臺灣博碩士論文加值系統

Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their products. Developed/advanced countries such as the United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the developed countries rather than developing or underdeveloped countries. The gaps between developed countries and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers’ attitudes and purchasing intention in new developed and underdeveloped country—across the world—on the electronic products made in four different levels of economic development countries: Taiwan, Japan and Korea. This study also examines phenomenon of consumer ethnocentrism and consumers’ perception of products’ quality and price of the electronic products from different sources.

TABLE OF CONTENTS I
LIST OF TABLES VI
LIST OF FIGURES VI
1. CHAPTER ONE INTRODUCTION .......................................................................................................1
1.1ResearchBackground.................................................................................................1
1.2Research Motivations... ............................................................................................1
1.3 The Purpose and Research Scope of Study..............................................................4
1.4 Structure of the Research.........................................................................................4

2. CHAPTER 2 LITERATURE TWO REVIEWS.......................................................6
2.1 Definition of Research Constructs………………………………………………...6
2.1.1 Country image … ...........................................................................................6
2.1.2 Belief about People ………............................................................................7
2.1.3 Consumer Ethnocentrism………....................................................................7
2.1.4 Country of Origin ………...............................................................................8
2.1.5 Attitude toward Products……….....................................................................9
2.1.6 Purchase Intention……….............................................................................10
2.2 Interrelationship among Research Constructs........................................................10
2.2.1 Relationship between CI and BP...................................................................10
2.2.2 Relationship between ETH and CI ...............................................................11
2.2.3 Relationship between CI and CO..................................................................12
2.2.4 Relationship between CI and ATP................................................................12
2.2.5 Relationship between BP and COO..............................................................13
2.2.6 Interrelationship between COO and Attitude towards the Products.............12
2.2.7 Interrelationship between Attitudes toward Products
and Purchasing Intention………………………………………………….14
2.2.8 Interrelationship between COO and Consumer Ethnocentrism...................15
2.2.9 Interrelationship between Consumer Ethnocentrism and Attitude toward Products.........................................................................................................16


3. CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY……………………..………18
3.1 The Conceptual Model.....................................................................................18
3.2 Construct Measurement....................................................................................18
3.2.1 Country Image.........................................................................................18
3.2.2 Belief About People……..………..........................................................19
3.2.3 Country of Origin Evaluations................................................................19
3.2.4 Ethnocentrism..........................................................................................20
3.2.5 Attitude towards Product.........................................................................21
3.2.6 Purchasing Intention................................................................................21
3.2.7 The Information of Respondents.............................................................21
3.3 Hypotheses to Be Tested..................................................................................22
3.4 Selection of Product and Countries..................................................................22
3.5 Data Analysis Procedure..................................................................................23
3.5.1 Descriptive Statistic Analysis..................................................................23
3.5.2 Factor Analysis and Reliability Tests......................................................23
3.5.4 Structural Equation Modeling.................................................................24
3.6 Research Limitations.......................................................................................24

4. CHAPTER FOUR DATA ANALYSIS AND DISCUSSION………………..26
4.1 Descriptive Analysis........................................................................................26
4.1.1 Characteristics of respondent..................................................................26
4.2 Measurement Result for Relevant Research Variables....................................27
4.3 Factor Analysis and Reliability Test................................................................28
4.4 Dependent-Sample t-test and One-way ANOVA............................................31
4.4.1 Independent Sample t-Test......................................................................31
4.5.2 One way ANOVA………………………...............................................32

4.5 Structural Equation Modeling..........................................................................33
4.5.1 Common SEM, Considering All Counties………………......................33
4.5.2 Competitive Model of Two Countries……………….……...................34

5. CHAPTER FIVE CONCLUTIONS…………..………………………………40
5.1 Research Conclusions…………….............................................................40
5.2 Hypotesis Testing………………………...................................................40
5.3 Future Research………………………………………..............................41


REFERENCES ………………………………………………………………………...42
APENDIX……………………………………………………………………………..47

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