| Summary: | 碩士 === 僑光科技大學 === 全球運籌管理研究所 === 99 === The Research is to study the relationship between consumers and brand image (including functionality, symbolism, and experience), product involvement (importance of product, risk of accidental shopping, pleasure and symbolism of product), and product country image (attribution of general country, general product, and specific product) in order to understand the cognitive diversity of consumers.
The research utilizes the questionnaire survey procedure, recycling effective questionnaire 300. The panel is consumers in Taiwan (including the north, mid, and south of Taiwan). The main statistical methods for data analysis are reliability analysis, factor analysis, Pearson correlation analysis, T test, and ANOVA analysis.
The results of research are:
1. For consumers, the brand image, product involvement, and product country image of instant noodles are different.
2.The brand image and product involvement of instant noodles exist the positive correlation.
3.Product involvement and product country image of instant noodles exist the positive correlation.
4.The brand image and product country image of instant noodles exist the positive correlation.
Keyword: Instant Noodles, Brand Image, Product Involvement, Product Country Image.
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