大台北都會消費者本國中心傾向與對外國服務品牌態度之關係：以國際航空客運業為例

Metropolitan Consumer Ethnocentrism and Consumer Attitudes towards Foreign Service brand-international Flying Industry Case

余朝權(Chao-Chuan Yu)

《東吳經濟商學學報》 52期 (2006/03) Pp. 151-174

https://doi.org/10.29735/SJEB.200603.0006

摘要

消費者本國中心傾向或主義一向是國際行銷上之重要議題，但在實證上多半以有形商品為主，而較少涉及服務。其次，過去研究多係以國家為樣本，較少以都會消費者為樣本，後者正是消費型態之意見領袖，更值得吾人重視。本研究以消費者本國中心傾向為主要構念，探究大台北都會型消費者本國中心傾向與其對外國服務品牌態度之關係，並探討受測者之特性與其本國中心傾和對外國服務品牌態度之關連性。研究以航空客運業為例，實證結果顯示，都會型消費者本國中心傾向並不會對外國品牌態度造成影響，其次，關於都會區消費者特性方面，受測者之年齡越大、教育程度越低、所得越低，其本國中心傾向越高；而對於外國品牌態度的影響，則只有受測者之教育程度與性別達到顯著水準。

關鍵字

消費者本國中心傾向 ； 消費者特性 ； 品牌態度

並列摘要

Consumer ethnocentrism is the popular issue in international marketing. The past researches mainly focus on goods instead of services. Besides, these researches always use the nation as population, few of them specifically study the metropolitan samples which are the opinion leader or early adopter in the market and deserves more attention in international market entry field. The main construct in the framework of this study is the consumer ethnocentrism. The relationships between consumer ethnocentrism and consumer attitudes towards international flying services were explored. In addition to the influence of consumer ethnocentrism, this study reviewed whether the consumer attitudes toward foreign products would change if consumers' demographic characteristics differ.
The research result shows that consumer ethnocentrism has not significantly related to attitudes toward international flying companies in Taipei metropolitan area. Consumer demographics have some relationship with both consumer ethnocentrism and brand attitude. Consumers with older age, lower income and lower educational level have higher consumer ethnocentrism. Consumers with higher educational level or female consumers have positive attitudes toward foreign flying companies.

並列關鍵字

consumer ethnocentrism ； metropolitan consumer characteristics ； brand attitude

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