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研究生:陳豐富
研究生(外文):Feng-Fu Chen
論文名稱:來源國形象對產品購買意願的影響
論文名稱(外文):The Country Image Effect on Consumer’s Willingness to Buy
指導教授:譚伯群譚伯群引用關係
指導教授(外文):Bertram Tan
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系(EMBA)專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:92
語文別:英文
論文頁數:118
中文關鍵詞:我族主義全球心來源國形象產品信任
外文關鍵詞:product beliefsCountry-of-origin imageethnocentrismworldmindedness
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  隨著全球化的發展,以及中國加入WTO,並且成為世界工廠,台商赴中國大陸投資者眾多,亞洲主要國家的經濟、人文有了重大改變,台灣是經濟及文化全球化程度很高的地區之一,在這種時代背景下,本研究的目的在探討不同來源國形象對產品購買意願的影響,慎選具有地緣毗鄰、文化關連、經濟差異的中國、台灣、韓國、及日本四個產品的來源國地區。
  在台灣台南市先進行隨機抽樣的電腦輔助電話訪問(CATI) 做問卷前測,隨後從全市六個區中抽選三個區進行賣場、社區的結構性問卷實地調查,一次探討六個構面,其中特別是全球心構面在台灣的調查,並且進行LISREL及Multi-Group Analysis的模型實証測試分析。
  實証結果顯示(1)多數來源國的模型適合度很好、(2)全球心顯著地具有負向影響購買本地產品的意願,且正向影響購買外國產品的意願、(3)對來源國人民愛好程度具有顯著影響產品信任、且在多數模型中直接影響產品購買意願、(4)產品熟悉度只有在對先進國家的產品被合理熟知之後才會影響產品信任、(5)來源國形象並不直接影響消費者的產品購買意願,而是透過產品信任間接地影響消費者的產品購買意願。文中並根據實証結果提出相關企業行銷之建議。
  This study is based on the circumstance of globalization, and the accession of China into WTO, which is becoming into world manufacturing center there with a lot of investments from Taiwan. There are dramatic changes taking place in the main countries in Asia in the respects of economy and culture. Taiwan is one of the most globalized areas in terms of economy and culture, under this circumstance the study was exploring consumers’ willingness to buy products from various country origins. China, Taiwan, Korea and Japan were those countries and area carefully selected with the considerations of their relations of location adjacency, culture linkage and economy difference.
  Tainan City, Taiwan, was selected as the location for conducting the tests, Computer-Assisted Telephone Interview (CATI) was adopted for pre-test on questionnaire, and then three districts out of the total six districts in Tainan City were drawn out for survey with a structured questionnaire, for which the stores and retailer shops and community were the locations for collecting usable respondents. The study explored six constructs in a model at a time, with especial worldmindedness survey in Taiwan. They have been investigated with LISREL Model and Multi-group Analysis for testing their relations in the consumer’s views.
  The results indicated (1) the model fits are adequate in most country origins; (2) worldmindedness is significantly tested with negative willingness to buy domestic products, and with positive willingness to buy foreign products; (3) affect has significant influence on product beliefs and direct influence on receptivity in most cases; (4) familiarity seems to be influencing product beliefs only for origins from those advanced country being reasonably well known on its products; (5) the country image has no direct influence on consumer’s willingness to buy, but it via product beliefs indirectly influences the consumer’s willingness to buy. Recommendations for business marketing also follow the empirical test results.
ABSTRACT ............................................................. IV
ACKNOWLEDGEMENTS ..................................................... VI
Contents .............................................................VII
Table Lists .......................................................... IX
Figure Lists..........................................................XII
CHAPTER 1 INTRODUCTION ................................................ 1
Background .............................................................1
Motivation of the Research ............................................ 4
Research Scope and Goal................................................ 4
Research Setting ...................................................... 5
Research Flows .........................................................6
Summary of the Chapter ................................................ 6
CHAPTER 2 LITERATURE REVIEWS .......................................... 8
Country of Origin Theory and Consumer Behavior Theory .................11
Product Region of Origin ..............................................27
Ethnocentrism, Animosity, Worldmindedness .............................28
Review of Models of Consumer Behavior and Product Knowledge ...........36
Summary of the Chapter ................................................39
CHAPTER 3 RESEARCH SETTING ............................................41
Research Setting and Hypotheses .......................................41
Questionnaire Design ..................................................43
Research Design .......................................................45
Survey Method and Questionnaire Collection ............................47
Data Analysis Method ..................................................49
Research Limitations ..................................................53
Research Procedure and Summary of the Chapter .........................54
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS ...............................55
The Analysis of the Pre-Tested Data ...................................55
The Data Analysis of the Research .....................................68
Multi-Group Analysis ..................................................90
Summary of the Chapter ................................................93
CHAPTER 5 DISCUSSION AND RECOMMENDATIONS ..............................94
Results of Empirical Test .............................................94
Recommendations & Suggestions .........................................97
References ............................................................99
Appendix-I: Figures for LISREL .......................................107
Appendix-II: Questionnaire ...........................................115
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