臺灣博碩士論文加值系統

近年來年輕消費族群已成為名牌精品市場不容忽視的消費新勢力，有些品牌甚至積極開發年輕市場，為歷史悠久的品牌創造新的市場年輕氣象，而年輕族群也將名牌精品視為代表個人自我概念特質的象徵。然而全球化的形成使得許多精品品牌在維持高檔形象之餘，也同時追求比較低廉的生產成本。研究顯示，消費者會偏好與其個性與特質一致的產品或品牌，而品牌形象與來源國對於購買意願也都有顯著的影響(Piron 2000；Sirgy 1982)。因此，本研究希望針對台灣N世代精品消費行為進行實證分析，達成以下研究目的：
ㄧ、探討「品牌來源國與製造來源國一致性」與「品牌形象」兩者的
相互干擾作用對於「購買意願」的影響
二、探究在同時考慮維持自我一致以及名牌精品業的品牌來源國與製
造來源國ㄧ致性之情形下，影響購買意願的程度。
本研究採用因子實驗操作法來進行分析討論，總計對800位N世代消費者進行調查，回收有效764份樣本後分析所得到的研究結果為以下五項：(1)臺灣N世代消費者會選擇自我概念ㄧ致的品牌。(2)品牌來源國與製造來源國的ㄧ致性會影響購買意願。(3)當品牌形象高時，品牌形象對來源國的屏蔽作用會出現(4)品牌來源國與製造來源國不一致的情況下，品牌形象會受到來源國效應的干擾作用而影響消費者的購買意願。(5)自我ㄧ致性與來源國效果均會影響消費者對精品的購買意願，但來源國效果的影響較大。
本研究之結果可以提供給精品業者對台灣Ｎ世代消費者的消費行為之了解，另外本研究針對精品產業提出管理意涵，使本研究兼具理論及產業之研究貢獻，以作為精品業者經營管理上之參考依據。

It has become a growing market for the young consumers in luxury goods in recent years. Several companies in this business have tried to develop this new market aggressively in order to create new image for their old brands. Meanwhile, globalization has induced the companies of luxury goods to reduce their production costs by moving their factories to the areas with lower labor costs such as China.
Previous studies found that self-congruity, country-of-origin’s effect and brand image could all affect consumers’ purchasing behavior considerably. This study tried to focus on the impact of country-of-origin and self-congruity on N-generation’s purchasing behavior in luxury goods.
The important results of this study include: (1) the consumers of N-generation in Taiwan tend to purchase the luxury goods with similar characteristics and personality to themselves; (2) the consistency between the country-of-brand and country-of-production does affect the purchase intention of consumers; (3) the effect of brand image to the purchase intention of consumers overwhelms that of country-of –origin; (4) the effect of brand image to purchase intention can be interfered by that of country-of-origin; (5) the influence of the consistency of country-of-origin’s effect on purchase intention is stronger than that of self-congruity.
Several managerial implications were drawn from the results and that could be provided to the managers in the industry of luxury goods for the management and operation to the business of N-generation’s consumers.

