● 中文摘要
在現今全球化浪潮下，許多企業將其產品製造國設置或移轉至成本較低之國家，造成製造來源國形象成為許多消費者對於產品品質的感受與評價的重要因素。而製造來源國形象較差之國家，消費者往往會歸類為品質不佳的先入為主觀念。當消費者在選擇商品時往往會遇到許多選擇，這時品牌形象或品牌知名度則可讓消費者更快速地進行決策，並選擇可信賴且品質高的產品。然而在買賣雙方間往往會有資訊不對稱的情形，賣方往往會提供內部及外部產品線索讓消費者作為評斷品質的參考，除了幫助消費者進行購買決策，同時也可降低消費者判斷錯誤的風險。

綜合以上內容，可知不同的製造來源國會使消費者感受到不同程度的知覺品質，進而影響其購買意願，加上品牌知名度高低也會改變消費者對產品品質的感受與評價，本研究目的在於探討對於品牌知名度與製造來源國的不同之組合下，消費者對該產品品質的感受程度，進而對於其購買意願之影響。

本研究最終結果顯示：1.當品牌知名度越高時，知覺品質越高，購買意願也隨之提高，反之亦然。2.當製造來源國形象較好時，知覺品質較高，購買意願也提高，反之亦同。3.品牌知名度與製造來源國交互作用顯著，在品牌知名度低時，製造來源國形象提升知覺品質幅度較高。4.知覺品質在品牌知名度、製造來源國與購買意願間存在中介效果，且為強中介。

●SUMMARY
Due to globalization, many companies tend to produce their products in areas where labor forces are not costly. However, areas where labor is not costly might have a negative reputation (i.e. product quality), which might cause the consumer stereotype that these products are low quality. There are various factors that will influence how consumers perceive the quality of a product, such as the country of origin and brand. Consumers are always facing too many choices before purchasing. So, brand image or brand awareness can help consumers to make decisions faster and choose reliable and high quality products. To solve the gap for information asymmetry between seller and consumer, sellers provide intrinsic cues and extrinsic cues for consumers to make evaluations. It could not only be principles for consumers to make judgment but also decrease the risk for misunderstanding.
There are mainly four discoveries in this study: (1) When brand awareness is high, perceived quality will be higher and so does the purchase intention. (2) When the image of country of origin is high, perceived quality will be high even the purchase intention. (3) Brand awareness and country of origin have significance in interaction effect.
(4) Perceived quality is a strong mediator among brand awareness, country of origin and purchase intention.
Overview, the image of country of origin is a very important factor that affects consumer purchase intention. Therefore, it is essential for a company to think detailed before implementing a strategy because the manufacturing location they decide upon significantly affects consumer perception.

壹、 中文文獻

游純瑜(2002)，混合產來源國資訊組合效果之研究－產品種類之干擾影響，元 2222智大學管理研究所未出版碩士論文。

林素吟（2008），產品外部線索及產品知識對於知覺品質的影響效果研究。顧2222客滿意學刊， 4(2)，27-56。

侯舸（2007），評價汽車品牌競爭力的結果性指標系統的研究。商場現代化，2222521，117-117。

貳、 英文文獻

Aaker, David A. (1996), Building strong brand, New York, The Free Press

Ahmed, S. A., & d'Astous, A. (1995). Comparison of country of origin effects on 2222household and organizational buyers' product perceptions. European journal of 2222Marketing, 29(3), 35-51.

Bilkey W. J. and Nes E.,(1982), “Country-Of-Origin Effects on Product 2222Evaluations,”Journal of International Business Studies, 13(1), 89-99

Davis, S. M.（2000）. The Power of the Brand. Strategy ＆ Leadership,28（4）,4-11

Dodds, W.B., K. B. Monroe & D.Grewal. (1991). Effect of Price, Brand and Store 2222Information on Buyers’ Product Evaluations. Journal of Marketing Research, 222228(3), 307-319.

Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison 2222advertising on buyers’ perceptions of acquisition value, transaction value, and 2222behavioral intentions. Journal of Marketing, 62(2), 46-59.

Han, M. C. (1989), “Country Image: Halo or Summary Construct,” Journal of 2222Marketing Research, 26(2), 222-229.

Hooley, G. J. and Shipley, D. (1988), “A Method for Modelling Consumer 2222Perceptions of Country of origin,” International Marketing Review, 67-75.

Han, C. Min and Terpstra, Vern, Country-of-Origin Effects for Uni-National and 2222Bi-National Products (1988), Journal of International Business Studies, 2222Vol. 19, Issue 2, pp. 235-255

Kleppe, I. A., Iversen, N. M. and Stensaker, I. G. (2002), “Country Images in 2222Marketing Strategies: Conceptual Issues and an Empirical Asian Illustration,” 2222Journal of Brand - 53 - Management, 10(1), 61-74.

