這是個品牌與創新當道的年代，品牌使廠商在競爭紅海中，提高被消費者辨識的程度；創新使廠商脫離競爭紅海，進入高價值藍海。
筆記型電腦是個高度全球分工的產品，在所有產品屬性皆相當類似的情形下，品牌是一個可以讓消費者辨識、購買的重要依據，而其背後的來源國效應也會是一個影響因素。
本研究以筆記型電腦品牌來探討產品創新、品牌來源國、品牌權益與購買意圖之關係。研究發現：品牌來源國與產品創新具有顯著相關性，且消費者對不同品牌來源國之產品創新程度看法有顯著的差異。而品牌來源國對品牌權益與購買意圖具有顯著正向影響。產品創新對購買意圖的直接效果雖然不顯著，但對品牌權益直接效果顯著，且透過品牌權益的中介效果，會對購買意圖產生影響。另外，消費者對不同筆記型電腦品牌在產品創新、品牌權益上有顯著差異；而品牌權益對購買意圖的直接效果也呈現顯著。

This is a brand and innovation dominated era; a clear and strong brand makes a company easily identified by consumers in an intensively competitive market, and innovation leads a company to a high value blue ocean.
Notebook is one kind of global products of which different stages of a value cahin are dispersed to those locations around the globe where value added is maximized or where costs of value creation are minimized. Since notebooks of different brands have similar global products attributes, brands are what make those notebooks differentiated from competitors; thus, the band origin effect may be a factor that influences a consumer’s purchasing dicision.
The research takes notebook as an empirical study object to discuss the interrelationship among product innovation, brand country-of-origin effect, brand equity and purchase intention. The research finds that product innovation and brand country-of-origin effect are significantly related, and there is significant difference of product innovation based on differenct brand country-of-origin. Besides, brand country-of-origin has significantly positive effect on brand equity and purchase intention. Though product innovation, however, doesn’t have significantly direct effect on purchase intention, it has significantly direct effect on brand equity, and it has indirect effect on purchase intention if mediated by brand equity. Moreover, there are significantly differences on product innovation and brand equity based on different notebook brands. Also, brand equity has significantly direct effect on purchase intention.

第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 研究範圍與對象
第二章 文獻探討
第一節 產品創新相關文獻
第二節 品牌來源國
第三節 品牌權益相關文獻
第四節 購買意圖
第五節 文獻總結與評述
第三章 筆記型電腦產業概述
第一節 全球筆記型電腦市場發展概況
第二節 台灣筆記型電腦市場發展概況
第三節 世界主要筆記型電腦廠商發展動態
第四節 台灣消費者購買筆記型電腦行為
第五節 總結
第四章 研究方法
第一節 研究架構與假設建立
第二節 研究變數操作性定義與衡量
第三節 問卷設計
第四節 資料蒐集方法
第五節 資料分析方法
第五章 資料分析與研究結果
第一節 樣本結構
第二節 因素分析
第三節 各構念衡量量表之信度及效度分析
第四節 多變量變異數分析檢定
第五節 相關分析
第六節 徑路分析
第六章 結論與建議
第一節 研究結論
第二節 管理意涵與建議
第三節 研究限制與後續研究建議
參考文獻
附件一：問卷

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