謝 誌 I
中文論文提要 II
英文論文提要 III
目　錄 IV
圖　次 V
表　次 VI

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 8
第二章 文獻探討 9
第一節 來源國理論 9
第二節 自我概念 22
第三節 品牌個性 28
第四節 品牌形象 37
第五節 購買意願 41
第三章 研究方法 45
第一節 研究假說與研究架構 45
第二節 變數定義與衡量 50
第三節 實驗設計 55
第四節 前測 57
第五節 正式問卷設計與統計方法 59
第四章 研究結果與分析 63
第一節 樣本之敘述性統計分析 63
第二節 信度分析與效度分析 66
第三節 假設驗證結果 70
第四節 彙整與討論 82
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理意涵 90
第三節 研究限制與未來研究建議 94
參考文獻 96
附錄ㄧ 實驗ㄧ問卷範例 105
附錄二 實驗二問卷範例 110

一、中文部份
1.AC尼爾森調查，AC尼爾森調查：全球九成線上受訪者認為名牌訂價過高，AC尼爾森，民國95年5月18日，http://tw.nielsen.com/news/20060518.shtml。
2.田習如(2007)，奢華主義、民族主義、資本主義大混戰：Burberry關廠令英國吵成一團，財訊月刊第302期。
3.吳昭賢(2006)，「自我一致性、品牌態度與品牌忠誠度關係之研究」，朝陽科技大學企業管理研究所碩士論文。
4.李天蛟(2000)，「世代別於品牌個性認知與品牌關係型態差異性之研究：產品類別與自我形象干擾效果之探討」，元智大學管理研究所碩士論文。
5.李筱瑩(2001)，「品牌來源國與消費者本國中心主義對消費者產品評價影響之研究」，東吳大學國際貿易系碩士論文。
6.周文賢(2004)，多變量統計分析：SAS/STAT使用方法，第二版，智勝文化事業有限公司。
7.林碧霞(2006)，「品牌形象及產品知識對購買意願之影響─價格折扣干擾效果之探討」，大同大學事業經營研究所碩士論文。
8.邱琦閔(2002)，「品牌來源國變更效應之研究-製造國形象及品牌與國家聯結程度之干擾影響」，元智大學管理研究所碩士論文。
9.洪偉仁(2001)，「網路品牌vs.傳統品牌：N世代的認知差異分析」，中山大學傳播管理研究所碩士論文。
10.徐明郁(1999)，「消費者自我概念與品牌個性之一致性對購買意願之影響」，成功大學企業管理研究所碩士論文。
11.秦兆瑋(2002)，「製造來源國形象、消費者心理認知與知覺價格對消費者購買行為之影響─以兩岸都會區消費者為例」，長榮管理學院經營管理研究所碩士論文。
12.張偉漢(2005)，「品牌個性與真實自我一致性、情境理想自我一致性對消費者品牌態度之影」，政治大學企業管理研究所碩士論文。
13.張惠涵(2006)，「品牌人格與自我一致性及消費幻想對於消費者品牌偏好度影響之研究」，政治大學企業管理研究所碩士論文。
14.張慧琴(2003)，「精品市場之進口傢飾消費者行為研究－以國際扶輪社社員為例」，國立中央大學企業管理研究所碩士論文。
15.郭黎憶(2004)，「精品業經營策略之探討」，國立中正大學企業管理研究所碩士論文。
16.陳正芬譯(2004)，Silverstein, Michael J., Neil Fiske, John Butman著，奢華，正在流行，第一版，商智文化。
17.陳俐琦(1998)，「品牌個性構成向度之研究」，國立政治大學企業管理學系碩士學位論文。
18.陳凌雯，LV vs. Coach，誰能Catch年輕消費新勢力，東方線上2006年版E-ICP行銷資料庫，民國95年9月20日， http://www.isurvey.com.tw/cgi-bin/big5/file/pu50?q1=search。
19.陳曉開、袁世珮譯(1998)，Don Tapscott著，N世代：主導21世紀數位生活的新新族群，初版，美商McGraw-Hill國際股份有限公司台灣分公司。
20.黃尹萱(2004)，「N世代生活型態與國內旅遊消費行為」，世新大學觀光學研究所碩士論文。
21.黃見雯(2000)，「廣告基調與媒體內容基調一致性對廣告效果之影響─媒體內容觀賞涉入及自我概念一致性干擾效果之探討」，元智大學管理研究所碩士論文。
22.鄭英輝(1998)，「品牌人格與產品類別對品牌延伸評價的影響」，中央大學企業管理研究所碩士論文，。
23.盧怡安(2001)，「世代特性與其認知品牌個性之比較研究」，政治大學企業管理研究所碩士論文。
24.謝佳玲(2005)，「來源國效應對消費者決策過程之影響研究」，文化大學國際企業管理研究所碩士論文。
25.謝雅菱(2005)，「製造來源國與品牌名稱對消費者購買意願影響之研究-以國際性服飾品牌為例」，大葉大學國際企業管理研究所碩士論文。

二、英文部分
1.Aaker, D. A. (1995), Building Strong Brand, NY: The Free Press.
2.Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, Vol. 24, No. 3, pp. 347-356.
