- 學位論文
不同產品類別下，品牌來源國、製造來源國與組裝來源國對消費者產品評價的影響
UNDER PRODUCT CATEGORIES, THE IMPACT OF BRAND COUNTRY-OF-ORIGIN, COUNTRY-OF-MANUFACTURE ,AND COUNTRY-OF-ASSEMBLY ON CONSUMER’S PRODUCT EVALUATION
摘要
最近二、三十年來由於海、陸、空交通運輸的發達，知識傳播及網路科技的大幅進步，國與國之間的距離急速的壓縮，企業跨國經營，金融國際化，新興國家的掘起等因素，促使世界各國貿易往來頻繁，產業互動密切，企業評估各個國家在土地、人力、工資、稅制及原物料取得等的優勢條件，以既有的品牌，分別在世界各國製造或組裝最具競爭力的商品。 面臨這類產品，消費者在品質和服務資訊都不充裕的情況下，最直覺的反應就是憑藉對來源國的刻板印象，決定購買行為 論述，本研究將在不同產品類別下,探討品牌來源國、製造來源國與組裝來源國對消費者產品評價的影響，採用2（品牌來源國形象：高或低）×2（製造來源國形象：高或低）×2（組裝來源國形象：高或低）的組間實驗設計方式，產品類別則分別選定搜尋財：筆記型電腦；經驗財：汽車維修；信任財：健康食品，正式實驗以大同大學事業經營系所220位同學為實驗對象，分析問卷調查資料結果，獲得結論如下： 1. 產品品牌來源國形象越高，消費者評價越高。 2. 產品製造來源國形象越高，消費者評價越高。 3. 產品組裝來源國形象越高，消費者評價越高。 4. 產品類別對品牌來源國與消費者評價間干擾效果顯著。 5. 產品類別對製造來源國與消費者評價間沒有明顯干擾效果。 6. 產品類別對組裝來源國與消費者評價間干擾效果顯著。
並列摘要
The development of communication and transportation in twenty or thirty years recently, the progress by a wide margin of propagating in knowledge, network science and technology, enterprises are multi-nation, financial internationalization, and digging the factor of getting up of the emerging nation, the industry is closer and closer. In order to have more advantages, the company will make or assemble the most competitive goods in different countries all over the world separately. Facing this kind of products, consumers who are in situations that quality and service information are not abundant, have directly responses in evaluating products by source country. Our research will discuss that under different product categories, the impact of Brand Country-of-Origin, Country-of-Manufacture and Country-of-Assembly to consumer’s product evaluation. This research will discuss in difference product categories (Search goods, experience goods, and credence goods), and use 2 (image of Brand Country-of-Origin: high or low) *2 (image of Country-of-Manufacture: high or low) *2 (image of Country-of-assembly: high or low) between-subjects design, to examine that in different product categories, the impact of Brand Country-of-Origin, Country-of-Manufacture and Country-of-Assembly to consumer’s product evaluation will be significant or not. And we found: 1. The higher that image of Brand Country-of-Origin of the products is, the higher consumer’s product evaluation is. 2. The higher that image of Country-of-Manufacture is, the consumer’s product evaluation is higher. 3. The higher that image of Country-of-Assembly is, the higher consumer’s product evaluation is. 4. The moderating effect of product categories to Brand Country-of-Origin and consumer’s product evaluation is significant. 5. The moderating effect of product categories to Country-of-Manufacture and consumer’s product evaluation is not significant. 6. The moderating effect of product categories to Country-of-Assembly and consumer’s product evaluation is significant.