(3.237.97.64) 您好!臺灣時間:2021/03/03 01:11
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:康雅惠
研究生(外文):Ya-Hwei Kang
論文名稱:在網路拍賣情境中語言來源國對消費者購買意願之影響-以產品種類、涉入與零售商商譽線索為干擾變數
論文名稱(外文):The Impacts of Country-of-Language from Country-of-Origin Effect on Consumers’ Purchase Intention in Internet Auction - Product Categories, Involvement and Cue for Retailer Reputation as Moderator
指導教授:吳奕慧博士
指導教授(外文):I-Huei Wu, Ph.D.
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:全球經營與策略研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:100
語文別:中文
論文頁數:174
中文關鍵詞:網路拍賣來源國效應語言來源國效應零售商商譽線索
外文關鍵詞:online auctioncountry-of-origin effectcountry-of-language effectcue for retail reputation
相關次數:
  • 被引用被引用:4
  • 點閱點閱:1062
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
  隨著網路拍賣成為熱門電子商務模式,不僅愈來愈多零售商選擇以其為銷售平台,國內外學者亦紛紛投入相關研究;例如探討eBay或YAHOO!拍賣的競標機制、交易安全、競標意願等面向。然而,對消費者而言,突破時空障礙的網路購物固然使交易迅速便利,但卻無法實際鑑賞商品,連帶提高購物風險,進而影響購買意願。因此,本研究欲探討網路零售商該採何種行銷策略,方能促成交易。
  過去研究已知,一般消費者會運用外部線索,例如產品來源國,基於對其國家形象的態度來推斷產品品質並做成購物決策,即所謂來源國效應。而本研究根據對臺灣YAHOO!拍賣網站的觀察,更提出語言來源國會是網路拍賣中有效的外部線索,當網拍賣場名稱以外國形象命名或商品圖文以外語標示,能間接使消費者聯想該國形象,從而影響購買意願,產生語言來源國效應。值得一提的是,因實體通路上可輕易看出產品語言來源國標示與品質不符(如標榜日語但無日貨質感),從網路則無法鑑別,反更凸顯語言來源國效應,故針對網路拍賣進行研究。
  本研究先對受測者進行質性訪談,初步了解其心理,再採取多因子實驗設計法,操控之自變項是語言來源國(日本/韓國/中國) ,依變項是購買意願,並探討產品種類(高科技/高觸動/一般性)、涉入程度(高/低)和商譽線索(高/低)是否會對語言來源國效應產生影響。
  以下是綜合研究結果和提供網路零售商參考的幾點實務建議:(1)在網路拍賣中,語言來源國文字會和該國國家形象連結,從而因來源國形象影響購買意願。語言來源國形象和購買意願成正向關係,依序為日本、韓國、中國。建議零售商以國家形象為正面的語言命名賣場名稱和敘述商品,強化消費者購買意願;(2)產品涉入程度會影響語言來源國效應,低涉入產品之語言來源國效應大於高涉入產品。故賣方需視產品涉入程度調整商品訊息設計;(3)產品種類(高科技、高觸動及一般性產品)對語言來源國效應無顯著干擾;(4)對於高觸動產品(如上衣),商譽線索會影響語言來源國效應,即消費者對商譽線索多但語言來源國形象較差者之購買意願會高於語言來源國形象好但商譽線索低者。對於高科技產品(如隨身碟)和一般產品(如蛋糕),商譽線索較無影響。故零售商販售高觸動產品時,勿過度依賴語言來源國,而可多運用商譽線索提高消費者的購買意願。
  總結上述結果與建議,本研究除證實網路拍賣上具有語言來源國效應,來源國理論將可置於虛擬通路下應用,充實網路拍賣與來源國研究的文獻之外,也期望藉此協助網路拍賣業者擬定最佳行銷策略,提升整體經營績效。
Nowadays, online auction has become the new popular aspect of e-commerce. A growing number of retailers have sold products or services through online auction markets, and online auction has been widely discussed by scholars. Subjects of research include the bidding system of eBay and YAHOO!Auction, transaction security, and consumer purchase intention, etc. While from a consumer’s point of view, online auction indeed breaks the physical geographic barrier and makes shopping more convenient, the lack of opportunity to actually see and touch products in advance, however, evokes higher perceived risk and reduces their intention of purchase. Therefore, this study is trying to find the best marketing strategy(s) for online retailers to promote business.