3.Aaker, Jennifer L. (1999) “The Malleable Self: The Role of Self-Expression in Persuasion,” Journal of Marketing Research, Vol. 36, Issue 1, pp. 45-57.
4.Aaker, Jennifer L., Jordi Garolera, and Verónica Benet-Martínez (2001), “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Journal of Personality and Social Psychology, Vol. 81, pp. 492-508.
5.Ahmed, S. A. and A. Astous (1996), “Country-of-Origin and Brand Effects: A Multi-Dimensional and Multi-Attribute Study,” Journal of International Consumer Marketing, Vol. 9, Issue 2, pp. 93-115.
6.Batra, R., D. R. Lehmann, and D. Singh (1993), Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.
7.Baughn, C. and Yaprak, A. (1993), “Mapping Country-of-origin Research: Recent Developments and Emerging Avenues,” Product-Country Images, Eds. N. Papadopoulos and L. Heslop, New York: Hawthorne Press, pp. 89-115.
8.Biel, A. L. (1992), “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol. 32, No. 6, pp. 6-12.
9.Carr, Steven D. (1996), “The Cult of Brand Personality,” Marketing News, Vol. 30, pp.4-9.
10.Chen, Hsiu-Li. (2004), “Testing the Role of Country of Origin in Consumer Adoption of New Products,” International Advances in Economic Research, Vol. 10, No. 3, pp. 245-256.
11.Cheng, Kipp. (1999), ‘‘Setting theirSites on Generation Y,’’ Adweek, Vol. 40, Issue 32, pp. 46-48.
12.Cordell, V. V. (1992), “Effects of Consumer Preferences for Foreign Sourced Products,” Journal of International Business Studies, Vol. 23, No. 2, pp. 251-269.
13.Chao, P. (1993), “Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product,” Journal of International Business Studies, Vol. 24, No. 2, pp. 291-306.
14.Chao, Paul, Gerhard Wührer, and Thomas Werani (2005), “Celebrity and Foreign Brand Name as Moderators of Country-of-origin Effects,” International Journal of Advertising, Vol. 24, Issue 2, pp. 173-192.
15.Dobni, D. (1990), “In Search of Brand Image: A Foundation Analysis,” Advances in Consumer Research, Vol. 17, pp. 110-119.
16.Elliott, S. J. and Glen T. Cameron (1993), “Consumer Perception of Product Quality and the Country-of-Origin Effect,” Journal of International Marketing, Vol. 4, pp. 157-187.
17.Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1990), Consumer Behavior, 6th ed., I11: Drydem Press.
18.Epstein, Seymour (1973), “The Self-concept Revisited：Or a Theory of a Theory,” American Psychologist, Vol.28, 1973, pp.404-416.
19.Erickson, G. M., Johansson, J.K., Chao, P. (1984), “Image Variables in Multi-attribute Product Evaluations: Country-of-origin Effects,” Journal of Consumer Research, Vol. 11, pp. 694-699.
20.Ettenson, R. and G. Gaeth (1991), “Consumer Perceptions of Hybrid (bi-national) Products,” Journal of Consumer Marketing, Vol. 8, No. 4, pp. 13-18.
21.Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Vol. 24, No. 4, pp. 343-373.
22.Garbarino, E.C. and Edell, J.A. (1997) “Cognitive Effort, Affect, and Choice,” Journal of Consumer Research, Vol. 24, pp. 147-158.
23.Grewal, Dhruv, R. Krishnan, Julie Baker, and Norm Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers, Evaluations and Purchase Intentions,” Journal of Retailing, Vol. 74, No. 3, pp. 331-352.
24.Grubb, Edward L. and Harrison L. Grathwohl (1967), “Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach,” Journal of Marketing (pre-1986), Vol. 31, pp. 22-27.
25.Hair, Joseph F., William C. Black, Barry J. Babin, Rolph E. Anderson, and Ronald L. Tatham (2006), Multivariate Data Analysis, New Jersey: Upper Saddle River, Pearson Education, Inc.,2006,pp.119-120.
26.Han, C. M. and Vern Terpstra (1988) “Country - of - Origin Effects for Uni-National and Bi-National Products,” Journal of International Business Studies, Vol. 19, No. 2, pp. 235-255.
