全球化時代來臨，跨國企業在世界各地設據點，開始了國際分工的全球運籌商業模式；在低成本導向的生產模式下，企業透過比較利益(Comparative Advantage)法則選定代工廠，力求企業利益最大化；在此情形下，產品的設計國、原物料來源國、製造和組裝國皆可能來自不同的國家，雙國產品(Binational Products)和多國產品(Multinational Products)充斥在現今消費者的日常生活中。究竟產品的品牌來源國與製造來源國差異，是否會影響消費者心中的知覺品質，進而影響其購買意願呢？本論文研究以NIKE、NET、adidas、GIORDANO和MUJI這五個服飾品牌為例，進行分析探討。

本研究的研究目的為：
1.服飾品牌的來源國與製造國是否會影響消費者對該服飾的知覺品質
2.探討消費者心中整體評價最高的服飾製造國家
3.性別與消費者喝不喝星巴克咖啡對來源國、知覺品質和購買意願是否有差異

依據本研究的數據資料分析，有以下幾點發現：
1.消費者對服飾製造來源國的重視程度大於品牌來源國
2.消費者對日本製和台灣製的服飾評價最高
3.“喝星巴克咖啡的消費者”對於購買日本製的MUJI服飾可能性較高
4.“因為價格高，所以不喝星巴克咖啡的消費者”對於日本製的MUJI服飾印象良好，其評價比沒有喝咖啡習慣的消費者高
5.男性對台灣科技研發水準的認同度較女性高
6.女性對台灣製造的GIORDANO服飾，給予較高的品牌形象評分
7.“因為價格高，選擇不喝星巴克咖啡的消費者”對「台灣製的GIORDANO服飾知覺品質」之評價高於“沒有喝咖啡習慣的消費者”

In Globalization era, multinational companies had established headquarter and branches in worldwide. Companies make outsourcing decisions by the law of comparative advantage. We can see the binational products or multinational products in the market. The products’ country-of-design, country-of-manufacture and country-of-establish may come from different countries. This situation inspire me some questions: What are the differences between country-of-origin and country-of-manufacture? How do these differences affect perceived qualities in the mind of consumers? Do perceived qualities will influence the consumers’ purchase intention? This thesis research would take five clothing brands: NIKE, NET, adidas, GIORDANO and MUJI as instances to do further research.

The research conclusions are as follow:
1.Consumers emphasize the importance of country-of-manufacture.
2.Consumers give higher grades to the clothing brand which garments are made in Japan and Taiwan.
3.The consumers who drink Starbucks coffee would rather to buy the MUJI garments, which are made in Japan.
4.The consumers who do not drink Starbucks coffee because of price would have better image to MUJI garments, which are made in Japan.
5.Males have high recognition of technology R&D level of Taiwan.
6.Females give positive brand image to GIORDANO garments, which are made in Taiwan.
7.The consumers who do not drink Starbucks coffee because of price would give higher grades of perceived quality to GIORDANO garments, which are made in Taiwan.

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