產品來源國形象、廣告訊息內容及消費者知覺價格對消費者購買行為之影響：以行動電話品牌為例

Impacts of Product Country-of-Origin Image, Advertising Information Content, and Consumer Perceived Price on Consumer Purchase Behavior: Based on the Mobile Phone Brand

劉財龍(Tsai-Lung Liu)

《中華管理學報》 9卷4期 (2008/12) Pp. 27-57

https://doi.org/10.30053/CHJM.200812.0002

摘要

為補足先前之研究缺口，本研究試圖以六種知名行動電話品牌為調查對象，並透過2（產品來源國形象：佳、普通）×2（廣告訊息內容：豐富、單純）×2（消費者知覺價格：高、低）之組間與組內混合因子實驗設計，加以探討產品來源國形象、廣告訊息內容及消費者知覺價格三者之直接效果與交互作用對消費者購買行為產生何種影響。問卷回收384份後經由結構方程模式與變異數分析結果顯示，(1)產品來源國形象對消費者購買行為有部份顯著影響（產品來源國形象佳／普通，則知覺價值與購買意圖高／低，但對知覺犧牲不具顯著影響）；(2)廣告訊息內容對消費者購買行為有部份顯著影響（廣告訊息內容豐富/單純，則知覺價值與購買意圖高/低，但對知覺犧牲不具顯著影響）；(3)消費者知覺價格高/低，則知覺犧牲與知覺價值高/低；知覺價格對購買意圖則呈現負向顯著影響。(4)產品來源國形象、廣告訊息內容及消費者知覺價格三者交互作用，對知覺犧牲、知覺價值及購買意圖皆有顯著影響；產品來源國形象與廣告訊息內容之交互作用，對知覺犧牲無顯著影響，但對知覺價值與購買意圖皆有顯著影響。據此，本研究提出管理實務意涵，及對國內行動電話業者提出三項經營管理建議。

關鍵字

產品來源國形象 ； 廣告訊息內容 ； 消費者知覺價格 ； 消費者購買行為

並列摘要

To bridge the gap of past studies, the purpose of this research was to investigate six popular mobile phone brands and to use between-subject factorial design and within-subject factorial experimental design of 2 (product country-of-origin image: appealing, unappealing) x 2 (advertising information content: abundant, usual) x 2 (consumer perceived price: high, low) to explore how the direct and interaction effect of product country-of-origin image, advertising information content and perceived price impacts on consumer purchase behavior. After 384 pieces of questionnaires was collected and implementing the structural equation modeling analysis and ANOVA analysis. Results were indicated that (1) product country-of-origin image had partial significant influence on consumer purchase behavior (i.e. the appealing/ unappealing product country-of-origin image, the high/low perceived value and purchase intention, but there had no significant influence on perceived sacrifice); (2) advertising information content had partial significant influence on consumer purchase behavior (i.e. the abundant /usual advertising information content, the high/low perceived value and purchase intention, but there had no significant influence on perceived sacrifice); and (3) the high/low consumer perceived pricing, the high/low perceived sacrifice and perceived value; and perceived price had negative significant influence on purchase intention. (4) the interaction effect of product country-of-origin image, advertising information content and perceived price had significant influence on perceived sacrifice, perceived value and purchase intention; the interaction effect of product country-of-origin image and advertising information content had no significant influence on perceived sacrifice, but had significant influence on perceived value and purchase intention. Based implications of the research findings, three business management recommendations are discussed for mobile phone companies.

並列關鍵字

product country-of-origin image ； advertising information content ； consumer perceived price ； consumer purchase behavior