27.Han, C.M. (1989), “Country Image: Halo or Summary Construct?” Journal of Marketing Research, Vol. 26, pp. 222-229.
28.Han, C. M. (1990), “Testing the Role of Country Image in Consumer Choice Behavior,” European Journal of Marketing, Vol. 24, No. 6, pp. 24-40.
29.Häubl, Gerald and Terry Elrod (1999), “The Impact of Congruity between Brand Name and Country of Production on Consumers' Product Quality Judgments,” International Journal of Research in Marketing, Vol. 16, Issue 3, pp. 199-215.
30.Helgeson, James G. and Magne Supphellen (2004), “A Conceptual and Measurement Comparison of Self-congruity and Brand Personality,” International Journal of Market Research, Vol. 46, Issue 2, pp. 205-233.
31.Hessen, W. (1998), “Luxe Craze Turns Vendor to Retails,” WWD, Vol. 171, pp. 22-24
32.Hong, Sung-Tai and Robert S. Wyer, Jr. (1989), “Effects of Country-of-origin and Product-attribute Information on Product Evaluation: An Information Processing Perspective.” Journal of Consumer Research, Vol. 16, Issue 2, pp. 175-187.
33.Hong, Sung-Tai and Robert S. Wyer, Jr. (1990), “Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product’s Country-of-origin and Information about Its Specific Attributes,” Journal of Consumer Research, Vol. 17, Issue 3, pp. 277-288.
34.Iyer, G. R. and J. K. Kalita (1997), “The Impact of Country-of-Origin and Country-of-Manufacture Clues on Consumer　Perceptions of　Quality and Value,” Journal of Global Marketing, Vol. 11, No. 1, pp. 7-28.
35.Jo, Myung-Soo, Kent Nakamoto, and James E. Nelson (2003), “The Shielding Effects of Brand Image against Lower Quality Countries-of-origin in Global Manufacturing,” Journal of Business Research, Vol. 56, Issue 8, pp. 637-646.
36.Kassarjian, Harold, H. (1971), “Personality and Consumer Behavior: A Review,” Journal of Marketing Research, Vol. 8, pp. 409-418.
37.Keller, K. L. (1998), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity,” Journal of Marketing, Vol. 57, pp. 1-22.
38.Klein, Jill G., Richard Ettenson, and Marlene D. Morris (1998), “The Animosity Model of Foreign Product Purchase.” Journal of Marketing, Vol. 62, Issue I, pp. 89-100.
39.Landon, Jr, E. L. (1974), “Self Concept, Ideal Self Concept, and Consumer Purchase Intentions,” Journal of Consumer Research, Vol. 1, pp. 44-51.
40.Lampert, S. I. and E. D. Jaffe (1998), “A Dynamic Approach to Country-of-Origin Effect,” European Journal of Marketing, Vol. 32, No. 1-2, pp. 61-78.
41.Leclerc, F., B.H. Schmitt, and L. Dubè (1994), “Foreign Branding and Its Effect on Product Perceptions and Attitudes,” Journal of Marketing Research, Vol. 31, pp. 263-270.
42.Linviile, Patricia W. and Donal E. Carlston (1994), “Social Cognltton of the Self.” in Social Cognition: Its Impact on Social Psychology, PG, Devine, D.L, Hamilton, and T.M, Ostrom, Eds. New York: Academic Press, pp. 396-403,
43.Manrai, L.A. and Manrai, A.K. (1993), “Positioning European Countries as Brands in a Perceptual Map: An Empirical Study of Determinants of Consumer Perceptions and Preference,” Journal of Euro-marketing, Vol. 2, No. 3, pp. 101-129.
44.Mehta, A. (2000), “Advertising Attitudes and Advertising Effectiveness,” Journal of Advertising Research, Vol. 40, No. 3, pp. 67-72.
45.Miyazaki, Anthony D., Grewal Dhmv, and Ronald C. Goodstein (2005), “The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency,” Journal of Consumer Research, Vol. 32, NO. 1, pp. 146-153.
46.Moorthy, S., B.T. Ratchford, and D. Talukdar (1997), “Consumer Information Search Revisited: Theory and Empirical Analysis,” Journal of Consumer Research, Vol. 23, pp. 263-277.
