- 學位論文
敵人的敵人是朋友？外國進口產品態度形成之研究
My Enemy’s Enemy is My Friend? Analysis of Attitude Formation towards Imported Products
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摘要
近期立陶宛因支持台灣、而遭受中國經貿制裁，事件中被制裁的產品—立陶宛蘭姆酒—遂經由台灣菸酒公司購入、並限量販售，讓消費者搶購一空。此現象讓研究者感到好奇，原本在台灣並未獲得關注的立陶宛蘭姆酒，因為該事件，讓民眾意識到中國、台灣與立陶宛三方的敵對與友好關係，竟可促進台灣消費者購買意願。因此，本研究在檢視過往文獻之後，提出一個結合平衡理論、情境敵意、善意、國家印象、同理心等相關變數之嶄新研究模型，並試圖藉此探討中國、台灣、與立陶宛三方之間的敵對與友好關係，是否確實會影響台灣消費者對立陶宛蘭姆酒的產品態度和購買意願。此外，亦透過心理距離來檢視是否有調節效果存在。 本研究於 2022 年 3 月 23 日至 4 月 14 日期間，透過便利抽樣法於社群平台發放 SurveyCake 平台問卷連結以蒐集相關樣本，最終有效樣本數為 418 筆(問卷回收率為 99%)，研究中使用 PLS-SEM 與 PLS-MGA 進行資料分析，並發現「台灣對中國之敵意」與「立陶宛對中國之敵意」確實會對「立陶宛的國家印象」產生正向的影響，且「立陶宛對台灣的善意」與「立陶宛的國家印象」會引發「台灣對立陶宛之同理心」，進而提升消費者對立陶宛蘭姆酒的態度與購買意願。此外，在調節效果的檢定上，亦驗證了心理距離會正向調節「台灣對立陶宛之同理心與立陶宛蘭姆酒態度」以及「立陶宛蘭姆酒態度和購買意願」之間的關係。 整體而言，本研究透過結合不同理論來發展出一套模型，且可用以解釋人們因為特定情境而衍生出對於進口產品之態度與購買意願之路徑；亦驗證了心理距離的正向調節效果，也就是心理距離愈遠、反而會讓消費者以抽象、理想化的方式來解讀進口產品。此外，本研究之相關發現亦對於國際行銷之實務操作面向產生重要意涵。
並列摘要
Recently, Lithuania has been hit with economic and trade sanctions by China due to its claim to support Taiwan. Lithuanian rum, the product sanctioned in the incident, was purchased by Taiwan Tobacco and Liquor (TTL) and sold in limited quantities, leaving Taiwanese consumers to snap it up. The reason behind this phenomenon has aroused the author's curiosity. Lithuanian rum, which initially had not received much attention in Taiwan, had made the public aware of the hostile and friendly relationships between China, Taiwan and Lithuania, and thus increased Taiwanese consumers' purchase intention. Therefore, after reviewing the previous literature, this study proposes a new research model that combines the balance theory, situational animosity, benevolence, country image, empathy, and other relevant variables, in attempt to explore whether the triadic relationship between China, Taiwan, and Lithuania, will indeed affect Taiwanese consumers’ attitude and purchase intention towards Lithuanian rum. In addition, this study also aims to examine whether psychological distance has a moderating effect. This study uses the SurveyCake platform to design the questionnaire and collects samples via the convenience sampling method on social media platforms. From March 23 to April 14, 2022, 418 effective sample questionnaires are collected (99% return rate). PLS-SEM and PLS-MGA are used for data analysis. Eventually, the study finds that Taiwan’s animosity toward China and Lithuania’s animosity toward China positively affect the country image of Lithuania. In addition, Lithuania’s benevolence towards Taiwan and the country image of Lithuania will trigger Taiwanese empathy towards Lithuania, eventually leading to a positive attitude and increased purchase intention. Also, it is verified that psychological distance positively moderates the relationship between Taiwan’s empathy towards Lithuania and its attitude towards Lithuanian rum, as well as the relationship between Taiwan’s attitude toward Lithuanian rum and its purchase intention. In conclusion, this study develops a set of models by combining different theories, which can be used to explain the path of people's attitudes and purchase intentions towards imported products in specific situations. In addition, it verifies a positive moderating effect of psychological distance. That is to say, the greater the psychological distance, the more consumers interpret the imported products in an abstract and idealized way. The findings of this study also have important implications for the practical aspects of international marketing.
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