智慧型手機品牌與生產來源國效應之分析──以APPLE、HTC、小米為例

The Effect of Brand and Country of Origin on Smartphone -a Example of APPLE、HTC、XIAOMI

在全球化的趨勢下，各國之間的投資貿易障礙逐漸降低，為了要提高競爭力並降低成本，許多企業紛紛在成本較低的國家設廠，生產來源國效應因而成為重要議題。本研究主要目的是在探討消費者在購買智慧型手機時，來源國效應及品牌效應對於消費購買意願的影響，所得的結果將可做為相關產業及政府參考。本研究針對台灣北部地區民眾採便利抽樣之方式進行問卷發放，共計回收309份有效問卷。根據實證結果發現，消費者在購買智慧型手機時，存有顯著的品牌效應及來源國效應。此外，品牌效應及來源國效應兩者之間亦存有顯著交互作用。 With the trend of globalization, trade investment barrier between countries reduces gradually, To increase competitiveness and lower cost, many companies move manufacturing sites to different countries. Country of Origin(COO) effects have become an important issue. The main propose of this study is explores how COO effects and brand effects influence purchase intention when buying smart phone. The results of this study can provide some suggestions not only for related industry but government. The study adopted the questionnaires survey and collected data from Northern Taiwan, and 309 valid samples were gathered. According to the results of this study, it shows that, both brand effects and COO effects do exist in purchase of smart phone, moreover, the interaction between COO and brand effects also exist.

With the trend of globalization, trade investment barrier between countries reduces gradually, To increase competitiveness and lower cost, many companies move manufacturing sites to different countries. Country of Origin(COO) effects have become an important issue. The main propose of this study is explores how COO effects and brand effects influence purchase intention when buying smart phone. The results of this study can provide some suggestions not only for related industry but government. The study adopted the questionnaires survey and collected data from Northern Taiwan, and 309 valid samples were gathered. According to the results of this study, it shows that, both brand effects and COO effects do exist in purchase of smart phone, moreover, the interaction between COO and brand effects also exist.