影響越南消費者之購買國外化妝產 品意向之因素以-Oriflame為例

Factors Affect Vietnamese Consumers’ Intention of Purchasing Foreign Cosmetic Product: A Case Study of Oriflame

NguyenThiPhuon(Nguyen Thi Phuong Oanh)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00033

摘要

產品來源國在知覺產品品質，知覺價格，知覺價值發會了重要作用。在國外市場， 產品來源國會影響國際市場對於進口產品的策略與消費者的認知(Felzenstein et al., 2004)。因此，來源國是顯著進水消費者購買意願的最重要因素之一。
本研究從產品來源國的觀念出發，以知覺產品品質以及知覺價格,知覺價值中介變數，討是否透過知覺產品品質以及知覺價格,知覺價值，影響顧客的購買意願。
本研究以312位越南消費者為樣本數並使用SPSS 與AMOS 統計軟體進行實證分析。研究結果部分支持本研究假說。結果顯示來源國透過知覺產品品質、知覺價格、知覺價值正向影響越南消費者購買國外化妝品意願

關鍵字

來源國 ； 知覺產品品質 ； 知覺價格 ； 知覺價值 ； 消費者購買意願.

並列摘要

Country of origin play an important role in perception of product quality, product price , value and therefore , influence consumer choice of product. Country of origin affects international marketing strategies for imported products and consumers’ perception of them in foreign markets (Felzenstein et al 2004). With the purpose examing the relationship between five factor –country of origin(COO), perceived product quality (PQ), perceived price(PP), perceived value(PV) and consumer purchase intention(PI), the survey were conducted and result from 312 Vietnamese consumer supported our hypothesis, we use Amos 17.0 and SPSS 17.0 to analysis the statistic and the result show that COO positive affective affect Vietnamese consumer’ PQ, PP, PV and perceived product quality, perceived value positive affect Vietnamese consumer’ purchase Intention. However, consumers’ perceived price don’t effect Vietnamese consumer’s purchase foreign cosmetic intention.

並列關鍵字

Country of Origin ； Perceived Product Quality ； Perceived Price ； Perceived Value ； Purchase Intention.

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