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自從歐盟成立後，歐洲市場對於台灣經濟的重要性與日俱增，目前為台灣主要貿易國家 (地區) 中出口成長率最高的地區，而德國又為台灣在歐洲進出口貿易額中最高的國家，然而國內學術界對於德國乃至於歐洲地區的消費者研究卻屈指可數，大多著重於中國大陸、美國與日本的研究，造成此現象的原因除了是過去歐洲市場在台灣的經濟地位不比中、美、日之外，也與台灣留學國外少以歐洲為主有關，造成與消費者相關的初次級資料取得不易、研究成本過高等因素，但隨著國內研究生赴歐洲交換學生的趨勢漸增，將提供國內學術界與實務界暸解歐洲消費者的機會。 本研究首先從過去的跨文化研究中暸解台灣與德國在各文化構面上的差異，推論受到文化所影響的品牌個性、廣告訴求與消費者價值信念，在台灣與德國消費者的認知中同樣會產生差異；此外，本研究也進一步探討品牌個性、廣告訴求、消費者價值信念與品牌偏好度的關係。本研究以問卷調查的方式蒐集台灣與德國消費者的第一手資料，並根據此初級資料進行分析比較，問卷內容包括品牌個性構面、品牌偏好度、廣告訴求、消費價值信念以及基本資料等五個部份，品牌則選定「Mercedes-Benz賓士汽車」與「Acer宏碁電腦」等兩個在台、德具有知名度的品牌。為了能夠順利進行調查，本研究分別以中文及德文版問卷在台灣與德國進行研究，採隨機發放的方式，總共蒐集了495份有效問卷，其中台灣問卷有247份，德國問卷有248份。 研究結果顯示，台灣與德國消費者對於同一個品牌的品牌個性、廣告訴求具有顯著差異，均對本國品牌較有正面的觀感，而台、德消費者價值信念也因為文化的不同而在「名牌情結」、「他人導向」、「情面影響」、「享樂主義」、「簡約習性」及「保障需求」上具有顯著差異。本研究的實證結果還發現，品牌個性會與消費者的品牌偏好度有關，而品牌偏好度受到廣告訴求與消費者價值信念的影響程度就相對較小。 廠商可依據本研究結果針對台灣消費者的「他人導向」、「簡約習性」、「保障需求」與「價格敏感」等信念，以及德國消費者的「享樂主義」、「價格敏感」與「簡約習性」等信念設計行銷活動，也可以藉由塑造品牌個性來增加消費者的品牌偏好度，對於學術而言，本研究不僅增加國內學術界對於歐洲市場的瞭解，更得到品牌個性、廣告訴求與消費者價值信念皆能影響品牌偏好度的結果，其中品牌個性又能明顯影響品牌偏好度，本研究成果可供後續相關研究作為深入探討的基礎。 / Since the establishment of the EU, the importance of the European market to Taiwan has been steadily increasing. Among Taiwan’s major trading countries (areas), the European market has the highest export growth rate, with the highest volume of trade happening between Germany and Taiwan. Despite this fact, researches about German or European consumers are still rare in the domestic academia, where the focus is mostly on China, USA, and Japan. There are some reasons causing this. First, Europe’s economic status of was lower than the previously mentioned countries. Also, there were fewer scholars from Europe, which may lead to higher research costs and difficulty in collecting data among others. Nevertheless, with the increasing number of exchange students going to Europe, this would offer domestic academia and businesses an opportunity to better understand European consumers. This research starts with an examination of previous culture-related literatures to discover the differences in all cultural dimensions between Taiwan and Germany. From this, the research infers that there would also be differences in brand personality, advertising appeals, and consumer value-beliefs. Moreover, the research discussed the relationship between brand preferences and brand personality/advertising appeals/consumer value-beliefs. Two well-known brands were selected, Mercedes-Benz and Acer, and questionnaires for each brand were developed and distributed randomly in Taiwan and Germany. Four hundred ninety five valid questionnaires were collected, among which 247 were collected in Taiwan and 248 were in Germany. The results revealed that there were significant differences in one brand’s brand personality and advertising appeals. Furthermore, consumers had more positive attitudes toward their home country’s brand. The research also found that consumer value beliefs affected by the culture were different between Taiwan and Germany in “Brand Favor,” “Conformance Orientation,” “Face Influence,” “Hedonic,” “Frugality Intention,” and “Security Needs.” In addition, it was proved that brand personality was significantly related to consumers’ brand preferences. However, advertising appeals and consumer value-belief had relatively lower influence on the brand preferences. Businesses could utilize the results of this study to devise marketing initiatives depending on consumer value-beliefs, such as Taiwan’s “Conformity-orientation,” “Frugality intention,” “Security Needs,” and “Price Sensitivity” and Germany’s “Hedonic,” “Price Sensitivity,” and “Frugality Intention.” Moreover, businesses could also build favorable brand personality to influence brand preferences. As for the academia, this research not only broadens the understanding of the European market, it also finds the relationship influence between brand personality, advertising appeals, consumer value-beliefs, and brand preferences, especially that in which brand personality significantly influences brand preference, which could be the base of further investigation.