國家文化及品牌相關因素對來源國效果之影響－以手機爲例

The Influence of Country Culture and Brand Factors on the Country of Origin Effect-The Case Study of Mobile Phones

郭沛倫(Pei-Luen Guo)

指導教授 ： 陳厚銘

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10562

摘要

從資訊理論角度而言，一個產品可以被視為一連串的資訊提示。在這樣的情形下，來源國（Country-of-Origin,COO）也成為消費者藉以評價產品的外生資訊線索之一，在許多相關的實證觀察及實驗指出，來源國對產品的品質認知上有舉足輕重的影響，它會在許多情況下影響產品評價。
然而，過去在來源國相關的研究中，大部份都著重在探討比較不同來源國在各消費國所獲得的評價差異，較少研究“國家文化”及“品牌相關因素”是否會造成來源國效果的強弱變化。因此，國家文化及品牌相關因素對來源國效果的影響為何，即為本研究之主要研究動機。
本研究採用簡單隨機抽樣法，分別以台灣大學的本國籍及外國籍學生為研究對象，進行抽樣調查，以行動電話為研究範圍，探討個人主義、不確定性避免、知覺品質、品牌態度及知覺風險五項變數，對來源國效果的影響，研究結果顯示：
1. 在高度個人主義的國家中來源國效果在購買行為上的影響會較小
2. 在文化為高度不確定性避免的國家，來源國效果在購買行為上的影響會較大
3. 當調查品牌被受訪者認知為高品質時，來源國效果會較強
4. 當受訪者對調查品牌有正向品牌態度時，來源國效果會較強
5. 當調查品牌被受訪者認知為低風險時，來源國效果會較強

關鍵字

來源國效果 ； 國家文化 ； 知覺品質 ； 品牌態度 ； 知覺風險

並列摘要

The Influence of Country Culture and Brand Factors on Country of Origin Effect-Using Mobile Phone for Example
Name of Institute：Department of International Business, National Taiwan University
Graduate Date：June, 2007 Degree Conferred：Master
Name of Student：Pei-Luen, Guo Advisor：Ho-Min, Chen
Abstract：
From information theory prospect, a product can be seen as a series of information cue. In this situation, country of origin (COO) can be also an extrinsic information cue for consumers to evaluate products. Among many relevant empirical observation and examination, COO can significantly affect quality perception and evaluation on products under many circumstances.
However, most of the past research focus on finding the evaluation variation for different COO, only very few of them focus on the relationship between COO effect, country culture and brand factor. Therefore, finding out how country culture and brand factors influence COO effect is the primary motivation of this study.
This study uses simply random sampling method. The samplings consist of local and foreigner student in National Taiwan University. Then examine the influence of Individualism, Uncertainty Avoidance, Perceived Quality, Brand Attitude and Perceived Risk on COO effect.
The result of this study shows:
1. COO effect is weaker in countries which are high individualism
2. COO effect is stronger in countries which are high uncertainty avoidance
3. COO effect is stronger when the investigated brand is perceived as high quality
4. COO effect is stronger when consumers have positive brand attitude
5. COO effect is stronger when the investigated brand is perceived as low risk

並列關鍵字

Country of Origin effect ； Country Culture ； Perceived Quality ； Brand Attitude ； Perceived Risk ； Mobile Phone

參考文獻

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