消費者對國產品與進口品品質態度差異之研究

Difference of Consumers' Quality Attitude toward Domestic Goods and Imported Goods

李正綱(Cheng-Kang Lee)

《Asia Pacific Management Review》 2卷1期 (1997/05) Pp. 45-57

https://doi.org/10.6126/APMR.1997.2.1.04

摘要

過去台灣消費者心理上總覺得進口品優於國產品，但現在消費者比以前有更多的機會在國產品或進口品做選擇，本研究係在討論消費者利用品牌、價格、實體外觀、零售商信譽及原產國五個產品屬性，來評估國產品與進口品的品質態度，是否有顯著差異。研究產品為汽車及其輪胎，研究對象為擁有及使用過汽車的消費者，以問卷方式收集受測者之資料。研究結果顯示，五個產品屬性均可用來做為消費者判斷產品品質的信號。在品質信號各屬性的重要性排序上，以價格、零售商信譽最為重要，其次依產品分別是汽車為實體外觀、品牌、原產國，而輪胎為品牌、原產國、實體外觀。對國產品與進口品的品質態度，在五個不同的產品屬性上，除韓國產品外，國產品都比歐、美、日三國進口品的品質態度差。

關鍵字

國產品 ； 進口品 ； 信號 ； 重要性排序 ； 品質態度

並列摘要

In the past, imported goods were better than domestic goods in the minds of Taiwan consumers, but they now have more opportunity to choose between domestic and imported products than ever before This study is proceeding to explore how consumers use five product attributes such as brand name, price, physical appearance, retailer reputation, and country-of-origin to evaluate the quality attitude toward domestic and imported goods. The research products of this study are passenger car and its tire, research objects are the consumers who have owned and used the passenger car. Data co- llection is by questionnaire.The result in this study indicates that the five product attributes may be used as signals of consumers in judging product quality. For the importance rank order of each attribute of quality signals that price and retailer reputation have been found to be more importantthan other signals. Country-of-origin in car and physical appearance in tire have been found to be least consequential in signaling product quality. For the quality attitude toward domestic and imported goods, in different product attributes, domestic goods is worse than European, American, and Japanese imported goods but is better than Korean.

並列關鍵字

domestic goods ； imported goods ； signal ； importance rank order ； quality attitude