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研究生:吳柏青
研究生(外文):Wu, Bor-Ching
論文名稱:國家刻板印象、參考價格與產品知識對產品評價的影響-以大學生評價汽車產品為例
論文名稱(外文):The Effect of Country Stereotype, Reference Price and Product Knowledge on Product Evaluation: An Empirical Study of College Students'' Evaluation On Automobile
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Lin Jenq-Chng, Chen Chuen-Yih
學位類別:碩士
校院名稱:國立成功大學
系所名稱:交通管理(科學)學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:1996
畢業學年度:84
語文別:中文
論文頁數:107
中文關鍵詞:國家刻板印象參考價格產品知識產品評價可接受價格
外文關鍵詞:country stereotypereference priceproduct knowledgeproduct evaluationacceptable price
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近幾年來,全球的企業國際化已經導致許多生產與行銷上的變化,其中一
個較明顯的現象即是混血產品 (hybrid products) 的增加,因此常可見
一項產品的品牌來源國與產品組裝地是分別來自不同的國家。本研究將產
品來源國的概念區分為品牌來源國與生產組裝地來加以探討,並加入廣告
的參考價格於研究中,以瞭解這些變數對產品評價的影響及其交互關係。
此外,本研究以消費者的產品知識為干擾變項,以探討不同產品知識的消
費者在訊息處理以及可接受價格決定上的差異。本研究以「受試者間設計
」的實驗室實驗法蒐集資料,並選擇自用轎車為研究產品,大學生為研究
對象。本研究的主要結論如下:(1)品牌來源國對產品特定屬性-堅固耐
用性-的影響較顯著;生產組裝地則對整體品質評價的影響較顯著。(2)
參考價格與品牌來源國之間在產品特定屬性的評價上有顯著的交互作用
。(3)廣告中較高的參考價格可以提高消費者的願付價格 (可接受價格之
基準) 以及可接受價格的寬度。(4)消費者的產品知識增加則對訊息折價
(discount) 的現象將逐漸消失,因此可接受價格的下限將隨著消費者產
品知識的提高而逐漸上升,之後變得平緩。關鍵詞:國家刻板印象、參考
價格、產品知識、產品評價、可接受價格
Due to the globalization of business, hybrid products have
become very popular in the market. Many products which may be
assembled in one country but carry a brand name from the other
country. To capture this fact, we classify the country-of-origin
(COO) into two specific constructs: country of brand and country
of assembly to examine the impact of these two constructs on
product evaluation. In addition, the interaction effect between
these two constructs and reference price is also examined.
Furthermore, consumer''s product knowledge is included in this
study as a moderator variable to analyze its influence on
product information processing and the determination of the
acceptable price.A between-subject experiment is designed in
this study to test the effect of those variables on product
evaluation mentioned above. Automobile is selected as research
product and college students are subjects. The major findings of
this study are as follows:(1) Country of brand has the
significant impact on specific attribute evaluation but not on
overall product evaluation. On the other hand, country of
assembly influences significantly on overall product evaluation
but not on specific attribute evaluation.(2) The interaction
effect between country of brand and reference price on specific
attribute evaluation is significant.(3) An advertisement with a
higher reference price raises the consumer''s willing to pay as
well as the latitude of acceptable price.(4) A consumer who is
more knowledgeable about product is more unlikely to discount
information. As a result, his lower limits of acceptable price
will increase and then level off.keywords: country stereotype,
reference price, product knowledge, product evaluation,
acceptable price
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