Previous studies show that consumers tend to use external cues such as country-of-origin to infer the quality of products and make shopping decisions. In other words, consumers’ purchase intention is affected by their valuation of the origins of the products. This is called country-of-origin effect (COO). In this article, based on first hand observation of YAHOO!Auction and experiment results, we further concluded that a new external factor, country-of-language from country-of-origin, will affects consumers' online purchase intention as well. We call it the “country-of-language effect”, which occurs when online retailers use foreign languages to name their stores or describe goods. Languages act as a trigger for consumers to associate country image with products and then affect purchase intentions. The better country-of-language image, the higher purchase intention. And it is worth pointing out that if the country-of-language label and product quality does not match (such as Japanese label on products of poor quality), it can be easily discovered in brick and mortar retail store, but not in online shops. Since the impact of country-of-language from country-of-origin effect is more apparent in virtual channel, this study is focused on online auction.
In this study, we first interviewed consumers to learn about their thoughts in general and then designed experiments to explore the country-of-language effect in the context of online auction. Language is the independent variable serving as the country-of-origin cue. The dependent variable is purchase intention. The involvement (low vs. high), product categories (high touch, general, and high tech) and retailer reputation cues (low vs. high) are also discussed as possible moderating effects. The research findings and suggestions to the online auction retailers are:
(i) Country-of-language effect and country-of-origin effect do affect consumers’ online purchase intention. Consumers tend to associate a language with its origin, and country image indeed affects purchase intention. Our study discovers positive correlation between country-of-language effect and purchase intention, and Japan has the highest country-of-language effect, followed by Korea and China respectively. For online retailers, using languages of good country image to name shops or describe goods can enhance purchase intention.
(ii) Product involvement affects the country-of-language images from COO effect. The higher product involvement, the lower country-of-language images from COO effect. Thus, retailers should take product involvement into consideration when designing messages for their products.
(iii) Product category (high touch, general, and high tech) shows little/no effects on country-of-language images from COO effect.
(iv) For high touch products such as clothing, retailer reputation cues can offset the country-of-language images from COO effect. In other words, customers show higher purchase intention for goods with more retailer reputation cues yet poor COO images than for goods with less retailer reputation cues yet good COO images. However, retailer reputation cues show insignificant effects in high tech products, such as USB drives, and general products, such as cakes. Hence, when marketing high touch products, retailers should not rely too heavily on country-of-language effect. Instead, more retailer reputation cues can be used to increase consumer’s purchase intention.
In conclusion, our research proves that “country-of-language effect” does exist in online auction; COO theory can apply to the context of virtual channels. We wish our findings and suggestion can add to the study of online auction and country-of-origin effect, as well as helping online marketers making best strategies to improve overall business performance.
