商品的產地、民族認同與消費者認知對產品決選的影響-以台灣手機市場為例

The Effect of Country of Origin, Consumer Ethnocentrism, Product Knowledge on the Consumer Product Judgment. An Empirical in Taiwan Cell Phone Market.

胡氏翠姮(Thi Thuy Hang - Ho)

指導教授 ： 梁直青

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2015年)

https://doi.org/10.6827/NFU.2015.00008

摘要

隨著科技快速的進步，手機不再僅是聯繫溝通工具而已但卻成為人們生活中的重要部分。它整合了不同功能，色款讓使用者的日常生活趨於多樣化。。因此如何讓客戶能夠選擇適合自己的手機，該選擇被產品的內在和外在以及客戶本身的因素所影響。本研究的目的為探討產品外在因素與客戶本身的因素以及客戶對台灣市場的產品之評估之間的影響關係。
據產地理論（ COO）包含國家形象（CI）與品牌（BR），顧客優越感(CE)以及顧客認知(CP)與內存存儲(MS)的產品知識（PK），本研究進行11假設，發出並且收回600份有效問卷，本研究對象為使用智慧手機的消費者。由研究所得的結果可知，國家形象（CI），品牌（BR），民族優越感(CE)，消費者認知(CP)，內存存儲(MS)與消費者產品評估(PJ)之間有正面的影響。

關鍵字

產地理論（COO) ； 國家形象（CI) ； 品牌（BR ； 顧客優越感(CE) ； 產品知識 ； 顧客認知(CP) ； 內存存儲(MS) ； 與顧客的產品評估(PJ)

並列摘要

With the developing of technology nowadays, cell phones become an important part of our life. This makes the cell phones have been improved with many shapes, colors and functions. Thus, the ways the customer can choose the suitable cell phone for themselves, have been affected by a lot of factors which can include some extrinsic cues and intrinsic cues of the product or some internal factors of the consumer. The aim of this study wants to investigate some of extrinsic cues of the product and internal factors of the consumer in Taiwan market.
Based on the theory of the country of origin (COO), which includes country images (CI) and Brand (BR), consumer ethnocentrism (CE), and product knowledge, will include consumer perception (CP) and memory stored (MS). The conceptual framework will be conducted with eleven hypotheses. To demonstrate eleven hypotheses, the author has collected 600 surveys in Taiwan. The investigated objective is the Taiwanese who uses the cell phone. The results show that have the positive relationship between CI, BR, CE, CP and MS on consumer product judgment (PJ)

並列關鍵字

Country of Origin ； Country Image ； Consumer Ethnocentrism ； Product Knowledge ； Consumer Perception ； Memory Stored and Product Judgment

參考文獻

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