產品製造地對消費者產品評價之影響：製造地相關性，偏誤察覺與涉入程度

Country of Origin Effects on Product Evaluations：Relevance of Country of Origin, Bias Awareness, and Involvement Levels

楊子萱(Tzyy-Shiuan Yang)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.03213

摘要

本研究中的兩個實驗將探討消費者因為其涉入程度與偏誤察覺程度不同，在評價具有不同製造地相關性的產品時，是否會受到產品製造地的好壞影響。此外，本研究也將檢測高涉入的消費者在面對製造地非相關的產品時，是否會抽離製造地好壞印象所造成的影響，進而修正對產品的評價。當人們不具有足夠的動機與能力時，不論他們的偏誤察覺程度以及目標產品的製造地相關性，他們都會倚賴製造地的好壞來幫助他們評價目標產品。在高涉入的情況下，不論消費者的偏誤察覺程度高低，他們在評斷製造地相關的目標產品時，都會倚賴產品製造地的好壞來做產品判斷。然而，當產品製造地與其產品品質無相關時，高涉入的消費者預期會察覺可能有偏誤發生，並進一步修正其產品評價，修正的幅度則會等於他們自己的認知。但是，因為在實驗一中無法有效的操弄偏誤察覺，高涉入的人並未察覺製造地偏誤，因此，不管是否有無操弄其偏誤察覺，他們的產品評價並沒有差異。在實驗二當中，偏誤察覺的操弄反而使高涉入的受測者合理化製造地偏誤，並進一步強調製造地對產品判斷的重要性，因此，高涉入且具有偏誤察覺的人，反而對於來自好印象製造國的製造地非相關產品有較高的評價。

關鍵字

製造地影響 ； 製造地偏誤 ； 偏誤修正 ； 涉入程度 ； 偏誤察覺 ； 產品評價 ； 彈性修正模型 ； 推敲可能性模型

並列摘要

The present research composed by two studies investigated how consumers with differential involvement and with different bias awareness would base their evaluations of the products with differential country of origin (COO) relevance on valence of COO images. It also examined whether consumers would correct their judgments of the COO-irrelevant products by subtracting COO effects. COO valence effects on product judgments were shown under low involvement conditions regardless of people’s awareness of COO influences and COO-relevance of the target products. High-involvement people also based their product evaluations on valence of COO images when the quality of the target products was relevant to COO irrespective of their bias awareness. For the products whose quality is irrelevant to COO, high-involvement people are anticipated to correct their ratings in a direction opposite to the perceived biasing direction. However, because of ineffectiveness of the bias-priming article, high-involvement people failed to correct the COO bias and rated the COO-irrelevant target products no differently under awareness and unawareness conditions in Study 1. Furthermore, in Study 2, the adjusted bias-priming article primed the legitimacy of COO bias and emphasized the importance of COO on the product judgments; thus, the COO-irrelevant products with positive COO were rated better under awareness condition than under unawareness condition.

並列關鍵字

Country of Origin Effect ； Country of Origin Bias ； Correction ； Involvement ； Bias Awareness ； Product Judgment ； Flexible Correction Model ； Elaboration Likelihood Model

參考文獻

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