` Matter? Some Findings From a Cross -Cultural Study of Consumer Views About Foreign Products," Working Paper, Marketing Science Institute (
     Oct. 1986).
     29. Parameswaran, R. and Yaprak A., " A Cross-National Comparison of Consumer Research Measures," journal of International Business Studies,(Spring 1987),pp.35-49.
     30. Reierson, C. ," Attitude Changes Toward Foreign Products ,"journal of Marketing Research,(Nov. 1967),pp.385-387.
     31. Robertson, T.S. ,Zielinski, j. ,and Ward, S. ,(1984) Consumer Behavior, Scott, Foresman and Company.
     32. Schooler, Robert D. ," Product Bias in the Central American Common Market," journal of Marketing Research,(Nov.1965),pp.394- 397.
     33. ------- and Wildt, A.R., " Elasticity of Product Bias," journal of Marketing Research,(Feb. 1968),pp. 78-81.
     34. Sheth, j. N., " Are There Differences in Dissonance Reduction Bihavior Between Students and Hosewives?" Journal of Marketing Research,(May 1970),pp.243-245.
     35. Turnbull,P .W., "The Image and Reputation of British Suppliers
     in Western Europe," European Journal of Marketing,
     vol.19,no.6(1985),pp .39-52 .
     36. Vaughn, R.," How Advertising Works: A Planning Model Revisited,"
     Journal of Advertising Research, (Feb/ Mar 1986),pp.57-66 .
     37. Wilkie, W.L. and Pessemier, E.A. "Issues in Marketing`s
     Use of Multi-Attribute Attitude Models," Journal of Marketing
     Research,(Nov.1973),pp .428-441.
描述 碩士
國立政治大學
國際經營與貿易學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004306
資料類型 thesis
dc.contributor.advisor 于卓民zh_TW
dc.contributor.advisor YU, ZUO-MINen_US
dc.contributor.author (Authors) 林靜儀zh_TW
dc.contributor.author (Authors) LIN, JING-YIen_US
dc.creator (作者) 林靜儀zh_TW
dc.creator (作者) LIN, JING-YIen_US
dc.date (日期) 1993en_US
dc.date (日期) 1992en_US
dc.date.accessioned 2-May-2016 15:13:59 (UTC+8)-
dc.date.available 2-May-2016 15:13:59 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:13:59 (UTC+8)-
dc.identifier (Other Identifiers) B2002004306en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89152-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description.abstract (摘要) 本研究旨在探討產品品牌國、生產地、廣告和受測者背景（包括性別、居住地區、除濕機購買經驗和出國旅遊經驗）對產品態度（因變數）的影響，其次比較受測者對產品的主觀態度與消基會所作的客觀產品測試評價（以科學方法檢驗產品物理屬性），檢試兩者是否顯著差異。zh_TW
dc.description.tableofcontents 第一章緒論..........1
     第一節研究背景及動機..........1
     第二節研究目的..........4
     第二章文獻探討與基本理論..........5
     第一節消費者行為模型..........5
     第二節態度..........7
     第三節來源國效果..........13
     第四節廣告效果..........33
     第三章研究設計..........38
     第一節研究架構..........40
     第二節研究假設..........42
     第三節研究設計..........44
