Lativ為臺灣近年頗負盛名的平價服飾品牌，其利用「臺灣生產」的品牌訴求與相當便宜的產品售價，再透過大量的關鍵字廣告來提升知名度，使其近幾年在業績上履創新高。然而在2012年初，因為成本與產能的考量，Lativ決定撤守臺灣而將產線移往大陸及越南，讓臺灣製造的困境再次浮上檯面。然而在國際分工已成定局的情況下，臺灣服飾廠商是否能透過「臺灣品牌」的訴求來提升消費者對其產品的知覺品質，本研究希望能透過產品品牌來源國、品牌知名度與消費者知覺品質之間的關係研究來為廠商尋求一條新的道路。
　　本研究在探討完過去相關文獻後，以產品品牌來源國印象、品牌知名度與知覺品質等變數建立研究模型，探討消費者面對平價服飾產品時的知覺品質影響因子。本研究的目的為：探討來源國印象對知覺品質的影響，並以品牌知名度為干擾變數，觀察其在上述關係中的干擾效果。本研究透過問卷調查蒐集初級資料，共回收328份有效問卷，並以敘述性統計分析及迴歸分析等方法驗證假設。
　　研究結果發現在平價服飾產業，產品品牌來源國印象確實會正向影響消費者知覺品質，且品牌知名度在品牌來源國印象及知覺品質的關係之間確實存在干擾效果。而將來源國印象分為創新性印象、設計印象、聲望印象及手藝印象分別探討其與知覺品質之關係，發現其中設計、聲望及手藝印象皆正向影響消費者知覺品質。而品牌知名度的干擾效果只在來源國設計印象與知覺品質間的關係間存在顯著的干擾效果。透過研究結果，建議臺灣服飾廠商可以標榜「臺灣品牌」而不是「臺灣生產」，以與同業、異業結盟的方式共同提升臺灣的國家設計印象，例如培養臺灣年輕設計師。透過來源國印象的改善來提升消費者對其產品的知覺品質。

　　Famous for its products all made in Taiwan and relatively cheap prices, Lativ is one of the popular clothes brands in Taiwan. By a great deal of key word advertising, Lativ gets its popularity and makes its sales rise tremendously. However, taking into consideration of ascending product costs and limited production in Taiwan, Lativ decided to change the location of production lines from Taiwan to China and Vietnam in the beginning of 2012. The issue of production difficulties in Taiwan comes again. In this cosmopolitan trend of division of labour, it's a tough problem that clothes companies in Taiwan could boost the taste of customers in Taiwan by the feature of products made in Taiwan. This research into the change of the customers' tastes with varied brands and different places of production is to find the new way for clothes companies in Taiwan to manage.
Country image and other variables are discussed and select to form research model. The goal of this research is to find the relationship between country image and consumers' perceived quality. Another goal is to find the moderator effect between country image and consumers' perceived quality. Sample of 328 collected through questionnaire survey from field and online, and hypotheses were tested by regression analysis.
　　The result showed that there is a significant relationship between the country image and consumers' perceived quality, and the brand awareness is a moderator between the country image and consumers' perceived quality. The result also indicated that the higher country's design image, prestige, and workmanship image leaded to higher consumer's perceived quality. But country's innovation image did nothing to consumer's perceived quality. Furthermore, brand awareness is a moderator only between the country's design image and consumers' perceived quality. Based on the result, suggestions are as followed: clothing store can claim "brand in Taiwan" instead of "made in Taiwan." They can cooperate with the competitor or form horizontal alliances to increase Taiwan's design image which increase consumer's perceived quality.

摘要..................................................................................................... i
Abstract............................................................................................. ii
誌謝..................................................................................................... iv
目錄..................................................................................................... vi
表次..................................................................................................... vii
圖次..................................................................................................... ix
第壹章 緒論..................................................................................... 1
　第一節 研究動機..................................................................... 1
　第二節 研究目的..................................................................... 2
第貳章 文獻探討............................................................................. 4
　第一節 來源國印象................................................................. 4
　第二節 品牌知名度................................................................. 14
　第三節 知覺品質..................................................................... 18
第參章 研究設計............................................................................. 27
　第一節 研究架構..................................................................... 27
　第二節 變數間關係與研究假設............................................. 28
　第三節 變數操作型定義與衡量方式..................................... 30
　第四節 問卷設計和抽樣計劃................................................. 33
　第五節 資料分析..................................................................... 35
第肆章 資料分析與討論................................................................ 36
　第一節 敘述性統計分析......................................................... 36
　第二節 信度分析..................................................................... 38
　第三節 因素分析..................................................................... 38
　第四節 來源國印象、品牌知名度對知覺品質的影響......... 42
第伍章 結論與建議......................................................................... 53
　第一節 結論............................................................................. 53
　第二節 研究限制與未來發展................................................. 55
參考文獻............................................................................................. 56
附錄：問卷......................................................................................... 64

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