品牌來源國與製造來源國對消費者產品評價之影響—產品類別與購買情境之干擾效果之探討

THE EFFECTS OF COUNTRY OF BRAND AND COUNTRY OF MANUFACTURE ON PRODUCT EVALUATIONS –THE MODERATING ROLE OF PRODUCT TYPE AND PURCHASE SITUATION

呂冠穎(Kuan-Ying Lu)

指導教授 ： 潘明全 博士

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

隨著近年來企業國際化的變遷，使得各國間經濟國界更加模糊。隨著世界各國經濟整合的程度越來越高，全球貿易的往來也越趨頻繁，企業可藉由在其他國家設廠製造，而取得更便宜的工資與更低廉的稅制，以達到其成本優勢。受到專業分工及全球化的影響下，產品的生產及行銷活動改變，使得混血產品(hybrid products)的現象增加，消費者有越來越多的機會面臨到品牌來源國與製造來源國不同的產品。
在產品或服務在資訊不對稱的狀況下，可以分為搜尋品、經驗品、信任品。在面對不同種類的產品與購買情境，消費者可能需藉由來源國資訊來幫助其進行產品評價。因此，基於上述動機，本研究將產品類別與購買情境，納為研究品牌來源國與製造來源國對於消費者產品評價之影響的干擾變數。

關鍵字

購買情境 ； 品牌來源國 ； 製造來源國 ； 產品類別

並列摘要

The rapid changes and internationalization of companies over the recent years have blurred the economic boundaries among countries. With the increasing economic integration of different countries, international trade has become increasingly frequent. Companies are able to obtain cheaper labor and pay lower taxes by setting up factories overseas, in order to enjoy cost advantages. Globalization and the division of labor have been driving the changes of production and marketing campaigns. As more and more hybrid products come to markets, consumers see more and more products whose country of brand and country of manufacture are different. Therefore, country of origin effect is one of the most widely discussed topics in international marketing. Products or services can be divided into search, experience, and credence goods/services. When faced with different product type and purchase situation, consumers may need to rely on information from the country of origin to evaluate products. Therefore, this study sets product type and purchase situation as the moderating variables in the study of effects on country of brand and country of manufacture on the product evaluations from consumers.

並列關鍵字

country of brand ； country of manufacture ； product type ； purchase situation

參考文獻

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