     第四節問卷設計..........48
     第五節研究方法..........50
     第四章研究結果..........52
     第一節樣本描述..........52
     第二節國家印象和一般產品印象..........54
     第三節品牌國和生產地效果..........62
     第四節廣告效果..........74
     第五節綜合分析..........85
     第六節主觀和客觀資料比較..........100
     第五章結論與建議..........103
     第一節結論..........103
     第二節行銷上的涵意..........110
     第三節研究限制..........112
     第四節研究建議..........115
     參考書目..........117
     附錄一問卷..........125
     附錄二除濕機廣告..........135
     附錄三牙刷廣告..........136
     附錄四除濕機態度得分..........137
     附錄五牙刷態度得分..........138		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004306en_US
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 產品zh_TW
dc.subject (關鍵詞) 生產地zh_TW
dc.subject (關鍵詞) 產品品牌國zh_TW
dc.title (題名) 品牌國、生產地與廣告對大學生產品態度的影響zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份
     1.王昭國(民74) ，如何發揮廣告效果，第一版，臺北:大展出版社有限公司
     2.中華民國對外貿易發展協會加強對日拓銷與產銷協調執行小組編印(民80) ，本地方市場進口商品消費動態市場調查報告
     3.石齊平、郭照榮著(民76) ，計量經濟學，第二版，臺北:三民書局。
     4.吳宗正(民81)，迴歸分析，第十一版，臺北:復文書局
     5.李依潔(民81)，國家形象對產品評估之影響，淡江大學管理科學研究所碩士論文
     6.吳裕民(民77) ，本國學生對國產品與進口品態度差異研究，台灣大學商學研究所碩士論文
     7.林玩香編譯(民79) , SAS 使用手冊，二版，臺北:儒林圖書有限公司
     8.突破雜誌(民76) ，「國人偏愛外國貨? 」 27 期， 10 月，頁14- 23。
     9.香港消費者委員會(民80) ， 「趕走濕意」 ，消費者報導，第120期， 4 月，頁54-61 。
     10.消費者檢驗委員會(民81)，「口腔清道夫」，消費者報導，137 期，9月，頁11-23。
     11.烏邊鍊太郎(民80)，「廣告效果可以預測」，突破雜誌66期，1月，頁151-155。
     12.第三波圖書研展部編著(民81) , LOTUS 1-2-3 使用技巧，第五版，臺北:第三波文化事業股份有限公司
     13.許士軍(民76) ， 「 新加坡消費者對不同來源地產品之知覺及態度」 ，管理評論，頁5-230
     14.許是祥譯， Philip Kolter著(民76) ，行銷學通論，第六版，臺北:中華企業管理發展中心
     15.張秀惠(民78) ，產品屬性、個人特徵與來源國形象之研究--家電產品為例，台灣大學商學研究所碩士論文
     16.陳定國與黃俊英合編(民68) ，企業研究應用技術大全，第一版，臺灣:大世紀出版公司
     17.黃俊英(民81) ，行銷研究:管理與技術，第四版，臺北:華泰書局
     18.連政聰(民77) ，不同來源國工業品供應商之形象研究，政治大學企業管理研究所碩士論文
     19.曹為實(民75) ，國外買主對我國產品品質評價與購買意願之研究一以十二項產品為例，台灣大學商學研究所碩士論文
     20.黃鈺文(民80) ，不同品牌來源國與製造地形象對消費者產品態度的影響，政治大學國際貿易研究所碩士論文
     21.陳碧宮(民79) ，「你相信廣告嗎?」，突破雜誌，62期，9月，頁157 - 161。22. 彭昭英編著(民81) , SAS 與統計分析，修定第三版，臺北:儒林圖書有限公司
     23. 閔建蜀、游漢明編著(民69) ，市場研究:基本方法，第一版，香港:中文大學出版社
     24.朝陽堂(民80)，廣告效果測定，第一版，臺北:朝陽堂文化事業股份有限公司
     25.解名禮(民81) ，個人特質與消費者對不同品牌來源國與製造地產品態度之間係，政治大學企業管理研究所碩士論文
     26.唐炳發(民62) ，台灣地區消費者對外國產品態度之研究，政治大學企業管理研究所碩士論文
     27.經濟部國際貿易局譯(民80) ，諸上茂登著，暢銷日本之NIES產品，臺北:中華民國對外貿易發展協會
     28.熊祥林(民79) ，消費者的知覺，再版，臺北:熊祥林。
     29.廖彩卿(民77) ，消費市場產製國別購買偏好之研究，淡江大學管理科學研究所管理經濟組碩士論文
     30.吳志育著(民80) ，廣告學新論，臺北:樊志育
     31.----(民73) ，廣告效果研究，臺北:三民書局
     32.鄭伯壎編譯(民8 1) ，消費者心理學，第十一版，臺北:大洋出版社
     33.顏月珠(民69) ，商用統計學，第六版，臺北:三民書局
     34.鷲尾泰俊原著，盧淵源校訂，蔡明三編譯(民80)，實驗設計法，臺北:華泰書局
     二、英文部份
     l. Anderson, W.T. and Cunning lam, W. H.," Guaging Foreign promotion,"
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