消費者開放程度與產品知識對於產地國到產品判斷間關係的調節效果

The Moderating Effects of Consumers’ Openness and Product Knowledge on the Relationship between Country of Origin and Product Judgment

周俊余(Joseph Chun-Yu Chou)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/科技管理研究所/碩士(2006年)

https://doi.org/10.6843/NTHU.2006.00415

摘要

本研究提出一個四構面的調節因子模型：在產地國與產品判斷間的因果關係中，由消費者開放程度與產品知識做為兩個調節因子。鑒於IBM與聯想電腦在2004年的品牌聯盟，以台灣消費者的態度實地測試本模型。本研究建構與驗證一個特製的研究量表，CGTOPS，用來測試消費者在科技國際化中的開放程度。產品知識的衡量，是利用具有一個11個問項的研究量表。在實地調查中，本研究以一個複因子實驗設計，來測試360個實驗參與者對情境資訊的反應態度，並以多元調節回歸(MMR)與一般線性方法來分析互動影響。本研究實地調查了外包業者如何藉由典範移轉來建構自有品牌組合策略。

研究發現已證實了所提出的調節因子模型。當消費者具備較高的產品知識時，在根據特定產地國來做產品判斷下，傾向於較不容易被開放程度所調節。相反的，當消費者的產品知識程度較低時，產地國傾向於在產品評斷中扮演一個較為顯著的角色。

藉由本研究所釐清的調節效果，行銷者較能預測消費所衡量之品牌聯合與企業績效間的因果關係。鑒於科技產品的製造生產中，多樣化的外包生產乃是策略上所必須，各市場區隔下消費者之產品知識有顯著的不同。在科技國際化之下，本研究建議，消費者開放程度與產品知識可以妥善利用，一個強勢的品牌組合確實能被夠設計與管理。

關鍵字

品牌組合策略 ； 消費者開放程度 ； 一般線性方法 ； 全球化 ； 互動效果 ； 國際企業 ； 國際行銷 ； 聯想電腦 ； 多元調節回歸 ； 調節因子 ； 產品知識 ； 產品判斷

並列摘要

This study proposed a moderating model consisting of four constructs: a causal relationship between country of origin and product judgments with consumers’ openness and product knowledge served as moderators. Drawing from the notation of the brand alliance of IBM and Lenovo in 2004, the model was tested on the evaluation of Taiwan consumers’ attitudes. A tailored instrument, the CGTOPS, is formulated and validated to measure the consumers’ openness in the globalization of technology. The product knowledge is measured with an 11-item instrument. In the field survey, a factorial design of experiment is used to measure participants’ (N = 360) judgmental changes in response to the contingent information. Moderated multiple regression (MMR) and general linear methods are employed to analyze the interaction effects. This study serves as an attempt to empirically investigate how the outsourcing partners could pursue build own brand portfolio strategy by paradigm shifts.

The findings support the proposed moderator framework. Consumers, who are identified with more product knowledge, tend to be less moderated by openness when making product judgments out of a specific country of origin. On the contrast, when the levels of consumers’ openness and product knowledge are lower, country of origin tends to play a more significantly role in the product evaluation.

With the clarification of moderating effects proposed in this study, marketers may better predict the casual relationship between the corporate performance and consumers’ evaluation of brand alliance. As the diversified outsourcing of manufacturing sectors for technology products is strategically needed and the consumers’ knowledge on products is significantly different across segmental marketplaces, it is suggested that a strong brand portfolio can be designed and managed to exploit the consumers’ openness and product knowledge in the globalization of technology.

並列關鍵字

Brand Portfolio Strategy ； CGTOPS ； Consumers’ Openness ； General Linear Methods ； Globalization ； IBM ； Interaction Effects ； International Business ； International Marketing ； Lenovo ； Moderated Multiple Regression (MMR) ； Moderator ； Product Knowledge ； Product Judgment

參考文獻

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