中文摘要 I
英文摘要 II
目錄 IV
表目錄 VI
圖目錄 VIII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第二章 文獻探討 5
第一節 網路拍賣 5
第二節 來源國效應 8
第三節 語言來源國效應 12
第四節 產品涉入程度 13
第五節 產品種類 18
第六節 商譽線索 20
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 研究變數定義 27
第四節 質性訪談 32
第五節 實驗設計 34
第六節 資料分析方法 57
第四章 研究結果 58
第一節 樣本結構 58
第二節 操弄檢定 60
第三節 假設驗證 64
第四節 假說驗證彙整 73
第五章 研究結論與建議 75
第一節 研究結論 75
第二節 研究意涵與貢獻 76
第三節 研究限制與未來研究建議 79
參考文獻 81
附錄一:質性訪談題綱 91
附錄二:前測問卷(一) 92
附錄三:前測問卷(二) 93
附錄四:正式問卷 121
一、中文文獻
王薇婷(2005)。消費者知覺風險、網站特性與賣方特質對消費者拍賣網站競標意願影響之研究。國立東華大學國際企業學系未出版碩士論文。
林正士(2006)。來源國與廣告內容聯想及品牌定位不一致之廣告效果。國立臺灣大學商學研究所未出版博士論文。
林欣晨(2005)。臺灣女性服飾精品網路拍賣之研究。國立交通大學科技管理研究所未出版碩士論文。
邱志聖、巫立宇、與陳仲熙 (2001)。產品知識及來源國形象對顧客滿意度之影響—Elaboration Likelihood Model之理論應用。管理學報,18(2),185-212。
苗惠茹(2003)。影響網路拍賣消費者投標意願之因素。東吳大學資訊科學系未出版碩士論文。
范春媛(2008)。Soupe du jour效應:產品製造國語言對於消費者產品認知的影響。國立成功大學認知科學研究所未出版碩士論文。
胡國新(2000)。設計植基於自我驗證公開金鑰系統之安全線上電子拍賣機制。大葉大學資訊管理研究所未出版碩士論文。
陳佳志(2003)。線上拍賣競標行為之研究:以雅虎奇摩拍賣消費性電子產品市集為例。國立東華大學企業管理學系未出版碩士論文。
陳孟鴻(2003)。網路拍賣機制之研究—以臺灣E-Bay拍賣網站和臺灣YAHOO奇摩拍賣網站為例。國立交通大學管理科學學程碩士班未出版碩士論文。
陳昶昱(2004)。網路拍賣消費者滿意度與忠誠度之研究—以YAHOO!奇摩拍賣網站為例。輔仁大學應用統計學研究所未出版碩士論文。
陳靜慧(2005)。外語廣告中的國家形象和語言熟悉度對品牌態度之影響。輔仁大學大眾傳播學研究所未出版碩士論文。
陳歷鋒(1999)。網際網路拍賣機制之初探研究。國立臺灣大學商學研究所未出版碩士論文。
黃柏菁(2009)。網路拍賣之商品價格及賣家聲譽對消費者之知覺、態度與行為意圖影響之研究。國立成功大學企業管理學系碩博士班未出版碩士論文。
黃冠傑 (2010)。來源國與消費國形象對於產品認知態度及購買意圖的影響。國立臺灣大學國際企業學硏究所未出版碩士論文。
連文湧(2003)。網路拍賣參與者之參與動機與滿意度之研究。淡江大學管理科學研究所未出版碩士論文。
連芳儀(2004)。拍賣網站上價格訊息及賣方評價對於信任及競標意願之影響。國立成功大學電信管理研究所未出版碩士論文。
張力銘(2004)。產品線索對於消費者知覺與交易意願之影響-以拍賣網站為例。國立成功大學國際企業研究所未出版碩士論文。
張漢伯(2000)。網路拍賣與競標出價行為之研究。東吳大學企業管理學系未出版碩士論文。
張慶振(2010)。重建犯罪現場:網拍詐騙案例分析與詐騙情境樣態重建。國立台北大資訊管理研究所未出版碩士論文。
張慈恩(20008)。產品日文標示對消費者注意力及產品評估之影響。國立成功大學國際企業研究所未出版碩士論文。
資策會(2010)。2010臺灣線上購物市場規模3,583億元。線上檢索日期:2010年11月20日。網址:http://www.iii.org.tw/service/3_1_4_c.aspx?id=127
蔡兆傑(2003)。線上競標者的涉入感與其對拍賣網站的忠誠度研究。元智大學資訊傳播學系未出版碩士論文。
廖耕億(2001)。電子商務環境中網路拍賣系統之研究。國立交通大學資訊管理所未出版博士論文。
葛煥元(2003)。線上拍賣欺騙行為偵測之研究。國立中正大學資訊管理學系未出版碩士論文。
蔣宗男(2001)。情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究。國立政治大學廣告所未出版碩士論文。
賴忠毅(2009)。來源國形象、品牌聯盟與價格對網路購物消費者購買動機的影響。國立東華大學國際企業所未出版碩士論文。

二、英文文獻
Ahmed, S. A. & d'Astous, A. (1995). Comparison of country-of-origin effects on household and organizational buyers’ product perceptions. European Journal of Marketing, 29(3), 35-51.
