臺灣博碩士論文加值系統

本研究主要在探討當消費者無法正確評量產品績效時,來源國形象對產品期望和顧客
滿意度的影響是否會因消費者的產品知識不同而有所不同,另外,試圖去了解具有不同產品
知識程度的消費者, 其滿意度的決定因素究竟為何.研究結果發現,若受測者無法正確評量
產品績效, 則當受測者的產品知識程度低時,來源國形象對購買前的期望有顯著的影響,
且期望是決定滿意度的主要因素,此時來源國形象會顯著影響顧客滿意度;反之,當受測者
對棉布料的產品知識高時,來源國形象對期望不會有顯著影響,但期望亦是
決定滿意度的主要
因素, 此時來源國形象不會顯著影響顧客滿意度.另外,實驗結果也證實滿
意度會顯著影響受
測者的購買意願.

The research investigated the differential impact of country of origin on
product expectation and satisfaction when consumers have different levels
of product knowledge. An experiment with a factorial design was conducted
for the empirical test. The product used in the experiment was cotten
material. Product expectation, perceived product performance, disconfirmation
, consumer satisfaction, objective product knowledge of the cotten material
were measured.
The results showed that when consumers had low level of product knowledge
in both concept evaluation and product evaluation stages, country of origin
would effect product expectation. Product expectation is the key determinant of
consumer satisfaction. On the other hand, when consumers had a high level of
product knowledge in evaluating the product concept, but have no ability in
distinguish product performance, country of origin would not effect product
expectation. However product expectation is still the key determinant of
consumer satisfaction. Finally, consumer satisfaction also has a significant
effect on consumers'' purchase intention.