品牌來源國、製造來源國與價格折扣對消費者購買意願之影響-以產品涉入為干擾變數之研究

THE IMPACTS OF COUNTRY OF BRAND, COUNTRY OF MANUFACTURE, AND PRICE DISCOUNT ON PURCHASE INTENTION—WITH PRODUCT INVOLVEMENT AS A MODERATOR

林高生(Kao-Sheng Lin)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

於今全球化趨勢下，多國產品如雨後春筍般出現。面對市場上為數眾多之多國產品，品牌來源國很可能不再是消費者進行購買決策時之先決因素。雖然過去有許多關於來源國效應(COO)之文獻，但同時探討價格折扣與產品涉入程度之相關研究依然有限。

本論文之研究主題探討品牌來源國、製造來源國與價格折扣對消費者購買雙國產品意願之影響，並加入產品涉入為干擾變數。採用2 (品牌來源國：高或低) × 2 (製造來源國：高或低) × 2 (價格折扣：高或低)　× 2 (產品涉入程度：高或低)之實驗設計方式進行。本研究結論如下：一、產品品牌來源國形象越高，消費者購買意願越高。二、 產品製造來源國形象越高，消費者購買意願越高。三、 產品價格折扣幅度越高，消費者購買意願越高。四、 產品涉入於品牌來源國及製造來源國對消費者購買意願之影響上具干擾效果。

關鍵字

品牌來源國 ； 製造來源國 ； 價格折扣 ； 產品涉入

並列摘要

With the trend of globalization, consumers today face a proliferation of products with multi-country affiliations. As such, it is likely that the country-of-brand of a multi-country product is no longer the most important determinant in the purchase intention. Although there are numerous studies related to country-of-origin (COO) effects, studies detailing price discount and product involvement in country-of-origin are limited.

This study deals with the effects of the country-of-brand, country-of-manufacture, price discount, and interaction between them on consumers’ purchase intention of bi-national brands, with product involvement added as a moderator. A 2 (image of the country of brand: high or low) × 2 (image of the country of manufacture: high or low) × 2 (price discount: high or low ) × 2 (product involvement: high or low ) scenario experiment design is used. This study arrives at the following conclusions: (1) The higher the image of the country of brand, the higher consumers’ purchase intention. (2) The higher the image of the country of manufacture, the higher the consumers’ purchase intention. (3) The higher the price discount rate of a product, the higher the consumers’ purchase intention (4) Product involvement moderates the effects of the country of brand and country of manufacture on consumers’ purchase intention.

並列關鍵字

Country of Manufacture ； Country of Brand ； Product Involvement ； Price Discount

參考文獻

Ahmed, S.A., A. d’Astous, and C. d’Almeida. “A Study of Country-of-Origin Effects in Africa.” Proceedings of the Academy of Marketing Science 17, (1996): 299-304.

Ahmed, Z. U., J. P. Johnson, and L. C. Boon. “Does Country of Origin Matter for Low-Involvement Products.” International Marketing Review 21, no.1 (2004): 102-120.

Al-Sulaiti, K.I. and Baker, M.J. “Country of origin effects: a literature review.” Marketing Intelegence and Planning 16, no. 31 (1998): 150-99.

Bilkey, W. J. and E. Nes. “Country of Origin Effects on Product Evaluations.” Journal of International Business Studies 8, (1982): 88-99.

Bowen, L. and S. H. Chaffee. “Product Involvement and Pertinent Advertising Appeals.” Journalism Quarterly 51, (1974): 13.