臺灣博碩士論文加值系統

本研究主要是對消費者市場之消費者知覺推斷的觀念，並專注在對原產國的推斷之影響以及包裝對產品銷售與推廣的效果。此建構完整的研究由對原產國的回顧更進一步地推論會造成消費者對其產品的態度。推斷與社會、政治和文化的相關皆已被探就，本研究假設部分由原祖國區分而來的加拿大人與東亞國家有相同的推斷動機，也因此將之區分為不同的民族中心購買族群。主要的基本理論為民族優越感，原祖國即是本研究的基礎。本研究藉由實驗設計來完成，並利用真實事件中存在於大眾媒體間之政治與經濟的議題來設計問券，本實驗設計為二因子實驗，其一因子知覺推論，另一為文化價值，雖然西方文化影響大部分消費者的主張，但西方文化仍缺乏原祖國的知識與經驗，引此造成的不正確的知覺動機。這樣的缺乏也造成對消費者標示台灣的厭惡感，主要是來自其與中國之間的可轉讓性大。同樣地，消費者性別對知覺動機也存在相當大的影響。本研究原祖國影響及其交互作用對消費者市場領域而言有極大的意義。

This thesis was concerned with the branch of Consumer Marketing known as Consumer Perception Reasoning, and focused on the reasoning behind the Country-of-Origin Effect and image framing on product selling and promotion effectiveness. The well-established research comprising Country-of-Origin was reviewed to establish a rapport for further research exploring reasons that shape existing consumer attitude. With regard to reasoning, different social, political and cultural variables were explored. It was hypothesized that that the majority of Canadians, separated by ethnic origin, are partial to the same reasoning motivating their appeal toward East Asian country-of-origin effects, and therefore, can be categorized into different ethnocentric buying groups. The primary rationale citied was consumer ethnocentrism between the participants and the images; country-of-origin was the basis of this research. An experimental design was performed, making use of real world political and economical issues present in mass media to form a post exposure questionnaire. Overall, the two-way interaction between perception reasoning and cultural values was upheld, albeit with interesting and notable secondary results. Although Western values did shape the majority of consumer opinion, there was a significant lack in country-of-origin knowledge and experience that caused inaccurate perception motivation. This lack created a greater dislike toward the Taiwanese COO tag resulting from image transferability from the Chinese tag. As well, consumer gender played a significant part in shaping perception motivation toward each of the real-time variables. This was the first study to explicitly the Country-of-Origin Effect to a cross-variable framework, thereby offering significant theoretical contributions to the consumer marketing literature.

Contents
Figures and Tables 7
Chapter One: Introduction 8
1.1 Introduction 8
1.2 Research Motivation and Objectives 10
1.3 Research Goals 12
1.4 Hypothesis 14
Chapter Two: Literature Review 15
2.1 The Role of Country Images in Evaluation 15
2.2 Country-of-Origin Effect 17
2.3 Consumer Ethnocentrism 18
2.4 Image Transferability 20
Chapter Three: Conceptual Framework 22
Chapter four: Methodology 26
4.1 Site and Preparations 28
4.2 Questionnaire 29
Chapter Five: Results and Discussion 31
5.1 Overall Quality Images and Attitude Backgrounds 31
5.2 Attitude Factor Reasoning 33
5.3 Demographics and attitudes toward East Asian COO tags 35
Chapter Six: Conclusion 39
Bibliography 42

Figures and Tables
Figure 1: Framework for COO Effect Reasoning 24

Table 1: Ethnic-based Ethnocentrism, Ethnic-based Animosity, and Consumer Racism (Ouellet, 2007) 18
Table 2: Consumer Attitude and Knowledge of East Asian COO tags 31
Table 3: Positive/Negative consumer attitude reasoning 33
Table 4: Demographic comparison among existing consumer attitude 35
Table 5: Reasoning Factors by Gender variable 37

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