產品屬性與來源國形象的相容性對於產品評價之影響-以線上遊戲為例

來源國形象對於產品購買選擇之影響一直是很重要的議題。當消費者所抱持的消費價值不同時，消費者處理產品訊息的順序及方式有所差異。因此本研究認為，當消費者為享樂主義者時，容易在搜集產品資訊時受到來源國形象刺激而產生衝動性的購買行為，建立在消費者心中的來源國形象就容易成為評估產品績效之直接依據；反之，當消費者為實用主義者的時候，則較有興趣根據本身對於產品屬性水準的偏好結構進行方案評估，來源國形象已經不是其主要影響購買決策的主因。本研究以美國、韓國、台灣等三個來源國之線上遊戲購買行為為例，透過問卷調查衡量消費者對於不同國家之一般形象、不同來源國線上遊戲之偏好，以及消費者抱持不同消費價值時對於不同來源國線上遊戲如何進行評估選擇。來源國形象可以由因素分析區分為一般國家形象及一般產品形象，兩種來源國形象皆正面影響受訪者對於線上遊戲之整體偏好選擇。本研究以Sawtooth Software公司的選擇基礎聯合分析軟體（CBC Software）建立線上遊戲產品的屬性組合選擇，再透過邏吉特（Logit）模型衡量抱持不同消費價值之消費者的總體偏好結構、來源國形象的影響效果以及來源國形象與產品屬性水準之相容性的影響效果。本研究也證實消費者在預期來源國與產品屬性水準之相容程度愈高，能有效提高產品購買的意願。最後將受訪者依不同消費價值分成享樂群、實用群及漠然群三群之後，探討享樂群與實用群在來源國效果影響之下的購買行為，發現享樂群比實用群更容易受到來源國形象影響購買行為。

關鍵字

來源國形象；消費價值理論；選擇基礎聯合分析

並列摘要

The country origin image’s influence on the product purchase choice has been always the very important subject. When the consumers have different consumption value, the consumers have differences to process the order and the way of product information. Therefore our research think, when one is a hedonic consumer, collects product information suffered from the origin country image to stimulate and then has the impulsive purchase behavior. The country origin image established on consumer is easy to become the direct basis of the appraisal product achievements. Otherwise, when one is a utilitarian consumer, then comparatively has the interest to act the project evaluation according to what thinking about the product attribute level’s structure. The country origin image is not a major effect purchase decision-making principal factor. Our research takes on-line games’ purchase behaviors as example, those games were produced by US, South Korea, and Taiwan. Through questionnaire survey weighs consumers’ preference on different country normal images, different origin country games, as well as when consumers have different consumption value how to choose different origin country on-line games. The country origin image can be separated into normal country image and normal product image by factor analysis, the two kind of country origin images positively affect the whole preference choices. on on-line game of participant. Our research establishes on-line game products’ attribute combination choices by Sawtooth Software Corporation’s choice-based conjoint analysis software (CBC Software), and then through Logit model weights overall preference structure of consumers who have different consumption value, the influence effect of country origin image, and the influence effect between country origin image and the product attribute level. Our research also confirmed when consumers predict the matching degree of country origin and the product attribute level is higher can effectively enhance the product purchasing will. Finally we divide the participant into hedonic group, utilitarian group, and indifferent group after the different consumption value, and then discuss hedonic group’s and utilitarian group’s purchase behavior under the country origin effect, discover hedonic group easier change purchase behavior than utilitarian group under the country origin image.