47.Morwitz, Vicki G and David Schmittlein (1992), “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?” Journal of Marketing Research, Vol. 29, Issue 4, pp. 391-405
48.Nagashima, A. (1970), “A Comparison of Japanese and U.S. Attitudes toward Foreign Products,” Journal of Marketing, Vol. 34, Issue 1, pp. 68-74.
49.Napoli, Julie and Michael T. Ewing (2001), “The Net Generation：An Analysis of Lifestyles, Attitudes and Media Habits,” Journal of International Consumer Marketing, Vol. 13, Issue 1, p. 21.
50.Neuborne, E. and K. Kerwin (1999), ‘‘Generation Y,’’ Business Week, Vol. 15, p. 80.
51.O’Leary, N. (1998), ‘‘Marketing: The Boom Tube,’’ Adweek, Vol. 39, Issue 20, pp.44-52.
52.Omelia, J. (1998), ‘‘Understanding Generation Y: A Look at the Next Wave of US Consumers,’’ Global Cosmetic Industry, Vol. 163, Issue 6, pp. 90-92.
53.Papadopoulos, Nicholas. G., Louis A. Heslop, and G. Bamossy (1990), “A Comparative Image Analysis of Domestic versus Imported Products,” International Journal of Research in Marketing, Vol. 7, No. 4, pp. 283-294.
54.Papadopoulos, Nicholas G. and L Louis A. Heslop (1993), Product-Country Images：Impact and Role in International Marketing, New York: International Business Press.
55.Papadopolous, Nicholas G. and Louis A. Heslop (2002), “Country Equity and Country Branding: Problems and Prospects,” Journal of Brand Management, Vol. 9, No. 4-5, pp. 294-314.
56.Park, C. Whan, Bernard J. Jaworski, and Deborah J. Macinnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, Issue 4, p. 135.
57.Pecothic, Pressley and Roth (1996), “The Impact of Country of Origin in the Retail Service Context,” Journal of Retailing and Consumer Services, Vol. 3, No. 4, pp. 213-234.
58.Peterson, Robert A. and Alain J. P. Jolibert (1995), “A Meta-Analysis of Country-of-Origin Effects,” Journal of International Business Studies, Vol. 26, No. 4, pp. 883-896.
59.Pharr, Julie M. (2005), “Synthesizing Country-of-origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?” Journal of Marketing Theory & Practice, Vol. 13, Issue 4, pp. 34-45.
60.Plummer, J. T. (1985), “How Personality Makes a Difference,” Journal of Advertising Research, Vol. 24, No. 6, pp. 27-31.
61.Piron, Francis (2000), “Consumers' Perceptions of the Country-of-Origin Effect on Purchasing Intentions of Conspicuous Products,” The Journal of Consumer Marketing, Vol. 17, No. 4, pp. 308-317.
62.Pitt, Leyland F., Robert Opoku, Magnus Hultman, Russell Abratt, and Stavroula Spyropoulou (2007), “What I say about myself: Communication of brand personality by African countries,” Tourism Management, Vol. 28, Issue 3, pp. 835-844.
63.Rosenberg, Morris (1979), Conceiving the Self, NY: Basic Books.
64.Ross, Ivan (1971), “Self-Concept and Brand Preference,” The Journal of Business (pre-1986), Vol. 44, pp. 38-50.
65.Russell, Dale W. and Cristel Antonia Russell (2006), “Explicit and Implicit Catalysts of Consumer Resistance: The Effects of Animosity, Cultural Salience and Country-of-origin on Subsequent Choice,” International Journal of Research in Marketing, Vol. 23, Issue 3, pp. 321-331.
66.Roth, M. S. and J. B. Romeo (1992), “Matching Product Category and Country Image Perceptions：A Framework for Managing Country-of-Origin Effects,” Journal of International Business Studies, Vol. 23, Issue 3, pp. 477-497.
67.Samiee, S. (1994), “Customer Evaluation of Products in a Global Market,” Journal of International Business Studies, Vol. 25, No. 3, pp. 579-604.
