- 學位論文
暈輪效果模式暨彙總建構模式與消費者購買意願關係之研究—兼論母國導向主義與憎惡情感之調節效果
The Impacts of Halo Effect Model and Summary Construct Model on Consumers’Purchasing Intention - Ethnocentrism and Animosity as Moderators
摘要
由於過去研究較少同時分析本國與外國產品間之競爭效果，亦較少同時由認知層面與情感層面觀點，來探討對消費者購買意願之影響。因此本研究以認知層面為基礎，根據兩種來源國形象對品牌態度的形成路徑－即暈輪效果模式與彙總建構模式，再參酌情感層面有關母國導向主義與憎惡情感的研究，建立整合性模式。首先探討消費者如何受來源國形象影響，分別形成其對本國產品(依循彙總建構模式)與外國產品(依循暈輪效果模式)之品牌態度。進而分析品牌態度、母國導向主義與憎惡情感，如何影響消費者對本國與外國產品的購買意願。 本研究以手機產品為實證對象，並以南韓為研究憎惡情感之國家，共獲得有效問卷475份，同時利用結構方程模式作為分析工具，進行測量模型信效度檢驗以及結構模型的模式適配度評鑑與假說檢定。 研究結果顯示，在同時面對本國與外國產品之下，來源國形象影響消費者形成品牌態度的路徑可分為直接與間接二種，確實並不相同。因對外國產品不夠熟悉，消費者先受到來源國形象暈輪效果影響，形成對外國產品屬性之信念，再經由產品屬性信念「間接」影響對外國產品之品牌態度，此即「暈輪效果模式」。反之，因消費者對本國產品較為熟悉，故消費者是先由對本國產品屬性之信念，彙總建構而成其對本國之來源國形象後，才由來源國形象「直接」影響消費者對本國產品之品牌態度，此即「彙總建構模式」。此外，本國產品與外國產品之品牌態度對購買意願之競爭效果亦確實存在。對本國產品品牌態度愈佳之消費者，對本國產品之購買意願愈高；對外國產品品牌態度愈佳之消費者，對本國產品之購買意願愈低。而消費者對外國產品的憎惡情感在外國產品品牌態度與購買意願間具有調節效果，但母國導向主義的調節效果則無論在外國產品品牌態度與購買意願間，或本國產品品牌態度與購買意願間均不存在。最後本研究對企業與政府在國內行銷與國際行銷兩方面提出建議，並提出未來可能之研究方向。
並列摘要
Previous studies rarely analyzed the competition effect between domestic and foreign products at the same time. There was also a lack of research concerning both cognitive and affective factors simultaneously in consumers’ purchasing intention. Therefore, the study investigated the two paths of cognition-based country-of-origin image - that is, halo effect model and summary construct model. Furthermore, the two affective factors, ethnocentrism and animosity, were considered to form the structural model of this study. In doing so, we first researched how consumers’ brand attitude was influenced by country-of-origin images of domestic products (summary construct model) and foreign products (halo effect model) individually. Then, we took a step forward to observe how consumers’ purchasing intention was affected by brand attitude, together with ethnocentrism and animosity. Cell phone was the research subject in the study and animosity toward South Korea was analyzed. The sample size was 475. The hypotheses were tested through structural equation modeling (SEM). The reliability and validity of the measurement model were inspected. A structural model was developed to explain the purchasing intention between domestic and foreign products and tested for goodness-of-fit. The findings provided theoretical implications on the role of country-of-origin image in product evaluation. First, when consumers were not familiar with a foreign country’s product, country-of-origin image might serve as a halo from which consumers inferred the product attributes, which might indirectly shape their brand attitude through their inferential beliefs. In contrast, as consumers were familiar with a domestic product, country-of-origin image might become a construct that summarized consumers’ beliefs about the product attributes and directly formed their brand attitude. Besides, the competition effect between foreign and domestic brand attitudes and purchasing intention did exist. The better the brand attitude the consumers held toward the domestic product, the higher their purchasing intention of the domestic product was. In contrast, the better the brand attitude the consumers held toward the foreign product, the lower their purchasing intention of the domestic product was. Furthermore, animosity played as a moderator between foreign brand attitude and purchasing intention, but ethnocentrism did not have any moderating effect. Finally, these findings provided some suggestions on domestic and international marketing for decision makers of both private and public sectors. Future research topics were also discussed.