Asch, S. E. (1951). Effect of group pressure upon the modification and distortion of Judgments. Journal of Marketing Research, 16, 394-400.
Asch, S. E. (1952). Social Psychology, NewYork: Prentice-hall.
Asch, S. E. (1956). Studies of independence and conformity: A majority of one against a unanimous majority. Psychological Monographs, 70(9), 1-70.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 26(3), 243-268.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Barki, H., & Hartwick J. (1989). Rethinking the concept of user involvement, MIS Quarterly, 13(1), 53-63.
Barki, H., & Hartwick J. (1994). Measuring user participation, user involvement, and user attitude, MIS Quarterly, 18(1), 59-82.
Beam, C., & Segev, A. (1998). Auctions on the Internet: A field study. Working Paper. 98-WP-1032, the Fisher Center for Management and Information Technology, University of California at Berkeley.
Bilkey, W., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99.
Blackwell, R. D., Engel, J. F. & Kollat, D.T.(1995). Consumer Behavior. 8/e. The Dryden Press. Harcourt Brace College Publisher.
Burnkrant, R. E. & Cousieneau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215.
Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodrigues, R. (1986). Central and peripheral routes to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51(5), 1032-1043.
Caudle, F. M. (1994). National boundaries in magazine advertising: Perspectives on verbal and nonverbal communication. In B. G. Englis (Ed.), Global and Multinational Advertising, 117-140. New Jersey: Lawrence Erlbaum Associates.
Chao, P. (2001). The moderating effects of country of assembly, country of parts, and country of design on hybrid product evaluations. Journal of Advertising, 30(4), 67-81.
Cho, J., & Kang, J. (2001). Benefits and challenges of global sourcing: Perceptions of US apparel retail firms. International Marketing Review, 18(5), 542-561.
Dawar, N., & Parker, P. (1994). Marketing universals: Consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality. The Journal of Marketing, 58(2), 81-95.
Deutsch, M., & Gerard, H. B. (1955). A Study of Normative and Informational Social Influences Upon Individual Judgment. Journal of Abnormal Social Psychology, 51, 629-636.
Dholakia, U. M., Basuroy, S., & Soltysinski, K. (2002). Auction or agent (or both)? A study of moderators of the herding bias in digital auctions. International Journal of Research in Marketing, 19(2), 115-130.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-320.
Domzal, T.J., & Unger, L.S. (1987). Emerging Positioning Strategies In Global Marketing. Journal of Consumer Marketing, 4(4), 23-40.
Etzel, M. J., & Walker, B. J. (1974). Advertising for foreign products, Journal of Advertising Research, 14(3), 41-44.
Erickson, G., Johansson, J., & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research, 11(2), 694-699.
Festervand, T. A., Lumpkin, J. R., & Lundstrom, W. J. (1985). Consumer perceptions of imports: An update and extension. Akron Business and Economic Review, 16(1), 31-36.
Festinger, L. A. (1957). Theory of Cognitive Dissonance. CA: Standford University Press, 13.
Fong, J., & Burton, S. (2008). A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects. Journal of Business Research, 61(3), 233-242.
Good, L. K., & Huddleston, P. (1995). Ethnocentrism of Polish and Russian consumers: Are feelings and intentions related. International Marketing Review, 12(5), 35-49.