Kolter, P.(2000), Marketing Management.(11th ed.) Englewood Cliffs, 2222NJ:Prentice-Hall,Inc.

Kotler, P., S. H. Ang, S. M. L. and Tan C. T. (1999), Marketing Management: an 2222Asian Perspective (2nd ed.). Prentice Hall.

Keller, K. L. (1993), Conceptualizing, measuring, and managing customer based 2222brand equity. Journal of Marketing, 57(1), 1-22.

Lee, J. S., & Back, K. J. (2008). Attendee-based brand equity. Tourism 2222Management, 29(2), 331-344.

Lantz, G. and Loeb, S. (1996), “Country-of-Original and Ethnocentrism: An 2222Analysis of Canadian and American Perspective Using Social Identity Theory,” 2222Advance in Consumer Research, 20, 684-689.

Macdonald, E., & Sharp, B. (2003), Management perceptions of the importance of 2222brand awareness as an indication of advertising effectiveness. Marketing 2222Bulletin, 14: article 2, 1-15.

Martin, I. M., and Eroglu, S. (1993), “Measuring a Multi-dimensional Construct:
2222Country Image,” Journal of Business Research, 28(2), 191-210.
Manrai, L. A., & Manrai, A. K. (1993). Positioning European countries as brands in 2222a perceptual map: An empirical study of determinants of consumer perceptions 2222and preference. Journal of Euro-marketing, 2(3), 101-129.

Monroe, K. B., & Krishnan, R. (1985). “The effect of price on subjective product 2222evaluations,” Perceived Quality, J. Jacoby and J. Olson. eds., Lexington, 2222MA: Lexington Books, pp.209-232.

Narayana, C.L. (1981), “Aggregate Images of American and Japanese Products:
2222Implications on International Marketing,” Columbia Journal of World 2222Business, 16(2), 31-35

Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign 2222products. Journal of Marketing, 34(1), 68-74.

Olson, J. C. and Jacoby. (1977). Consumer Response to Price: An Attitudinal,
2222Information Processing Perspective, pp73-86 in Yoram Wind and Marshall
2222G.Grenberg (eds.), Moving Ahead With Attitude Research. Chicago: America 2222Marketing Association.

Parameswaran, R. and Pisharodi, R. M. (2002), “Assimilation Effects in Country 2222Image Research,” International Marketing Review, 19(3), 259-278.

Radder, L., & Huang, W. (2008). High-involvement and low-involvement 2222products-a comparison of brand awareness among students at a south African 2222university. Journal of Fashion Marketing and Management, 12(2), 232-243.

Raghubir, Priya and Kim P. Corfman (1999), "When do Price Promotions Affect 2222Brand Evaluations?" Journal of Marketing Research, Vol. XXXVI (May), 2222211-222.
Roth, M.S. and Romeo, J.B.(1992),“Matching Product Category and Country Image 2222Perceptions: A Framework for Managing Country-of-origin Effects,” Journal 2222of International Business Studies, 23(3), 477-497

Steenkamp, Jan and E. M. Benedict (1990), “Conceptual Model of the Quality
2222Perception Process,” Journal of Business Research, Vol. 21, pp.309-333.

Spence, A. M. (1974), Market Signaling, Cambridge: Harvard University Press, 2222p.121.

Teas, R. Kenneth and Sanjeev Agarwal (2000),“The Effect of Extrinsic Product 2222Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value” Journal of 2222the Academy of Marketing Science, 28(2), pp.278-90.

Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing 2222Science, Vol.4(3), pp.199-214.

Valarie A. Zeithaml (1988), “Consumer Perception of Price, Quality and Value: A 2222Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, 2222No. 3, p.7.

Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a 2222consumer-based brand equity scale. Journal of Marketing Theory and 2222Practice,10(1), 46-63.

Wall, M., Liefeld, J., & Heslop, L.A. (1991). Impact of country-of-origin cues on 2222consumer judgments in multi-cue situations: A covariance analysis. Journal of 2222the Academy of Marketing Science, 19(2), 105-113.

Yasin, N., Noor, M., & Mohamad, O. (2007). Does image of country-of-origin 2222matterto brand equity? Journal of Product & Brand Management, 16(1), 38-48.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional 2222consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.

Zeithaml, Valarie A.（1988）﹒“Consumers Perception of Price, Quality, and Value: 2222A Means-End Model and Synthesis of Evidence,” Journal of Marketing,522 2222(July), 2-22.