臺灣博碩士論文加值系統

消費者利用五官去感受產品所產生的感官刺激，特別是視覺感官，本研究的目的在探討順序效應與來源國效應對於消費者偏好的影響，心理學家發現短暫的記憶存取會隨著時間流失，而記憶的去留在順序效應上產生了人類對產品的不同態度與偏好，來源國效應扮演著產品品質的一個訊號，提供消費者外部信號來做產品評估參考，本研究以來源國效應做為干擾變數，以探討是否會影響消費者偏好的結果。
本研究實施了六個實驗，實驗對象為年齡平均22歲的台灣學生，在前測中，本研究使用了變異數分析以選出實驗的商品與來源國，在正式的實驗中，我們使用了單一樣本T檢定，來探討受測者對於前者商品還是後者物品的偏好。研究結果發現：1.消費者不會受到物品形狀相似度的影響，只會受到初始效應的影響而偏好前者物件；2.初始效應會因為國家的形象高低而有被增強或削減的現象，無論產品出現的順序，消費者會偏好來源國形象較好的物品。此研究結果可以提供市面的零售商，在考量來源國效應的影響之下安排物品陳列的順序，藉以增強消費者對於特定商品的偏好。

Consumers use their five senses, especially visual sense, to experience and evaluate products. This study aims at examining order effects and the moderating effect of country image on preference. Psychologists find that human memory impression and fading lead to order effects which have an impact on consumer attitude. Country of origin effect acts as a signal of product quality, so it serves as an extrinsic cue for consumers to evaluate the product. This study adopts country of origin as a moderating effect to investigate the effect on consumer attitude.
The study conducts six experimental studies. The data are collected from Taiwanese students aged 22 in average. In the pretest, the study adopts one-way ANOVA to choose the experimental items and countries. The study also adopts one-sample T-test to examine participants’ preference orientation in the main test. The result shows that: 1. the appearance of the product does not affect preference, but order effects do have an impact on preference; 2. primacy effect will be strengthened or weaken according to different country of origin labeling on the products. Participants mostly prefer the product from a relatively high image country no matter if the item is presented firstly or secondly. This finding contributes to marketers: on purpose of developing positive impression on certain products, the appropriate product display under the influence of country of origin effect.

CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 MOTIVATION 2
1.3 OBJECTIVES 3
1.4 RESEARCH PROCEDURE 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 ORDER EFFECTS 5
2.1.1 Primacy effect 5
2.1.2 Recency effect 6
2.2 COUNTRY OF ORIGIN 8
2.2.1 Definition of Country of Origin 9
2.2.2 COO and country image 10
2.2.3 Order effects and COO 11
2.3 CONSUMER PREFERENCE 12
CHAPTER 3 RESEARCH HYPOTHESES AND METHODOLOGY 14
3.1 RESEARCH FRAMEWORK 14
3.2 RESEARCH HYPOTHESIS 15
3.2.1 The relationship of order effects and consumer attitudes 15
3.2.2 The moderating effect of Country of Origin 16
3.3 RESEARCH DESIGN 16
3.3.1 Pretest I 17
3.3.2 Pretest II 19
3.3.3 Experiments design and procedure 22
3.3.4 Questionnaire design 25
CHAPTER 4 DATA ANALYSIS 26
4.1 DESCRIPTIVE STATISTICS 26
4.2 EXPERIMENTS RESULTS 27
4.2.1 Study 1 27
4.2.2 Study 1a 27
4.2.3 Study 1b 28
4.2.4 Study 2 28
4.2.5 Study 2a 29
4.2.6 Study 2b 30
4.3 SUMMERY OF HYPOTHESES TEST 31
CHAPTER 5 DISSCUSSION AND CONCLUSION 33
5.1 SUMMERY AND CONCLUSIONS 33
5.2 MANAGERIAL IMPLICATION 35
5.3 LIMITATION AND SUGGESTION OF FUTURE RESEARCH 36
REFERENCES 38
APPENDIX 43