Gurhan-Canli Z., & Mahesearan, D. (2000). Cultural variations in country of origin effects. Journal of Marketing Research, 37(3), 309-317.
Hampton, G. M. (1977). Perceived risk in buying products made abroad by American firms. Journal of the Academy of Marketing Science, 5(1), 45-48.
Han, C. M. (1988). The role of consumer patriotism in the choice of domestic versus foreign products. Journal of Advertising Research, 28(3), 25-32.
Han, C. M. (1989). Country image: halo or summary construct? Journal of Marketing Research, 26(2), 222-229.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
Heck, E. V., & Ribber, P. M. (1997). Experiences with electronic auctions in the Dutch flower industry. Electronic Markets, 7(4), 429-434.
Herschlag, M., & Zwick, R. (2002). Internet auctions: popular and professional literature review. Quarterly Journal of Electronic Commerce, 1(2), 161-186.
Holbrook, M. B. (1980). Some preliminary notes on research in consumer esthetics. In J. C. Olson (Ed.), Advances in consumer research, 104-108. Ann Arbor, MI: Association for Consumer Research.
Hu, Y. (2010). Country-of-origin premiums for retailers in international trades: Evidence from eBay’s international markets. Journal of Retailing, 86(2), 200–207.
Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: A new methodological perspective. Journal of Marketing Research, 22(4), 388-396.
Johansson, J. K., & Nebenzahl, I. D. (1986). Multinational production:Effect on brand value. Journal of International Business Studies, 17(3), 101-126.
Johansson, J. K., & Thorelli, H. B. (1985). International product positioning. Journal of International Business Studies, 16(3), 57-75.
Josiassen, A., Lukas, B. A., & Whitwell, G. J. (2008). Country-of-origin contingencies: Competing perspectives on product familiarity and product involvement. International Marketing Review, 25(4), 423-440.
Kleppe, I. A., Iversen, N. M., & Stensaker, I. G. (2002). Country images in marketing strategies: Conceptual issues and an empirical asian illustration. Journal of Brand Management, 10(1), 61-74.
Kotler, P. (1997), Marketing management: Analysis, planning, implementation, and control. (9th ed.) New Jersey: Prentice Hall.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management, 9(4), 249-261.
Krishna, A., & Ahluwalia, R. (2008). Language choice in advertising to bilinguals: Asymmetric effects for multinationals versus local firms. Journal of Consumer Research, 35(4), 692-705.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
Lampert, S. I., & Jaffe, E. D. (1996). Country of origin effects on international market entry. Journal of Global Marketing, 10(2), 27-52.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.
Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: Review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
LaTour, M. S., & Henthorne, T. L. (1990). The PRC: An Empirical Analysis of Country of Origin Product Perceptions Journal of International Consumer Marketing, 2(4), 7-36.
Lawrence, C., Marr, N. E., & Prendergast, G. P. (1992). Country-of-origin stereotyping: A case study in the New Zealand motor vehicle industry. European Journal of Marketing, 26(3), 37-51.
Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263-70.
Li, Z. G., Murray, L. W., & Scott, D. (2000). Global sourcing, multiple country-of-origin facets, and consumer reactions. Journal of Business Research, 47(2), 121-133.
Liefeld, J. P. (1993). Experiments on country-of-origin effects: Review and meta-analysis of effect size. In N. Papadopoulos & L. A. Heslop(Eds.), Product-Country Images: Impact and role in international marketing, 117-146. New York: International Business Press.
Lippa, R. A. (1990). Introduction to Social Psychology, California: Wadsworth, Inc. 521-545.
Liu, F., Murphy, J., Li, J., & Liu, X. (2007). English and Chinese? The role of consumer ethnocentrism and country of origin in Chinese attitudes towards store signs. Australasian Marketing Journal, 14(2), 5-16.
