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研究生:武本依
研究生(外文):YoshieTakemoto
論文名稱:Exploring the Role of Ethnocentrism and Price Concern as Moderators between Attitude and Purchase Intention for Japanese 3C Product
論文名稱(外文):Exploring the Role of Ethnocentrism and Price Concern as Moderators between Attitude and Purchase Intention for Japanese 3C Product
指導教授:陳永信陳永信引用關係
指導教授(外文):Yung-Hsin (Thomas) Chen
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
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
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:67
外文關鍵詞:Country-of-originEthnocentrismPerceived qualityPerceived valuePerceived pricePurchase intention
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The objective of this study is to investigate the antecedents and consequences of consumer’s purchase intention in country-of-origin (COO) context and consumer ethnocentrism as well as the level of perceived price were examined as the moderating effects. Confirmation factor analysis and structure equation modeling approach were performed as the statistical tools for this study. The results presents perceived value has positively influenced on consumer’s attitude toward product, leading to favorable intention to purchase. However, this study found there is no impacted by the variable of perceived quality to above relationship. Also, surprisingly, ethnocentrism does not serve as a moderator on consumer’s purchase intention whereas with low level of perceived price concern, it provides a favorable impact to the relationship between consumers’ attitude toward product and purchase intention.
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 4
1.3 Research Contribution and Objectives. 6
1.4 Research Project and Scope of Study. 6
1.5 Research Flow. 7
1.6 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Definition of Research Constructs. 10
2.1.1 Perceived Quality. 10
2.1.2 Perceived Value. 11
2.1.3 Attitude toward Product. 12
2.1.4 Purchase Intention. 13
2.1.5 Ethnocentrism. 14
2.1.6 The Level of Perceived Price Concern. 15
2.2 Hypotheses Development. 16
2.2.1 Relationship between Perceived Quality and Attitude toward Products. 16
2.2.2 Relationship between Perceived Value and Attitude toward Products. 17
2.2.3 Relationship between Attitude toward Product and Purchase Intention. 18
2.2.4 The Effects of Ethnocentrism on Purchase Intention. 21
2.2.5 The Effects of Perceived Price Concern on Purchase Intention. 22
CHAPTER THREE METHODOLOGY 24
3.1 Conceptual Model. 24
3.2 Summary of Research Hypotheses. 25
3.2.1 Perceived Quality. 25
3.2.2 Perceived Value. 25
3.2.3 Attitude toward Product. 26
3.2.4 Purchase Intention. 26
3.2.5 Ethnocentrism. 27
3.2.6 The Level of Perceived Price Concerned. 27
3.3 Sampling Procedure. 27
3.4 Questionnaire Design. 28
3.5 Data Analysis Procedures. 28
3.5.1 Descriptive Statistical Analysis. 28
3.5.2 Purification and Reliability of the Measurement Variables. 28
3.5.3 Item-to-total Correlation Matrix. 29
3.5.4 Confirmatory Factor Analysis (CFA). 29
3.5.5 Interrelationships between Research Variables. 29
CHAPTER FOUR RESEARCH RESULT AND ANALYSIS 30
4.1 Characteristics of the Respondents. 30
4.2 Descriptive Statistical Analysis. 31
4.3 Score Reliability. 32
4.4 Inter-Item Correlation Matrix. 33
4.5. Confirmatory Factor Analysis. 35
4.5.1 Convergent Validity. 35
4.5.2 Discriminant Validity. 41
4.6 Moderating Effects. 46
4.6.1 Ethnocentrism as the Moderator. 47
4.6.2 Perceived Price Concern as the Moderator. 48
CHAPTER FIVE DISCUSSIONS AND CONCLUSIONS 50
5.1 Research Conclusions. 50
5.2 Research Contribution. 52
5.3 Managerial Implications. 53
5.3.1 Academic Implication. 53
5.3.2 Managerial Implication. 53
5.4 Research Limitations. 55
5.4.1 Sampling. 55
5.4.2 Questionnaire Development. 55
5.5 Suggestion for Future Research. 56
REFERENCES 57
APPENDICES 63
Appendix 1(a): Survey Questionnaire 63



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