來源國形象對於消費者購買農產品之影響－以台中市居民購買蘋果為例

The Effect of Country Image on Consumers Buying Agricultural Products-A Casestudy of Taichung Citizens

羅炳和(Bing-Ho Lo) ； 黃琮琪(Tsorng-Chyi Hwang) ； 葉春淵(Chun-Yune Yeh)

《中華農學會報》 8卷4期 (2007/08) Pp. 307-319

https://doi.org/10.6730/JAAC.200708_8(4).0003

摘要

我國於西元2002年正式成為WTO會員國，國外廠商進入本國市場障礙也逐漸降低。在市場開放下，消費者在購買農產品時，是否因來源國形象(country image)影響其購買行為？本文主要研究消費者是否因為產品的來源國形象而有暈輪效果(halo effect)，並在單一指標與多重指標衡量來源國形象下，檢測實證結果是否有差異。驗證結果發現單一指標衡量來源國形象時，台灣蘋果與美國蘋果會存在暈輪效果；若以多重指標衡量來源國形象時，則日本蘋果與美國蘋果存在暈輪效果。顯示兩種不同來源國形象衡量方式在暈輪效果上的檢測會有差異，且建立良好的國家形象將影響消費者購買該國的農產品。

關鍵字

暈輪效果 ； 來源國形象 ； 結構方程模式

並列摘要

Since Taiwan became a member of the WTO in 2002, the baffler for entering Taiwan's market for foreign manufacturers has been lowered. Under entry conditions, will a country's image affect what agricultural products consumers purchase? This paper looks at whether or not the country's image would produce a Halo Effect on consumers and measures the differences using uni-dimensional and multi-dimensional methods. Our research shows that a Halo Effect occurs in consumers of Taiwan and American apples when both countries' images are evaluated in an uni-dimensional way. Moreover, the Halo Effect occurred in consumers of Japanese and American apples, when both countries' images were evaluated in a multi-dimensional way. So the foundation of a favorable country image has influence on consumers' buying of agricultural products.

並列關鍵字

Halo Effect ； Summary Construct Effect ； Country Image CI ； Structural Equations Model