消費者國族感、僵固性思考及對國產品的態度和購買意願間關係之研究

An Exploration to the Interactions among Consumer Ethnocentrism, Rigid Thinking, Attitude and Purchasing Intention toward Domestic Product

陳正男(Cheng-Nan Chen) ； 李奇勳(Chi-Hsun Lee) ； 徐揚(Yang Hsu) ； 黃淑卿(Shu-Ching Huang)

《企業管理學報》 59期 (2003/12) Pp. 31-54

摘要

隨著全球化行銷時代的來臨，各地市場充滿著來自不同國家的產品，由於消費者有偏好國產品而貶抑外來品的傾向，所以了解影響消費者對國產品和外來品之態度、偏好與購買意願的因素，便成為行銷業者重要的課題。
因此本研究自消費者國族感和僵固性思考的觀點，來探討我國消費者的國族感傾向，並利用LISREL 來分析消費者國族感、僵固性思考、對國產品的態度及對國產品的購買意願間的互動關係。研究結果發現（1）我國的消費者中，已婚、年紀較大、教育程度較低及家庭收入較少者的消費者國族感較強，（2）消費者國族感愈強者對國產品的態度愈好，而對國產品的購買意願也愈高，（3）消費者國族感與僵固性思考二者間具有正向相關。文中並提出相關的行銷管理涵意及後續研究的方向。

關鍵字

消費者國族感 ； 僵固性思考 ； 購買意願

並列摘要

With the coming of era of global marketing, world-wide markets are full of products of different nationalities. Since consumers possess the tendency to favor domestic products instead of foreign goods, it is truly important for marketers to realize the influential elements of the attitude, preference, and purchasing intention of consumers toward both domestic and foreign products.
The study aims at exploring ethnocentric tendency of Taiwan consumers in terms of the consumer’s viewpoint of ethnocentrism and rigid thinking. Besides, the study applies LISREL to analyze the interactions among the ethnocentrism, rigid thinking of consumers, attitude and purchasing intention toward domestic products. The findings of the study indicate that in Taiwan: (1) consumers who are married, older, lower educated and lower paid possess higher ethnocentrism, (2) consumers who possess stronger ethnocentrism hold more positive attitude as well as higher purchasing intention toward domestic products, (3) for consumers, there is a positive relationship between ethnocentrism and rigid thinking. The study also suggests related implication of marketing management and the direction for further research.

並列關鍵字

Consumer ethnocentrism ； Rigid thinking ； Purchasing intention

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