來源國效果一致性對奢侈品消費行為影響之研究

隨著全球化的浪潮，許多企業為了降低成本，紛紛將生產活動轉移至人力成本較低的國家。因此市場上出現越來越多產品的品牌來源國與製造來源國並非同屬一個國家的情形。全球貿易自由化後，消費者面對更多的選擇，產品之品牌來源國與製造國對消費者產品評估與購買行為會產生更大的影響。本研究著眼於品牌來源國與製造來源國對消費者購買行為的影響，主要的研究問題及目的在於探討當品牌來源國與製造來源國不一致時，是否會影響消費者購買行為，其次探討不同的產品涉入程度與品牌忠誠度，是否會產生干擾。本研究採用問卷調查法，回收有效樣本共計278份，以LV品牌之精品皮包為受測產品。經由前測之結果，選定法國代表高形象之來源國；以中國代表低形象之來源國。並選擇台灣地區的商管學院研究生作為受測對象，以SPSS13.0為本研究之分析工具，其中包含了敘述性統計分析、信度分析、t檢定和變異數分析等方法，對資料進行分析。研究結果發現，來源國一致性確實會對消費者之奢侈品購買行為產生影響，且此一影響會受到產品涉入程度的干擾，但是品牌忠誠度的干擾效果卻不顯著。因此，本研究之結果在實務上提供給精品廠商作為參考，以奢侈品而言，來源國效果對於消費行為仍佔有很大比例的影響。未來精品業者在考慮將生產活動轉移至低開發國家時，必須仔細權衡可能帶來品牌價值損害的負面影響。

關鍵字

品牌忠誠度；產品涉入程度；購買行為；奢侈品；來源國效果

並列摘要

With the trend of globalization and the rapid development of international commerce, many companies decide to produce their products in the countries where the labor cost is much lower. Therefore, consumers are easier to buy bi-national products than before. Nowadays, the consumers have more choices, so the country of origin and the country of manufacture become more important to them. This study focus on the impact of country of origin and country of manufacture on consumers’ purchasing behavior. The purpose is to find what’s the relationship between country of origin / country of manufacture and consumers’ purchasing behavior. This research survey 278 business school students. We selected LV handbag as target product. Through the pre-test, we chose France as high image country-of-original and China as low image country-of-origin. The statistic software SPSS 13.0 was used to analyze the data, it includes descriptive static analysis, reliability analysis, independent-samples t test, and ANOVA analysis. The summaries of salient findings are following: 1.The country of origin effect has the significant influence with consumers’ purchasing behavior, including evaluation of product quality and purchasing intention. 2.The moderator effect of product involvement on the relationship between country of origin and consumers’ purchasing behavior is quite significant. 3.The moderator effect of brand loyalty on the relationship between country of origin and consumers’ purchasing behavior is not significant.