品牌來源國混淆對品牌偏好之影響：以即溶咖啡為例

The Effect of Brand Origin Confusion on Brand Preference: An Example of Instant Coffee

江彥樺(Yen-Hua Chiang)

指導教授 ： 陳靜怡

國立暨南國際大學/管理學院/國際企業學系/碩士(2009年)

https://doi.org/10.6837/NCNU.2009.00002

摘要

消費者往往對品牌來源國有不同認知。台灣消費者對三合一即溶咖啡品牌國家，容易出現來源國混淆的現象，而可能造成對品牌偏好之改變。本研究問題有三：其一為探討認知的品牌來源國形象對於品牌偏好與品牌購買的影響; 其二是以品牌命名策略混淆消費者對於品牌來源國的認知，是否能夠有效提升消費者對來源國形象的認知，進而提升品牌偏好；最後，探討具有何種心理特質的消費者對於品牌來源國具有較低的認知正確程度，可做為欲採用品牌來源國混淆策略品牌鎖定目標市場之參考。
本研究利用網路問卷調查之實證研究方式，得出有效樣本問卷305份。以迴歸分析探討認知品牌來源國形象對品牌偏好之影響以及實際來源國形象對品牌認知正確程度的效果，且使用雙因子變異數分析來源國認知類型在不同實際來源國形象下，所產生的品牌偏好差異，進行實證分析得出以下結論：
1.特定產品屬性的認知來源國形象對品牌強度有正向顯著影響-當一個國家的咖啡優質形象越好時，消費者對於該品牌越有較喜愛的態度與購買行為。
2.實際來源國形象越好，消費者對品牌認知正確程度越高-當品牌的來源國越有優良咖啡形象與國際知名度越高，消費者會普遍認識到該品牌的國家，同時也容易被廠商傳達正確的來源國訊息。
3.實際品牌來源國形象較差時，向上認知的消費者之品牌偏好高於正確認知的消費者之品牌偏好，顯示廠商讓消費者有錯誤認知的行銷策略的確有其效果。當實際品牌來源國形象較好時，向上認知與正確認知對品牌偏好無明顯差異。
4.消費者的認知需求是影響其對來源國正確判斷之重要因素，高認知需求的消費者對於周遭事物的積極思考的確有增進其對品牌來源國認知的效果。消費者的模糊容忍度中的生活熟悉因素則是會降低對品牌來源國認知正確率。

關鍵字

品牌來源國混淆 ； 來源國形象 ； 認知需求 ； 模糊容忍度 ； 即溶咖啡

並列摘要

Consumers confuse brand origin to various degrees. Consumers often confuse the brand origin of instant coffee in Taiwan which may make brand preference differently. There are three questions in our research. The first, we discuss what effect on brand strength by cognition of brand origin image; the second, if consumers’ cognition about brand origin which was made by brand origin confusion strategy, it may increase consumers’ awareness, then that will reflect to its preference; the third, we want to find what characteristics of consumer will have low cognition accuracy. It could be the referral of target market by brand origin confusion strategy.

Our research use online survey to make empirical study and get 305 valid questionnaires. We use regression analysis to discuss the effect of cognition brand origin image on brand strength and real brand origin image on cognition accuracy. We also use two-way ANOVA to analysis if country has different real brand origin image, the brand preference on differ brand origin cognition type. This study obtains the following conclusions:
1.Specific product attributes of cognition brand origin image has positive significant effect on brand strength- when a country has more superior coffee image, consumers would have more favorite attitude and buying behavior.

2.When the country has better real country image, consumers have better brand origin cognition accuracy-if brand origin has more superior coffee image and international brand awareness., consumers would know about brand origin and also sent the correct message by firms easily.

3.When the country has worse country image, consumer who has upper cognition will have better preference than correct cognition. It means the firm’s misleading marketing strategy had works. When the country has better country image, consumers have no significant difference between correct cognition and upper cognition.

4.Need for cognition is an important factor on brand origin cognition. Consumers who have higher NFC will increase brand cognition accuracy. And the familiarly with life factor of tolerance of ambiguity would decrease brand cognition accuracy.

並列關鍵字

Brand Origin Confusion ； Country Image ； NFC ； TOA ； Instant coffee

參考文獻

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