根據過去國內外做過的研究調查結果顯示，對於台灣製的 買主和消費者

的認知有相當大的差距。往往買主對於 的產品評價較高，但消費者對台

灣製產品的印象卻普A甚至有些消費者認為台灣產品反而比不上中國大陸

所ㄚ~。造成買主和消費者間認知落差的主因，是因為台熔ㄚ~有很多是屬

於沒有國際市場行銷能力的企業主所A一些品質不錯擁有國外買主下單的

產品在國際市場上韭N掛上國外知名品牌，消費者根本就不知道這些產品a

的台灣製產品。慦漱尷R方法屬於多變量統計分析的應用。由地主國形i看

出日本國家形象在企業規模、團隊精神與研發能力顜痚篨蒛敿禤a形象；

同樣由中日兩國產品形象分析也貌熔ㄚ~形象除了定價一項比我國產品定

價高外，其餘H都比我國要來得好。其次由品牌態度及其變動分析可O者所

形成的品牌態度會因地主國國家形象或產品形象P品牌態度。另外由干擾

變數產品知識分析得知知識水A消費者所形成的品牌態度也有所不同。而

由品牌知名R中可知，品牌知名度愈高消費者對其品牌的信心愈強磥獐t商

應朝提高品牌知名度以及針對目標顧客群加以j與產品定位。

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裘明昌，大台北地區消費者對各國服飾產品態度之研究，政治大學企業管理研究所未出版碩士論文，民國79 年7 月
廖彩卿，消費市場產製國別購買品偏好之研究，淡江大學企業管理研究所未出版碩士論文，民國79 年7 月
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