Lucking-Reiley, D., Bryan, D., Prasad, N., & Reeves, D. (2007). Pennies from ebay: The determinants of price in online auctions. The Journal of Industrial Economics, 55(2), 223-233.
Mathews, T. (2002). Buyout options in Internet auction markets. Unpublished Ph.D. thesis, SUNY, Stony Brook.
Martin, I. M., & Eroglu, S. A. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191-210.
Melnik, M. I., & Alm, J. (2002). Does a seller's ecommerce reputation matter? Evidence from eBay auctions. The Journal of Industrial Economics, 50(3), 337-349.
Mittal, B. (1995). A comparative analysis of four scales of consumer involvement, Psychology and Marketing, 7(12), 663-682.
Mittal, V., & Tsiros, M. (1995). Does country of origin transfer between brands? Advances in Consumer Research, 22(1), 292-296.
Mowen J. C., & Minor M. (1998). Consumer behavior. (5th ed.). New Jersey: Prentice- Hall, Inc., 487-489.
Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. The Journal of Marketing, 34(1), 68-74.
Nagashima, A. (1977). A comparative “made-in” product image survey among Japanese businessmen. Journal of Marketing, 41(3), 95-100.
Neelankavil, J. P., Mummalaneni, V., & Sessions, D. N. (1995). Use of foreign language and models in print advertisements in East Asian countries: A logit modelling approach. European Journal of Marketing, 29(4), 24-38.
Parameswaran, R., & Pisharodi, R. M. (2002). Assimilation effects in country image research. International Marketing Review, 19(3), 259-278.
Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31-60.
Peterson, R., & Jolibert, A. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883-900.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.
Reierson, C. (1966). Are foreign products seen as national stereotypes? Journal of Retailing, 42(3), 33-40.
Reynolds, S., & Wooders, J. (2002). Ascending bid auction with a buy-now price. draft, University of Arizona, Tucson.
Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for management country-origin-effects. Journal of International Business Studies, 23(3), 477-497.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
Schiffman, L .G., & Kanuk, L. L. (2000). Consumer Behavior. Upper Saddle River, N.J: Prentice Hall.
Schooler, R. (1965). Product bias in the Central American common market. Journal of Marketing Research, 2(4), 394-397.
Schooler, R. D. (1971). Bias phenomena attendant to the marketing of foreign goods in the US. Journal of International Business Studies, 2(1), 71-80.
Schooler, R. D., & Wildt, A. R. (1968). Elasticity of product bias. Journal of Marketing Research, 5(1), 78–81.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.
Solomon, M. R. (2010). Consumer behavior. 9/e. Upper Saddle River, NJ: Prentice Hall lntemational, lnc.
Standifird, S. S., Roelofs, M. R., & Durham, Y. (2005). The impact of eBay's buy-it-now function on bidder behavior. International Journal of Electronic Commerce, 9(2), 167-176.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions, Journal of Consumer Research, 20(2), 271-280.
Teas, R. K. and Agarwal, S. (2000). The effect of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Teuber, R. (2010). Geographical indications of origin as a tool of product differentiation: the case of coffee. Journal of International Food & Agribusiness Marketing, 22 (3&4), 277-298.
Usunier, J. C. (2006). Relevance in business research: the case of country-of-origin research in marketing. European Management Review, 3(1), 60-73.
Verlegh, P. W. J., & Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.
Verlegh, P. W. J., Steenkamp, J.-B. E. M., & Meulenberg, M. T. G. (2005). Country-of-origin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22(2), 127-139.
Wall, M., & Heslop, L. A. (1986). Consumer attitudes toward Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14(2), 27-36.
Wall, M., Heslop, L. A., & Hofstra, G. (1988). Male and female viewpoints of countries as producers of consumer goods. Journal of International Consumer Marketing, 1(1), 1-26.
Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105-125.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1994). The personal involvement inventory: reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70
Zeberzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 37(1), 27–49.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.

連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