68.Samiee, Saeed, Terence Shimp, and Subhash Sharma (2005), “Brand Origin Recognition Accuracy: Its Antecedents and Consumers' Cognitive Limitations,” Journal of International Business Studies, Vol. 36, No. 4, pp. 379-398.
69.Schooler, R. D. (1965), “Product Bias in the Central American Common Market,” Journal of Research in Marketing, Vol. 2, pp. 394-397.
70.Schenk, C. T. and Holman, R. H. (1980), “A Sociological Approach to Brand Choice: The Concept of Situation Self-Image,” Advances in Consumer Research, Vol. 7, pp. 610-614.
71.Sirgy, M. Joseph (1980), “The Self-Concept in Relation to Product Preference and Purchase Intention,” Developments in Marketing Science, Vol. 3, pp. 350-354.
72.Sirgy, M. Joseph (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 9, pp. 287-300.
73.Sirgy, M. Joseph (1985), “Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation,” Journal of Business Research, Vol. 13, pp. 195-206.
74.Solomon, R. Michael (1999), Consumer Behavior: Buying, Having, and Being, Prentice Hall International, Inc., New Jersey.
75.Speece, Mark and Due Phing Nguyen (2005), “Countering Negative Country-of-Origin with Low Prices,” Journal of Product and Brand Management, Vol. 14, No. 1, pp. 39-49.
76.Swann, William B., Jr., Alan Stein-Seroussi, and R. Brian Giesler (1992), “Why People Self-Verify,” Journal of Personality and Social Psychology, Vol. 62, No. 3, pp. 392-401.
77.Swann, William B., Jr., Chris De La Ronde, and J. Gregory Hixon (1994), “Authenticity and Positivity Strivings in Marriage and Courtship,” Journal of Personality and Social Psychology, Vol. 66, No. 5, pp. 857-869.
78.Tan, Chin T. and John U. Farley (1987), “The Impact of Cultural Patterns on Cognition and Intention,” Journal of Consumer Research, Vol. 13, pp. 540-544.
79.Teas, R- Kenneth and Sanjeev Agarwal (2000), “The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value,” Academy of Marketing Science Journal, Vol. 28, No. 2, pp. 278-290.
80.Tse, D.K., Lee, W. (1993), “Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience,” Journal of International Marketing, Vol. 1, No. 4, pp. 25-48.
81.Thakor, M. V. and L. P. Katsanis (1997), “A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications,” Journal of International Consumer Marketing, Vol. 9, No. 3, pp. 79-100.
82.Thakor, M.V., C. S. Kohli (1996), “Brand Origin: Conceptualization and Review,” Journal of Consumer Marketing, Vol. 13, No. 3, pp. 27-42.
83.Thakor, Mnigank V. and Antoine M. Lavack (2003), “Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality,” Journal of Product and Brand Management, Vol. 12, No. 6, pp. 394-408.
84.Triplett, Tim. (1994), “Brand Personality Must Be Managed or It Will Assume a Life of Its Own,” Marketing News, Vol. 28, p.9.
85.Venkatesh, R., Mahajan, V. (1997), “Products with Branded Components: An Approach for Premium Pricing and Partner Selection,” Marketing Science, Vol. 16, No. 2, pp. 146-165.
86.Vigneron, Franck and Lester W. Johnson (1999), “A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior,” Academy of Marketing Science Review, Vol. 1999, No. 1.
87.Wall, Marjorie, John Liefeld, and Louise A. Heslop (1991), “Impact of Country-of-origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis,” Journal of the Academy of Marketing Science, Vol. 19, No. 2, pp. 105-113
88.Wang, Chih-Kang and C.W. Lamb. (1983), “The Impact of Elected Environment Forces upon Consumer’s Willingness to Foreign Products,” Journal of the Academy of Marketing Science, Vol. 11, No. 2, pp.71-84.
89.Zeithaml, Valarie A. and Amna Kirmani (1993), “Advertising, Perceived Quality, and Brand Image,” in Aaker, David A.and Alexander L. Biel, Eds., Brand Equity &Advertising：Advertising’s Role in Building Strong Brand, Iowa City：Lawrence Erlbaum Associates, Inc., pp. 143-161.